Common Barriers to Implementing a Video Content Strategy
Despite the dramatic upward trend of video use in marketing and sales, companies still struggle to effectively implement their own video content strategy. In the past, many companies have pointed to budget as their primary barrier to fully adopting a video content strategy, citing expensive production and editing costs historically required to produce quality video content. Many still do, despite the proliferation of webcams and smartphones that now almost every employee in any organization has immediate access to. Modern technology has largely democratized video content production, allowing users access to services like Videolicious that enable teams to produce quality video content using the same tools they use every day.
Despite this, companies continue to face other barriers that prevent them from implementing their own video content strategies in a way that allows them to engage with prospects and set themselves apart from the competition. Some of the more common barriers include:
Lack of Effective Goal Setting and Performance Metrics
In order to successfully adopt any tool, clear and attainable goals must be set. In a study conducted by Vyopta, 66% of surveyed companies agreed that goal setting was important for video adoption. However, 88% of that same sample also said that they didn’t hold their teams accountable for reaching those goals.
Reasons for this disconnect vary. Many companies are unsure of what they hope to achieve by implementing a video content strategy; in that same Vyopta study, 52% of those surveyed said they do not have the tools necessary to track their efforts and reach their video adoption targets. While tracking the number of views of each video is certainly helpful, by itself it can’t give you any accurate insights into the impact video is having on your overall sales or marketing goals. Clearly defining these goals (e.g. conversion percentage increase, response rate increase, qualified lead amount increase, etc) is crucial to fully adopt a video content strategy.
Lack of Quality and Compelling Video Assets and Content
The foundation of any compelling video content strategy is, like you might expect, video content. For this, there are really only two options: either purchasing it from someone or producing it in-house.
While it’s possible to purchase video content from vendors, it might not be in every company’s budget. The average high-definition stock video clip on Shutterstock costs about $80 for less than 30 seconds of video. Amassing such a collection of clips large enough for a varied and engaging marketing or sales campaign would require a significant financial investment (as well as some post-production editing skills in order to incorporate stock assets into your own production). Hiring for custom production can be many times more costly.
The alternative is producing the video content in-house. Employee-generated video has become an exciting new trend both for internal and external communications (and it is this kind of video content we will focus on for the remainder of this white paper). While it can certainly be more cost-effective, it has traditionally required a large investment of time and resources, especially in regards to equipment. Not every company has always had an in-house production staff and those that do often find that their production team’s turnaround time is hamstrung by a never-ending backlog of projects. With the rise of mobile technology, almost anyone on your team with a smartphone can now produce their own video content quickly and cheaply. However, any video content strategy that relies on employee-generated content would require a means of control for branding and video quality.
Lack of Video Training and Knowledge
Platforms like Videolicious enable entire teams to produce their own video content from the same devices they use personally and professionally every day. While this opens up many creative possibilities for video content ideas, many sales and marketing professionals have no formal training in video production. As a result, much of the user-generated content from smartphones suffer in quality due to shaky shots, poor audio, and on-screen discomfort.
Training and support are essential cornerstones of any effective video content strategy. Enabling your team to produce engaging video content requires each user to comfortable with the tools from both a technical understanding as well as comfortable both behind and in front of the camera. Any comprehensive video content solution then requires ample support and training as a part of its service.
Overcoming these barriers is essential to implementing a video content strategy that will help your team reach its goals. When considering video content solutions, it’s important to consider only tools that address each of these main barriers to video adoption in order to ensure your team’s success with video.
Want to learn how to create your own video content strategy? Download our free ebook to start producing your own high-quality video content today!
Posted on July 10, 2017