Part One: Fear Not…Take This Torch With You.
There is a multitude of macroeconomic and behavioural factors that need to come together for video to be an effective medium. Media proliferation across digital channels and social platforms, raised levels of mobile phone use to access content, increasing information-seeking behaviours and lower attention spans provide fertile ground for video to thrive.
Many of the drivers that underpin the rise of video are mirrored in society; for example, the hike in home working due to COVID-19, with 50% of the UK expected to work remotely by the end of 2020 (source: ONS). There’s also the inexorable rise in online shopping, adding to the so-called demise of the high-street, with digital grocery orders doubling during the Coronavirus pandemic (source: Nielsen).
Despite the compelling reasons for video, there is still a proportion of the market either not using video or not maximising its use at scale for a variety of reasons. So is now the perfect time to scale video to reach your audiences?
We’ve polled an international panel of 260 senior marketers for their thoughts on why video works, barriers to high-quality products and how to do this effectively when scaling up video output. It’s clear from their responses that video volumes continue to increase: almost two-thirds say they’re producing more than they did three years ago.
Here’s an at-a-glance take on the pain points our survey respondents are facing:
Messy: As different people produce and use video across different departments, business units and geographies, they can look and feel very different – and, as a whole, a bit messy
Talent: Creativity and maintaining fresh thinking when seeking to scale the breadth and frequency of a video approach is a real talent that can often be difficult to access
Burden: The intensive nature of creating many types of video can be a burden for many budgets if an efficient process to maximise the approach is not in place
Skills: From directors to producers and animators, some video requires specialist knowledge to be done well
Optimised: Ensuring video is distributed and optimised for maximum ROI is a concern for many marketing teams
Challenges: Video can require significant organisation under some working models, which combined with other demands make production timescales challenging
Difficulties: Doing all of the above when supporting international markets can multiply some of the difficulties and inefficiencies
“17% consider video a global operation”
Frequently, the internal costs of the salaried team involved in video are underplayed.
For many brands, creating video at scale is problematic. Handling a small number of videos can be relatively straightforward, but when scaling up for multiple parts of the business is required it gets harder.
This could entail requests from a variety of functions and product owners; on top of wanting to simply provide more video to each audience, this becomes a challenge. Additionally handling video is only one of many things, most marketing, comms and HR professionals are tasked with, so anything beyond providing basic direction can become expensive for each video.
All this takes place in a climate where many marketing teams have reduced in size and proportionally employed more junior team members. International complexity compounds these issues. More than half of the marketers we surveyed say their organisation produces video for multiple markets; one in six (17%) consider it a global operation. For internal comms professionals, global output rises to 20%.
If filming in a far-flung part of the world is required, capturing video using traditional mechanisms can become an expensive, admin-intensive undertaking. Because of all this, current video production processes leave some marketers scratching their heads about the efficiency, effectiveness and real value of the channel.
Part two we will be solving these problems in an efficient and cost-effective manner, our marketing panel says you need to put in place the right plan, the right people and the right production process. It’s a framework that allows global marketers to plan and execute high-scale – including local campaigns fast and effectively.
For more insights like this download our latest free video marketing report where we discuss the main drivers in video’s phenomenal success and how to best utilise it to create awareness, deliver engagement and influencing the decision-making process.