Recently, our industry acknowledged the value of content marketing, and how social channels facilitatediscovery of that content, whether paid or earned. We understand the near-equal footing that digital videohas alongside offline video, due to the increase in video consumption across devices by consumers (for instance: in the U.S., 41 billion online content videos were watched in May alone). The result is thatbrands now need to produce video content that has high consumer value and is easily discoverable inpaid, owned, and earned environments.This means the challenge is no longer in getting brands to produce video content. Instead, the challenge
lies in a brand’s shifting focus from outbound messaging to valuable creation for its current (retention) and
future (acquisition) audiences. Maybe an analyst can support this theory with data but, regardless, acrosssocial channels, the anecdotal evidence has been that the value of content increases as its relevanceincreases. And true relevance requires some amount of real-time capability. As apps like Vine and Snapchat take their place alongside Instagram, real-time video is emerging as a
necessary tactic. I’ve written before about the different ways marketers can use
most brands and agencies aren’t really built to operate at the speed of relevance. Below I’ve outlined five
key things that marketers can do to help increase their ability to create real-time relevance in video
content. They’re broken up into process and philosophy, because both are required.
Learn in advance what concerns the legal teams will have, and partner with them early in the process toget their buy-in. Talk with them about how to achieve objectives and not just about getting approvals oncopy. They can even become a source of ideas for rights management and begin to help you solveproblems. Bring them examples of what other brands are doing -- both in-category and out -- to helpthem reflect on and evaluate the risk and rewards of social.
It’s helpful to try and get some small, dedicated funding that is nimble across both production and
distribution to create some freedom for both creative and media teams. This part of the budget can evenbe tasked with performance indicators that are important, and it can even be fitted within windows againsta calendar (such as holidays, summer, back to school, etc.).
Develop relationships with video producers capable of creating real-time content -- either in-house, withindividuals, or with some scalable production partners. Build your service agreements early on, haveupstream conversations about your process for approvals, and let partners know what times of year aremost critical to your business. Companies such as Stringwire, Zazoom, and Poptent, along with manyothers, all have different models for creating relevant content in new ways, at scale and at reasonablecost.