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).
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?
Pioneer Era — first-movers create their own technologies, e.g. Pixar, Amazon, Zynga;
Engineering Era — bottoms-up tools and middleware emerge to support overwhelmed engineering teams, e.g. Ruby on Rails, Stripe;
Creator Era — top-down tools emerge to support a much larger market of creators and disrupt many of the businesses of the prior eras, e.g. Adobe, Shopify, YouTube.
Prosumer technologies take centre stage
Enabling “prosumer” technologies are a key symbol of the Creator Era. Musicians are expected to expand beyond streaming services like Spotify and Apple Music to technologies that drive discovery on those platforms and empower them to connect with their fans.
We are also seeing a convergence of podcasts and videos; for example, OffCamera with Sam Jones, which records interviews with filmmakers then releases the audio as a podcast and the black-and-white video footage as an online TV show.
According to Bloomberg, YouTube is reaching out to podcasters and podcast networks, offering “grants” of up to $50,000 to individual shows and $200,000 and $300,000 to podcast networks to entice them to create video versions of their shows.
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.
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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