The Future Winners And Losers Of Online Video

10/03/2017 13:12 GMT | Updated 11/03/2018 09:12 GMT

I'll start with the obvious. Video is huge, it's everywhere, it's on the path to completely dominate communications with audiences. If you're a publisher or media company not already heavily invested in video, and more specifically, social video, or have no such serious intentions, you're going to stay out of the game.

In days where audiences flock from web]sites and apps to platforms, and predominantly Facebook, video that is tailored to the intersection between the target audience, the social platform attributes and consumption device is critical.

There are a few common issues that are preventing many publishers from leveraging social video, among them:

  1. Lack of expertise to craft the videos to maximize engagement
  2. It's too expensive
  3. Facebook (so far) makes it difficult to impossible to monetize

But here is the main thing. If you are not willing to invest in social video, and you still expect to win, you basically gave up, you're not going to find yourself on the podium. But hold on a second, "invest" does not necessarily mean go bankrupt...

Jump on the technology train

Traditional video production does not work anymore. To the rescue comes technology. New technologies, such as Wochit's Video Creation Platform, makes it possible to turn any storyteller into a social video expert. Using these tools makes it easy to craft videos that maximize engagement and address the required social attributes.

But watch out. Reliance solely on technology is a slippery slope. If you go too far and let robots create your videos, again, you are going to lose. Going that path reflects that you are not really serious about investing in video. You are trying to find a way to minimize the expense and maximize revenue. While trying to improve ROI isn't a bad thing, that's not going to work, or at the very least, isn't sustainable for the long run building a brand. You actually gave up again...

And here is why. Building a brand through video requires human touch, crafting content that incorporates the following characteristics (to name a few):

  • Opinion, different angle or spin
  • Sense of humor
  • Tone of voice
  • Unique, identifiable visual language that is distinguishable from others'
  • Diversity

All these aren't ingredients you will find in a fully automated solution. The "secret sauce" lies in the combination of technology (automation) and human touch. Reduce the cost, make video creation way more accessible, be constantly "on brand".

Be the patissier

The best analogy I can think of is a cookie cutter machine in a factory vs. a patissier. Cookies from the factory? They all look the same and are always mediocre quality. The patissier? He still uses a blender (not mixing with his hands), an oven (not setting up fire), but, he uses his hands to craft every cookie, and...he can add a cherry on top, not because it's part of the recipe, but because that what makes his cookies stand out.

So, are you the patissier or the cookie cutter? Patissiers will win. Cookie cutters will lose.