In the world of traditional corporate film production, ‘hero’ content is everything. You know what we mean – big-ticket events like brand campaigns or product launches, to the tune of millions in media spend (let alone commercial video production). And sure, these mass executions have a place in brand strategies; but they’re not the only way to create video content that gets results, depending on your goals.
For the majority of businesses these days, these goals revolve heavily around digital, no matter whether the videos you’re creating are going to external audiences like potential clients, or internal employees. And as heavyweights like Google and Facebook continue to prioritise all things video, the expectation has been set – brands need to provide ever-increasing amounts of video to satisfy their audiences.
But how do you do produce more video, with limited budgets? The answer: ‘always-on’ video.
Google defines ‘always-on’ video as ‘help’ content – the kind of videos your prospects and customers are searching for, like “product tutorials, how-to content [and] customer service” videos. This content is “365-day-relevant”, hence ‘always-on’, and is both discoverable and evergreen, meaning it ‘pulls’ search traffic to your website and YouTube channel over time (Source: Think With Google).
Always-on videos are less ‘perfect’, more authentic, and simpler (faster, cheaper) to make than a ‘hero’ commercial video. A less production-heavy form of video creation, they’re also more agile, making reactive videos on social a snap. But their biggest marketing benefit? The opportunity for tapping into high-volume search queries, validating your brand as the market leader above your competitors. They’re also great for engaging HR, internal communications or L&D audiences, simply by not being an email or PDF!
That’s why Shootsta has disrupted the traditional video production industry – to bring you the answer to the age-old question: how do you balance speed, quality and cost without compromising brand integrity (or equity)? With our innovative video-at-scale model, Shootsta’s #1 goal is to educate and empower teams like yours to create always-on video projects that successfully meet your business and content goals.
