We recently hosted a virtual roundtable Top Video Trends from In-House Producers with video experts from top-performing companies in digital marketing. Our panel included Brooks Quinn, Video Producer at LendingTree; Brent Kunze, Director of Video Production at Sealed Air; and Kevin Ridley, Digital Content Manager for Lowe’s Home Improvement.
Here are the top takeaways from our conversation:
What are the latest trends and which ones will have staying power?
At the beginning of the Covid-19 pandemic, internal video teams at major corporations were redirected to work on video content to support internal communications. The key need was to support leadership personnel in capturing and editing content to be disseminated to employees about important business updates.
For external content, companies have relied on front line employees to record video on location.
Our panelists predicted that both user-generated video and more polished content will have a place in video going forward. While the authenticity of less polished content has been accepted and welcomed, polished agency content will remain the expectation for most commercial videos.
We recommend sharing How to Shoot Professional Looking Video at Home with your teammates to help them shoot higher quality video assets remotely.
How do you measure the success of video content?
For internal content, our experts focus on engagement metrics and the overall response from employees. For brand and marketing videos, experts consider return on investment, especially effectiveness for generating sales.
When should you hire an external partner?
There were three main considerations our panelists considered when hiring an external partner.
Bandwidth/project scale – Internal video teams often need to rely on external partners when their plates are full with other competing priorities, or when a project’s scale is so large they simply need additional support to fulfill it.
ROI – As mentioned previously, return on investment is a key measurement for brand and marketing videos. Oftentimes, the cost for companies to create a high-quality video is worth the customer engagement and sales that follow.
Corporate travel restrictions – This one is pretty unique to the pandemic-era. Many corporations have suspended travel for their employees with no indication of when they will be lifted, but agencies like Spiracle Media have remained mobile to support our clients.
Watch the full event here: