This week, Skyword acquired Vidaao to help tell brand stories through moving visual and written content. As one of our newest team members and a rising brand innovator, Justin offers his view on the video-marketing landscape in this week’s Innovator Series interview.
Video marketing can be divided into two bigger buckets: the actual creation of content, then—after it’s created—the hosting and distribution.
The main online video-hosting platforms include players such as Kaltura, Brightcove, Ooyala, Qumu. These platforms comprise most of the enterprise market. Wistia and Vimeo are then big players when it comes to freelance video production and small and midsize brands.
It might feel like distribution is dominated by YouTube, but there are challengers such as TubeMogul, Tremor Video, Virool, and Vidyard. These companies understand the need of the brand marketer to get their content seeded with new audiences and seen by decision makers.
Video Content Creation
Then, there is the actual creation of video. The old, old model of video creation is built around agencies and full-service studios as well as independent freelancers. I founded Vidaao as a technology platform to create a middle ground where brand marketers have the technology to manage video creation along with a network of fully vetted creatives. It’s this combination that really allows marketers to be nimble and create animations, B2B videos, and brand videos for any audience whenever they need it.
Let’s say you’re a product marketer at Microsoft. For original video, you have two options. One is your agency of record, but these types of organizations are not designed to actually scale video because they have such high, fixed costs as full-time employees, producers, and all kinds of other people. In order for them to survive, they have to create fairly high-budget videos, in the $100K, $200K, even the million-dollar range. They’re not structured to create a bunch of $10K–$50K videos. It’s not what they do.
Your second option is a vendor off the vendor list. Here it’s probably like a lot of creative services: People on that list have been there for a long while, so they may have lost their creative edges and agility. These vendors can prove to be archaic video-production companies that are used to overcharging and underperforming.
The challenge to moving forward with video for most brand marketers—whether they know it or not—is that it’s really tough for a multi-talented video freelancer to get in touch with decision makers at the brand. Then comes the challenge of navigating the legal process and getting approved as a vendor. Marketers focused on changing the game need to know that they can trust fully.
See an example of what DreamWorks and Microsoft created on the Vidaao platform:
Honestly, the most important thing is that we are helping them do what they love and make a good living doing it. That’s why they keep picking up the phone and answering emails—their passions are now their livelihoods.
That being said, I think that there are a few tools we’ve built that make our platform a good project-management tool for video. There’s a huge opportunity in providing video content management tools, and we are cracking that nut. We experimented with it and we have had great success in creating structure to the video creation process.
Actually, I think the next step is going to be content where you have both video and editorial consistently combined. I think that’s a logical next step. Video will grow, but I don’t think that writing will go away, especially with so many brands pushing the envelope on web development and exploring new ways of making editorial content and data interactive. I think that they go hand in hand.
I had lunch with my co-founders yesterday, and we were talking about how having a North Star with regard to what success means to you is going to dictate a lot of things—not only the business you start, but also the types of relationships you seek out. We’re always looking for mentors and advisers who will not only push us to grow, but who will allow us the freedom to flourish as we change as people and as a business.
If you or someone you know would like to be highlighted in the Innovator Series, send us an email: firstname.lastname@example.org.