Technology has come a long way over the past 15 years. We have seen the wider introduction of the internet and a complete change in global media consumption. More importantly, thanks to these same advances, content creation has become more accessible with fewer boundaries standing in the way.
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Video is one piece of content that has matured over the last few years, becoming more accessible to both consumers and producers. This is the result of two things.
- Consumer expectations have loosened regarding video production quality.
- Video creation equipment and programs are becoming more accessible and less expensive.
The days of $50,000 video production budgets for recording a short video or commercial or long gone. It is no longer completely exclusive to the largest content creators.
So let’s take a look at the changes that are making video an important part of content strategy.
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1. Recording
Take a second to pull out your phone. Most likely, you have a HD 1080p recording device sitting in the palm of your hand. Now take a stock of all your devices. You may have a tablet, digital camera, and/or Go-Pro sitting at your house right now.
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All of these devices can take video.
Recently, filmmakers have begun experimenting with recording on non-traditional devices. An entire episode of Modern Family was recorded with an iPhone, and there have even been movies recorded entirely on mobile devices.
There are even pieces of equipment that can expand your device’s recording capabilities.
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2. Editing
Most phones, tablets, and personal computers also have video editing apps or software that can be purchased for relatively low cost. Some programs even come pre-installed on devices.
Even more impressive is the capability of many software programs to integrate with related apps. For instance, Adobe Premiere Pro is one of the top video editing software. It also has an app for iPhone and iPad (Premiere Clip) which allows users to edit video from their devices.
Even newcomers to video content creation can afford the same powerful video editing platforms as the big boys.
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3. Production
Video production platforms allow content creators to animate videos. These can be as simple as transforming slideshows into video with voiceover. They can also be as complex as an animated video with moving characters and backgrounds.
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There are a number of great platforms you can use to do this. Here are a few of the most popular:
- Go Animate
- Vidyard
- Adobe Premiere Pro
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4. Video Marketing
As marketers have increasingly invested in video, video marketing platforms have developed to help measure engagement and conversion. These platforms have pushed video into the new era of scientific, data-centric marketing. Marketers now have a whole host of analytics and capabilities that were previously unavailable.
These capabilities include:
- Split Testing
- In-video CTAs
- Engagement Tracking
- CRM integration
- Centralized Video Managent
- Branded Players and Custom Playlists
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5. Hosting and Distribution
The biggest reason that video is more available and accessible is due to the rise of video hosting and distribution sites. Sites like YouTube, Vimeo, Facebook, and Vine have built an audience of billions who are constantly viewing videos.
Here are the statistics marketers need to consider:
The craziest part is, the hours spent on YouTube each month is up 50% year over year.
Yeah, it’s kind of a big deal.
Just as important, you don’t have to be a big brand to be successful on sites like YouTube. With the video distribution and ad targeting options, you have the ability to reach your audience even if you’ have a limited budget.
It can be tricky, but, with a little work, you can achieve a positive ROI for your video content creation.
Video marketing is no longer the realm of the big boys who can afford to purchase airtime on national TV. Technology is revolutionizing and democratizing video content creation. Now is the time for you to stop worrying and start filming.
If you’re interested in learning more about how to use video on sites like YouTube and Facebook, look no further. We are hosting a webinar all about how to market to target your audience to get the marketing ROI you’re looking for. Click the banner below to register.
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