Video production vs video marketing: the rise of the video marketer?
Gone are the days when we head to Blockbuster. Gone are the days when Netflix sent us DVDs in the post. These days we’re streaming and scrolling video content across multiple channels. That, combined with the rise of mobile phone technology and app-based video editing has made the lines between video production and video marketing feel increasingly blurry. New roles in video production and marketing emerge daily. New video agencies also emerge daily. It feels like it could be a minefield for those needing to procure video services. Or find whose role video content is within your marketing team. Hence the potential rise of the video marketer.
Emergence of video marketing specialists
For us, this is where the emergence of video marketing specialists can come in. A quick google reveals an increasing number of video marketing managers, video campaign specialists and video marketers.
This person might have elements of video production in their role, such as:
- Developing a video strategy
- Identifying creative concepts for video
- Filming and editing video
- Understanding video production trends
But also video marketing skills, such as:
- Uploading videos with optimum tagging and descriptions
- Ensuring each upload across channel is maximised for search engines
- Analysing metrics such as views, engagements and time watched
It is easy to see how deciding to introduce this role, or add it to someone’s job description, can feel a unicorn moment.
The role of a video marketing specialists and a video agency
This is where a video marketer/specialist/executive can work effectively with a video agency. And this might be as part of a digital marketing or a general marketing role. They will have the skills to understand when a video agency is needed.
Video content can definitely be created in-house. But there are times when the production value you want to achieve, the story you want to create, or the channels you want to use require something more than in-house. This is where an effective relationship with a video agency can pay you dividends.
A video agency that understands production and marketing can help your video marketing specialists and your business. They will understand what type of narrative, story or concept will work best across each channel.
As well as aiding with video strategy they will have a larger production footprint. This might be in the form of studio space, team members or equipment. All of which can increase the quality or production value of your video.
Taking you from something like this:
@mrrobertmayhew I hate weiting case studies #agencylife #Relatable #Corporate #officelife
♬ What Was I Made For? [From The Motion Picture “Barbie”] – Billie Eilish
To something like this by Gravity Road.
Both great videos. One a DIY with the right content just for social media the other a large-scale cinematic style production to run across advertising channels. If you didn’t know Rob Mayhew is the Creative Director of Gravity Road, showing how an innovative agency can understand how video can work across channels.
What type of video agency are humanoid?
We started as a video production agency back in 2009. Back when the only social media around was Facebook (or social media that is still around!). We’ve always made it our mission to keep up to date with the latest video production trends and how these work across channels.
And, at the heart of what we do is strategy. We want to understand the brief of every client to find and shape stories that deliver against business needs. That’s (hopefully) one of the reasons why we’ve been nominated for Agency of the Year at the Midland Marketing Awards as we make it our mission to deliver creative video that meets needs.
Have a chat with Martyn, our Managing Director, on why you need a video and how we can help your video marketing specialists enhance your campaigns on 0800 711 7373.
