In 2005, college kids in California quietly revolutionised video. By piggybacking on internet innovations in video delivery, YouTube’s first video was born and the world changed.
‘Me at the zoo’ was a before and after moment.
Before, there was analogue TV and cinema. After, there was online video.
Long live the revolution
And the revolution hasn’t stopped rolling. It begun with millions of hours of video uploaded by anyone with a camera (and then a smart-phone). And now it encompasses global content networks like Netflix and Amazon Prime. Indeed, social media networks have emerged to encourage and cater for our ravenous video appetite.
And the wheel continues to turn.
Video has revolutionised the way marketers’ present information. It has quickly become a standard part of a business’ content marketing. And it is set to be the pre-eminent digital medium in internet advertising.
Its ascendancy online is only tempered by how to sustain production and manage costs.
But there are problems with video as a promotional vehicle. Not least in its relationship with other content. Many still believe video clips are moving photographs. Rather than a complex process of storytelling interlinking filmed footage, audio and animation.
Such misunderstanding has a bearing on how much marketers believe video is worth. As well as where they source it from, and how much effort they are willing to put into to production.
There is one constant in producing marketing video, whether made in-house or outsourced. To succeed in its sales function it requires input from the commissioning company.
For ‘input’ read time.
The winning combination
Marketing videos depend on knowledge of the products. How they work and the brand values that inform them. This information is the gift of the client and not the producer.
Collating and transferring product knowledge. Packing up products and sending them for filming. Organising colleagues for interviews. Corralling senior team members into viewing and signing off video content. It is a lot of work. It is the unspoken burden and hidden cost of video commissioning.
When a marketing team is willing to commit the time to video production, great things happen. Original content flows resulting in brand engagement.
If this happy correlation occurs it makes the process cost-effective and efficient. Above all it creates high-quality video for a company’s online channels. This includes Youtube – a space which can command hundreds of thousands global views. And, in less than two decades, has truly revolutionised advertising.
By Nicky Robertson, Director