At POP Video, it’s obvious that we’re huge advocates for video. It’s such a powerful tool for content creation. However, we spend a a lot of time either convincing people of its merits or calming their nerves about starting a project. It’s 2015 already! It’s time to change how we view video.
Video should be considered AT LEAST an equal among its peer mediums, both in terms of effectiveness and ease of creation. You wouldn’t have to tell somebody that their newsletter needed copy. And nobody would be intimidated by finding an image to put on their website. It should be no different for video. As Dan Purvis, Co-Founder of Communications Axis wrties in his article, #Video. It’s Special. But not that Special. 2015 trends by @GoAnimate, video should be viewed as “…just another (very valuable) tool in our toolbox.”
Five trends that will drive a change in perception. We agree that there needs to be a perception change, but the attributes of video content he describes are already here. They’re #trending @now. If you’re the type of person who identifies with either side described above, you should keep reading. Hopefully you’ll be convinced to come to the middle ground, where video is as great and as simple as every other type of content.
Correction Dan…videos ARE easy and inexpensive to make. Most people’s fear of video is lodged in the assumption that video is going to be hard work. A lot of work and a lot of time and a lot of money and just a whole lot of stuff that they don’t have an abundance of. Maybe that was true ten years ago, but not anymore. Video content is easy to generate and even easier to re-purpose.
The sites that Dan lists for quick video content generation are great in their own way, but the real time and money saver is having a dedicated video partner who knows your brand and your communication goals. It’s having a library of content to pick and choose from. It’s creating video assets at every available opportunity. There are a lot of things that go into making effective video content, but YOU don’t have to worry about those things, all you have to do is decide to embrace video. Still not convinced? Listen to one of our premiere partners tell you how easy it is.
Side note about saving time and money: With cameras capturing video at such high resolutions, you can actually knock out photos and videos in one move. Two types of content for the time and price of one. See HERE (Nalco Champion).
This point really goes hand in hand with the first one. Part of the reason that video content is so easy and inexpensive is because of how easy and inexpensive it is to edit and customize. If you only produce one video per year, it’s still simple, but not nearly as cost effective. The savings appear when creating video content in volume, as well as constantly getting your money’s worth by making iterations and repurposing to other mediums.
As Dan points out, you should “Think of your videos as living documents that you continually edit to keep up with your marketing focus.” We couldn’t have said it better ourselves. Video content is SO easy to work with! No matter the edit needed, from a logo animation tweak to a voice over re-record, it’s guaranteed to be an easy process. Your communications goals are constantly evolving and your video assets should evolve with them
TA buttons, turnstiles for collecting emails, and integration with CRMs are nothing new to video content. You need to have these things in place for any level of content marketing. But this isn’t really what categorizes interactive video. Interactive video is video in which the viewer undertakes an immersive experience with the content.
Long form content, as Dan mentions, is the most practical place to look for where interactive video can make an immediate impact on your communication needs. Training content that needs to be divided into sections, tracked, and measured is the ideal candidate.
Then there are things like Choose Your Own Adventure Videos, interactive trade show videos on Interactive Screens, and This Incredible Video that flips between parallel stories with a touch of your keyboard – These are the future of interactive content. The only prediction we’ll make here is that you’re going to see more of THIS type of interactive video content in 2015.
Wrong again Dan…Video IS the ultimate “guided tour” medium. Virtual tours, capabilities showcase videos, and interactive videos are currently being used effectively, and in abundance. This statement is true but, we’re just kidding, we know that’s not what he’s talking about. Dan spends a lot of time here describing infographics and how animating them can help you get your message across better and help your viewer to better soak up the information. Basically, he’s referring to explainer videos. But we’d be beating dead horse to tell you that explainer videos are effective for companies needing to succinctly explain their core value proposition…so we won’t do that.
We’d like to think that Dan REALLY meant “guided tour” as a metaphor. It would be better this way because then the point would be more of a general point backing the overall effectiveness of video content. We would then simplify his non-prediction to “Video is the ultimate medium.” Which is true! Basically, you have no limitations with video. It can be a “guided tour” of whatever content you have in order to get across whatever message you want. You can direct your viewer’s attention at all times. This should be empowering to all those who fear the video monster. You can do whatever you want!
Once again, we must point out the importance of living in the present. Video metrics ARE highly evolved. Already. Today. NOW.
If you’re making video content and not tracking it’s effectiveness, then you’re not getting your money’s worth. Putting a video out into the world and not learning from its analytics would be like never changing the channel on the TV because you never bothered to look at the guide. Wistia is an easy to use, affordable video hosting service with ultra in-depth analytics. This is a good start for anyone who has even one video.
Looking onward to bigger trends in analytics, we’re interested in what Erika Trainman, CEO of Rapt Media had to say in her Forbes article, 5 Online Video Trends to Look for in 2015. Erika talks about marketing automation and how it will make videos smarter. It’s an interesting read if you have the time.
The main point is – video is simple to track. It’s easy to gather all kinds of data from your videos including who’s watching, when, what parts they watch and what they do afterward. With all of this information at your tips, you can be like The Architect in The Matrix – You can know everything about what’s going on and always be a step ahead in your decisions as a result. The future is here people!
Let’s do a quick re-cap. Video is simple to make and to change, it’s interactivity can be both effective and inspiring, you can do whatever you want with it, and it’s super easy to learn valuable information from it that will help your marketing communications strategy. So, what else is left to say?! There’s no reason why we should have to continue to convince you that video is effective and easy. You should now fall safely into that middle ground, empowered and confident to be standing where video is viewed as a one of the non-optional roots of your content strategy. However, if for some reason you’re still feeling shaky on the subject, give us a call and let us help you onto more solid ground.
Let’s get some video content rolling!
Cheers,
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