#CuratedChat Recap: the value of video in digital


Whether producing your own assets in-house or outsourcing to production houses, the digital marketing community is recognising the raw engagement power of video. Video has proven one of the most popular and efficacious ways of reaching online audiences; however, it’s not always clear how to best go about using video as part of a brand’s broader strategy.

The second of our #CuratedChat series looks to clear up some of these issues: how to use video, how to pitch it, and whether it can be created on a shoestring. Throughout we heard from agencies, independent videographers, and production houses: all with different perspectives on video and where it’s best placed. Let’s take a look at some highlights.

Q1. How has video changed your marketing plan in the last year? Where do you favour video over editorial?

If you’re wondering where video trumps your editorial, this is the question for you.

We loved iDefine editorial’s take on this question. In our experience, video works best as part of a broader content offering. What we’ve noticed is that video has served us wonderfully in cultivating engagement and visibility, which puts us in a nice position to bring in our editorial content. Think of it this way: video serves as the promise of what’s to come, leaving our editorial to do any extra heavy lifting. That said, we’re all using video in different ways – so don’t be afraid to experiment!

Q2. How do you convince the more traditional clients/brands that video is a worthwhile marketing tool?

Unsure how to pitch video to hesitant clients? We got you covered.

StoryMe make a powerful case for video here. As well as simply asking clients to look around and take note of video’s obvious popularity, they also point out video’s positive effect on personalisation efforts. Video improves opening rates for e-mails and improves the SEO value of your site which inevitably leads to an increase in organic traffic. As they put it: ‘ You’d be crazy not to make a leap into video.’

Additionally, big shout to Samantha Jones for her impressive case study on the power of locally targeted video. She also makes an astute point; video has the power to cultivate a considerable amount of engagement in a relatively short space of time. If you have examples of work you’ve done before with impressive results, present this as an example of the kind of tantalising reward your client’s investment can expect.

Q3. When would you say video is not right for a brand or client?

Cat Prill nails it here. Even simple videos can run over time in production and post. Even in the rare cases they don’t, well executed video needs time to be planned and coordinated appropriately. Your audiences attention is finite, so each sequence needs to be optimised and cut to hit exactly the right note you want. And the reality is a poorly produced video actually works against your intentions of cultivating your brand’s authority. Don’t get us wrong, enforce deadlines – but rush jobs won’t result in the kind of rewards you’re looking for.

Q4. Is proving ROI from video marketing always monetary? Why?

Becky’s answer is definitely one we agree with for social; however, in all honesty, it applies to every channel in digital. The ROI from video is rarely measured in pounds; look to engagement, views, data captures, sign-ups as well as the more ephemeral outcomes like it’s effect on your brand authority and how well it drives your organic traffic to site. All of these things, as Becky says, are equally as valid as income.

Q5. When do you think it’s better to produce videos in house compared with hiring a production company?

For this answer, we’re going to turn to our friends at StoryMe again. They posit a healthy mix of both in-house and outsourced video production.

For smaller assets that don’t require much technical experience or resources, planning them in-house will keep costs low, skill up your staff and lend your messaging some real authenticity. On the flip side, outsourcing the bigger and more complicated projects will free up your staff, avoid any knowledge gaps amongst your (most likely) non-specialist videographers, and keep costs low.

Q6. How can you get videos off the ground with moderate or limited budgets? Is this even possible?

Becky and Samantha again with revealing insights into just how powerful even smartphone video can be. With the right planning and approach, even something filmed on a modern smartphone can come out clean, optimised, and on message. Samantha’s anecdote is a perfect and powerful example of this: shooting an smartphone interview with NeckDeep and achieving over 31,000 views in under an hour. A tip of the hat to you, Samantha!

As we’ve seen, if the objective is clear and you work within your resources, your video output can be very effective with minimal monetary investment. That said, as your projects get more ambitious, you’ll have to decide whether you want to grow an in-house video team or develop a relationship with a creative agency to yield the best results.

Thanks to all of those who got involved with our second #CuratedChat! If you’d like to join in on our next one, we’ll be talking SEO strategies, on December 6th, 2017 from 4pm-5pm.

Comments are closed.

« »