In 2021, Americans are projected to spend 100 minutes a day watching videos. 99 percent of marketers plan to continue using video in their marketing in 2021, while 95 percent plan to increase or maintain their spend on online video, according to Smart Insights.
The importance of video marketing has been growing for years. Add the pandemic and that growth has only accelerated.
So it’s little news that brands need to continue to publish high quality video content to stay relevant – and that’s great news for the video agencies and production companies that are tasked with creating that content.
However, as the video options of social platforms multiply and become more complex, creating a video spot that works on YouTube can be broken down into TikTok posts and converted into an Instagram role, becoming increasingly time consuming and complex.
Even agencies with world-class software and professional teams of video editors have a growing backlog of videos that need to be edited, resized, and reformatted – the list goes on.
A serial entrepreneur, Paul Robert Cary, recognized this creative bottleneck and worked with his team to develop cloud-based video editing software called Kamua that is designed to automate some of the most time-consuming tasks in video production.
Since Cary works closely with many video agencies and branded video teams, I reached out to him to hear his views on why removing this creative bottleneck is so important in 2021.
Shama Hyder: Let’s talk about what this “bottleneck” looks like. What is the most critical pain point that you and your team identified when you reached out to video production companies?
Paul Robert Cary: To contextualize this, let’s first look at how we got to where we are today.
In 2020, every company was catapulted into a video business. Whether these companies are using their TV spots for Snapchat, atomizing their YouTube libraries on TikTok or Instagram, sending snippets of Zoom meetings on WhatsApp, or emailing GIFs to clients and employees, their video workflows are the Keys to their ability to reinforce their brands while controlling their costs.
When we examined the workflows of forward-thinking video agencies and production companies, we found that even with these innovative companies, the tools they were using were not suited for the purpose. The analogy we want to refer to is that most companies use 18 wheel trucks for DoorDash deliveries. There are much better options for mobile social video workflows.
An important area in which agencies and production companies want to reduce these bottlenecks and accelerate these workflows is the first proof-of-concept production. That would mean something like a series of TV commercials and use that content for social platforms.
Companies are faced with a challenge: do they pass this work on to the “heavy lifting” teams, the video professionals who have many years of experience and who also happen to cost a lot of money? Or do they have those who are traditionally not creative – the account manager, the social manager, take care of it? Companies are increasingly choosing the latter.
Now these managers are not video professionals, but they are included in the creative conversation and given both responsibility and autonomy for certain areas of this post-production collaboration with the client. This is where our product comes in.
You will put it in Kamua. And the first thing you’ll see is it is automatically broken down into shots by the AI - essentially a storyboard.
This is vital as a lot of the end products that need to be created are cuts – shorter versions for different social platforms. So you take 60 seconds or three minutes of content and try to find the best social media footage, whether it’s a 6 second bumper ad or a 15 second video for TikTok or Instagram.
With Kamua, they can see each shot on the automated storyboard and choose the best footage for each need. They can then create three different versions of it, send them to the customer, and unsubscribe.
Hyder: How does it look for an agency, for example?
Wear: For sure. We have an agency client in Madrid, Spain and the way this process is handled is that the social media manager does all the proof-of-concept processing using Kamua, she on WhatsApp with the client and this customer then gives immediate feedback. If they need to set up a Zoom or Google Hangout with the client, they can do so and share their screen.
Once that’s done, that proof of concept is sent to the creative team who may need to add a graphic or something similar – they know, for example, that the sale will end on December 26th.
Now you have further reduced this bottleneck and speeded up the workflow as it is a high resolution MP4 file created in Kamua.
The approval of the proof-of-concept for the next level is now, according to our customer, a 15-minute process in contrast to the previous 16 hours to and fro, during which files, time stamps and screenshots are exchanged.
Hyder: We know that videos have been becoming increasingly important in content marketing for years. But why do brands need to be able to produce so much more? Social Video in 2021? What has changed?
Wear: The way we find content has changed dramatically. You no longer go to someone’s home page to see what’s new. This is old school social navigation. You don’t see what your friends are sharing. This is old school social discovery.
The new way is TikTok. Trill. Roll. YouTube shorts. In other words, algorithmic emergence.
And because you have an algorithmic surface, the more you put into the system, the greater the chance that you will come across something that works.
With this client in Madrid, for example, we saw that there is an added benefit after cutting their video production time so dramatically.
For every social cut they previously produced, they now produce three. For the first time, they were able to run meaningful AB tests by putting all three versions in Facebook and then letting the Facebook algorithm tell them what worked, rather than trying to cook the perfect recipe beforehand.
Hyder: Are there any uses for video that you think are being overlooked?
wear: When it comes to backlogs, the prospect of companies, brands and influencers diving into their huge video archives on their primary platform – for example YouTube, Facebook or Twitch – is practically no novice restrictions due to time and budget constraints. So these videos are either consciously or unconsciously overlooked.
And I want to encourage readers to think about the “iceberg” of the video. TikTok and YouTube – this is the visible part of the video.
But what about all the Zoom meetings? All training videos, all webinars? How is it dealt with? Who accepts them, who processes them?
The change in our working lives caused by the pandemic is adding to the video editing backlog as the extra work falls on the shoulders of the person responsible for delivering this message across the company.
Eventually, reuse of this content becomes possible when you provide automated tools for modern workflows. And that’s why we built Kamua.
Video is not just vital for marketing your business these days, as Cary says. It’s critical to To run your business. That said, if you’re not already thinking about how to improve your video workflows, then you need to get started so you can get started in 2021.