Video Is Now the King of Content—But Are You Managing It Right?
Over the past five years, video has made an unstoppable ascent in brand marketing. What was once a high-effort, low-volume medium has now become the most-used format in campaigns, overtaking static content like blog posts, PDFs, and infographics.
But while brands are racing to produce more video, our latest report reveals a sobering truth: the systems used to manage video haven’t caught up.
The Volume-Value Gap
According to our research, 71% of respondents have increased their use of video in marketing campaigns over the past five years. However, only a small fraction feel confident that their current workflows and systems are fit for purpose.
Why? Because most video workflows are still rooted in:
- Manual file searches across multiple drives or cloud accounts
- Reliance on one person to manage all video assets (43% of brands admitted to this)
- Siloed storage and approval processes that delay campaign execution
This is what we call the volume-value gap: brands are producing more video than ever, but can’t extract the value from it efficiently.
The Consequences of Falling Behind
This gap isn’t just inconvenient—it’s costly:
- 77% of brands admitted to reshooting content because they couldn’t find the original assets
- Teams are spending an average of 10 hours/week on manual video management tasks
- Campaigns are delayed, brand consistency is at risk, and valuable content goes underused or unused
In other words, the more video you create, the more inefficient your operations can become—unless the workflows evolve too.
What Needs to Change?
To truly unlock the value of video at scale, brands need to move from traditional DAMs and siloed systems to video-first platforms that are:
- Built for large video files and complex formats
- Powered by AI for auto-tagging, transcription, and semantic search
- Designed with collaboration and compliance baked in
Video content isn’t just another asset type—it requires different rules, smarter automation, and faster access.
Overcast HQ: Helping Teams Work Smarter with Video
Overcast HQ helps brands bridge the volume-value gap by delivering an AI-powered video platform built for modern teams. With features like semantic search, automated tagging, adaptive storage, and real-time collaboration, we make it easier to find, manage, and scale video content—without the chaos.
