Video has been around for a long time, but its surge in popularity as a business marketing tool is a result of the digitization of video, and the explosion of the internet. The ease of digital acquisition, delivery and access has made it effortless to create and consume video. Because of its size and complexity compared to other digital media like images, there are special and unique needs for managing video among your asset mix.
Here’s a great blog post by Three Motion that aggregated a number of different studies on the power of video. For example, by engaging two of our senses (sound and motion), video increases brand and message retention. Video is six times more effective than print and online advertising, and it causes visitors to stay on your website two more minutes on average.
Video Asset Lifecycle
In order effectively manage video, we first need to understand the video asset lifecycle. Here is a blog post in which I go through the stages in detail.
DAM can be present in most of the phases, but really becomes an integral tool in the management, repurpose, and archive phases.
In the Management phase, we talk about the two main different types of video and the best way to upload them into DAM. Essentially videos are either raw footage taken directly off of a camera or recording device, or they are finished edited pieces that came out of an editing platform such as Final Cut Pro, Avid, or Adobe Premiere.
For raw footage, uploading the file in a very high resolution format so that it can be re-edited is ideal in most situations. For edited videos, we talked about the similarities to a print piece created in InDesign. From within your editing program, render your edits into a “Mezzanine” format, which is an industry term to describe a format that is “High Enough” quality to be put into DAM and be repurposed for general viewing and light editing. Then, zip your project file and all the other production files together and upload the project zip into Widen’s archive storage for cost effective long term storage. It will be managed just like other files but will take a few hours to be restored upon ordering.
Metadata was a hot topic during the webinar as we covered a number of specific metadata fields that Widen added to its own DAM for our videos. To help identify the editing program used to create a video, we added a dropdown metadata field to indicate if the video was created in Final Cut Pro, Camtasia, or GoToMeeting, which are three of the most common sources of video for Widen. We also discussed adding an open text metadata field to add a url link to a videos archived project zip. This creates a connector between a finished edited video and the project zip needed to reopen the video and make edits.
Workflow can significantly enhance the efficiency of video creation and repurposing. We discussed sample workflows Widen uses to ingest video into DAM utilizing the upload profiles feature. Upload profiles automate mundane repeatable steps of adding video to the Media Collective. Another sample workflow shown was how Widen uses the private comments feature for simple routing and approval of videos. Simply upload a video, and send a private comment to any of the video’s stakeholders. They’ll receive an email that the video is in DAM and ready for review and approval. All comments are date and time stamped so you know who said what, when.
One of DAM’s main purposes is to get the most out of your assets. We discussed all of the different ways the Media Collective helps with this. From simple transcoding of your original file to other more compressed versions destined for download, embed, email, or PowerPoint, to using the new video clipping feature to clip out smaller segments of longer videos, we offered up a number of best practices to make sure your videos get the most mileage. We also covered the publishing aspects of repurposing, including embedding videos instead of downloading them, pushing video content from DAM to popular social networks, and analyzing the analytic data that is returned based on that assets usage. There is a pretty powerful toolset here, and the goal was to give attendees some ideas on how to utilize them with their own assets.
To wrap up the webinar, I covered one of the most frequently asked questions regarding online video, and that is how to utilize YouTube in a business setting. YouTube is the second biggest search engine in the world next to Google. It is the best place for videos to be found. Make sure you add links to your website in the description to help in driving traffic from YouTube to your website. When you get to your website, I recommend not using YouTube embeds there. Use the embed links from Widen. Once you get visitors to your site, you want to keep them there. Among other negatives, YouTube players offer a link off of your site, back into YouTube.com where your visitor may even be shown content from your competitors.
Because of the advances in internet technology, the improved access and delivery options for video has made it arguably the most powerful tool in a marketer’s arsenal. This webinar aimed to demystify video assets, and how to manage them within the Media Collective, by giving attendees examples of how to best utilize the feature set to get the most out of their video assets. I’m always interested in talking video shop, so if you have any questions, or just want to chat, feel free to email me at firstname.lastname@example.org.