27 Aug Infographic: Wedia Digital Asset Management’s Top 9 Advanced Functionalities for Online Video Marketing
Video is an unavoidable part of your digital marketing strategy. From customer testimonials and how-tos to branded and social video, video is everywhere, helping educate, engage and nurture customers. But making sure you have the best practices in place to successfully build your brand and grow your business with your video assets is another story. Discover our infographic on the different ways Wedia can support and keep your online video marketing activities up-to-date with its Digital Asset Management (DAM) solution.
In 2020, video has become one of the most popular and effective digital marketing content formats, with 85% of businesses using video as a marketing tool. From promoting products and services, to supporting customer engagement and lead generation, the benefits of video have made it a must-have for all types of businesses. But while it may no longer be a question of why your company should include video as part of your marketing mix, having the right methods and tools in place to ensure that you get the most out of this useful content format is what can set you apart.
From optimizing and personalizing the online video experience to gaining the right insights on audience engagement, brands face a number of hurdles before realizing the value of their video assets. How can you ensure that your online video marketing is working towards your marketing goals and aligned with your overall business strategy?
In our infographic, we list the top 9 advanced video functionalities of Wedia’s Digital Asset Management solution to help you understand some of best practices when it comes to the post-production phase of video. Whatever your video goals and strategy may be, here are some of the ways a Digital Asset Management and video platform with advanced video features can help you take full advantage of this engaging yet complex medium to stay competitive and ultimately grow your business.
1. Adaptive Streaming
Customers engage with your videos across multiple touchpoints: on their laptops and desktops, but also on their tablets and smartphones. In fact, more than half of video content is viewed on mobile. Making sure your videos are optimized for different screen sizes is therefore essential if you want to ensure the best viewing experience anywhere. Wedia helps ensure the smooth delivery of your content by dynamically resizing your video assets. When publishing a video from your Digital Asset Management solution, the video will automatically choose the best resolution (HD, SD, …) depending on network condition and device capacity. Not only do you improve lag time and SEO as visitors spend more time on your website or mobile app, but you ensure that all the time and money put into creating your quality video assets never goes to waste.
2. Secure Publication
Not all content is appropriate for all audiences. Some videos are meant for the public, while others are intended for private audiences or internal communication. Even when it comes to sharing public-facing videos, you want to avoid having this content alongside your competitors’, or other promotional content that might otherwise distract or “steal” your viewers. This is the reason why it is important to make streaming safe and host your videos on a platform that you control. Digital Asset Management platforms like Wedia’s offer a wide range of security devices, including rights management and encryption in order to ensure secure video publication. You can control distribution channels for videos by making sure users have the ability to control syndication on third party services and social networks and thus gain independence from non-secure platforms and services such as YouTube, Vimeo, WeTransfer etc…
3. Brand and IP Protection
Your videos are a valuable part of your digital marketing activities, but like images, it can be difficult to track what happens to them once they’re shared on your websites and social networks. Dynamic watermarking helps prevent the unauthorized use of your videos on the web. By burning a visible or invisible watermark – such as a logo or text – onto your videos or by displaying the watermark on your video player, you stay in full control of your content and your brand by observing where your videos are used and if they are being used in the right context. You can, for example, quickly identify if a video is not branded anymore or is used in a non-authorized context, or if its rights have expired.
4. Video Chaptering
You want to make it easy for viewers to enjoy your content, especially when it comes to long form video. Splitting your videos into different chapters – clickable and time-coded titled sections that appear across a video’s timeline – helps viewers easily navigate a video by taking them to the part of the video that interests them the most. This practice is extremely useful for demonstrations, webinars and tutorials in which you want to maximize users’ engagement by letting them skip to the parts of the video that are most relevant to them, as the time given by your audiences is precious.
5. Shoppable Video
Video is a great way to connect with your audiences and can be extremely helpful in the buying journey. 84% of people say that they’ve been convinced to buy a product or service by watching a brand’s video. This is because they help people understand and research product offerings before making a decision. Wedia helps turn your videos into powerful selling tools by putting viewers at the heart of the viewing experience. By integrating navigation capabilities such as multiple dynamic calls to action that change according to a user’s actions, context and language, you create customized and interactive shopping experiences for every individual, increasing the likelihood of converting a prospect into a customer.
6. Dynamic Playlists & Similar Video
One of the easiest ways to keep customers engaged with your videos is by providing a continuous stream of video content. People tend to watch multiple videos when visiting sites like YouTube and Facebook because these platforms recommend an endless amount of content related to the originally requested video. With Wedia, you can group and order your videos within playlists and publish them to your website or e-commerce site in order to increase watch time around a specific theme or a particular product. You can choose from multiple playlists designs (video carousel, right or left sided thumbnails etc), inviting viewers to watch a series of related content. Playlists can be either static or dynamic – in this case videos are added dynamically according to an algorithm ensuring that the most relevant and up-to-date marketing content is shared – or you can simply push a similar video at the end of the requested video.
7. Video Preview
In addition to creating compelling thumbnail images to best represent your videos, you can go even further by automatically generating and previewing subclips of videos. Hovering over a video within the Wedia DAM will load the subclip, or ‘moving thumbnail’ summarized using artificial intelligence. You can also trim any video into a subclip, by selecting a starting and ending time, and export these subclips as animated GIFs, an increasingly popular format used in email marketing campaigns and social media that result in much higher click-through-rates. You can either export animated GIFs from your DAM or insert them directly from within the Microsoft Office Suite (Powerpoint, Word, Outlook) thanks to the Wedia Content Picker add-on feature in order to quickly engage viewers and give them the opportunity to preview content as soon as possible.
8. Video Analytics
While video marketing can help you achieve a number of marketing goals, such as higher traffic, better engagement and more conversions – visitors who watch video stay on the site twice as long and visit twice as many pages versus those who don’t see video but in order to feel confident about the ROI of your video efforts, you need to be able to quantify the impact of your video efforts. Wedia helps you measure the performance of your videos across all digital touchpoints. By collecting data on your marketing videos with consumption, engagement and business metrics across all channels, you can better understand how your audiences interact with your videos and which videos are getting more attention. Data enrichment capacities and data visualization tools provide you with the right insights to continuously improve viewer engagement and shape your video marketing strategy, ensuring you always generate better business results.
9. AI-powered Indexing
You need to properly and sufficiently tag your assets in order to quickly find the marketing resources you need. However, manually applying metadata at scale is a tedious and time-consuming process, especially when it comes to video. That’s why Wedia provides and combines a number of artificial intelligence (AI) services to boost your productivity and speed up the categorization and enrichment of your online video marketing assets. You can use AI to automate classification of video content by associating the best keywords based on automatically detected elements and objects within a video. You can also convert audible speech to time coded transcriptions, and generate subtitles, as well as automatic translations, from these transcriptions. In addition to detecting scene types, recognizing people’s faces, age range, and voices, as well as the presence of specific models of products, AI gives you the ability to leverage user-generated content (UGC) through sentiment analysis and pre-moderation of content. Thanks to reliable, automated indexing by AI, you save an enormous amount of time, and make video assets more than ever easier to find, analyze, and subsequently be reused.
If online video is part of your marketing strategy, it’s time to start thinking about maximizing the results. With the right tools and practices, you can give viewers the opportunity to experience your videos and your brand in the best way possible, and turn your online video into a profitable digital marketing tool.