Between countless new video-centric social media platforms, the transition from Flash to HTML5, and the rise in vertical video, publishers have their hands full trying to keep up with emerging video formats. Video teams are more valuable than ever, which also means they’re in a highly pressured position. What are the key reasons that video professionals in publishing have the most challenging jobs?
All Eyes on Video
The essentiality of video in today’s publishing landscape makes it a weighty responsibility for video teams. Not only do they feel pressure to produce large volumes of content, but they’re also expected to keep up with current trends and adopt new styles and formats. Video departments are bombarded with an increasing number of demands from both the editorial and business sides of publishers. For editorial needs, they must monitor changing consumer preferences to produce the best content. On the business side they’re required to generate content that provides valuable revenue opportunities. All eyes are on them as publishers continue to push video.
The Shrinking News Cycle
Video editors have always been pressed for time. But the ever accelerating news cycle brings a whole new level of pressure to the table. With information so readily available and platforms giving preference to video content, there’s a mad dash to publish videos as quickly as possible. Breaking news stories practically require an accompanying video, making expected turnaround times for video even shorter. The news cycle has shown no sign of slowing down, so video teams will need to seek out new ways to speed up production in order to stay afloat.
Resources are M.I.A.
Despite consumers’ demand for video, growing revenue opportunities and room for innovation, many video departments still don’t have the resources they need. Budgets have not been allocated to support the volume of video needed to have a strong video presence. Even just one short-form video can cost over $500 to produce, let alone long-form documentary formats which can be well over $2,000. Videos also require some serious manpower, especially with how quickly publishers are expected to create video content. Video departments have often been left behind in the adoption of new technologies and innovative solutions. These missing resources make video teams workload even more difficult to manage.
Although video professionals are crucial to the publishing world today, they’re bearing the weight of the industry’s most pressing issues. As publishers realize the value of video, they must also realize the value of their video teams and provide the support and resources necessary to help them succeed.