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The results of the recent Cloudinary Global Video Survey are in and the sentiment is clear: Video content must be central to any effective customer experience strategy but maximizing return on investment (ROI) requires overcoming some common video content challenges.
For some this won’t come as a surprise. It’s well documented that video content “moves the needle.”
So, yes, all the online world loves a video, but most professions still think getting video content in front of this insatiable audience is too difficult, expensive and overly complex.
In fact, 58% of respondents reported that producing video variants for different channels and devices is even more challenging than creating original videos (46%). This highlights a significant pain point in video production workflows.
Let’s take a look at some of the most commonly reported video content challenges brands face when managing video, and then offer some targeted advice for overcoming those challenges.
Collaboration between creative and development teams has always been essential, especially for speeding time-to-market and ensuring seamless video delivery. However, most brands remarked that major inefficiencies in their post-production processes are negatively impacting their ability to collaborate effectively.
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Video post-production process is notoriously complex. Edits, cropping, resizing, reformatting, etc. Every step is extensive and involves numerous handoffs and approvals. Compounding the complexity, creative and development; two different teams with distinct skills, objectives and mindsets. Generally, creatives are fixated on quality, style, brand, and all things aesthetic while devs are focused on speed, efficiency, performance.
The survey backs this up. “Managing requests and feedback” was cited by creatives as the top challenge (46%) when working with development teams to get videos online. This was followed by “lack of knowledge of technical best practices” (33%) and “lack of visibility into developer timelines” (31%) indicating that more work still needs to be done to improve collaboration between these teams.
Related Article: How to Make Sure You’re Getting the Most From Your Video Content
According to the survey, when receiving video assets from creative partners, 45% of respondents grapple with multiple file formats, 41% face a lack of web/mobile-optimized files, and 38% experience late delivery of assets. These obstacles can hinder production and ultimately the effectiveness of video campaigns.
As video content continues to play a crucial role in customer experience strategies, the need for effective collaboration between developers and marketers becomes even more critical. By leveraging the right technology, organizations can overcome the practical challenges that hinder video production and maximize the ROI from their video initiatives.
By addressing these video content challenges head-on and implementing the solutions outlined above, brands can ensure they are well-positioned to meet the growing demands of digital consumers and deliver exceptional video-driven experiences.
The Cloudinary Global Video Survey was conducted by independent research firm, Researchscape International, and polled 303 web developers, marketers, and other business leaders in 15 different countries surveyed online between Feb. 27 and March 12. To qualify for the survey, respondents’ organizations had to host at least 10 videos; IT roles had to be in business analytics, ecommerce, or web/app development; software developers had to focus primarily on the web.
Sanjay Sarathy is VP developer experience at Cloudinary, a provider of end-to-end digital media management solutions. With more than twenty years experience in leading global marketing programs, his work spans tech startups and established market leaders in SaaS, Big Data, analytics and e-commerce. Connect with Sanjay Sarathy:
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For over two decades CMSWire, produced by Simpler Media Group, has been the world’s leading community of customer experience professionals.
Today the CMSWire community consists of over 5 million influential customer experience, customer service and digital experience leaders, the majority of whom are based in North America and employed by medium to large organizations. Our sister community, Reworked, gathers the world’s leading employee experience and digital workplace professionals. And our newest community, VKTR, is home for professionals focused on deploying artificial intelligence in the workplace.