When Should You Outsource Video Production?

Summary

The virtual summit session focused on strategies for scaling video marketing, with experts from Curative, Chili Piper, and Superside sharing insights. Jessica from Curative discussed outsourcing video production, emphasizing the importance of a relevant distribution strategy and low-cost, high-impact content. Nolan highlighted the transition to virtual production and the democratization of content creation, while Nina explored the intersection of AI and video, predicting significant changes in content production. The discussion underscored the need to balance quality, quantity, and speed in video marketing.

Takeaways

• 🎥 The importance of understanding the 'why' behind video content creation is emphasized, as it helps clarify the purpose and strategy.
• 📈 Measuring ROI in video marketing involves a multi-faceted approach, including engagement metrics, click-through rates, and anecdotal evidence.
• 💡 The decision to outsource or in-source video production should be based on a company's maturity, resources, and specific goals.
• 📱 The democratization of video content production, fueled by technology like smartphones and AI tools, allows for more flexibility and creativity.
• 🚀 Embracing trends like AR and VR can create interactive and immersive experiences, enhancing brand engagement and storytelling.
• 📌 Prioritizing video distribution strategy is crucial to reach the target audience effectively and ensure the content is seen.
• 🎬 A hybrid model of in-house and out-sourced video production can be beneficial, allowing for control over brand voice while scaling up production.
• 📊 Data-driven decisions are key in video marketing, using insights to inform content creation and optimization.
• 🌐 Staying on top of trends and adapting to platform-specific requirements is important for maintaining relevance and impact in video marketing.
• 👥 Collaboration between in-house teams and external partners can lead to more dynamic and diverse video content, enhancing overall brand messaging.

Q & A

What is the main topic of the Supersize Virtual Summit's first session?

The main topic of the first session is about scaling video strategy, focusing on in-house versus outsourcing approaches.

What is Miles DePaul's role at Supersize?

Miles DePaul is the leader of demand generation at Supersize.

How does Jessica Gelser's role at Curative relate to video marketing?

Jessica Gelser, as the Senior Director of Brand Marketing at Curative, uses video marketing primarily for B2B, sales, onboarding, management, and also for D to C efforts to encourage consumers and increase brand loyalty and member engagement.

What was Curative's initial business model before transitioning to a health insurance plan?

Curative initially started as the nation's largest COVID-19 testing company in the U.S.

How does Nolan McCoy's experience at Chili Piper differ from Jessica's approach to video marketing?

Nolan McCoy, as the head of video and creative content at Chili Piper, takes a more in-house approach, focusing on top of funnel brand awareness, thought leadership, and using video across various social media platforms, unlike Jessica's primarily B2B and sales-focused approach.

What are some of the key considerations when deciding between in-house and outsourcing video production?

Key considerations include understanding the purpose of video content, the resources available internally, cost implications, and the level of control desired over the content production process.

How does Nina Kaplan view the future of video marketing with the advent of AR and VR?

Nina Kaplan sees AR and VR as offering incredible opportunities for interactivity and immersive experiences in video content, which can greatly enhance brand engagement and consumer experiences.

What is one of the challenges in measuring ROI for video content?

One of the challenges is attributing conversions and sales directly to video content, as the consumer journey can involve multiple touchpoints and interactions.

How did Jessica's team at Curative approach the decision to outsource video production?

Curative decided to outsource video production due to being a lean startup team needing to prove ROI before investing internally, and they chose to partner with a provider who already understood their brand voice and style.

What advice does Nolan give for companies just starting with video content?

Nolan advises companies to start by understanding why they want to create video content, what their goals are, and what type of content they want to produce, emphasizing the importance of a process-driven approach rather than just creating videos in hopes of increasing sales.

How does the panel suggest balancing quality and quantity in video content production?

The panel suggests that the balance between quality and quantity depends on the company's goals. For broader brand awareness, quality is important, but for speed and frequency in platforms like TikTok, seemingly lower quality but more engaging and relevant content might be more effective.