22 Apr Mid-Atlantic Marketing Summit 2016 – Video in Today’s World
Good afternoon Sounding Board readers! My next session is moderated by our very own Elizabeth Shea and covered how video is being used in an increasingly tech savvy world. Panelists include:
- Mark DeVito, president and chief creative officer, The Gigawatt Group
- Aaron Schwartzbard, CTO, Frameless Technologies
- Keith Jodoin, founder, Sapling Pictures
Below are some of the prompts the panelists were given and the biggest take-aways from the conversation.
Biggest trends in the industry:
- Targeting a central audience with content creation and brand strategy as well as making sure that it hits the mark for the smaller segments within that as well.
- As video content is being increasingly consumed (70% of internet traffic is expected to be video content by 2018), perceptions are being changed by the video that brands are putting out, so quality is becoming of increasing importance. It’s important to try to maximize your message within the budget you have – without sacrificing quality.
- Delivering high quality experiences through virtual reality and working to change the perception of people who experienced VR in its earliest forms. The proliferation of mobile devices is creating a continuum from passive observers in a broadcast world to a narrowcast world and VR is furthering that by putting the viewer into the content itself.
How can strategy be defined to speak directly to people/consumers who are expecting personalized content:
- Can’t leave out the research component – you need to know all about your audience to be able to reach them. Take brand personas one step further so that you are speaking directly to those people.
- There is a constant struggle between analytics and content creation. While you have to fully embrace analytics, you also have to trust your gut and tell your story. If you wield the tools available properly, you can tell your story in the right way to the right people.
- Ultimately, you have to find the story that’s relevant to the audience you’re trying to reach and use technology to thrust those ideas forward. But, at the end of the day it’s the story that’s at the heart of the content.
- There’s no longer a strict separation between B2B and B2C since there is always a person you are trying to reach. With all the platforms we have to deliver content across the lines are contenting to blur – and that content is being delivered to an individual, sometimes they just represent a company.
The practicality of creating viral videos:
- Everyone wants every project to become REALLY successful. In order to be successful you have to think not just about the experience you’re creating, but also look at the bigger picture of the centralized brand. Otherwise the gimmick isn’t really going to work and users will feel the disconnect between the campaign and the company.
- Having brands put stipulations on items content must include puts them at a detriment for virality. Companies need to be willing to really think out of the box in order to get these quirky ideas to come together.
- We can analyze what is successful and know that comedy is generally successful. But, it’s good to ask what ‘viral’ means to the client and what their margin of success is, as well as how it relates to their brand authenticity. There is a direct relationship between something going viral and something being authentic.
- With so many viral videos, consumers are a little jaded and it’s not enough to just throw a piano playing cat at it. Viewers see through most of those gimmicky ideas.
Distribution, how to reach your target audience over different platforms
- Each platform is physically different so that has to come into play – from what content is created to how it is engaged with. Then consider production equipment required and budget allowed. All those fragments have to come together to capture all the content in an efficient way. Really requires a lot of planning and thought in the beginning.
- Can’t go out and say you’re going to capture everything for all media. Think through how you are going to get your audience to come to you and build the strategy out from there. Really focusing in on what the audience is going to want and how they will consume it.
- Lots of factors effect users relationship with different platforms and those platforms are always changing as well as their audiences so distribution needs to be evaluated on a week to week/month to month basis.
How can you use video without a big budget:
- Be economical in your capture. Make sure everything you’re doing is part of your strategy and don’t try to be in all places, just the most efficient places for you.
- There are now so many pieces of technology that are inexpensive. High quality video can come from consumer level equipment and you can have crummy video from expensive equipment. Today, cameras are a commodity, it’s the expertise that you should look for – find someone with the expertise and experience to produce what you want in a manner that suits your budget.
What should you think about in terms of metrics/measurement:
- Adjustment is key. Make sure to monitor on an almost daily basis and make adjustments based on performance indicators, so that campaigns become even more successful over time.
- Analytics are almost the only way that campaigns are going to survive going forward.