It’s about time that marketers give video content across their digital platforms the same care and attention they give design, copy and photography. After all, bar unintended mistakes, you wouldn’t expect a company press release to be sent out full of typos, poor spelling and bad grammar.
But the web is littered with downright mediocre video put out by companies on their websites, You Tube channels and social networks. Shot on all sorts of devices, often crudely edited and out of context in the web environment, this content is treated as an add-on when it should be main event.
More startling is the fact that often online video doesn’t seem to fit into any campaign; it’s just there floating around as an adjunct to the thrust of the marketing strategy.
This is especially true of TV ads created for an entirely different audience that are uploaded to You Tube channels willy-nilly and sit together in a clump with no obvious purpose.
As Econsultancy says, given the tremendous appetite for online video, marketers should be nailing down planned video strategies that sit within the heart of their marketing campaign.