Why Video Marketing?

Why use video marketing?

Marketing has always been a core element of business success and it continues to evolve as social media expands with new social platforms being added to the mix. 

TikTok has shaken up the video marketing landscape over the past few years and more US marketers now use TikTok than YouTube for influencer marketing, but TikTok still sees significantly lower usage than Instagram (eMarketer, Dec 2021).

Marketers prefer video

There’s no doubt that enterprises recognise the power of video marketing. Silverwood Partners’ Media Technology: Strategic Industry Analysis 2022 shows that 94% of marketing professionals report a preference for video content:

The challenges of video marketing

Sounds like a no-brainer, right? However, in our blog post The Evolution of Enterprise Video, we looked at the challenges that enterprises are facing in terms of creating video content, including time/budget constraints, complexity of process, lack of in-house capability, and lack of the right technology. 

What needs to improve?

Silverwood’s report shows the top priorities for video departments in enterprise companies.

Unsurprisingly, improving time to market is the biggest concern for enterprises doing video marketing.

A recent Adobe survey revealed that it takes brands, on average, 17 hours to create a single piece of short form content! This rises to 27 hours to create a single piece of long form content, such as video. 

Hot on the heels of ‘time to market’ is the quest to increase overall video output, while other priorities include increasing engagement across all channels and demonstrating more thought leadership.

Technology is the solution

The best way to address enterprises’ key video content priorities is through a video management platform that automates simple tasks, speeds up reviews/approvals and makes collaboration effortless. So, why not request a free demo of Overcast’s platform?

Remote Work: The Evolution of Enterprise Video

How remote and hybrid work changed enterprise video

Video has long been one of the key communications tools for Enterprises to fulfil their business objectives. But when the pandemic dispatched us to our homes to work remotely, suddenly it wasn’t so easy to create, collaborate on, and broadcasting video. Work had changed. Leveraging video for business was about to change too.

What kinds of videos are enterprises distributing?

The types of videos that viewers are most familiar with — corporate brand videos, product demo videos, how-to instructional videos, employee training videos, customer training videos, case studies, testimonials, and employee spotlights — are still the red carpet of enterprise video strategy. 

But the need for audiences to be able to watch, communicate and engage remotely sparked an evolution in business-related videos that centres on virtual dissemination. 

Silverwood Partners’ Media Technology: Strategic Industry Analysis 2022 shows that virtual events and webinars are the fifth most popular type of video that serves business-critical functions. 

Other events, which previously would have been real-world ones, have also fed this trend by moving online. These included panels and roundtables, recruitment events, C-suite fireside chats/interviews, town halls, and briefings.

If it’s that easy, why isn’t everyone doing it?

Creating, broadcasting and distributing video content was never easy, but the complication of disseminating it to remote or hybrid workforces and customers proved even more challenging. Unsurprisingly, time (37%) and budgetary constraints (36%) were the biggest problems encountered.

Additionally, nearly three in five respondents reported that they have to use so many different technologies to create, broadcast and distribute video content, they often feel overwhelmed.

So, what’s the solution?

Many of these problems — time/budget constraints, complexity of process, lack of in-house capability, lack of the right technology — can be addressed through media pipeline management. Overcast MAX saves you time and money with a streamlined workflow and BYO storage. Image recognition speeds up the process of finding clips. Transcoding to multiple formats is automated. Basic editing is so easy a toddler could do it. Your content is secure. And the best thing is: you can simulate your costs before investing. It’s a no-brainer!

Become a video Ninja

Come and see for yourself. Get in touch for a demo of our platform to see how it would benefit your business and make video easier.

How Enterprises Are Creating Video More Easily

The old way of creating video is broken

There’s no denying the domination of video with more than two billion monthly active users on YouTube and one billion on TikTok.

In our last post, we looked at trends in the acceleration of video management technology, which is driven by factors such as remote working, the ever-increasing demand for streaming content, and the rise of video content creators.

However, the ‘players’ who are creating video — streamers, creators, and enterprises — have had to face the reality that the old way of working with video simply isn’t viable anymore.

The impact of the pandemic on creating video

The pandemic sent video creators and enterprise employees scuttling back to their houses where they had to rustle up home offices. That, in itself, was a challenge but then they faced the hair-tearing-out problems of collaborating remotely on video projects: how to find clips they needed, how to enable shared access to different versions, how to get reviews/approvals, how to execute simple edits, etc.

Streamers and video creators scrambled to find technological solutions to these challenges. Initially, these were solutions designed to “get by”. But now the new, more efficient media pipeline management workflows are being adopted as the new status quo, and technology has improved to fulfil those needs.

The result of that technological innovation is proven: Silverwood Partners’ Media Technology: Strategic Industry Analysis 2022 states that 84% of businesses reported their company’s video content output increased over a 12-month period in 2020/2021.

That trend is set to continue: the report also illustrated that in the subsequent 12 months, 44% anticipating a significant increase.

How video technology is improving

Traditionally video content creation, broadcasting and distribution required skilled practitioners and specialist equipment. But there’s a growing demand for technology that simplifies those processes and makes them accessible to people who don’t have video production experience: 83% of respondents quoted in the report believe their company would create more video content if technology made it easier to do so.

However, “easy” doesn’t mean “low quality”. Consumers demand high-quality video, so creators are seeking technologies that facilitate them to make professional-grade content to integrate into a tech stack, as illustrated in Silverwood Partners’ report:

How to manage your media pipeline

A media asset management platform empowers your team to collaborate on video projects effortlessly. Overcast’s SaaS platform future-proofs your video production operation, and you can simulate your costs before investing.

We’d be delighted to give you a demo of our platform — please click here to request one.

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