Scaling Your Video Efforts
Video can be expensive, and scalability can be tricky. How can you guarantee the investment justifies the spend?
It comes as no surprise that video has grown to become such a coveted market for both advertisers and audiences. But video can be expensive, and scalability can be tricky. How can you guarantee the investment justifies the spend? Here, Folio: catches up with Erica Duecy, Saveur’s digital director.
Folio: Where is video advertising headed in the next few years? How will auto play and viewability factor in?
Erica Duecy: Brands are getting smarter about creating lifestyles around their products with editorial content that communicates their positioning. This holds true across platforms, on video, websites and social media. For video advertising, some of the more innovative brands are a shifting away from video pre-roll advertising, instead creating their own video content for maximum impact. Some examples are Chobani, with its videos tapping food and film personalities, and the Gap, which created an addictive looping series on Instagram, called Spring is Weird, featuring their products. The videos are seeing 8,000-12,000 likes per video.
Folio: Do readers inherently want video, or is it more attractive to advertisers?
Duecy: Users definitely want video. Our videos range from simple how-to kitchen videos to on-location, documentary-style shorts. Interestingly, the videos that perform best are the simplest ones — 30-second how-to videos, using a single camera angle, no sound, and showing hands-on techniques.
Folio: How can smaller to mid-sized companies scale their use of video and grow revenue from the ground up?
Duecy: There's no way around it — video requires investment. My advice to brands starting off is to employ a staff member who can do double duty — perhaps as photographer/videographer, or a social media coordinator/videographer. The good news is that most recent grads from journalism programs or photography programs have video shooting and editing experience, so entry level hires can be the best way to generate a library of videos that can be monetized.
Hear Erica speak on May 12th at the min day conference.