Let’s just make a video! How to embrace last minute video requests.
I recently spent a few days with video experts representing thirty great brands during the CMMA conference. We shared ideas on how to make great video and as well as some of the challenges facing these experts every day. One challenge many of them face is managing the rapid increase in video requests from internal organizations. The need to efficiently and cost-effectively manage these video requests – from one-off, thought leadership videos to high-value brand stories, is becoming a critical success factor for these video creative groups.
One way to manage this transformation to video communications is to make it easier to record your storytellers on video. We call this remote video acquisition. And here’s a short story about how one of our enterprise clients, a Fortune 500 consulting firm, is reaping the benefits of actively embracing, promoting, and managing short-form video requests.
Setting the Stage
About eight months ago, our client installed a remote controlled studio to help create high quality, HD video. Up to this point, the influx of do it yourself (DIY) video was causing more frustration and production hassles than they were worth because DIY video footage often doesn’t meet production standards. Executives were making last-minute requests for video on a more frequent basis. And videos were taking days to produce, and scheduling crews was expensive and disruptive. Something had to change.
Goals of the Studio
The goals of installing a remotely controlled studio were very specific: help the video creative team better manage and deliver short notice videos, and improve the overall response time and brand quality to these requests. Secondary goals were to improve production efficiencies and control costs.
Over the course of six months, over 115 scripts in 95 sessions have been shot. That’s over 100 videos. Nearly half of these videos would never have been produced were it not for the ability to quickly respond to these short notice requests and the 67% cost reduction in the video production process. The studio is busy – shooting on average one-two videos per week, many of which are requests coming from the executive suite. Additionally, five different internal organizations are now actively participating in using the studio, creating more video than ever before, replacing text based email with video. Monthly updates are delivered via video and resulting in more employee engagement.
Most DSLR style shoots requiring a videographer and lighting crew have been replaced with in-studio video shoots that are often managed remotely. The studio provides a great low-cost alternative to the DIY shoots, improving overall brand consistency of the video and the quality. The time it takes to produce and deliver a video is also dramatically reduced and is fairly predictable, making it easier to embrace “let’s just make a video!”
More and more clients are finding it easier and more efficient to capture remote experts and storytellers on video using video acquisition technology. Remote video acquisition (RVA) technology offers an alternative to DIY and crew based shoots. It’s not for every organization, but if the communications and marketing goal is to create more engagement with customers and employees, RVA may be worth a shot (no pun intended).
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Marianne Rocco is the marketing director for VideoLink. She’s passionate about finding ways to help clients create connections with their audience. When not helping clients, she’s enjoying a great book or the outdoors. Follow Marianne on twitter @MWRocco or linkedin.