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What’s Your Video Strategy?

video_infographicAccording to eMarketer, U.S. Video ad spending will nearly double from $7.7 billion this year to $14.4 billion in 2019. This growth is being largely fueled by mobile video, which is forecast to increase 50% in 2016 and 30% in 2017.


Video is a critical part of companies’ marketing strategies, but it is one that many marketers struggle to master. In its webinar “Getting Video Projects Done on Time and on Budget,” ProofHQ outlines where video projects can get hung up and how to steer clear of the snags. Here are some takeaways that any marketer can use.

Be clear about your direction.

Whether you are using your own internal team or working with an outside agency, know what you want to accomplish. The more clearly you define your goals, the easier it is to know when you’ve achieved them.

Know your budget.

Expectations can often outstrip the budget and lead to project creep. Define your budget so you don’t waste time spinning your wheels on ideas the budget cannot accommodate.

Set up a realistic timeline.

Give particular attention to the review and approval process. This is where many of these projects get bogged down. Here are some ways you can keep things moving:

  • When providing feedback, be specific. Generalities require clarification, which complicates the communication and drags things out. Instead of, “Can this be a little bigger?” try “Can we make this a minimum of 200 pixels?” instead.
  • Accommodate diverse schedules. Location and schedule of collaborators can be a huge contributor to timeline slippage.
  • Are you dealing with remote employees? Geographically diverse team members? Create a plan that accommodates everyone’s schedule and time zone.
  • Encourage proactivity. It is not unusual for team members to wait for others to provide feedback before they provide theirs. This is a natural human tendency, but it amplifies timeline drag. Be proactive!

Ensure version control.

Team members should indicate which version of the video they are commenting on. Otherwise, it is easy to chase issues that have already been resolved.

Identify who is responsible for final approval.

Who is the final approver on the project? Before sending a project out for review, explain each stakeholder’s role and assign a final approver for each stage. Having one person responsible for final sign-off keeps the project moving.

Video is a huge component of effective marketing, but delay costs money. Any steps you can take to speed your time to market improves your bottom line.