OpenText Hightail

Why the best content marketers are creating videos

Deborah Holstein

October 12, 2016

Animoto 2016 Social Video Marketing and Advertising Forecast

I was recently blown away to learn that one of Hightail’s customers, a relatively small agency, was producing more than 100 videos this year for their client.

Video content is now, indisputably, a cornerstone of great marketing. Animoto’s 2016 Social Video Marketing and Advertising Forecast – a report based on a survey of 1,000 professional content marketers and 1,000 SMB owners – shows that more than 60% of respondents are planning to increase spend on video in the next 12 months.

The reason they’re making such a commitment is because video marketing works. Nearly 80% of marketers said that their video campaigns on Facebook, YouTube and Twitter have had a direct impact on their business. And I can confirm this from direct experience. Hightail recently started using Animoto to create some social videos and our very first effort delivered 2x the engagement on Facebook over non-video posts.

Don’t risk saying goodbye to every fourth customer
Image from Animoto 2016 Social Video Marketing and Advertising Forecast
Did you know that 1 in 4 consumers will lose interest in a company if it doesn’t use video? This stat from Animoto means you’re not just missing out on a golden opportunity to raise awareness of your brand by not creating video content, you also risk losing the audience you already have.

Of course, it’s not that simple to go from never having made a video to suddenly cranking out top quality short films with the potential to go viral. That’s probably why more SMB owners and marketers outsource video production than any other type of content.

But outsourcing comes with its own issues. You can’t just hand a brief to a freelancer or creative studio and expect a perfect final cut. Like any creative endeavor, the real hard work happens in the collaboration stage.

Giving video feedback can be a major hassle
Providing feedback on video is always a grind unless you have the luxury of sitting knee-to-knee with your editor in the post-production suite. For your marketing videos it’s far more likely that you’ll spend a mind-numbing couple of hours developing carpal tunnel syndrome from typing out all those timecodes as you flip back and forth from QuickTime to email. And then you’ll do it again on the next round, and again, etc. Is it no wonder some marketers want to avoid this pain?

Another Hightail customer recently told us that his video projects were often delayed because one critical reviewer found the process so painful, she kept putting off providing feedback. Things improved almost immediately once the company adopted Hightail’s painkilling timestamped video commenting feature because it made every part of the sharing, reviewing, improving and approving videos easier and faster.

Polycom Hightail screenshot

Fix your process and you’ll have no more excuses
Video is so good at driving engagement and sales that every missed deadline is money left on the table, not to mention the opportunity cost from wasted resources stemming from an ineffective, time consuming collaboration process.

In his post highlighting five benefits of video marketing for small businesses, creative agency founder Del Mauricio acknowledges that video production can be a big expense. But when the returns are so tangible, it usually proves to be a good investment.

The phone in your pocket can shoot high quality video, tools like Animoto help anyone with editing and Hightail can ensure fast and effective collaboration that leads to a great final cut. There’s no longer an excuse for not reaping the rewards.