How to Solve the Most Common Challenges of Video Marketing

How to Solve the Most Common Challenges of Video Marketing

A survey has revealed the most challenging obstacles faced by companies during video marketing strategies. We look at some potential solutions.


Ascend2 recently released a survey of video marketing strategies. After interviewing 280 leading marketing, sales and business professionals from around the world, Ascend2 found that 85% of companies rated video marketing as ‘Somewhat Successful’ or ‘Very Successful’.

Rate the Success

While the survey shows that video marketing strategies work for the majority of companies, it also implies that 15% are struggling to achieve success in the medium.

Every video marketing team faces challenges along the way, but what are some of the biggest obstacles that those 15% are finding tricky to overcome?

Most Challenging Obstacles



‘Lack of an Effective Strategy’

Topping the chart is the ‘lack of an effective strategy’. 48% of companies named this as the most challenging obstacle they face.

A video marketing strategy is something that constantly develops in a company. While Wooshii’s project managers can help with a video marketing strategy, this is an area where companies can really push forward their own ideas and strategies.

There are a great many online resources to help you start thinking about a video marketing strategy. Here are some which we think could help:

Business2Community | 13 Simple Tips to Help You Draft a Winning Video Marketing Strategy

  • Business2Community put forward some general tips to think about when starting up a video marketing strategy.

Vidyard | How to Plan Your Video Marketing Strategy

  • Vidyard provide useful and more in-depth advice about what your strategy could include.

Forbes | 5 Things Your Video Marketing Strategy Should Include

  • Forbes presents useful ideas for the potential content of the videos.


Hero Hub Hygiene

Hero Hub Hygiene is a framework that you could consider implementing in your video marketing strategy.

Hero: ‘Hero’ content is a large-scale and emotive video/advert that is designed to disrupt, engage, entertain and essentially raise huge brand awareness. It appeals to the masses and attracts views. You should be looking at releasing 2-3 ‘hero’ videos per year as you would use these videos to lead campaigns.

Hub: Think of the hub as the home for your content. This could be a YouTube channel, your blog, any place where interested viewers can frequently visit to receive updates on when videos are being released.

Hygiene: This is regularly released content designed specifically for your target market. ‘Hygiene’ videos include useful, informative content designed to educate viewers about your product, service or brand. The videos will appeal to enthusiasts who actively search for information. You can use these videos to mark your company as thought-leaders and experts in your respective fields.

Click here for an article in the Guardian which uses Volvo as an example of using a Hero Hub Hygiene strategy very effectively, or take a look at our slideshow on Hero Hub Hygiene content below.


So, you’ve got your video marketing strategy in place. According to the survey, the next most frequent problems identified are a ‘lack of compelling content’, ‘inadequate video budgets’ and a ‘lack of production resources’. What are some of the best ways to overcome these problems?


‘Lack of Compelling Content’

You know the message, you know the branding and you know the target market. But what is the best way of showcasing this?
Creating compelling content is an understandable challenge, and again there are some online resources that can help point you in the right direction.

Marketing Profs | Create Compelling Marketing Videos that Educate and Entertain Infographic

  • Marketing Profs has created a helpful infographic for three styles of video: Instructional, Informative and Entertainment.

Content Marketing Institute | 10 Commandments to Create Compelling Content

  • The Content Marketing Institute here gives a clever and fresh way of looking at how to create compelling content.

7 Tips for Making Compelling Web Videos

  • PR Newswire ask 7 useful questions for thinking about creating compelling content.

There are many creative ways companies can use video. Here are some ideas to get you started.

Video Series

Consider releasing a video series or two. This way, the video branding and styling can remain consistent throughout, reducing the pressure to switch up the video style. It will also encourage viewers to regularly return to your website or YouTube channel, raising the number of dedicated customers.

Here is a trailer for a documentary series we produced for Thermo Fisher Scientific. It is a good example of using a video series as part of an online marketing strategy.

User-Generated Content

User-generated content is a great way of interacting with your customers. In terms of user-generated video content, one of the most well-known examples is GoPro Hero Action Camcorders. GoPro allow customers to post videos they recorded to YouTube which the company then uses to market their product.
In the case of GoPro, this is a recipe for great content: from fascinating videos, to awe-inspiring, to some that are just a bit daft:


‘Inadequate Video Budget’

Video has become far more accessible than it was in the past. Cameras, microphones and editing software used to be a costly investment, let alone the personnel needed for the video making process. Nowadays, however, the process is a lot more bearable.

Whilst high end equipment does create higher quality content, it is not an absolute necessity. Compelling content can be created to your budget, so long as a thorough strategy is in place.

Outsourcing a video making team is a cost effective method, but also time consuming and risky. Sourcing the team can take a long time, and there is often no way of ensuring a high product quality unless you have seen direct results from them before.


‘Lack of Production Resources’

Sourcing an in-house team can be time consuming, expensive and limiting in terms of variety of video styling. What you need is a network of video makers with different specialities that you can call on as and when you need.

This is really where Wooshii can help. We work on the basis of three key principles: choice, care and quality.


The Ascend2 survey reveals that customer testimonials, project reviews/case studies, explainer/tutorial videos and demonstration videos were generally the most effective content, but the most difficult to create. Working with a network like Wooshii helps solve some of the most challenging aspects of this such as getting crews in a variety of locations or finding specialist video makers in a range of video styles.

Most Effective vs. Most Challenging


Wooshii’s project manager becomes a single point of contact between the company and this network of video specialists. Our role is to ensure that the process is as easy and stress-free as possible. We do this by dealing with the video production process, quickly sourcing the best video makers and offering advice on video content: ultimately striving to realise our clients’ goals.


Both our level of choice and care results with as high quality videos as possible. Wooshii always recommends the video makers who we think will create the most effective video, and as a company we have been endorsed by Google, YouTube, Ebay and many of our clients. The quality of our product is always at the forefront of our methodologies.



Scale Your Video Production Capabilities

Learn how Wooshii has helped companies from
Google to Unilever scale their video production

Great We Shall Be In Touch WIthin 24 Hours.

60 years on… TV adverts then and now

60 years ago today, Unilever (a Wooshii client) released the first ever video advertisement played on commercial TV in Britain.  Unsurprisingly adverts are now very different, but how exactly have things changed?

Viewed from a modern perspective, the 1955 Gibbs SR toothpaste advert looks somewhat dated, but at its release it was revolutionary.  The minute-long advert aired on ITV’s opening day and showed the toothpaste in a block of ice being described as ‘tingling fresh’.

Adverts have come a long way since.  There have been a huge range shown on British commercial television since Unilever’s toothpaste.  Some have been great advertising campaigns, others have paled into insignificance and more than we would like to accept fall into the category of adverts that we just love to hate (think ‘just one Cornetto’ or Barry Scott of Cillit Bang).

Musically, jingles play an important role in the memorability of a brand.  Studies have shown that the average Brit spends around 58 minutes per week mentally repeating these catchy tunes.  This is not exactly enjoyable, however, and has landed jingles such as *those* Go Compare adverts or ‘we buy any car dot com’ with the rather more fitting term ‘earworms’.

The cost of adverts has also dramatically risen: John Lewis’ 2014 Christmas advert campaign (the one with Monty the Penguin) reportedly cost £1 million to shoot and a total of £7 million including TV spots, newspaper adverts and in-store advertising.
Looking back at Unilever, their most recent advert, ‘Farewell to the Forest’, promotes their commitment to making products sustainably.  Even 60 years on, Unilever remains a forerunner in video advertising.  In under a month this campaign has received a staggering 16 million views on YouTube (let alone those from television and other mediums).

Video advertising in general is also fast becoming preferable to other means.  Businesses have realised video’s potential and now produce visual content advertising their services.  The results are clear, with multiple successes for those who implement video across all platforms of their business.

We have come a long way from the days of Gibbs SR toothpaste in 1955.  Video is part of one of the fastest changing platforms in today’s culture, so only time will tell how it changes.  The question has to be asked though: over the next 60 years, how many more Barry Scotts and Gio Comparios can the public tolerate?  Here’s hoping it’s not many.


Scale Your Video Production Capabilities

Learn how Wooshii has helped companies from
Google to Unilever scale their video production

Great We Shall Be In Touch WIthin 24 Hours.

Adverts referenced:

Gibbs SR Toothpaste (Unilever, 1955):
Walls Cornetto (80s/90s):
Cillit Bang (Barry Scott):
Go Compaaaaaare:
We Buy Any Car:
John Lewis Christmas Advert (2014):
Farewell to the Forest (Unilever, 2015):

How digital marketing operations can transform business – McKinsey’s new report

How digital marketing operations can transform business – McKinsey’s new report

Struggling to keep up with rapidly evolving consumer behavior? Digital marketing operations can bridge the divide between what customers expect and what they get

That is according to McKinsey’s new report – How digital marketing operations can transform business

If you don’t have time to read the full report here are our notes.


Due to evolving consumer behaviour and the marketing landscape, marketing operations is becoming the most important to enable brands to connect with customers and to shape their interactions. When done well, it can provide a 15 to 25 percent improvement in return on investment.

Five steps to bring marketing operations into the digital era
Modern marketing operations calls for the development of new processes, coordination, and governance, as opposed to the conventional way of implementing new technology platforms, adding head count, or increasing digital marketing budget. Five attributes of effective marketing operations are identified.

1. Customer Insights – truly understanding customers

This calls for an ongoing, often moment-to-moment process of tracking, analyzing, and interpreting customer behaviour and attitudes. The aim is to target and shape content and experiences, and to optimize how they’re delivered. This requires data and sophisticated tools. Companies should map detailed customer decision journeys for their most valuable segments, using technologies such as ClickFox.
In this process, focus shall be placed on 1) collecting and making sense of the data, 2) quickly and continuously delivering the analysis, and 3) automating processes so as to scale this capability. Most companies are now at the beginning of creating customer-insights programs, e.g. monitoring and reacting to social-media conversations; what’s needed are to integrate and make sense of all sources of customer insights.

2. Customer Experience – delivering a superior experience

Getting the consumer journey right requires getting everything right. Apart from technologies and processes, various functions across the organization must coordinate to deliver it. Back-end systems such as order management and fulfilment are as critical as marketing, sales, support, service, and operations.
This process is a two-way flow of information. While an experience is delivered to the customer, there needs to be a system to capture shopper’s feedback to help the company adjust its offer or message. Experience shows this feedback loop not only optimises customer experience, but also often leads to reallocation of digital-campaign budgets.

3. Capabilities to Support Digital Marketing Operations – selecting the right marketing technology

Marketing technology enables the company to automate processes, personalize interactions, and coordinate actions. The system shall have the flexibility to work with large platforms such as Adobe or Oracle, as well as point solutions that are constantly innovating. A thoughtful application-programming-interface strategy shall be developed, to make sure the system has enough flexibility to hook into both current and emerging technologies.
Yet there is more than the “best” marketing technology. It shall consider how well a particular solution may integrate with legacy systems or how well it meets specific requirements.

4. Governance and Process – implementing processes and governance

With the right technology at hand, then it requires people, processes, and governance to ensure technology does what it’s supposed to do. Guidelines are key to success here; examples include how business units might pilot new technologies, how data will be shared across the organization, and which capabilities will be managed in-house or externally. An example showed the marketing brief and new product launch time is significantly shortened when the company adopted new approach to bring team together to establish clarity up front.

5. Key Performance Indicators and Measurement – using the best metrics to drive success

  • As companies become more customer-centric, measures of marketing effectiveness need to move beyond a narrow set of metrics:
  • Metrics should focus on customer activity rather than simply product or regional activity;
  • Metrics should reinforce new behaviours and processes, such as how fast a product is launched or how quickly lessons from the field be integrated into the next marketing offer;
  • Metrics should deliver insights quickly—often in real time —to allow business to act;
  • Metrics should be easy for decision makers to understand;
  • Metrics should be forward looking to identify future opportunities rather than focus on reporting what has already happened.

The Original Article -


Scale Your Video Production Capabilities

Learn how Wooshii has helped companies from
Google to Unilever scale their video production

Great We Shall Be In Touch WIthin 24 Hours.

This infographic puts the effect of video into perspective

The effect of video and video production has been ever increasing, and video is being used worldwide by companies and individuals alike to promote a product or service. This growing need for videos has resulted in increased engagement statistics for companies that are capitalising on the trend, and the team at One Floor Up have collated this information into a vibrant and detailed infographic. These impressive statistics will only grow as the developing world becomes more connected. The question is, have you capitalised on the effect of video yet?

effect of video

As you can see, some of these results are quite staggering. If 92% of all mobile online video is being shared, imagine the potential if you used video to market your Android or iOS app. The purchase intent statistic also stands out, and the cost of video is well and truly justified if it brings in a wealth of customers for a business. If you’d like to develop a video for your company that aligns well within your budget, check out our community of video creators at Wooshii to start your journey into effective and affordable video production.

A big thanks to the team at One Floor Up for submitting this informative infographic to us.


The Do’s And Don’ts Of Corporate Video Production

The Do’s And Don’ts Of Corporate Video Production

This article was written by Duane Rajkumar on behalf of One Inch Punch Pro, a Toronto based video production company with experience creating corporate videos, music videos, short films, reality television and more. They are one of our video-makers on Wooshii. Check out their profile here.


Develop A Clear Goal
It is imperative that you invest considerable time developing a clear goal before you start filming. You should define exactly what you’d like the video to do. You likely want to engage your audience and illustrate the company’s history and products. Much of this is accomplished through a well written script as described above.If you don’t have a clear goal in place before you begin filming, you might lose sight of the original purpose and create a disorganized and ineffective corporate video production.

Define The Audience
Before you begin filming you should make an effort to clearly define your audience. This way, you’ll know exactly how to create the content and cater it towards your target audience. While your company’s products and services might not appeal to the masses, they do have a special meaning to those who you’ve pinpointed as the target demographic. So narrow your video’s content to fit this demographic and don’t look back. You should have no fear of leaving details out of your production. Less is usually more, considering that the best videos are usually only one to two minutes long.

Keep It Short And Sweet
Attention spans are shrinking as time marches forward. The typical person will only remain engaged with a video for about a minute and a half. Consolidate the information that you’d like to present to create a story that is well paced. It should get the point across in two minutes or less.

Connect With The Audience
Take your time when you are crafting the video’s storyboards. Your goal should be creating content that really makes an emotional connection with the audience. If this seems a bit too serious for your video, aim to create content that leaves a lasting impression on the viewers. It is critical to understand that almost every purchase is the result of an emotional decision. People are willing to overlook superior products and services for those that made a meaningful impact on their feelings. So, aim to engage the viewers in a way that will really make an impact on their emotions and your corporate video will be a success.


Rely On Amateurs For Voice Overs
While it is tempting to save money by using someone in-house for your voice overs, it has the potential to backfire. Voice overs add professionalism to your corporate video. Remember, you aren’t filming a family movie here. A voice over artist knows all the tricks that are necessary to get an audience’s attention and instill trust in your brand.

Fast Or Slow Animation Pace
If you use animation in your video, take care to ensure that it is implemented with the proper pace. If it is either too fast or slow, it’ll conflict with your voice overs. This will confuse viewers. Animations and voice overs should keep an even pace with one another. Even if you have an ample budget, you should take care to not go overboard with the visuals. Your video should be all about conveying a message instead of visually impressing viewers.

Let The Music Steal The Spotlight
While good music is critical to a video’s success, if it stands out too much, your viewers will lose sight of the video’s message. Music should be incorporated to supplement the video content, not steal viewers’ attention. So select your video’s soundtrack carefully.

Information Overload
Don’t bombard the viewer with information. Narrow your presentation down to what matters the most. This way, you won’t overwhelm viewers. Sometimes, less really is more. If you try to cram a bunch of company history into the video, you’ll rush it and the pace will be too fast for viewers to absorb. So pick and choose wisely. Select the material that is most important and build a story around this information.

Neglect The Script’s Importance
A video’s story and script are central to its success. While you might only be creating a video that is a minute in length, you should still build a solid story. People aren’t looking for just glitz and glamor. Most want to view something that has some substance to it. Try to write a script that grabs the viewer’s attention right away. This sets the stage for what is to follow and really serves to engage the audience from the start. When writing the script, focus on your company’s mantra and the products or services that it provides.