In the pre-digital days there really wasn’t a need for brands to produce more than the ads that went on traditional media. Now we have entered a new era. No longer is it good business practice to only produce the print ads for the brand. Retailers and manufacturers need to produce an almost constant stream of fresh content to keep up with digital channels and social media and mobile capability. For most companies it’s a pretty big order because making content is a completely different business from what most manufacturers and retailers know. It gets even harder when so much of the content that they now need is video.
Tony Quin in imediaconnection.com attacked this issue in a recent article. “Since inexpensive bandwidth has made high-quality video so easy to get, people want more and more of it. Projections have video representing over 85% of all Internet traffic in a couple of years. So brands need to make lots of videos. The problem, of course, is not just the quantity, but how does a brand make videos that are good enough to stand out? While cameras and equipment are cheap and easy to get, creativity and know-how are still in short supply. Of course, what makes a video good is in the eye of the beholder, but most of us know bad video when we see it, and the last thing any brand needs is to be spreading bad videos.
The challenge is for companies to put in place the capability to produce lots of “good” videos, consistently over time. The problem is that because the budgets are much smaller, it’s not like producing TV commercials, which brands have a lot of experience with. According to the 4A’s, the average cost to make a TV spot is over $300,000 — but for video content, that may be your entire budget for the year.
Question is — do you try and do it in-house or hire pros? For most brands the answer is to hire pros. The advantage, of course, is the wide range of talent and capabilities you can access. The problem is how to keep the costs down. Most agencies focus on developing the creative, and produce a quality product. Thus companies and agencies that specialize in video content for digital channels is ideal.”
But you must have digital content strategy. A company that can do all of that…and that is set up to produce a lot of video content over time, cost-effectively…is the perfect solution. Of course, the videos still have to be good in the eye of the beholder, which to start with would be you.
It’s a new time and a new era in business thinking. Video, whether you like it or not, is THE most important tool you have to communicate with your target audience today. It is time for the entire home furnishings industry to make the move into video now.
We live in a new DNAge. Think MOBILEFirst.