Director at Thought TV.
Video is a product, it comes in the form of a raw material and as a polished product to take to market. But unlike other products the raw material can be reused in multiple polished products. Also like any other product there is a significant amount of wasted material, and even polished material can be made in an excess which outstrips its demand. Video costs money and time to acquire and is often stored on devices that cost money to run. This article aims to explain how video efficiency can be obtained, not only in terms of economics but also in terms of the cost of production.
WHAT’S UNSUSTAINABLE ABOUT VIDEO?
When I started out shooting conferences for other companies I remember there being a clear divide between companies who were charged correctly and those who were overcharged. The prior would often have a clearer idea of the outcomes of their content and therefor would establish ROI models early. Upselling them to new products involved understanding their business model, suggesting additional products and if the price was right the new products would be added to the offering. The latter were often dissalusioned about the deliverables, requested more video to be shot, more edits on their content which actually only impacted the freelance workforce who would charge a substantial amount more. This would end up meaning the high price tag eventually cost the video supplier money. Further to this when the client requested to see engagement with all the video they had requested unsurprisingly the overwhelming ball of content had not been viewed by the majority of the delegates.
As an editor I would put it to the video company that by using a sign posting approach in promotional video and clickable in video links we could drive delegates towards select long form content. The video company already out of pocket wouldn’t go for it, the extra time assigned to this already troublesome client could not be justified and there was no way the client would spend any more. What this taught me in terms of content was to establish a sustainable list of deliverables from the start and charge correctly for it.
A sustainable list of deliverables may include a select few keynotes and interviews which spark debate and engaged the majority of your physical delegates. From this you can then use a targeted GV package (General video) to draw together some promotional videos, either for driving attendance to future events or alternatively for promoting long form content. The above may be Considered the standard package but even within this simple list of deliverables there are many variables which should be outlined from the off. Starting any production with a selective, considered view of the deliverables is the best place to start in video efficiency.
THE WAY FORWARD
Creating a larger amount of short form content from a long form medium has always been the challenge for conference companies but it is achievable and is a great example of video efficiency. creating more engaging assets from the same set of raw footage has always been the core of what editors but for some reason when it comes to conferences editors approach the content with a “top and tail” approach (setting the in and out point and then exporting the video. Very often conference companies are guilty of looking sideways in terms of delivering content to its delegates, what are other conference companies doing? A more considered approach will revolutionise what can be done with online video content. And this approach must have video efficiency at its heart.
We have multiple suggestions for creating content that people will watch, and we prioritise video efficiency and effective pricing at every stage of the process.