Video is a serious marketing tool for brands and organisations. This is not wishful thinking. It’s a statement of fact.
Viewers watch more than 500 million hours of videos on YouTube every day. More video content is uploaded in 30 days than the major television networks have created in the past 30 years. By 2021, a million minutes (17,000 hours) of video content will cross global IP networks every. Single. Second. These stats in 2018 from research by Forrester.
This is the sort of information that has dominated digital forecasting for half a decade now.
Video: then and now
Since film’s inception, moving pictures have been designed to promote and sell. In war as political propaganda. In peace as TV advertising. It’s unsurprising that as channels have increased to watch, share and produce video so has our love affair with the medium.
What is surprising is the lack of understanding about how to commission and deploy online video by some marketers. It’s never been cheaper, simpler or more effective to make truly bespoke brand video. But still there is reluctance to strategise its use in overall marketing plans.
Many marketers see video as a ‘nice to have’ or just too difficult to fit into their marketing output. Outsourced video production is perceived as expensive and time consuming, with return on investment tricky to prove.
Not so long ago marketing video was the sole provenance of the high spending brands and even higher charging TV ad agencies. Now it can sit a little awkwardly in the traditional in-house marketing set up.
Where does video fit in?
Is it the job for the PRs, the digital team or the media team to look after video? When no-one wants to ‘own it’, well directed and effective brand video will fail. Even if the responsibility is passed on to a rostered agency.
Video has come of age as a marketing tool. It cannot be ignored. But how to produce it effectively so it really works and justifies the spend?
Start to take it seriously. Bring it into the marketing plan. Budget for it. And above all allocate an in-house resource with the passion and patience to work through the production process to bring projects to a successful conclusion.
By Nicky Robertson, Director