For over a decade, video has been the rising star of marketing. First gaining speed back in 2005 alongside the launch of YouTube, video has managed to climb the ranks to near-celebrity status with enterprises around the globe. With 87% of businesses now using video as a marketing tool — up from 63% in 2017 — it begs to question why video is so popular.

Are businesses just blindly following trends or are their investments in the creation, management, and distribution of video assets more deeply rooted? Let’s have a look. 

By now, it’s no surprise that video is a popular marketing tool for brands. The numbers are staggering. YouTube has over 1.9 billion users. A whopping 87% of businesses use video content. And, here’s a fun one — Cisco estimates that by 2021 it will take an individual over 5 million years to watch all the video that’s uploaded to the web in a single month.

So yes, video is popular. But, just because brands use it and people watch it, doesn’t make all video effective. Video for the sake of video won’t cut it, which is why the savviest of marketers have set their sights on what’s called “branded video.” 

Media asset management (MAM) is sometimes used interchangeably with digital asset management (DAM). They both help manage assets, but are they really the same thing? Sort of…

When implementing a digital asset management (DAM) system, you begin by adding the typical mix of marketing assets, such as images, logos, pdfs, documents, etc. Most of these file types are familiar to the average marketer, until you get to video. Because video files are much larger and more complex than other media files, we are frequently asked, “What’s the best video format to upload into my DAM?”

While most marketing teams are creating video content, storing it in a way that’s accessible and usable across multiple platforms is a challenge. Your website, a shared folder, YouTube, Facebook, and other channels all have their challenges. That’s why many businesses are using digital asset management (DAM) systems to manage their video content alongside their images and documents.

In this article, we’ll lay out different metadata you can apply to your videos to make them searchable within your DAM system.

Creating engaging videos that support business objectives is a challenge. And working with videos doesn’t get any easier after they are finished.

Videos are massive files which makes sharing and viewing them using email attachments essentially impossible. Cloud-based DAM systems like the Widen Collective® support video storage, sharing, and viewing. But treating videos just like images and other assets doesn’t provide the best experience for these powerful assets.

As organizations realize the usefulness of video as a sales and training medium, they will begin to create more and more of it. This does however create an issue of what to do with all of the footage. Video is significantly larger in size than other digital media files. You'll need to organize and store it all, including video and media you need to hold onto for business or legal reasons.

If this sounds familiar, it might be time to consider a video archive solution. Let's discuss!

Sharon Doan considers herself the “Jane of all trades” at Poly-Wood, a manufacturer of fine outdoor furniture based in Indiana, but she’s also one of the global admins of their digital asset management (DAM) system. Anything that deals with content, whether it be digital or print, goes through both Sharon and their DAM.

Nikki Lebenson Angulo is a digital communications manager at the Institute of International Education (IIE), which is one of the largest and oldest global nonprofit organizations that administers and manages programs to support international exchange, like The Fulbright Program. They also work with governments around the world to promote the benefits of exchange.

Nikki’s position is critical in helping communicate the value of these programs with visual content that is published on the web, social media and through more traditional methods like newsletters.

Pioneer Balloon is a global company that offers balloons, promotional products, and partyware. In preparation for their 100th anniversary in 2017, they hired Teri Truesdell to research and implement a digital asset management (DAM) system to organize all of their historical assets and to offer a better distribution method for the thousands of products they sell globally.