Video in 2018

March 22, 2018

2018 is another new adventure for video. Here are my thoughts on what to expect.

In 2011, I was introduced to the phrase ‘multiplatform approach’. To many marketing professionals it’s not a new concept but I think it’s fair to say that the majority of businesses are finally onboard.

2017 was the “turning point” for video. There is now a newfound commitment and businesses have embraced the shift towards visual content regardless of their size or budget.

The multiplatform approach is about developing an idea that can be utilised on numerous platforms such as TV, online, radio, games, publication or events. Ten years ago that required a big budget but with modern technology it’s a lot easier to adopt a multiplatform approach.

Today, video content teams are working with platform-based teams. Captive North noticed a big shift a few years ago and the requirement to understand how to deliver video content for various online platforms (and not just YouTube) became vital.

Short video content is king. There is no denying it because people are consuming content on social media and that is where short video thrives. It’s proven to be the best way to keep audiences engaged. However, pointing a camera at something for 30 seconds and uploading it to a Facebook page is not enough.

Businesses need a strategy if they intend to make video marketing their long term plan for success. Companies that can produce regular content quickly are going to distinguish themselves from those that can’t. Video volume does matter.

New advances such as augmented reality and virtual reality have a certain unique wow factor. They pull audiences to a brand and they can create big results. I’ve explored that type of content and it’s cool – to put it simply. Very cool in fact but I see big brands working with those concepts and smaller companies are only playing with it, just as they did when they first got a smartphone with an inbuilt HD camera.

It is interesting that more businesses are searching for video companies to not only produce content but to supply the platform as well. That’s a pretty recent change. Captive North is a video marketing company and we advertise specific services. Marketing agencies on the other hand, generally advertise most if not all of the main marketing services. Why then do businesses go to video companies? The answer is that some marketing agencies are not prepared to tackle video briefs because they don’t have video experts in their team.

Captive North has been contracted by several marketing agencies to fulfill video briefs. We pride ourselves on our ability to fit within a bigger engine such as a marketing agency. However, the demand for us to lead a creative team has grown. More recently we have partnered with website designers, branding experts and platform creators. With the right relationships you can get the best results and I don’t see that limited to an all in-house approach. I can understand why some brands would prefer to have everything produced in-house but that isn’t affordable to everyone. Our experience is that cross platform experts can work together.  

What else? A common question is how do we measure the success of video.

Do we still judge the success of video by the amount of views and likes it obtains? I might argue that the way we study the impact video is changing. It is important that the opening seconds of a video grabs the viewer’s attention but analysing completion rate and reactions is becoming the hot topic for how we measure video success.

Is it better to know that 1000 people watched 3 seconds of your video or that 300 people watch 100% of you video? Don’t get me wrong, Captive North is only a few thousand views short of its first million for a single video. It is very exciting and that number of views sounds impressive and encourages other people to watch the video, if only to see what the fuss is all about. I would say getting lots of views and likes can achieve brand awareness but not necessarily a good conversion rate.

In order to attract and keep audiences engaged with your channel(s), content needs to be tailored for the chosen platform. Once you have achieved that then you truly have mastered the power of video because knowing where your audience is, knowing what they like and having the ability to talk to them with little effort makes marketing a dream. For more information on our approach, check out our Services page.

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