When we talk about video we hear the term broadcast bandied about alot.
How we need “broadcast quality”, or how YouTube can make us all broadcasters.
But is broadcast relevant for a business which is trying to use video in its marketing mix?
When we talk about broadcast video, we are usually talking about two things…
1) Video which appeals to and is distributed to as wide an audience as possible. Literally we are “casting” the video out to a broad audience.
2) Technical standards which meet the specifications needed to allow it to be transmitted over the old analogue systems and into people’s homes.
Let’s look at number two first, “Broadcast Standards”.
You need good quality to ensure that your brand values are upheld. Thats a given.
But “Broadcast Standards” of yore are now largely obsolete.
With digital now being so good, and the shift to streaming and BVOD, hitting the standards needed should be second nature for a competent team.
Given that you already need good quality, hitting those specs should add little to the cost of production.
So “Broadcast Standards” are now largely irrelevant.
You are probably already producing videos which exceed broadcast standards of the past.
Now, about the first point, “casting” to a broad audience.
You know that unless you’re Coca Cola, not everyone is your customer.
So you don’t need to produce videos that appeal to everyone.
You want to appeal specifically to your potential customers, and this is a much narrower audience.
So, to get the best value out of our video, we need to be thinking about ‘Narrowcasting’.
And when we start thinking about narrowcasting, instead of broadcasting, we can immediately think about many more ways to use video to good effect in our business.
Starting with “Broadcast Video On Demand”, or BVOD.
BVOD enables highly targeted addressable advertising to show your video directly to your actual customer.
Addressable advertising flips the very concept of “Broadcast” on its head as it “Narrowcasts” advertising videos at specific customer profiles, instead of trying to get them via that wide broadcast net.
Really capitalising on the ability of video to build trust, inform and convert customers.
Narrowcasting our video means we can look specifically at what individual customers need to see from us to get them to engage.
And this means we can make our video much simpler, and keeping things simple is the first step to managing costs.
So, narrowcast videos have are far better value, as they are more targeted and have lower costs.
And this means that you can use more video across your business.
Taking an agile approach to produce video is narrowcasting, customising outputs to match platform audiences.
So, don’t think broadcast, think narrowcast.
Moving from broadcast to narrowcast helps you to stop worrying about FORM GAPS in your marketing, “We don’t have any video on our website!!”.
To instead thinking about CONTENT GAPS, “We need to show our customers how easy it is to use our new ThirbleGrimple!!”.
Thinking about how you use video across your marketing with clear messages for specific audiences.
Showing your customer exactly what you can do for THEM.
Enabling you to produce targeted relevant video which has real value.
And with addressable advertising, the time to do that is now.
If your thinking about new corporate video content for your business, contact us!
