▷ The new challenges and challenges of video marketing 2020 -

The relevance as well as the results of video marketing strategies are no longer to be proven. Since the problem is no longer at this level, it has been transferred elsewhere, namely in the creation of content. Indeed, companies are now faced with a new challenge that is both qualitative, quantitative and financial: the volume and pace of video content production …


A media that has become decisive in Content Marketing

A recent Wibbitz study took stock of the key trends:

  • 89%
    of the structures questioned integrate video into their strategy
    Content Marketing;
  • 53%
    produce content internally;
  • 7%
    outsource production to dedicated agencies;
  • 5%
    use freelancers.

we look at the production volume, we realize that:

  • 1
    to 2 videos are produced monthly if the production is
  • 7
    to 10 videos are produced monthly if the production is

observation is always unequivocal, the video content is very
present and requested in marketing strategies. And most
time this Content Marketing strategy is implemented in order to
to create engagement on the Social Media platforms of the

However, any strategy has its limits

the world agrees on the same truth, we would like to produce
much more video content, especially when confronted with
engagement and ROI generated. The latter being very
easily quantifiable compared to more conventional content.

The only constraint (s)? As often, we talk about lack of time, budget, and human resources. As we can find in the Wibbitz study, for a production of 1 to 2 videos per month, we use 9 tools. While for a production of 11 to 40, we count on the use of 14 tools. For the most motivated, that is 51 to 100 monthly videos, you can easily go on 30 tools and means.

Faced with such challenges, the main solution is to properly structure the dedicated teams. And that even before thinking of investing in equipment more suited to the chosen pace.

What method to guarantee the efficiency of the investments made?

do not hide it, a video budget quickly becomes very
expensive, not to mention the associated budget for the promotion of
content. To give you a realistic idea, budgets
resources over the year for production range between 1000 and
10,000 euros, while average budgets for promotion
they explode between 35,000 and 50,000 €. The reason, always the same,
62% of respondents agree that video is the format
the most efficient Social Media content, and 50% say that
video ads perform better than other formats
alternatives such as image or carousel.

Therefore, logically, structures that take the side of promoting their content mainly by organic tools and processes are more inclined to obtain more convincing results in terms of spin-offs on conversion rates. Moreover, many platforms today can provide users with the opportunity to get exposure by uploading video content to their website, which then bigger organizations can click to buy from these platforms. It can be a good opportunity to get your content noticed by the big guns.

To go further, what are the most relevant formats according to social platforms?

This is more technical data than advice, but to produce relevant videos, you obviously have to follow the basic formats designed and defined by the platform. For example, when it comes to Instagram, Facebook stories or even Snapchat content, the vertical format should be 9:16.

when it comes to Twitter or basic Instagram posts, it
must start on the square format. This is also the case for
the basic format of Facebook posts.

go further, we invite you to look at our article
dedicated to vertical format: ” 5
reasons to use vertical video in Social Media