Non-media companies and the takeover of video assets

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As streaming video gradually becomes the primary format for content consumption, brands increasingly wonder how they can leverage the space to share messages that resonate with consumers. More than one-quarter (27%) of the global population consumes more than 10 hours of streaming video content every single week. And with more than 3.9 billion people expected to stream content on a regular basis by 2026 (amounting to nearly $300 billion in revenue), this market will only get bigger from here on.

When consumers tune in, they want relevant content from reputable, curated sources – and they expect the ad experience to be equally impressive. Integral Ad Science (IAS) found that contextual relevance significantly increases ad and brand favorability among consumers and increases memorability by up to 40%.

At the same time, brands have a growing number of video assets to market. Williams Sonoma and Home Depot are among the major companies that have developed do-it-yourself instructional content that, without modern-day streaming technology, could have wound up as little more than a package insert. Printed instructions are nice, but they can’t compare to the in-depth information provided by video, which can carry the viewer through a process that visualizes every step with ease. Brands have caught on and are eagerly embracing the idea, but what should they do with their content once it’s produced? Where should it go now and how can they be sure their videos are shared in a way that maximizes exposure?

Great content demands a powerful platform

The key to a successful content initiative is to deploy videos using a platform that allows brands to get noticed. YouTube is popular, but users are allowed to post whatever they want. Content is not curated, and the videos with the biggest hits are rarely original. With 500 hours of video uploaded every minute – or roughly 30,000 hours per hour, a 40% increase between 2014 and 2020 – YouTube is a sea of randomness. Brands cannot expect to get noticed in an environment like that.

If they want to be seen by their target audience, brands need a video platform that better serves their individual needs. More specifically, they need a platform that can pair their content with A-list, brand-safe publishers like Vogue or Vice. This need is not limited to brands producing DIY videos – many others are investing in content as well. Airbnb, for example, has invested heavily in content and has even considered the prospect of building a de facto film studio. But that content isn’t being made for services like Netflix, Amazon Prime or Hulu – it’s being made to be consumed by existing and prospective customers. It may be both informational and entertaining, but most of all remain consistent with the brand. And in maintaining brand consistency, all content needs a powerful and safe platform that allows it to flourish.

Don’t let a single asset go to waste

Choosing the right video platform is far more important than it may appear. While it might seem like a simple task, the reality is that many brands produce videos without a home in mind. This content may end up on a blog, some random video site, or embedded on a company website in a place where it will never be found. Wherever this content goes, its purpose is lost – and its value is completely eliminated – if the target audience can’t find, consume and derive value from its creation. Brands are putting good money into these projects, so it’s critical for them to use a platform that can help them fulfill their vision and deliver the results they set out to achieve with their content.

This is especially important for any brand that may only have the budget to produce a limited number of videos per year. They’ll likely end up with additional content that they simply cannot use for their primary project. But instead of leaving these underutilized assets on the cutting room floor, brands could turn to a platform that allows them to use and promote these videos with great success.

Reach your target audience

Great content deserves and demands an equally great platform. Brands shouldn’t settle for anything less when choosing how to deploy their videos, nor should they accept lackluster results from any platform they may currently use. It is never too late to make a change for the better. By making smart decisions today, brands can position themselves for greater success and reach their target audience.

Caroline Blavet
Caroline Blavet is the VP of Global Client Strategy at Dailymotion and has been at the company since 2017. Prior to Dailymotion, Caroline co-founded a company that built the first ever exchange that connects merchants with premium editorial opportunities through real-time bidding, Narrativ. Caroline graduated from Tuffs University and has her master’s degree from UCLA. Caroline is passionate about encouraging women to pursue business leadership roles as well as a big lover of the arts & design world.

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