WP40 Superguide 4 | SUPERGUIDE TO ENTERPRISE VIDEO: MANAGEMENT AND DISTRIBUTION JUNE 2017 SPONSORED CONTENT
THE PATH TO PROFESSIONAL VIDEO
OVER SOCIAL MEDIA
We know content is king, and the current king of content is video.
Video has been the main mode of communication for
broadcasters and content producers since the beginning of
television. But video is only recently making headway as an
essential communication tool for marketing departments.
The use of video on social media platforms such as
Facebook, Twitter and You Tube is an essential part of the
The biggest challenge for marketers of any organization is
finding and/or creating the sheer amount of video content they
need to feed their marketing and social media campaigns.
The good news for organizations that create video as part
of their business, such as content producers and broadcasters:
they have a large and continually growing source of content
available. These “content production networks” are perfectly
positioned to leverage their content over social media marketing
channels in t wo ways:
• Promotion. They can use video in social media and
marketing campaigns to promote their brands.
º According to Aberdeen, marketers who use video grow
revenue 49% faster ( go2sm.com/hubspot) than those
• Expanded Content Distribution. Programmers can distribute
segments of their primary content to social media platforms
to grow audiences outside of traditional distribution models.
Successful examples include the following:
º The NFL, owner of some of the most highly valued
programming, last year delivered 10 games live over
Twitter, reaching new audiences outside of their
º VICE and CNN increased viewership to their channels by
complementing on-air programming with digital-only
The challenge for content production networks is making
existing video assets available to marketing departments or
directly to the social media platforms in an effective, streamlined
manner. These companies have a huge opportunity in social
media to capture new eyeballs. But in many cases it’s just not
happening yet, and there are a few reasons for that.
The requirements of delivering video to social media platforms
are similar to those for other programming deliverables: video,
images, and metadata are packaged and delivered to the platforms.
The production and packaging can be managed through existing
video process automation systems with relative ease.
But organizational boundaries and technology limitations
often impede video-enabled social media marketing.
• There is little or no collaboration between video production
and marketing groups within an organization. Video expertise
resides with the production teams, with the knowledge to
produce, edit, format, and deliver video. Assets that could
be used for social promotions remain trapped in the edit bay.
• Video production teams are working full-time meeting
deliverables for broadcast, cable, and OTT obligations. There
is little or no time for them to create unique, branded cuts of
content for marketing purposes.
• Video production is a strictly scheduled process for serial delivery
of news and entertainment content. This process is incompatible
with the real-time nature of social media marketing.
• Social marketing is managed on purpose-built, cloud-based
platforms that enable communication with audiences in
real-time. Social media management platforms do not support
video workflow automation. A heavy lift is required to format
and move video from the production systems to social media
management systems. Production teams must make special
edits, produce branded subclips, convert from production
formats to social distribution formats, and manually hand
off for a manual upload to the social platform.
• Video production tools do not natively deliver to social
media platforms or management systems. Therefore, the
distribution of content to social platforms becomes a manual
step in an otherwise fully automated workflow.
Overcoming the Obstacles of
Distributing and Promoting Video
Content Over Social Networks