Online video is hot. Consider:
- More than 20.1 million Canadian Internet users watched an average of 145 videos per viewer in August 2008. (Source: comScore Video Metrix, All Locations- Persons 2+)
- Video currently generates more traffic in the US than was transmitted across the entire Internet backbone in 2000. (Cisco Systems via eMarketer)
Video is undeniably part of the mix to build and extend your brand online. So, I’ve got to ask, are you using all the video assets at your disposal?
Too frequently, gorgeous footage is locked away in B-roll and projects far removed from the web and the digital marketing teams. And let’s face it, these are belt-tightening times for Marketers. "Hidden" video lends itself to soft innovation.
I had the opportunity to hook up with Stephen Gardner, Executive Producer at Gardner Productions, a Toronto-based video and commercial production house. Stephen and I worked together back in my agency days putting together B-Roll for clients. One of our projects saw us doing a shoot at a grocery store in Newmarket at 4:00 a.m. (good times).
We had a chat about this explosion in online video and how to make the most of the opportunity.
"Use the best quality footage and the best and most creatively
produced pieces regardless of where it’s being aired – on television or
YouTube," says Gardner.
"If you know that you are only going to use the footage for the
Internet, you can always shoot your items on Beta SP or even DVCam. On
the Internet, the quality will still look great, but the items should
still be produced properly. If you are producing items for web use
only, you must still have a strong creative behind them. My advice to
clients who are in the midst of developing and extending their
video-based communications would be, "Think big picture!" Ask yourself,
" How can I get the biggest bang for my buck? And how can we use the
same media to target 16 different markets?"
Here are a few easy wins:
- Post your own commercials to online video sites in order to make
it easy for your fans and brand advocates to spread your message
- What about that B-roll your public relations team shot for the
product launch? If you got your hands on it, could you repurpose it?
- Video messages done for your Annual General Meeting could be used with employees or edited into a recruiting video
For minimal budget you can take these high-quality video assets and leverage them for additional value online.
I’ll turn it over to you now – what are some of the things you’re doing to make the most of your existing video footage?