When Mastercard’s global chief marketing and communications officer, Raja Rajamannar, recently spoke about the brand’s shift in focus from storytelling to story-making, it was eye-opening to some, but it sounded like more of the same to many video production vets and others at first glance. After all, most understand the value of creating genuinely relatable content by now rather than simply talking about ourselves all the time.
However, at a closer look, it’s clear that he’s saying much more than that. Think about it, a giant brand like Mastercard wouldn’t be refocusing their efforts without good reason, and the primary one is the fact that people crave experiences more than they do things these days.
These days, it’s all about being in the moment and passing on the experience in real time. Whether you’re talking about live-streaming video or Snapchat, people are showing a real love for real-time experiences, so it really wasn’t much of a surprise when Instagram introduced their Stories feature not too long ago, which is essentially just a slideshow of temporary videos and/or photos.
After all, almost every major social platform has made some types of changes to better cater to this kind of instant content and Instagram’s Stories feature is proving to be a pretty awesome way for brands, marketers, etc., to entice new people and followers to watch and engage with their content on the platform.
Now that we’ve reached a point at which most people understand how much video production and marketing can help them and are trying to either get into into it or getter better at it, how you go about tracking and measuring the performance of your video content is more important than ever.
The good news is that as video becomes more and more popular, the tools and technologies to measure its effectiveness will only get better and better, but the bad news is that all that advancement will require a lot of growing on your part. You’ll have to continue to use these tools and the data they yield in the best ways possible for your primary goals and mission.
It’s no secret that live-streaming video has proven to be very popular among today’s viewers. They just seem to love the inherent spontaneity of it. Everything’s happening in real time, which means practically anything can happen and modern viewers are showing some real love for that part of the appeal. For some general info, check out this post, Live-Streaming Video Production and All the Possibilities It Presents.
However, just because that type of content is becoming more and more popular, that doesn’t mean that everyone trying their hand at live video production is doing it right. Like with anything else that’s relatively new, plenty of brands, marketers, and videomakers are still in the early stages of basically throwing anything at a wall to see what sticks. (more…)
Yes, so much of finding the right people to help bring your video ideas to life has to do with the way your styles and personalities mesh. Everyone needs to be on the same page and the way they create content must align with your established identity. After all, video production is a challenging enough process and you don’t want to spend all your time trying to jam a square peg in a round hole. If it’s not a good fit, then it’s not a good fit. Move on.
However, finding the right people isn’t just about looking for crews with styles that align with your own. It’s also about finding people who are a good fit for your next project, specifically, because make no mistake, a crew that’s amazing at creating interview-based videos , for instance, may not be nearly as skilled at making other types of content.
You’ve probably heard the chatter and read the writing on the wall by now, so it should come as no surprise to hear that new technologies like 360 video and virtual reality are actually finally just that, a reality. That means big things and changes for storytellers, which in turn means big things for brands, marketers, and anyone else creating video content.
And while that’s mostly good news for all involved as audiences will get completely new viewing experiences and videomakers will get to explore a bunch of new ways to tell their stories and send their messages, it also presents a new set of challenges and concerns. After all, you can’t just continue doing what you’re already doing with these new tools and technologies.