Video files pose unique organizational challenges. For starters, they're much larger than most other files types, so where you store them and how frequently you archive them matters. A well-organized post-production workflow will help save you time and money so make sure you know what to look for. And if this is not making any sense to you, you should be prepared to pay for this service when looking for a video production or marketing company to work with.
Asset management is the organization, tagging, categorization, backing up, and archiving of all raw materials for ongoing and future use. Media management is the management of your finished products, including where they live, expiration dates, and reformatting for different uses. How well these processes are handled directly correlates to how quickly and efficiently you’ll be able to generate new content, as well as how successful your video marketing campaigns will be. It’s extremely important to find a partner who understands this.
When choosing an agency to work with, make sure they offer ongoing support and reliable storage of your assets. You are making an investment in a resource that is not disposable. You may not be thinking about the future when you wrap up a project, but a good firm will be, because there is always potential to reuse content. A few years may go by and you might come up with a fantastic idea that can utilize the b-roll footage you already had produced. It would be costly and time consuming to have to reshoot or recreate content that you once had. Content is more valuable when it is multipurpose or reusable. If you are launching a large campaign over the course of a year, or possibly several years, you will want to keep the same look and feel that make multiple videos look intentional and connected.
Check out the hilarious in flight safety videos from Delta Airlines launched in 2012, which have since gone viral. You will notice a lot of the same images (plane information, signage, etc) used in multiple videos, which gives them all a cohesive look and feel while still being unique. Watch the newest video from August 2015.
Notice how these all of videos are still aligned even though they were produced years apart. This was intentional and wouldn’t have been possible with strategic, creative, reliable support.
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