Do Video Production Companies Need to Know Web Video Marketing?

Do Video Production Companies Need to Know Web Video Marketing

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The business growth of online media today will require video production companies to expand their role beyond the traditional confines of simply technicians and creative professionals. They now need to consider themselves a valuable part of the actual marketing process for the video content they produce for their clients. With the Web and social media being a catalyst for video production professionals to assume more marketing responsibilities for their own company, clients, or simply looking for a competitive advantage in the job market.

How the Web Has Changed the Role of the Video Production Company.

Years ago, a lot of companies, including those heavily involved in e-commerce, would not have had the services of a video production company dedicated to the Web. Today, it's not uncommon for non-media based companies to hire a small team dedicated to video production for their digital channels i.e. web, social, and mobile. All that online activity continues to produce an absolutely huge amount of continual, real-time market research, something that was rarely as available and as accessible with traditional media. That's why companies with a strong online presence, and in highly competitive channels saw the need to respond quickly to this market research, by quickly an more efficiently producing video content across these channels that consumers have migrated to. To do that effectively, Corporations are now getting their video production partners working more closely and continuously involved in their actual marketing activities. The work of the video production company is no longer an afterthought; it's now something that can be fully integrated into the marketing mix, even potentially taking a role in shaping the marketing messages, campaigns, and larger business strategy.

Is a Video Production Company Really Expected to Know Video Marketing?

Not all projects will require it, of course. There will always be a need for clear-cut technical specialists who's job it is to follow instructions rather than to help shape ideas, but some jobs require a production company to form ideas, produce the video and push the marketing. There will be circumstances where a marketing background is not only a competitive advantage for a video production company, but a service requirement. A good production company needs to knows and understand the online market space and be active on networks like YouTube and Facebook, while knowing how to seed and search engine optimize their video content.

Early on in 2008 companies were happy to have video on the product page. Now, you have to analyze customer behavior with video to understand the impact each video has. Like what % of viewers watched the entire video? How often is the video being shared? It's a constant process of learn-and-adapt, and it's critical that the video producer be an integral participant toward that understanding.

Even more video production professionals, at least those working for or with companies having a strong online presence, are being assigned and increasing amount of duties involved within marketing. Video production professionals now need to consider which tools and technology can be leveraged to make video's more interactive, more shareable, and more shoppable.'

So what if you're a video production company should you now expect to know and do all of these things for getting a job or a client gig? For most I will say not right now, but for a pool of applicants and vendors going after the digital media space I would say that's certainly more likely. We now see evidence and heard from companies hiring that this could be where the job market and work expectations are going.

So here's the conclusion we can draw right from the AMA's own definition, perhaps the most well respected organization in all of marketing. The process of creating and delivering a VIDEO product or service (which can include video content) for an intended audience would qualify as part of marketing activities.' This is why I make the argument that today's video production company is also a marketing partner. Marketing is propelled by some kind of creative and a video producer is responsible for getting that kind of creative in the form of video content to market.

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