In 2022 the company Cisco predicts that 82% of consumer internet traffic will be video. Since 2019, 87% of businesses have been using video to convey their marketing messages, and this percentage is not anticipated to change. If you want to know more about videos, we recently brought out another blog post highlighting 10 video trends to implement in your marketing campaigns in 2022.
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In this blog post, we want to break down how to use the new DALIM ES Video Viewer and its features to accelerate your marketing campaigns with the help of a use case. Before diving into this blog post, let's look at some facts about why video is THE media format to leverage in your marketing activities.
There is no doubt that video marketing can help you achieve your business goals in 2022. Marketers use videos all over their buyer's journey to reach different goals like brand awareness, increasing web traffic, or even gaining customers.
Are video content and marketing campaigns part of your daily work? Do you want to learn how you can accelerate the production process of your video and marketing campaigns? If the answer is yes, then stick along.
What is the New DALIM ES Video Viewer?
Announced and revealed at the World Wide Technology Meeting 2021, the New Video Viewer is the latest technology improvement added to our product DALIM ES. With this newest release, we are following our path of making collaboration seamless for every marketing team producing video content worldwide.
What you can expect from the New ES Video Viewer is an intuitive design that will make your video reviewing seamless. The advanced interface provides an efficient and user-friendly experience on both mobile and desktop. While taking into consideration best practices, we started from scratch, using only cutting-edge technologies to offer more features than before:
- Comprehensive annotations tools
- Timeline specific annotation length
- Collaboration with notes and chat functions
- Video comparison with side-by-side and overlay views
- Synchronized or desynchronized playback features
- Unlimited revision management
It is essential to mention that the needs and challenges faced by marketers drive our software development journey. Keeping customers like STAUD STUDIOS in Stuttgart (acquired by MediaMonks), and SPLASHLIGHT in New York, involved in the development journey allows us to gather valuable feedback and adapt our products to current needs.
As mentioned in the introduction, video is and will remain a key element to your overall content strategy. Therefore, releasing the New ES Video Viewer was essential in our mission to empower your marketing team to accelerate your content marketing operations. Now you are probably wondering how the ES Video Viewer can help, so let's dive in.
How to Use the ES Video Viewer for Your Marketing Campaigns
When most people think about marketing, the first thing that comes to mind is advertising. Advertising is certainly a big part of marketing, but it's only one piece of the puzzle. A marketing campaign encompasses all the different activities you do as a marketer to promote your product or service. It's a comprehensive plan that considers all the different channels you can use to reach your target audience and achieve your desired results. We'll take a closer look at how to use ES to review and approve a video that will go into your marketing campaign.
As for the use case, I will use something we did in our marketing department here at DALIM SOFTWARE. The goal was to produce a short video that showcases the comparison feature of the New ES Video Viewer. Let's call this project "Video compare campaign."
Everything starts with a creative brief.
When planning a marketing campaign, the first step is to create a creative brief. But what is a creative brief, and why is it so important? A creative brief document outlines your goals for the campaign and how you plan to achieve them. It's essential to ensure that everyone involved in the campaign is on the same page and knows what they need to do to help make it successful. Without a creative brief, there's a greater chance that your campaign will be unsuccessful or that your team overlooks important aspects of it.
For our Video compare campaign, it was essential to highlight the following elements in the creative brief:
- Stakeholders: Defining the stakeholders lets us map out the production workflow and automate it later. We had a gatekeeper in charge of the project and a creative team editing the video in our project.
- Target audience: You are constantly creating content with someone in mind. Writing down your target audience in your creative brief is essential to adapt the right messaging in your video. Our target was: marketing departments.
- Goal: It is essential to define the goal of the video before even starting your project so that your team chooses the right strategy to achieve it. Our goal is to raise brand awareness.
- Context: Your team might be working on different projects simultaneously, putting the video project in a context is always helpful. This is done best by answering the question: Why are you doing this video? Our why: We think that the compare feature in the New ES Video Viewer is a crucial element for every marketing team producing video content. This is why we want to showcase one of its features, the compare mode, in a video to increase brand awareness.
- Channels & Format: The chances are very high that you will promote your video on different online channels. Different channels equal different formats. Not writing this information down in the creative brief can, in the worst case, make your creative team do the work for nothing. We chose YouTube, LinkedIn, and Sales Keynote/PowerPoint presentations.
- YouTube: 1920 x 1080px, 16:09 aspect ratio, MP4 format, 60fps, 5GB max file size
- LinkedIn: 1280 x 640px, 2.4:1 aspect ratio, MP4 format, 60fps, 5GB max file size
- Keynote/PowerPoint: 1920 x 1080px, 1920 x 1080px, 16:09 aspect ratio, MP4 format, 60fps, 5GB max file size
- Content: If you already have some content that can be used or serve as a guideline, it is always helpful to add it for your team working on the video. We had chosen a video we already wanted to use in our Video compare campaign.
It is not uncommon for a creative brief to look very different from company to company and contain different information. The most important thing is that it summarizes all the relevant information for your team so that the best work can be done.
In ES, we handle the creative brief with the help of a "creative brief form" that is powered by metadata. For every part of the creative brief described above, there are fields that can easily be filled in to define what’s needed.
ES will then automatically send an e-mail notification to your project's stakeholders containing the creative brief. In our example, the creative team receives the creative brief with the gatekeeper's chosen video.
Accelerate the video content production process
There are many ways to accelerate video content production, and collaboration is the most beneficial and effective paired with automation. One of the most important factors inside a content marketing team is communicating about their content. This includes thoughts, opinions, feedback, changes, and any exchange that keeps the creative process going and benefits the content itself.
But this collaboration process can also go backward without the right tools. If you have ever tried to explain inside of an e-mail what you liked and disliked about a video that your team has produced, I think you know what I mean.
With the New DALIM ES Video Viewer, we have exactly addressed these problems by incorporating the right tools to empower collaboration with your team. Let's break them down:
- Annotation: The annotation tool will definitely be the one your use the most. It allows you to point out an exact place on your video and type in a note that your team members will be able to see.
- Drawing: The drawing tool is a powerful way to highlight particular areas in your content, and to communicate your ideas, especially when combined with notes.
- Notes: The notes are the written comments you write when using the annotation or drawing tool. When writing a note, you can also adjust the timeframe indicating the validity of your note.
- Chat function: Leaving a note is great but answering and chatting with your team is even better. On the right panel, you will see all the messages left from your group while having the ability to answer those notes. You will know exactly when a note was left and by whom.
In our Video comparison project, the gatekeeper left a note on the chosen video indicating the creative team's idea for the final video. As you can see, the idea shared is to rework the video with a comic book filter and add some bubbles like in a comic book. Instead of indicating this in the creative brief, it is simpler to share ideas to enhance the creative process.
And what about automation?
We said earlier that collaboration and automation worked best together. While doing annotations for your team, how are other members of your team kept in the loop, without having to constantly check for themselves? The stakeholders described in our creative brief will receive an automatic e-mail from ES when someone within the project leaves a note on the video. The notification will display the content of the note and the team member who left it. In addition, a link directing to the video will allow you to jump directly into the system to see where this note was left and to do nextwas next.
After the creative team picks up the requirements of the video project within the creative brief and notes left, they can make the necessary changes on the video. While producing a video or any piece of content, most marketing teams will create multiple versions of the content along the way. Handling all those different versions and revisions of each, without the proper tools, can become tricky and time-consuming.
The New DALIM ES Video Viewer brings a complete set of features and tools to manage your video content revisions. The first thing you will need to do is choose the first video and click on "Upload Revision," the little circle will now show the number two, indicating that this video has two revisions. In ES, you can upload as many revisions as you need to. When opening the Video Viewer, you will see the last revision uploaded. By clicking on the "Revisions" button on the top-left, the system will show you all revisions of this particular video. Now you have two options, either you want to view another revision or compare two videos with each other. Let's enter the compare mode and break down all the tools we have at our disposal:
- Overlay: The overlay tool will put the revisions you view over the other and display a movable bar in the middle of the screen. When moving this bar, you will have the ability to see which changes between the two videos.
- Side-by-side: The side-by-side tools let you view the two videos next to each other. This tool becomes very helpful when comparing videos with different frames to choose the best one.
- Sync videos: Synchronizing or desynchronizing videos while comparing them will allow you to play the compared videos simultaneously or not, depending on your current needs.
- Important notice: While comparing videos with each other, you can still leave annotations and notes on each revision to collaborate with your team, as we saw earlier in this blog post.
When working with revisions, ES will also automatically send notifications to the project stakeholders indicating any changes or notes left on one of them. In our project, the uploaded revision matched exactly the requirements, which we could see using the compare tools in the Video Viewer.
The goal of our video was to showcase the compare features inside of the New ES Video Viewer, so the last thing to do was to screen record the Video Viewer while using the comparison tools. Again, we could quickly tell the creative team by simply leaving a note on the video letting the system send them an automated notification.
After the creative team screen recorded and uploaded the final version of the video, the gatekeeper of the project could finish the video's production process by approving the video.
Let automation do the rest
Our creative brief stated three output channels: YouTube, LinkedIn, and Sales Keynote/PowerPoint presentations with specific technical requirements. Thankfully you don't have to worry about that part either. In ES, automated workflows will transform the video into the rights formats within the creative brief.
In addition to that, the three versions of the video that ES automated workflows will create will appear directly appear in our "Video Content" folder. This folder is part of our ES Digital Asset Management (DAM) system, which we use to store all the video content created by our team. Our DAM tags the videos with relevant metadata such as, subject, time, location to categorize it and make it accessible and usable in the future.
This step is crucial because we will publish the respective videos on YouTube and LinkedIn and share them with our sales department. In the future, because we have our content inside of DAM, we will be able to find it quickly and re-purpose the content for other campaigns to come and thus generated substantial content marketing ROI.
4 Tips and Reminders while Using the ES Video Viewer
Tip #1: Always start with a creative brief
Most people in marketing think that the creative brief is not that important, and they believe that it can be thrown together very quickly and doesn't need much thought or effort. However, the creative brief is one of the essential pieces of your marketing campaign. Using the "Creative Brief Form" in ES will not just help your project stakeholders along the content production process but also set up automation inside of ES to increase productivity and reduce recurring tasks.
Tip #2: Use annotations tools to collaborate with your team
To be successful in content marketing, you need to collaborate with others. Collaborating with all stakeholders can help produce better content that resonates with your audience. By working together, everyone involved can share their expertise and knowledge and create better final content. Using the annotations tools of ES will help you tremendously to collaborate by giving you the ability to point out or draw directly on the content. Automated workflows will then notify project stakeholders about notes left with annotations.
Tip #3: Leverage the compare mode to review your content
We all know there's no such thing as a perfect first draft, especially regarding content marketing. That's where revision management comes in. In ES, you can upload as many revisions as you want on content and view them at any time within the DAM. To go even further, you can compare video revisions inside the Video Viewer. Use the different compare tools, like overlay and side-by-side, to spot differences and leave further annotations with notes.
Tip #4: Automate recurring tasks
There are some tasks that you do over and over again as a marketer, and they can be tedious and don't add any value. Automation can help you save time and energy to focus on more important things. ES automated workflows will help in many ways by starting to notify all project stakeholders about changes within the content. After producing your final version of the content, it will automatically output the suitable formats for your different digital and printed channels. Finally, the system takes care of storing your content inside of the DAM so that you can find it and re-use it for future marketing campaigns.
In this blog post, we have seen how to use DALIM ES and its New Video Viewer to accelerate your video content marketing operations. By following all the steps in our blog post, we are confident that you will save time and money on your next marketing campaigns.
The first step to producing a video marketing campaign is understanding what you want it to accomplish. It would be best to have your creative brief in place before collaborating with creatives and automating the production process, saving time, money and reducing recurring tasks for everyone involved. Finally, store all your content inside of an easy-to-use Digital Asset Management system so that you can re-purpose this valuable marketing asset into new campaigns or other initiatives down the line.
If you want to know more about DALIM ES and especially the New Video Viewer, you can watch the full replay of its release at the World Wide Technology Meeting 2021 by clicking here.