Unplugging the video bottleneck problem
If you’ve been on the internet in the past few years you will have noticed something: there is an ocean of high quality content, and nowhere near enough time to consume it.
The battle for attention is on, with content creators, media companies, brands, influencers and your neighbour all competing for eyeballs across YouTube, TikTok, Instagram, Twitter, Threads, Google, Pinterest, Snapchat, Amazon… The list goes on and on.
From a brand and marketing perspective, this means you need more creative than ever in order to stay relevant and earn share of voice. As is the fast-paced nature of the web and the impatient nature of our modern brains, video has become the central format of the content consumed.
The trend towards short-form video
Platforms are naturally focussing more and more on video, sometimes exclusively, and this video content is trending towards short-form. Think TikToks, Instagram Reels and YouTube Shorts.
In fact, 66% of consumers reported short-form video to be the most engaging type of social media content in 2022, up from 50% in 2020.
All of this means that a core challenge for brands today is to create enough short-form video to effectively meet their target audiences across the platforms. It’s a challenge because the volume of short-form videos required is increasing every year, and traditionally video production is relatively slow, and can be expensive compared to other types of content production.
One campaign may now require multiple versions of a creative for Instagram Feeds, Instagram Stories, YouTube pre-roll, TikTok, Pinterest and Google display. If you want to test a different marketing hook, or a different visual, and tweak your messaging slightly for different consumer segments, the number of video assets required quickly mounts up.
If you want to launch a reactive time-sensitive campaign you would need to create these assets quickly and with agility. So how can brands keep pace?
The solution for brands
The simplest solution for brands that feel this pain is to focus on the bank of assets you already have, such as static product images or clips from TVCs, and remix and repurpose them into brand new creatives purpose-built for each required platform.
This process cuts out pre-production planning, and production days themselves, pushing the focus instead post-production: taking what you already have and maximising its potential with a little bit of editing magic.
The result is a higher volume of video content, at a lower price per asset, delivered much faster.
The Bumbl Process
This process is something we’ve developed at Bumbl and it opens up lots of opportunities for brands. It allows marketing teams to react to trends quickly, optimise assets for more platforms to meet fragmented audiences, split test a higher number of variables and beat ad-fatigue by refreshing their ad creatives more regularly.
All of this helps brands squeeze better performance from their campaigns, removing the video production bottleneck and allowing the video content to flow.
If you’d like to learn more about how this process works and how Bumbl can add value to your marketing efforts, contact us here.
