Continuous Creation: the answer to video consumption demands

Rubina
2 months ago・10 min read

In B2B, video isn’t just a tool – it’s a daily necessity

The market is hungrier than ever for fresh video content. LinkedIn has emerged as a prominent platform for video content consumption in the B2B realm. With its focus on professional networking and business-related content, LinkedIn has seen a significant uptick in video views. Video content on the platform garners more than 3 billion views per month. Additionally, native video posts on LinkedIn are said to receive 5 times more engagement than other types of content, further emphasizing the platform’s growing importance as a hub for B2B video consumption.

Yet, video creation is perceived as challenging, particularly when compared to the written word. Video projects are often considered expensive, likely to go over budget and are time-consuming. It’s also not eco-friendly nor sustainable to continue flying people and equipment to locations around the world.

The barriers become more complicated when you’re trying to manage video centrally at scale. Managing video centrally, effectively and efficiently is challenging due to inconsistent quality across vendors, difficulty in overseeing brand assets, and the high costs and complexity of on-location shoots.

But as the marketer in charge, how do you keep up with the insatiable demand for fresh, relevant and localized video content?

Introducing Continuous Creation…

What is Continuous Creation

It’s a simple concept where you continuously shoot and edit and publish video content. Meet market demands for video by continuously:

Shooting, editing and publishing content that delivers business outcomes.
Covering global locations and industries, wherever your customers are.
Creating content based on what’s relevant to your target market in their local area now.

It’s about building habits, so that video creation becomes as ingrained in the content creation process as say, writing this blog.

In this world of Continuous Creation we all live in as brands and businesses, we need to have an always on, repeatable video content creation model that consistently lowers per video creation costs, increases creation speed, and makes localization easy and affordable.

Continuous Creation however cannot be supported by the traditional video services model, with many people-based service providers, ad-hoc service provisions, and varying costs and service levels in different locations. It requires a move to a platform that manages creation from end to end: from the sourcing of local creators to delivering the final video and every step in between.

Benefits of Continuous Creation

Consistent output of video

Consistently sharing video content across social media and other channels offers a plethora of benefits for individuals and businesses. It boosts engagement by captivating audiences with visually compelling content, leading to increased likes, shares, and comments. With algorithms favoring video content, your reach and visibility expand, drawing in a wider audience and potentially driving more website traffic.

Regular video output enhances brand awareness, making it easier for viewers to recognize and remember your brand over time. Videos evoke emotions and tell stories, fostering stronger connections with your audience and positioning you as an expert in your industry.

Additionally, optimized videos can improve SEO performance, driving organic traffic to your website. Paid advertising campaigns featuring video content also see better performance metrics, including higher click-through rates and lower costs per click.

Overall, consistent video output helps you build a strong online presence, cement your position as a thought leader, engage your audience effectively, and achieve your marketing objectives.

Increased efficiency and productivity

Creating video content at scale drives efficiency and productivity by streamlining workflows, reducing costs, and maintaining consistent quality. By batching tasks and standardizing processes, teams can work more efficiently and achieve faster turnaround times.

Video creation at scale also allows for increased content variety, enabling brands to cater to diverse audience preferences and marketing objectives. Moreover, scalability and flexibility are enhanced, empowering teams to adapt to changing demands and capitalize on opportunities.

With improved resource allocation and optimized production schedules, enables brands to maximize the impact of their content strategy while minimizing costs and effort.

Enhanced innovation

With a higher volume of content to create, teams have more opportunities for experimentation and iteration, allowing them to explore new formats, styles, and storytelling techniques. This creative environment is further enriched by collaborative efforts involving diverse talents, fostering cross-disciplinary collaboration and the exchange of fresh ideas.

Additionally, the integration of advanced technology tools and software streamlines production processes, enabling teams to push the boundaries of what’s possible in video creation. Leveraging data-driven insights from a larger dataset, teams can make informed decisions to optimize content, driving innovation and continuous improvement.

Furthermore, the necessity of adapting content for multiple platforms encourages teams to think creatively about repurposing content, leading to innovative approaches to storytelling and audience engagement across different channels.

Producing video content at scale fosters a culture of agility, experimentation, and creativity, providing fertile ground for innovation to thrive in the realm of video production.

Improved quality

Standardized processes ensure consistency and attention to detail across all productions, from planning to editing. Consistent adherence to branding guidelines ensures that every video aligns with the brand’s identity, enhancing overall perception and reputation. Additionally, collaborating with specialized professionals brings advanced techniques and creative storytelling to the forefront, enhancing overall quality.

Access to better resources, including equipment and technology, allows for higher-quality footage and professional-grade visual effects. Iterative feedback loops enable continuous improvement, with adjustments made throughout the production process based on stakeholder input.

Furthermore, efficiency optimization frees up time for creativity and innovation, resulting in more ambitious concepts and visually captivating videos. These factors collectively contribute to the elevated quality of video content produced at scale, resulting in more engaging, impactful, and professional productions.

More sustainable business practices

Engaging local creators for video creation at scale presents a sustainable alternative to traditional production service models across various dimensions. Firstly, it reduces the carbon footprint associated with video production by minimizing travel distances and transportation emissions.

Additionally, working with local creators supports the economies of their communities, contributing to economic growth and livelihoods while fostering sustainability at the local level.

The inherent understanding of local culture and customs possessed by these creators lends authenticity to the content produced, deepening audience engagement and bolstering the effectiveness of marketing efforts. Moreover, the proximity of local creators facilitates faster turnaround times for projects, allowing companies to respond swiftly to market trends and audience preferences.

By requiring fewer resources in terms of equipment and travel, localized video production minimizes resource consumption and waste generation, further advancing sustainability goals.

In essence, engaging local creators for video creation at scale not only delivers effective and impactful content but also aligns with broader sustainability objectives.

Keys to Continuous Creation success

The key elements needed to succeed in the world of Continuous Creation are:

Productization of video creation services

This is the game changer. Instead of negotiating suppliers and quotes every time you brief a video project, imagine being able to order videos like you would a carton of milk. Your specific needs could be developed into custom, off-the-shelf products that anyone in your company can easily order. This ensures that you’ll get the same quality, consistency, and prices, for your video projects time and time and time again.

Enterprise-wide ordering system

Building on productization, having a central platform where all buying stakeholders in the enterprise from different divisions and locations can purchase streamlines the procurement process and reporting. From marketing to communications to talent teams, everyone can purchase within a productized framework agreed upon by key marketing, studio, and procurement stakeholders.

Access to vetted global vendors

Creating localized content at scale can only be achieved if you have access to local creators on the ground. However, the more vendors you engage, there is more you’ll need to manage from a commercial and service-level negotiation perspective. A solution like 90 Seconds can help you find creators to deliver your video projects, and manage the commercial negotiations on your behalf.

Quick and easy collaboration

Continuous Creation relies on an easy flow of communications between the brand and the creator. Both parties must be able to monitor progress and interact quickly and easily throughout creative execution. While there’s always a time and place for emails, a central platform that houses all conversations, briefs, feedback, and approval status makes the opportunity for collaboration even easier.

Single point of contact

Reducing the number of points of contact in any service-based relationship only works to reduce confusion and frictions around delivering the service. Accessing a central, global contact, like a 90 Seconds Concierge, who guides and supports you in delivering video continuously enables you to have true global quality control and ownership over creation.

Real-time dashboards and reporting

When you’re creating video at scale through Continuous Creation, being able to access data enables you to further improve efficiences. For example, you might find that when you’re creating Customer Stories, that you don’t need five different camera angles, and that two will suffice. With visibility over this data, you’re able to identify cost savings, and ultimately then deliver them enterprise wide. From a procurement perspective, you’ll be able to control the costs and view budgets in every region, and understand the spending per department/region to enable easier planning cycles.

Continuous Creation in practice

Brands like Barclays, Kyndryl, and Torrens University Australia have already joined the movement.

Barclays

Barclays is a British multinational universal bank, headquartered in London, England. The team creates videos for events, interviews with customers, and internal company news announcements.

Kyndryl

Kyndryl is an American multinational information technology infrastructure services provider. The team creates a series of People Stories for social media, shining light on their leaders’ works and personalities.

Torrens University

Torrens University is Australia’s leading international university, built on the shoulders of giants. With a rich heritage, their prestigious industry-focused colleges have launched thousands of successful careers. They create videos to shine the spotlight on their industry connections and the opportunities those connections present to their students.

How do I join the Continuous Creation movement?

Develop your content plan

It doesn’t have to be detailed, but make sure that you have a high-level content plan documented for the quarter (or year, ideally) ahead. Then, revisit the plan and consider how video could be used for each blog article, social post, or case study. Prioritize video content for the pieces you envisage having the most impact – likely Customer Stories. This will give you the framework for your take on Continuous Creation.

Write your briefs

When developing your brief, make sure you include the deliverables (e.g. number of videos, duration of videos, video ratios), deadlines, objectives, key messages, brand guidelines, requirements and budget. Requirements could include outlining who is responsible for scriptwriting, storyboards, shoots, editing, voiceovers, subtitling, and graphics.

Don’t wait for perfection

If you’re new to video creation, don’t wait until you’ve perfected your content plan or your brief. It’s only through action and feedback that you learn. After all, your preferred supplier can always help you through the process.

Will you be the next brand to join? Chat with us today.