KCSA Eats Its Own Cooking

Posted by on May 23rd, 2014

PR firms like mine consistently give strategic counsel to our clients on the value of content creation.  There isn’t a new business pitch, kick off meeting or brain storm that doesn’t result in a recommendation involving the creation of professionally produced video.

People just don’t read anymore, but what they do watch is video. LOTS of it.  So, KCSA did what we’ve been encouraging our clients to do, we made our own videos (which can be see herehere and here.)

The videos we created were produced by a partner firm, AboutFaceMedia, which pioneered the documentary style of online video being used by corporations around the world.  AboutFace does tremendous work, and the quality of the mini-documentaries they created for KCSA is spectacular.

The key lessons we learned from working with AboutFace and from understanding more and more about video are that:

1-      There is no such thing as purely organic viral video: if you are going to spend on production then you MUST spend on seeding.  A good rule of thumb is for every $1 of production you spend, expect to spend between $1.50 and $2 to buy eyes.

2-      Content matters: Creating a features and benefits video is nice, and might feel good, but no one is going to watch it or share it.  Style, comedy and tone make for a good video.  Capturing lightening in a bottle makes for a great video.  This is my personal favorite corporate video right now.  Why? It’s funny, it delivers key messages and it is in line with who the brand is.  If you’re going to make a video, make it truly representative of who the brand is.

3-      Shoot a LOT more than you’ll need.  For the nine minutes of total video we have on the KCSA site we shot, conservatively nine hours of footage.  Corporations and the executives in the videos need to dedicate a lot of time to getting it right.  If they are not willing to really be in the videos, then their voices won’t be heard.

Some stats that will blow you away about online video from Digiday.com:

  • 89 million people in the United States are going to watch 1.2 billion online videos today. (ComScore)


  • Online video users are expected to double to 1.5 billion in 2016. (Cisco)


  • Only about 24 percent of national brands are using online video to market to consumers. (Kantar Media)


  • 52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo)


  • 76 percent of marketers plan to add video to their sites, making it a higher priority than Facebook, Twitter and blog integration. (Social Media Examiner)


  • 92 percent of mobile video viewers share videos with others. (Invodo)


  • More than 1 billion unique users visit YouTube each month, spending more than 4 billion hours watching videos (YouTube)


  • 2 billion video views per week are monetized on YouTube, and every auto-shared tweet results in six new YouTube browsing sessions (ReelSEO).

So, if you’re thinking about using video, do it, do it professionally and spend to get eyeballs…but definitely do it!