Video Marketing: What new issues for the sector? – Picture

Proving the return on investment is not a problem, but marketers lack the time to create more content … Wibbitz, platform for automated video creation solutions for the needs of storytellers, delivers the results of its latest study with marketing managers producing video content (conducted between April 30 and May 8, 2019 among a population in the United States, the United Kingdom and France in 20 sectors of activity). And while video has become an integral part of the communication mix and has an easy-to-establish ROI, marketers still face a number of hurdles to have enough production volume …

The video, very taken into account in the content strategies

Today, 89% of respondents to the Wibbitz study, include video in their content strategy. 53% create videos internally and 7% outsource to an agency. 5% use freelancers. As for the others, (35%) they combine different methods. Finally, the volume of production depends directly on the resources used: one to two videos per month if they are outsourced, against 7 to 10 monthly videos when they are produced internally. Proof that this type of content is very popular in marketing and that professionals dedicate considerable time. The goal is to achieve targeted goals on social networks and reach a number of communities. They are 89% of marketers to use video in their content strategy, especially to create social commitment. An indicator that lets them know which video had the most influence, or not.

(© Seth Doyle, unsplash)

Limits to produce this type of content

However, if these professionals would like to produce, or have them produce more and they explain that proving the ROI of a video is not problematic (27% of respondents believe that it is the easiest of their challenges), they are often under the constraint of several factors with regard to the production of these contents, precisely: the lack of time of realization, the lack of budget, of human resources, if not of strategy.

Indeed, according to the methodology, the more videos to produce, the more logistical means must be used to achieve them. While for one to two videos per month 9 video tools are used on average, the figure rises to 14 for 11 to 40 videos designed within this time frame. Finally, for those who undertake the production of videos with a fast rate of deliverability (51 to 10 videos per month), 30 means (not specified by the document) are deployed. It is thus advisable to structure your teams to allocate tasks efficiently, before investing in high-end equipment.

The reason ? The public on social networks is particularly sensitive to the authenticity of images, no matter if they are shot with an iPhone. The goal being for the designers, not to waste time to reframe the sequences, that they will be able to decline on various supports and platforms for the continuation (according to the platforms, or if it is necessary to promote future events) .Some same , have intuitive applications that allow them to perform settings of the camera, if not to store the contents, or even to store when it comes (created by) users. Not to mention the case of easily downloadable image banks, or SEO aids. Considerable time savings for those who prefer to use Premiere or Final Cut Pro.

video montage
(© NeONBRAND, unsplash)

How to maximize on the investment?

The video can quickly become expensive and the promotion consuming a large part of the budget, moreover, the study advises to optimize the video budget. This, by defining the needs and objectives in advance. By increasing social engagement with paid advertising in particular. Average annual budgets ranging from 1,000 to 10,000 euros for production and from 35,000 to 50,000 euros for content promotion. 62% of respondents agree that video is the most effective advertising format on social media. Many also use the "Boost" on video publications, which already enjoy good performance through SEO. Another advice is to increase conversion rates: organic promotion. When it comes to increasing video visibility, more than half of respondents agree that video ads are more effective than image and carousel formats.

For example, marketing teams that promote their video content only through organic actions are more likely to see a real impact of the video on the conversion rate. Facebook is also a very good platform (the algorithms on social networks giving priority to video and many consumers now turning to these platforms).

It remains to set up marketing partnerships with brands whose audiences coincide (except competition). Another strong point: increase the traffic on its website through Stories (Instagram). For brands that have more than 10,000 followers, these have become decisive for redirecting followers to a "landing page" or to an article on their site. However, if the brand is still unknown, or part of a niche sector, it will be necessary to reach a necessary threshold of followers to have access to the scanning function … Moreover, Linktree, indicates Wibbitz, is a good tool to create links in the bio to redirect users to the expected link.

(© Joel Muniz, unsplash)

How to structure your team?

While having an experienced video producer on the team is an asset, most surveyed marketers are responsible for producing their videos internally and creating even more videos than their fellow outsourcers. Thus, 53% do it internally only (with 23% of the marketing team members and 20% of video producers or 9% with these two means), 12% subcontract via agencies or freelance (7% and 5%) and 35% of the totality of the respondents are flexible to the proposals by carrying out the creation internally as well as the subcontractor. Should we still write the script and the storybord then set up a publication calendar with the social media manager or community manager. Indeed, among those surveyed, 85% of those who do not use automated video creation tools spend most of their time on content creation, to the detriment of promotion and planning …


Which formats for which platforms?

Also, to create successful videos, marketers must respect basic formats. Edit vertical videos (9:16): for Snapchat, for Instagram and Facebook Stories as well as for mobile ads. On the other hand, they have to edit square videos for Instagram and Twitter and Facebook feeds.

So, ready to rethink your model and integrate video into your strategies?