Do you create enough video? Probably not

Published
November 2, 2018

Everyone is talking about video, and most marketers want to create more of it. But do we really create enough video? Probably not.

Jonna Ekman

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Everyday life has changed a lot for everyone working with communication and marketing. Back in the days, we might have been able to focus on a certain number of well-planned campaigns a few times a year, but today most of us are expected to fill lots of different newsfeeds with high-quality content - every day. We manage a number of Facebook accounts and Youtube accounts, we update Instagram, we experiment with Snapchat and Twitter, and we're also doing all the other stuff the marketing department is supposed to be handling.

At the same time, we know that we should be creating a lot more video. (How can we be so sure about that? Well, take a quick look at the numbers.) So, why don't we? Well, video has always been considered as something expensive, time-consuming and complex. When someone talks about video, we often think of top of the line content with enormous budgets.

Simple, but effective

However, in social media, the most advanced productions aren't always the winners. On the contrary, simple formats can often be even more effective. Just look at two of KIT's most-watched videos ever:

<iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FKIT.Sverige%2Fvideos%2F1735453900022713%2F&width=470&show_text=false&appId=602508709939222&height=470" width="470" height="470" style="border:none;overflow:hidden" scrolling="no" frameborder="0" allowTransparency="true" allow="encrypted-media" allowFullScreen="true"></iframe>

<iframe src="https://www.facebook.com/plugins/video.php?href=https%3A%2F%2Fwww.facebook.com%2FKIT.Sverige%2Fvideos%2F1774861966081906%2F&width=470&show_text=false&appId=602508709939222&height=470" width="470" height="470" style="border:none;overflow:hidden" scrolling="no" frameborder="0" allowTransparency="true" allow="encrypted-media" allowFullScreen="true"></iframe>

These are two examples of simple formats that reached a ridiculously wide audience. Why? Simply because they are good stories. If you have a good story and write a good script, you will come exceptionally far, even though you do not own the most expensive video equipment. So, try thinking about video as good stories instead of fancy productions, and you will take a step towards telling all your stories in video.

Jonna Ekman

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