BBTV’S CHANNEL 7HD THAILAND STREAMS LIVE MUAY THAI MATCHES WITH BRIGHTCOVE

Muay Thai, the national combat sport of Thailand, has found its niche on mobile. Bangkok Broadcasting & TV (BBTV), the parent company of Channel 7HD Thailand recently launched MUAYTHAI7, delivering live Muay Thai fights to fans around the world via a mobile app powered by Brightcove.

TAPPING INTO A NEW REVENUE CHANNEL

BBTV’s Channel 7HD is one of the longest-running broadcasters in Thailand, airing Muay Thai fights since 1970. Every Sunday is prime time as hundreds of fans flock to the stadium to watch the fights live. By going mobile, MUAYTHAI7 has circumvented geographic limitations, expanded BBTV’s market share and unlocked an untapped revenue stream via paid subscriptions.

COMBINING LIVE AND VOD CONTENT FOR A RICHER EXPERIENCE

TRY BRIGHTCOVE LIVE

The MUAYTHAI7 app live streams fights from Channel 7’s stadium in downtown Bangkok, with English commentary as a means to engage non-Thai speaking audiences. The app also provides access to an online library of over 200 matches on demand. Channel 7 plans to retain subscribers by featuring additional content in between fights, such as training videos of the fighters, a VOD archive of fights from the last six months, and a gallery of super slow-mo highlights from past prime time fight rosters. The content on the mobile app is available through subscription video on demand (SVOD) after a 14-day trial period.

By using Brightcove Video Platform, BBTV’s Channel 7HD can now live stream matches across an intuitive interface, optimized for performance and quality at scale, and get industry-leading support before, during, and after their fights. The broadcaster can also deliver high-quality streams across multiple devices and platforms, as well as across the big screen by using Chromecast for Android and AirPlay for iOS.

MUAYTHAI7 is now available on iTunes App Store and Google Play.

LIVE STREAMING BRAIN SURGERY TRANSFORMS THE PATIENT EXPERIENCE

As one of the world’s premier destinations for neurosurgery and neurology, Barrow Neurological Institute provides top-quality care for those suffering from brain and spine diseases, disorders, and injuries. Not to mention, the medical center performs more neurosurgeries annually than any other hospital in the United States. The institute also plays host to the country’s largest neurosurgery residency program.

Impressive statistics aside, Barrow’s guiding philosophy of unparalleled patient care has prompted program administrators to implement state-of-the-art live stream video, giving patients and their families the opportunity to educate themselves on treatments and other underutilized therapies.

In April and May of 2018, Dr. Francisco Ponce performed deep brain stimulation (DBS) surgery on John Wagner, a patient suffering from unrelenting tremors due to Parkinson’s disease. Because the therapy isn’t typically performed in the United States, many people, like Wagner, have instant reservations. But Ponce says that shouldn’t be the case. “This therapy is neither experimental nor a treatment of last resort, but it is underutilized,” says Ponce. Coordinators from Barrow’s DBS program provided John and his wife, Judy, all the education possible to put their minds at ease. Part of this educational curriculum: watching other live surgery videos. By the time the surgery came around, Judy was so comfortable putting her husband in the hands of Dr. Ponce, she didn’t even hesitate to watch the DBS surgery on the live stream.

The Barrow Newsroom features live surgery video.

While live streaming surgeries is certainly helpful for people like John and Judy, it also allows Barrow’s neurological residents additional opportunity for continued education. And in order to maintain the institute’s premier ranking, the innovation of live surgery streaming only helps propel its brand even further. That’s why Barrow chose to partner with the leading online video solutions provider, Brightcove.

With the Brightcove platform in place, Barrow not only has the means to manage and distribute video efficiently across its website and social media channels; it also has the most powerful technology to distribute live surgery video to fellow doctors, residents, patients, and people curious about neurosurgery in general. And thanks to Brightcove’s flexible video ecosystem and partner integrations, Barrow’s digital team can easily sync its content management system with the platform, creating an all-in-one solution for asset management.

In one instance, Barrow live streamed a surgical removal of an acoustic neuroma; the live stream was shared on the hospital’s website. The day before the surgery, over 27,000 Facebook and Twitter users clicked on promotional ads, bringing a tremendous uptick in traffic to the site. Within one month following the surgery, Barrow had already recorded over 40,000 viewers who had logged on to watch Dr. Randall Portell and Dr. Mark Syms do what they do best: save a life.

MAXIMIZE YOUR LIVE EVENT’S ROI: TURN IT INTO VOD ASSETS

Putting on an event and then streaming it live is a big investment of time, money and creativity, so you want to ensure you reach as many people as possible. Once you’ve set up your live stream, built an audience, and run a successful event, your job isn’t finished—in fact, now is when the real work begins to maximize your return on investment. You’ll want to make the most of the content you’ve just created by turning it into video-on-demand assets.

LEVERAGING VOD ASSETS AFTER A LIVE STREAM

When your event is over, make the stream available on demand on your website. The content can be gated, so that you can gather viewer information and analytics to be tied into your marketing automation stack. Consider breaking the video into chapters using an interactivity tool, so it’s easy for on-demand viewers to access the moments that are most relevant to them.

Video with Chapters

CREATE SHAREABLE CLIPS TO DRIVE VOD VIEWERSHIP

The entire stream of your event is a great asset, but you’ll need shorter clips too. Ideally, you were creating clips of memorable moments as they happened. If not, you can edit clips from your video afterward. Once your clips are captured, they can be shared across your social media channels, on your event landing page, and throughout brand promotions.

Creating video clips from a live stream

CONTINUE DRIVING ENGAGEMENT AFTER YOUR EVENT ENDS

Your clips aren’t the only content that you can leverage after an event ends. It’s common that as an event ticks down to the closing minutes, not everyone will have a chance to get their questions answered. Use that to your advantage by continuing to engage your audience on social media. Collect the questions that weren’t answered, and create a social post for LinkedIn or Facebook with each question included as a comment on the post. Panelists can reply to the comments with their answers.

MAINTAIN VIEWERSHIP AND KEEP YOUR LIVE STREAM UP-AND-RUNNING

Without a doubt, the most important part of a live stream happens in the preparation. It’s key that you have tested your equipment and come up with a Plan B, Plan C, and Plan D.

Once you’ve done the prep and the day of your event arrives, what then? The following best practices will help you stay up-and-running and maintain viewership throughout your stream (and perhaps even increase your audience while you’re at it).

BEFORE THE LIVE STREAM

If there is one component to line up first, it’s a dedicated, wired internet connection with backup internet options, just in case. Test your internet on the day of your event and make sure your backup internet is ready in case you need it.

Also, consider the internet signal that your viewers will use to watch your event. If you’re streaming an internal corporate event, like a CEO town hall, it’s likely that many of your viewers will be tuning in from the same place, potentially overloading the network. If you don’t have an eCDN lined up to avoid network bottlenecks, consider hosting a viewing party so that many viewers can watch together, rather than bogging down the network by watching individually.

A reliable power source is every bit as essential as maintaining a strong internet connection. The day of your event, make sure the many elements that power your live stream are plugged into a variety of power sources. The last thing you need is a blown circuit taking down your entire set-up.

If something does go wrong, have a slate ready. If worse comes to worst, it looks much more professional to broadcast a “Technical Difficulties” or a “Be Right Back” slate than static or a blank screen.

Pro Tip: Don’t leave your stream running so people watch you set up. Create a Pre-Event slate that has a countdown clock or promotes your next session.

DURING THE LIVE STREAM

Even if your live stream goes off without a technical hitch, a common goal of streaming is to reach a wide audience. Assuming you’ve promoted your event far and wide—and viewers know when, where, and how to tune in—be sure to start on time so they don’t tune out before you’ve even begun. When it comes to your content, address any potential gaps or pauses during a run-through beforehand and mix in graphics or interactive elements to keep things moving at a steady pace.

Pro Tip: If you don’t catch the attention of your audience within the first two minutes of your live stream, they are likely to drop off and not return to watch the rest.

It’s possible that no matter how well you’ve promoted your live stream, some of your customers and prospects won’t know that it’s happening. The key to capturing those viewers is a blended distribution strategy. Start by live streaming to social media simultaneously, then your followers will be notified automatically when you’re live. Next, consider expanding your strategy to include paid distribution. These days, it’s possible to stream to thousands of publications across the internet via players embedded within banner ad placements. Reaching the right audiences no matter where they are is what takes viewership to the next level.

Your event page is the centerpiece of your strategy, so as you gather viewers across channels, make sure you’re giving them a reason to click through to your page. Offer exclusive content to viewers on your main event page, like behind-the-scenes access, influencer or celebrity interaction, a live Q&A, or a special download.

As your event goes on, there are bound to be attention-grabbing moments. Use live clipping functionality to clip and share across social media to show viewers what they’re missing. Once viewers arrive on your event page, collect user-level data and tie it to your marketing automation stack. That way, your relationship with each viewer doesn’t end when the live stream is over—this is an essential step for making your live stream worth the effort.

AFTER THE LIVE STREAM

As your event draws to a close, you’ll probably breathe a sigh of relief—but the work isn’t quite over yet. The next step is to turn your live stream into video-on-demand assets that maximize your return on investment.

AVOID THE SILENT TOWN HALL WITH INTERACTIVE CORPORATE VIDEO

Workforces are rapidly decentralizing and getting more global by the minute. This creates even more need to employ new techniques to bring employees together and engage them with better communication tactics. One way to accomplish this feat is with corporate video. Hosting regular Town Hall live streams can bridge the distance gap, no matter where your employees are sitting.

Town Halls are typically hosted by the CEO as an update for the employees on the state of the company. For many employees, this is the only interaction they will get with the CEO. So, it’s extremely important these corporate video events run flawlessly and are optimized for employee engagement. Without participation, the Town Hall investment is lost.

WHY DO TOWN HALLS FAIL?

Aside from technical failures (watch this video on-demand to learn how to properly prepare for a live event, Town Halls often fail to deliver authentic content. The CEO’s part is predictable and well-scripted. Employees expect that, but it doesn’t usually inspire audience participation. Following the presentation, there is the ceremonial Q&A.

“Let’s open the floor to questions,” the CEO says.

Crickets.

After an awkward silence that, without fail, goes on for far too long, the CEO says, “You sure there aren’t any questions?”

The Town Hall wraps up and not one employee has asked a question. Their sole opportunity to have an authentic interaction with their CEO has come and gone. The next Town Hall comes around, and the same thing happens. The precedent is set that questions are not expected.

HOW DO YOU ENCOURAGE ENGAGEMENT?

To get more people actively involved in your Town Hall you need to level the playing field. At the very least, in-person and remote attendees need the same access to ask questions. This ensures no one group of individuals is pressured to ask a question over the next or steamrolled by another group. Everyone should feel like they are a part of the event.

We’ve seen that including interactive elements within your corporate video event can dramatically impact participation rates for exactly this reason. Live Q&As, live polls, feedback, and interactive agendas can all take a Town Hall from a broadcast to a true engagement tool.  Take a look at this case study with Medtronicfrom our partner Pigeonhole Live, to see how this type of solution can really work.

A fluid Q&A where attendees can respond to the CEO’s remarks and allowing spontaneous questions to be asked in-person and online through an interactive chat are a great start, but remember that you’ll also need to be sure that your moderator is paying attention to the questions that arise in both formats.

HOW TO GEAR UP, PREPARE FOR, AND PROMOTE YOUR LIVE STREAM

Live streaming an event (or a series of events) can seem daunting. But if you break the process down into steps, live streaming becomes approachable for even small teams. To get started, you’ll need to line up your equipment set-up and then promote your live stream to build an audience.

SETTING UP YOUR LIVE STREAM: EQUIPMENT AND MORE

The right set-up will depend on the event location, how many speakers or angles you want to shoot, and whether you’re including additional visuals like graphics or presentations. Even the most basic live stream requires a few non-negotiables in order to get off the ground:

  • Camera: Your shoot can range from very simple—a single camera on a tripod—to as complex as your budget allows. A more advanced set-up will include multiple cameras and a switcher.

  • Audio source: This can range from the microphone on your camera to a set-up with multiple microphones and a sound board.

  • Capture card or device:  At Brightcove, we often use Blackmagic’s products; they’re affordable and work well.

  • Encoder: This can be a piece of software, like Wirecast or Open Broadcaster Software, on your computer, or a dedicated hardware encoder for more demanding events.

  • Internet: Live streams should almost always run over a hardwired connection with speeds of 10mbps or greater. The best case scenario is Gigabyte ethernet, with your live stream prioritized using QoS at the main router, and redundant ISPs.

  • Content Delivery Network (CDN): For a seamless viewing experience with minimal buffering, you’ll need a high-quality CDN like Akamai. A CDN may be bundled with other video solutions, like your online video platform (OVP) or player.

  • Player: Whether your player is embedded on your website, in an app, or on a secure VPN, it should be an immersive, high-quality experience for viewers. Your player may also support interactivity, like a chatroll, via tools like Pigeonhole Live.

Video Live Stream Hardware and Software equipment setup

From here, your set-up can get exponentially more complex, to include cloud encoders, hardware encoders, and multiple internet connections. Are you monetizing your live stream? Then you’ll need to add Server Side Ad Insertion (SSAI) or some kind of paywall authentication.

Advanced Setup, with Redundancy

Once you’ve decided on a set-up, it’s essential to test it. When it comes to live streaming, the unexpected almost always happens—and it’s much better to figure out a solution beforehand. Come up with back-up plans in case the internet goes down, check and re-check your equipment, and save IT’s phone number just in case.

PROMOTING YOUR LIVE STREAM

After you’ve figured out your equipment and set-up, it’s time to build an audience for your live stream. After all, you want people to see the fruits of your labor, right? Start by setting up a landing page or registration page for your live stream, so people can sign up to attend. Include a calendar invite, so attendees’ time is blocked off, and schedule a reminder to go out the day of the event.

Besides the registration itself, design your pre-event page in a way that begins to bolster community and build excitement:

  • Social media: Include links to your social media—or embed your social feeds within the page itself to boost engagement.

  • Countdown: Including a countdown to the live event is a good way of confirming to your visitor that they’re in the right spot, but that the stream is not yet live.

  • Homepage: When  the page is built, make it easy to find by featuring it on your homepage.

  • Calendar: Make sure your live stream appears in your website’s calendar of events, with a call-to-action to register.

Women of Brightcove Live Broadcast Video Player

Now that the building blocks of your event are in place, you can start sharing it with your audience. Aim for low-hanging fruit first. Identify existing customers and prospects that might be interested in the topic of your live stream and target them via email and paid social media campaigns (or in-product notifications if possible). Post about your live stream organically too—and if you are partnering with influencers, other brands, or guest presenters, be sure they’re also sharing the live stream news on their social media pages.

To keep your emails, social media posts, and landing page engaging, try making a brief promotional video to introduce the people who will appear in the live stream. It doesn’t have to be elaborate or highly produced—just hone in on the specifics that a viewer will take away from your event and explain how they can register. Take it a step further and introduce interactivity by allowing people to sign up within the promotional video itself.

TAKE IT LIVE

When you’re all set up and you have an audience, it’s time to go live. Stay tuned for our next post to find out from FORA.tv how to make the most of your content and ensure that your live stream is successful.

WHAT IS THE BRIGHTCOVE PLAYER TOOLBOX?

ABOUT THE BRIGHTCOVE PLAYER TOOLBOX

One of the missions of the core web player team here at Brightcove is to remove barriers to integration with the Brightcove Player. We aim to delight our customers with the Player’s flexibility, stability, and ease-of-use.

The fundamental architecture of the HTML5 web player has not changed much in the last five years or so. Players are managed via the Player Management API or the Studio (which uses the API), published on-demand, and hosted on our CDN at players.brightcove.net as stand-alone scripts.

In these past five years, web tooling has continued to grow more sophisticated and CDN-hosted JavaScript often does not fit into the new paradigms. Instead of pasting a <script> tag into their web templates or CMS, web developers and other advanced users expect to be able to install a package via npmimport it as an ES module, and bundle it into their application via webpackRollup, or similar.

Until now, most of these advanced users have been rolling their own solutions. What that tells us is that our Player ecosystem is not fully meeting our customers’ needs and these users are forced to work around us instead of with us. In order to better serve these users, we are now offering an optional suite of free, open source tools – all available on npm – that can be used with most modern web tooling stacks.

Collectively, we’re referring to these tools as the Brightcove Player Toolbox.

TOOLBOX PROJECTS

As of 2018, the Toolbox includes:

PLAYER LOADER

The Player Loader is our official, framework/tooling-agnostic, asynchronous script loader and embed generator for the Brightcove Player. It is independent of any specific toolchain and serves a dual purpose:

  1. It will generate any embed code with many options and support for customizations needed by some Brightcove Player plugins.
  2. It will download player scripts from our CDN asynchronously and automatically initialize any matching embeds.

This tool is entirely runtime-configured, meaning it will always download the latest player at runtime.

The Player Loader is available on npm as @brightcove/player-loader. Get started by reading the README or the Brightcove documentation.

EXAMPLE

NOTE: While this example uses ES modules, they are not required – you should be able to use CommonJS, AMD, or a simple script tag as well.

<body>
  <div id="player-container"></div>
</body>

import brightcovePlayerLoader from '@brightcove/player-loader';

brightcovePlayerLoader({
  refNode: '#player-container',
  accountId: '123456789',
  playerId: 'AbCDeFgHi',
  videoId: '987654321'
})
  .then(function(success) {
    // The player has been created!
    //   success.type will be "in-page" or "iframe"
    //   success.ref will be the player or the iframe element
  })
  .catch(function(error) {
    // Player creation failed!
  });

REACT PLAYER LOADER

The React Player Loader project offers users an official React component that can be used to embed and download a Brightcove Player using the Player Loader behind the scenes.

This component takes all options of the Player Loader (with some exceptions) and will handle disposing the player when the React component unmounts.

The React Player Loader is available on npm as @brightcove/react-player-loader. Get started by reading the README or the Brightcove documentation.

EXAMPLE (JSX)

NOTE: React/ReactDOM/global are NOT required, they are only used to show a working example.

import document from 'global/document';
import React from 'react';
import ReactDOM from 'react-dom';
import BrightcovePlayer from '@brightcove/react-player-loader';

let brightcovePlayer;

// A success callback will offer two ways of accessing the underlying player
// or iframe.
const onSuccess = function(success) {
  console.log(success.ref);
  console.log(brightcovePlayer.player);
};

brightcovePlayer = ReactDOM.render(
  <BrightcovePlayer accountId='1234678' onSuccess={onSuccess}/>,
  document.getElementById('fixture')
);

PLAYER LOADER WEBPACK PLUGIN

The Player Loader webpack Plugin is our official webpack plugin for bundling the Brightcove Player. It has a single purpose: to prepend a Brightcove Player to a webpack bundle, avoiding an extra asnychronous HTTP request.

Unlike the Brightcove Player Loader, this tool does not create embeds.

However, it can be used with the Player Loader. In this setup, the webpack plugin will pre-populate a player while the Player Loader will be used to generate embeds. The Player Loader will not re-download Brightcove Players it has already downloaded or detected in memory ahead of time, so any Players prepended to the bundle will not be re-downloaded.

The one caveat with this tool is that it will only download the player at build time. In other words, if you re-publish your player, your webpack bundle will need to be re-created before the player updates on your website.

The Player Loader webpack Plugin is available on npm as @brightcove/player-loader-webpack-plugin. Get started by reading the README.

EXAMPLE

The following example code would be placed in your webpack.config.js file.

const PlayerLoaderPlugin = require('@brightcove/player-loader-webpack-plugin');

module.exports = {

  // Other webpack configuration here...

  plugins: [
    new PlayerLoaderPlugin({accountId: '123456789', playerId: 'AbCDeFgHi'})
  ]
};

CONCLUSION

We hope this new collection of tools is helpful to our customers working with the Brightcove Player in modern toolchains.

While the Brightcove Player is neither free nor open source, the tools that comprise the Brightcove Player Toolbox are all free and open source and they fall under the Apache-2.0 license.

In other words, they are not officially supported by Brightcove, Inc. and feedback or bug reports should not be directed at Brightcove Customer Support.

With that caveat out of the way, it’s worth mentioning that our engineers are no strangers to open source and we are committed to doing our best to be responsive to feedback, bug reports, and pull requests on GitHub.

We welcome and encourage anyone to contribute to these open source tools to make them better for everyone!

REFERENCES

REPOSITORIES AND OPEN SOURCE DOCUMENTATION

BRIGHTCOVE SUPPORT DOCUMENTATION 

WHY VIDEO CONTENT WORKFLOWS MATTER

There’s an infographic making waves right now in the LinkedIn community that illustrates the demand for a more connected, innovative, and adaptive workplace. Put simply, The Evolution of the Employee illustrates the needs of a new generational workforce. Driven by applications like Slack and Google Drive, online remote working, and paperless office policies, it’s clear the future of good business is online, collaborative, and adaptive—and video workflow is no exception.

Evolution of the employee visual diagram

It’s no surprise that video has become the new document; it is extremely effective at at converting, educating, training, and entertaining viewers. However, keeping up with the company-wide demand for video content is challenging for internal video teams who often feel bogged down by complex, clunky processes.

So the question is: how do businesses future-proof their video workflow to: 1. Scale video production and; 2. Ensure their teams are happy, efficient, and collaborative?

WORKFLOW INGREDIENTS FOR EFFICIENT TEAMS

Video making involves a lot of people and activity: internal and external production and post-production teams, team review cycles, stakeholder and executive approval, and hosting and publishing for various audiences. Video teams need a workflow that adapts to their needs and saves them valuable time. A workflow that:

  • Allows teams to work remotely from around the world, and quickly find and upload the files
  • Enables creative teams and non-technical collaborators to quickly and intuitively get involved
  • Creates a transparent and collaborative creative process that is tied to video outcomes

Step one is an absolute must—cloud-based software must connect global teams and make it easy to upload, download, and share clips freely within a workspace that synchronously updates with their content library as well as their video editing tools.

Step two involves making it easy for executives and stakeholders to review and approve video content and ensure it’s on-brand. Nobody has time to download a video and markup comments in email anymore.

The final step is about making sure these collaborative workspaces are adaptive, transparent, and integrated into the tools of the modern workforce. Say goodbye to siloed workspaces and hello to software that integrates from the first revision to the final published file—while also making it easy for your team to make data-driven creative decisions based on that video’s performance.

YOUR NEW CONNECTED, COLLABORATIVE VIDEO WORKFLOW IS HERE

Forward-thinking companies are quickly adopting cloud-based video platforms that combine best-in-class video workflow and publishing all in one future-proofed workspace.

“When producing over 400 videos annually, every moment we save by using Wipster and Brightcove together via the cloud means more time optimizing content and delivering results to our stakeholders.” – Pat MacFie, Global Director of Media at Xero

No one wants to waste their valuable time digging through emails, hunting for files, or logging in to various platforms to edit or publish content. Connected platforms should give you time back in your day—which is why Wipster’s integrated Brightcove Look Folder provides teams intuitive and transparent access to their entire Brightcove Video Cloud, which then syncs with the Wipster platform for collaborative workflow, review, and approval. Once your team’s video content is finalized, you simply publish to Brightcove with one click and distribute it to the appropriate audience.

Wipster Video Interface

But the job’s not finished—how did that video perform? Finally, creative teams can see video performance data directly on the asset instead of emailing the marketing team or crunching a bunch of numbers. Playback and analytics data from your Brightcove account is aggregated and fed back to your Wipster workspace to give your team insights into how your video is performing in real-time. Now you can see how things are landing, and better iterate for future content.

TOOLS AND TEAMS THAT WORK IN HARMONY

As you hire and expand your video team, what kind of workflow are you going to bring them into? Does it unite or separate? Does it create time or waste it?

We believe a key component to happy and collaborative video teams involves providing them with powerful and connected tools that work for them—not against them. Which is why we’re excited to offer deeper integrations that help you meet the demands of your growing teams and allow you to scale your video content strategy.

DEFINE YOUR VIDEO STRATEGY IN 3 SIMPLE STEPS

The three questions in this video can set you up for success when it comes to creative ideas around your video strategy.  Follow the exercise in this video to generate executable ideas with legitimate ROI potential.

“Video Strategy.”  Everyone’s talking about it.  We all need one. Yet everyone seems a bit foggy on how to actually define it. Before you get started, ask yourself these three questions—their answers will lay the foundation for your video strategy.

  • What do we want to talk about?
  • What is a video best at?
  • Where should this video live? What is the goal?

These may seem like simple questions. However, by answering them thoughtfully, you will be setting yourself up for success and avoiding many of the tangles that slow us down when creating good videos.

WHAT DO WE WANT TO TALK ABOUT?

The most common answer to this is “my product.” After all, how can we sell our products or services if we don’t tell the world all about them, right? The truth is, we all love to talk about our products, but that’s not necessarily what our customers want to hear.

During a recent “Video Strategy Workshop” I conducted, we came up with the following list of topics that our customers might actually care about.

  • ~Your product/service~ (we took that one off the board, remember?)
  • Your industry: Subject matter expertise/thought leadership
  • Industry events: Trade show coverage or major news, like GDPR
  • Common challenges: Especially ones your organization can solve for them
  • FAQ about your industry: What are the most common questions your sales and support teams hear?
  • Your customers: Case studies/credibility
  • Company updates: The latest news about what you are doing to be relevant and successful
  • “How to”  or “For Example” content

As you can see, there are plenty of topics to cover, and they’ll be different for every company and industry. Take a few minutes and add your own ideas to this list.

WHAT IS VIDEO BEST AT?

Both a Ferrari LaFerrari and a tractor can have approximately 900 horsepower. However, they use it very differently. You don’t want to plow a field with the Ferrari and you won’t win any races with the tractor. The same goes for video and any other type of content. So what is video’s sweet spot? What is it really good at?

  • Connection. Video is personal. The right video can forge a connection between the viewer and your service/product/company.
  • Emotion. It makes you feel something.
  • Entertainment. It’s a fact—we love video and watch tons of it, sometimes simply because it’s fun.
  • Education. Video can explain complex ideas quickly.

WHERE SHOULD THIS VIDEO LIVE, AND WHAT IS ITS GOAL?

The final destination of your video and how it will be used in your campaign can help determine what type of video you’re making. They all have a different feel, different production value, and a different purpose. Below are some examples of different uses of video and the goals of each of those destinations.

  • Teaser video. The goal of this video is to drive traffic from outside sources to your site. This needs to be engaging and evoke curiosity.
  • Video email. The goal is to educate and inform customers, and drive them back to your landing page. This can be a bit less formal.
  • Social-only video. Think of this video as your first introduction to the world. Its purpose is to establish empathy and awareness, and so these can often get away with somewhat lower production value to feel more personal and approachable.
  • Video campaign for segmenting purposes. You can use a top-performing video in a campaign simply to identify who is interested in a specific topic. This video needs to be on a single topic and very specific to a targeted group.
  • Support video. You can provide quick self-service access to support information. In this video, focus on making the info clear and do it quickly. These kinds of videos can help reduce incoming support requests.
  • Homepage video. This video needs to catch someone’s attention early and keep it. This is where you’ll want to spend some money hiring a professional team. This is your billboard, and it needs to look good.

While there’s more to fleshing out a complete video strategy, many fail to set a proper foundation and then struggle through the rest of the process. Use the questions above as a kind of litmus test. Start by spending some time on your own or with your team answering these questions. Then go make those videos.