Outside Insight on Video Marketing
I’m always hungry to find out what other people are saying and thinking about video marketing. I found this presentation on BrightTalk and wanted to share it along with some of my thoughts.
Although the presentation is obviously biased towards the US (and YP.com in particular) it does make a good few points. The fact that it clearly states that any video marketing project should have an objective is exactly right. There is no point in shooting a video that doesn’t fulfill a specific purpose is a waste of any companies time and resources.
The short point here is that if you don’t have a clear objective for your video don’t go ahead and shoot anything.
I was disappointed that the presentation didn’t go into any clear methods of creating strategies or give examples or case studies of previous strategies undertaken. The fact that they go into only one particular style or method (i.e. documentary) is a shame as the possibilities are much wider in terms of video marketing.
I believe they were bang on the money in terms of the length of the videos created. 60 – 90 seconds with a ceiling of about 2 or 3 minutes is exactly right… for most things although there are exceptions. They also didn’t point out that an alternative strategy would be to construct the entire video marketing project in 60 – 90 second sections that could survive individually or separately.
I disagree with the idea that only professional video cameras or camcorders should be used, I believe there is a place for cell phone/ flip cams for video diaries or vlogs or capturing content as it happens.
This was the first time I have seen a shoot mapped out and although it is accurate it suffers from being a little formulaic. I can’t imagine the final product would differ in style or structure very much.
I was really disappointed that their wasn’t more detail in terms of video marketing distribution strategy. They covered the basics but didn’t give any real value in terms of the different platforms or methods to reach the audience. I winced a little when they said ‘ideally you want it everywhere’… my gut reaction would be no. Better to target specific channels with specific content than just advertise.