How to design a winning video strategy

video prodction

A couple of people have asked me about what drivers should underpin video strategy, following this post – who’s making great online video?

As ever, there are two underpinning principles:

  1. What is the user need video will answer?
  2. What is the business justification for video content?

Always start with the user.

There are some key questions you want to answer before you go any further.

What do users want from your site? What are you going to supply them that no-one else can? How will they find your content? How will they consume your content? How long will they watch your content for? How much will they watch?

And perhaps most importantly: what experience will your users demand from video?

Let’s take an example: suppose you run a literary agency, you have a number of great authors on your books and your marketing director suggests a series of videos for the corporate site.

What do you make?

You might look at your site and think the main reason people visit it, is to discover more about your authors; what did they do before, what are they working on now and, of course, the inevitable question: where do their ideas come from? So, it’s insight users want. You can supply this, you have access no-one else does, and you suggest a series interviewing authors at their writing desk/in their office/shed at the bottom of the garden.

At this point the marketing director might go and commission a production company and tell the digital team to prepare to upload the videos to the site. But your strategy is nowhere near complete.

You need to define the experience your users will enjoy. Do they want to spend an hour in the company of your author, or a minute? Are you making a video that people will want to watch in their living room on a smart TV, on their desktop at work, or on a tablet while commuting? Do they want a burst of information or a long, leisurely soak in it? Do they want a quality experience, well-shot with an intelligent interviewer that’s carefully edited together; or will a simple piece to camera do?

And are you sure that video is the best medium? If users just want fast facts about authors, could that be better achieved as copy rather than making time-poor people sit through an interminable video. You will be furious if you spend thousands producing a high quality product and no-one watches more than a few seconds of it.

Answer these questions and you’ll be closer to understanding your users’ needs.

Onto the business justification.

Once you understand what your users want, you need to consider the business case for the expenditure.

Perhaps you want to increase video inventory in order to sell advertising, to build engagement, to promote your product or to maximise dwell time. How do those needs balance with the users’ needs? If you want video to go viral, what benefits do you expect that to produce for your business?

Too often video content is produced without a clear understanding of the risks and benefits of the production. Be clear about best and worst case scenarios. There’s a lot of video out there, why should you expect your’s to be successful? And what does success even look like for your business – more users, more sales, greater brand awareness? Be clear how you will measure this before you start production.

Then once you have considered what the overarching strategy should be, consider the cost. From UGC, which may have no cost at all, to $100 million dollars for a series of House of Cards, there’s a wide range of price points. Realistic assessment of user needs and business justification will help clarify just how small or large the budget needs to be.

Who’s making great online video?

 

Which news organisations are doing great online video?

A couple of recent articles have prompted me to take a look at this – firstly  this one from Media Shift, in which Janine Gibson, incoming Editor-in-Chief of theguardian.com says it’s so entrenched in the system they barely think of it as a separate element anymore. Then there’s this one from journalism.co.uk in which The Times’s deputy head of digial, Lucia Adams, talks about their shift from quantity to quality.

To begin with I’d better declare an interest.

I set up the multimedia department at The Times and Sunday Times back in 2006 and ran it until 2008. We started experimenting with video in 2007. Much of that experimentation took the form of throwing mud against the wall to see what stuck, but there was an underlying strategy based on some key principles.

Firstly, that the quality user experience for online video would continue to improve so everything had to be done with the highest possible quality at the point of production. That meant buying kit and building facilities and not being derailed by those who wanted everything done on mobile phones.

Secondly, that videos should exploit the key drivers of traffic on the site; and, finally, that it should not compete head to head against existing broadcast outlets.

So, we made films about cars with the InGear supplement of The Sunday TImes, such as this one about the Porsche GT9, and got Gordon Ramsay to make recipe videos. I also pressed hard for a content sharing deal with a news broadcaster which would give us scale with news inventory but wouldn’t be competing on an unequal basis with ITN or the BBC.

We had our successes and I also made mistakes – auto-roll videos on the homepage being, perhaps, the most egregious. But it was new territory and, like all innovations in the newsroom, part of the challenge was creating new content and formats and part of it was embedding change and new workflows.

By mid 2008 we had reached around a million video streams a month – small beer by today’s standards but it felt significant at the time.

That was around the time I left the paper. It seemed to me that video was becoming less about trying to do something different, establishing a new brand and new ways of telling multimedia stories, but more about focussing on repurposed news clips. There’s some value in that but I didn’t feel it was playing to the paper’s strengths. So, I read Lucia’s comments about moving away from news and focussing on quality with something of a wry smile.

So here we are, six years on, videos never been more prevalent online. Everyone’s got fast broadband connections, the audience is there, what’s being done to service them? I’ll be taking a look at my old shop, The Times, plus The Guardian, Sky News, The New York Times and Vice. This is an entirely arbitrary list – but I think covers a good range of outlets.

1. The Times

Compared to the films we made back in 2007/08 the material being produced by The Times feels much more measured and professional. The material is well shot and there’s an emphasis on quality of production. The films are also well-distributed through the site, rather than being ghettoised under a video tab.

It’s clear video, and specifically sports video, is a key driver for users to pay to vault the paywall. The use of Premiership football is especially smart.

But for me, there are still some key problems. What is video to The Times? Is it just a nice to have added extra, or is it an integral part of their story-telling? There’s no doubt that video needs to be an element of a multimedia package. But I don’t see stories here both using video as a driver and playing to video’s strengths. For example, this film with Norman Lamont is good – but what are the specifically video-led elements that drive the story. Video is led by pictures, what images are used here that make this a must see video?

And I think that lack of identity extends to the look of the videos – there’s no Times style. That’s an issue, I think, after seven years of production and one they wouldn’t accept from the website. Perhaps Lucia’s drive towards a less-is-more approach will remedy this.

2. The Guardian

The look is something The Guardian is getting right. From news clips to longer format material, everything is in-style and recognisably on-brand. It feels as though the creative director has given this the once over and ensured everything is formatted correctly.

The Guardian has also worked hard to distribute video through the site, from short news clips from ITN and Reuters through to self-produced content, there’s considerable variety of video here.

But there’s also an issue. They’re just not using the medium to its fullest extent. Take a look at this video  with the excellent Alexis Petridis. It’s a good concept, Alexis is an engaging and eloquent presenter and the look is modern, metropolitan and recognisably “Guardian”.

But there’s just no reason for this to be a video – where are the must see-images, or must-hear sounds? This is radio with pictures. Or a column read aloud. And this mistake is repeated time and again around the site. They’re just not using video to story-tell effectively. I know with music reviews you can argue there are rights issues. But if you want to be the biggest website in the world and you want to do music reviews, man up and pay the MCPS.

3. Sky News

Storytelling using video isn’t something you would expect Sky News to struggle with. This is their bread and butter. The site is filled with video elements, live feeds, repurposed news packages, cut up two-ways, interviews, and short clips of must see video. If you want video, Sky News has it.

The problem for Sky News though is two-fold.

Firstly, the presentation is dull, conservative (with a small c) and old-fashioned. The site looks like something from the middle of the last decade, not the sort of all-singing, all-dancing digital experience you would expect of Sky. The channel’s been hugely innovative in television presentation, but that innovation doesn’t seem to be reflected in the digital experience. That’s a shame and I hope it’s something Sky quickly sorts out. Sky News needs to transform into a multiplatform operation, and that transformation needs to be quicker and slicker than is demonstrated by this site.

The second issue for Sky News is that they’re not making any concessions to the digital user experience. The content is offered up for consumption in the assumption that people will watch for the same duration and in the same way as on TV. That just isn’t the case. Like many broadcasters turned web publishers, they suffer from the problem of thinking more-is-more, rather than starting with the user and trying to deliver a news service that fits their needs.

4. The New York Times

Ah, The New York Times. Serious, dull, worthy New York Times. Don’t be expecting any fun here. That’s the cliche. And so it proves. This is the high-fibre version of online video. Serious subjects treated seriously.

But it’s done well. Really well. Take this video  – beautifully produced, well told. Money has been spent here and you can see it in the coverage. This is good video storytelling and story selection, mixed with decent budgets and worthy intent. Yes, this could all be a bit more dramatic; yes, it could display a little more wit and attitude. But if you’re staying on brand with the New York Times – this works.

And speaking of cliches, here’s a video where an American cooks a hamburger.

5. Vice News

To the other end of the spectrum and Vice – the wannabe MTV of digital and broadcast news. The brand is testosterone filled and in-your face. The words “woah dude” never far from any presenter’s lips.

But there’s some good reporting here – take this one from Ukraine – or this one on a far-right protest in Austria. Well chosen images, good interviews and insight. There’s no reason why any of the broadsheets or broadcasters should turn their noses up at this.

You might argue that there’s little breadth to the coverage – the story selection is all broadly similar. But this is absolutely on brand for the core Vice audience. The durations of some of the pieces are also surprising – there’s a lot of very long content on the site. Presumably this is repurposed TV content being used elsewhere in the rapidly expanding VIce empire – but are lots of  people really watching 45 minute docs on YouTube? Maybe, provided the storytelling is good enough.

It’s a bit of a cliche to suggest that digital-native publishers are doing online content with more verve and style than legacy media. But there’s no doubt that’s what’s happening here. Vice’s content has lessons for everyone, even if no-one should be aping their exact output. Seven years after I started doing web films for The Times, I’d say there are still big lessons to learn for newspapers and broadcasters when it comes to making engaging, well-made and well told stories for digital viewers.