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The future of video marketing and it’s not what you expect

You’re sat in the boardroom. The boss has just asked what the content strategy is for the year. Hands are shooting up; “We’re going to create dozens of videos”, “We’ll post to YouTube and Vimeo at least twice a month”, “Videos for case studies, tutorials, products, support, office tours, recruitment”.

Fast forward a few months and it is likely that the YouTube channel is looking pretty bare.

It is well established that video content is effective. That is not the problem. The problem is that creating video content is very resource intensive and often yields little return. Bring it in-house and the cost of decent equipment, software and training is too high for most businesses, plus the process takes too long. Hire an agency and the costs are still too high and the end result is never quite what you’d hoped for.

So I suggest a look at two of the alternative options.

The first is to align with an NGO relevant to your industry. We’ve spoken in the past about the importance of cause marketing, and through a strong partnership with a charity together you can create highly sharable video content that will enhance the perception of your brand.

Most charities have partnerships with creative agencies who will happily create free video content for them and if you are the sponsoring company then you’re logo and/or employees will often be featured in the videos. The creative agency is happy for the support in sharing the video to a wider audience as are the charity.

There is many NGO’s creating really inventive video content that is highly shared online and I’ve not come across a charity yet who will turn down funding and genuine support from an ethical company.

Not only does your company benefit from a video that is shared from multiple organisations it is also a great morale booster to employees. If the video is a documentary then you could even do sponsored fundraising premieres, or screenings, to further support the charity.

The other emerging trend is content sponsorship. I first saw a lot of this in the extreme sports industry, where big brands would sponsor snowboarders, skaters, free runners and so on, just for the video content they would create for the brand.

If you support some of the most creative young video producers then you can generate a lot of publicity from their imagination. Film makers who are just starting out are always looking for equipment funding and have some of the most exciting new ideas for video. For the cost of one half-decent camera you could end up with a series of videos, with your logo on, that have great potential to go viral.

Or rather than fund the equipment, fund the next project. Fasthosts sponsored a human rights documentary last year and on top of the brand promotion in 5 videos, two websites, blog content, press and at two premieres, we also had rights to the photos the crew came back with. Many of the photos are being used on this blog which saves us spending money on iStock images.

My advice to you is to think beyond the traditional video content that many brands produce. Howard Durdle, CTO of FISCAL Technologies and one of our Inspiring Better Business case studies, says that you should “Ensure your company sticks to its core competency and outsource the rest.”

If you are not a film production company then why not spend less and get more, by following the advice in this article. Ask yourself this;

“Would I rather have a video of a tour around our office that has had 10 views? Or a video supporting a great cause, that is relevant to your company, and showcases your website address at the end that has had 10,000 views?”

I know which one I’d prefer.

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