‘How to create videos your customers want to share’ – EConsultancy
Ben Davis says, “Brands are playing it relatively safe when it comes to video, both in terms of commitment to a video strategy and the content itself.
Luckily, Econsultancy has just released an updated version of its Online Video Best Practice Guide.
When the guide was first published in 2013, the author (Steffan Aquarone) wrote that there was a huge opportunity for brands in the video landscape. Brands or businesses could ‘capture the spirit of a global meme in its nascence, retain the direct association of a rising YouTube star, go to market with their own produced content and even own the distribution channel that connects them with their audiences.’
But in the newly updated guide, the author admits that few brands have sought to achieve this, instead moving some traditional media spend over to online paid media (display, Facebook, etc.), where repurposed TV adverts are all too common.
The issue, says Gary Blake, video consultant at Highway Productions, is that “people are dying to stand out with whatever their product or service is but… they’re also trying to keep within their budgets and play it safe.””.
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