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The One‑Video Trap in B2B | B2B Podcast - Content Wars EP14
Most B2B companies are stuck in the one-video trap—they spend budget on a single polished video, then walk away without access to the rest of the footage. But that one-off approach is killing long-term ROI.
In this episode of Content Wars, we reveal why the real problem isn’t content creation—it’s content visibility. You’ll hear how B2B teams lose access to valuable assets, why traditional production models fall short, and what it takes to unlock reuse and scalability across marketing, sales, training, and internal comms.
If you’ve ever said “we already did a video on that,” only to realize you can’t find the footage—this one’s for you.
💡 Key Takeaways
- Why the “we made one video” mindset is costing you long-term value
- The #1 way B2B companies lose access to their own content
- How disorganized asset storage is silently killing your content ROI
- Why production vendors rarely hand over usable assets
- What visibility-first content systems should offer—and why it matters
⏱️ Timestamps
- 0:00 – The “one video” trap and budget waste
- 2:30 – Why marketers can’t find what they already created
- 5:00 – How content gets “lost” before it’s even delivered
- 7:40 – Dropbox ≠ visibility (and why most storage systems fail)
- 10:15 – Nike vs. B2B: how enterprise DAMs actually work
- 14:00 – The business case for visibility and reuse
- 18:10 – What modern asset systems should look like
- 21:30 – Final takeaway: You can’t reuse what you can’t see
Transcript
00:00:00:00 - 00:00:08:23
Speaker 2
There's only one place to go and that's taking a modular approach with your messaging, with your editing, and with the content that you are able to create out of that.
00:00:08:23 - 00:00:15:18
Speaker 2
You maximize the quantity, but you also minimize the dollar investment you have to make on a per asset basis.
00:00:15:18 - 00:00:23:13
Speaker 2
it opens up new doors and it opens up new avenues of content, specifically video content that most companies don't even think is possible.
00:00:23:13 - 00:00:40:17
00:00:40:17 - 00:00:55:22
Speaker 1
So it seems like every single week we find ourselves in a situation talking to some kind of either marketing leader or somebody within the organization that is looking to produce a video, and it always seems to end up in the same position. And so I think that we should start off this episode with
00:00:55:22 - 00:01:03:16
Speaker 1
just talking a little bit about what that situation is and how they get there and why we see so many different teams in the same position.
00:01:03:16 - 00:01:04:15
Speaker 2
Sure. So
00:01:04:15 - 00:01:09:08
Speaker 2
normally when we talk to any client, almost without fail,
00:01:09:08 - 00:01:11:12
Speaker 2
the way they come to us is
00:01:11:12 - 00:01:16:22
Speaker 2
in need of a video, potentially in need of a couple of videos. Right? So
00:01:16:22 - 00:01:21:04
Speaker 2
that's generally what happens. They're at their company.
00:01:21:04 - 00:01:28:07
Speaker 2
they're in a marketing meeting, or they're having a request by an outside department that somehow includes a video asset.
00:01:28:07 - 00:01:37:02
Speaker 2
And then they go out and look for a video vendor and their request is, we need a video or maybe a couple videos. And that's generally where it starts.
00:01:37:02 - 00:01:42:07
Speaker 2
But the reality is, is that there's usually a better starting point. Not always, but usually.
00:01:42:07 - 00:01:45:19
Speaker 2
It makes me think of an example. So last month, we shot
00:01:45:19 - 00:01:55:21
Speaker 2
the start of a video series for a client that came to us and said, hey, look, we've got five manufacturing facilities. We want to make a capability video for each facility.
00:01:55:21 - 00:01:57:05
Speaker 2
What does that look like?
00:01:57:05 - 00:02:04:15
Speaker 2
We gave them two options. They chose the project based route. They said, hey, you know what? We see value. Maybe in this other way, but
00:02:04:15 - 00:02:06:22
Speaker 2
we really only need these five videos.
00:02:06:22 - 00:02:12:04
Speaker 2
Great. Let's focus on the five videos. We went through that process with them at the first facility.
00:02:12:04 - 00:02:14:01
Speaker 2
And, you know, they kind of asked,
00:02:14:01 - 00:02:17:10
Speaker 2
had we gone the other route, what would that have look like
00:02:17:10 - 00:02:23:01
Speaker 2
and what we were able to give them as even a slight teaser into what that might look like,
00:02:23:01 - 00:02:27:03
Speaker 2
they're reconsidering their entire approach to the project.
00:02:27:05 - 00:02:42:01
Speaker 2
They want to rekindle the conversation of the other approach and we're meeting with them next week to really talk about what would be the better opportunity and what would come out of that beyond the five videos that they were originally looking at.
00:02:42:01 - 00:02:45:20
Speaker 1
That's awesome that they're completely reconsidering how they do the additional videos.
00:02:45:20 - 00:02:51:15
Speaker 1
So help me understand. When they went and had this full day of production, what was the outcome of that?
00:02:51:15 - 00:03:17:12
Speaker 2
So the intended outcome from their perspective was we made one video, probably about three minutes about the capabilities of that facility. That was their intended outcome. That's the ultimate goal. We just need this one video about capabilities. So that and really what it is for them is their other employees in other areas of the company, other facilities can know how does this facility fit into
00:03:17:12 - 00:03:19:21
Speaker 2
the greater company profile essentially.
00:03:19:21 - 00:03:26:21
Speaker 2
And that was their only goal. They said, hey, we just need this one thing. We don't need all the other stuff that we might be able to get. Let's just focus here.
00:03:26:21 - 00:03:36:07
Speaker 1
let's help the audience think through the math. Because usually when we walk through these different scenarios, the math doesn't math. Right. And so we were there, we shot
00:03:36:07 - 00:03:40:16
Speaker 1
call it six hours of footage. Right. I know that it was probably closer to eight.
00:03:40:16 - 00:03:41:23
Speaker 1
But realistically,
00:03:41:23 - 00:03:46:23
Speaker 1
what was the end video that they ended up with? Was it a 2 to 3 minute end video?
00:03:47:05 - 00:03:49:11
Speaker 2
So their video ended up being a little bit longer.
00:03:49:11 - 00:03:54:20
Speaker 2
really wanted to go kind of a deep dive on capabilities. It was about four minutes is what it ended up being.
00:03:54:20 - 00:04:08:23
Speaker 2
But to your point, how much footage went into that. Right. So we had about two hours of interviews. So we had three different executives in different positions from that particular manufacturing facility talking about their capabilities and how they function.
00:04:08:23 - 00:04:26:00
Speaker 2
And then we had probably about four hours of B-roll because they wanted to show each of the stations and how product flowed from raw material to finished product throughout that facility. So we really had to know what that process is, know what each function within the facility,
00:04:26:00 - 00:04:39:00
Speaker 2
provided as far as the added value to the finished product and be able to document that as it progressed through that facility so that we could show the capabilities in a forward looking progression of how the facility actually operates.
00:04:39:00 - 00:04:41:01
Speaker 1
So if you shop for six hours,
00:04:41:01 - 00:04:59:02
Speaker 1
That means you got 360 minutes of potentially usable footage, and the final video was only four minutes. So that means that the 354 other minutes captured, and even if only half of that is usable, you've literally thrown away over 160 minutes of footage,
00:04:59:02 - 00:05:00:15
Speaker 2
that's one of the
00:05:00:15 - 00:05:02:00
Speaker 2
downsides of
00:05:02:00 - 00:05:08:03
Speaker 2
taking a traditional approach to production. You get that tunnel vision on that one video that you want,
00:05:08:03 - 00:05:19:00
Speaker 2
and you forget about what other things might we be able to have? It's exactly what this client did. They said, hey, tunnel vision, we're going to get this capabilities. Video. It's going to be badass.
00:05:19:00 - 00:05:29:05
Speaker 2
We are going to love it. We are going to make our internal audiences understand what each of the facilities do, and we need to get them excited about it and see this vision that we have.
00:05:29:05 - 00:05:31:14
Speaker 2
And we were able to do that. And,
00:05:31:14 - 00:05:33:08
Speaker 2
their exact comment was,
00:05:33:08 - 00:05:37:12
Speaker 2
this video is awesome. It accomplished more than what we were thinking,
00:05:37:12 - 00:05:39:04
Speaker 2
that has us thinking about
00:05:39:04 - 00:05:43:06
Speaker 2
some of the other potential that you laid out there and
00:05:43:06 - 00:05:44:05
Speaker 2
how they got there.
00:05:44:05 - 00:05:44:20
Speaker 2
I mean,
00:05:44:20 - 00:05:48:03
Speaker 2
to your point, yes, we had six hours of footage.
00:05:48:03 - 00:05:55:17
Speaker 2
we've got close to two hours of interviews. And then about four hours of B-roll or process happening in the manufacturing facility.
00:05:55:17 - 00:06:05:04
Speaker 2
When you say, hey, we're only using four minutes. Well, that's kind of a problem. And, you know, not all of the six hours is usable, as you pointed out in an interview.
00:06:05:05 - 00:06:06:05
Speaker 2
You know, maybe
00:06:06:05 - 00:06:26:15
Speaker 2
depending on who's being interviewed, somewhere around 50% might be usable. Somebody nervous. It might only be like 30%. Right. In the facility, you're going to anytime you start a process, you're going to have a start of the shot that's not usable. You're going to have an end to the shot that's not usable. There's going to be, you know, things out of focus or somebody's walked in the shot or something happen that makes it not usable.
00:06:26:15 - 00:06:28:15
Speaker 2
But if you just say, hey, on average,
00:06:28:15 - 00:06:33:19
Speaker 2
and said 30% across the board is usable footage that could make content for the company,
00:06:33:19 - 00:06:35:21
Speaker 2
you had 360 minutes.
00:06:35:21 - 00:06:43:12
Speaker 2
now you have 120 minutes, right? So you have 120 minutes. You have two hours of content that could be used
00:06:43:12 - 00:06:46:06
Speaker 2
in some way for the company to create content.
00:06:46:08 - 00:06:48:13
Speaker 2
And of the two hours,
00:06:48:13 - 00:06:52:12
Speaker 2
four minutes was selected to create that final video.
00:06:52:12 - 00:07:02:10
Speaker 1
And I think that's fine for the video that they intend for. But I think that so many teams fail to think about the remainder for reuse in the future.
00:07:02:10 - 00:07:17:14
Speaker 1
I think that serving the purpose in the short term is good. Serving the purpose for today is good, but you've put in the time and the resources and the energy and the effort to create those other pieces, and whatever's usable should be able to be stored and accessed later for reuse.
00:07:17:14 - 00:07:22:14
Speaker 1
Because there are other initiatives or other needs that those pieces will serve.
00:07:22:14 - 00:07:24:03
Speaker 2
and it's easy to see
00:07:24:03 - 00:07:36:14
Speaker 2
why marketing teams and companies get there where they get that tunnel vision on. Why is it that we're only expecting that that single video to be delivered? And the reality is, is it's a holdover from
00:07:36:14 - 00:07:47:14
Speaker 2
creating really advertising content. So when you go in and you have a full day shoot and your goal is come out with a 32nd video ad or a one minute video ad, well, guess what?
00:07:47:14 - 00:07:55:12
Speaker 2
The rest of the footage during that day isn't usable. You selected the best clips and you made your 32nd or one minute ad.
00:07:55:12 - 00:08:06:19
Speaker 2
That's because you have a script. You have planned action. Everything is detailed. Exactly what's going to happen in that video. So it isn't that you have additional content you can use. Yes, you had
00:08:06:19 - 00:08:16:08
Speaker 2
actor one walk from point A to point B six times and you recorded that, and that took you two hours to get that done, because it had to be perfect, because it was a polished ad.
00:08:16:08 - 00:08:33:16
Speaker 2
Okay. Well, you're only going to use one of those six trips. The rest of it's trash. It goes to the cutting room floor on purpose. You're getting the best possible cuts to use in your single video advertisement. That purpose, that use case. Perfect sense. That is what the intended
00:08:33:16 - 00:08:36:01
Speaker 2
process and outcomes should be.
00:08:36:01 - 00:08:37:17
Speaker 2
But when you're talking about
00:08:37:17 - 00:08:43:18
Speaker 2
sitting down executives, when you're talking about sitting down subject matter experts, when you're talking about
00:08:43:18 - 00:08:52:01
Speaker 2
recording your your processes or your people or your customers or your daily business activities,
00:08:52:01 - 00:08:54:23
Speaker 2
getting on that tunnel vision of that single asset.
00:08:54:23 - 00:08:58:07
Speaker 2
And that's the only thing that we want. Usually. Not always,
00:08:58:07 - 00:09:07:06
Speaker 2
usually is not the right way to approach the project for a multitude of reasons, mainly because, as we've kind of discussed,
00:09:07:06 - 00:09:18:22
Speaker 2
you are wasting so much when you take, in our case, the two hours of usable content. You extracted the four minutes of it and you throw that two hours away, you've wasted it.
00:09:18:22 - 00:09:21:00
Speaker 2
It's gone. You're never going to see it.
00:09:21:00 - 00:09:27:18
Speaker 2
In fact, the only person that ever saw it was the editor, so you don't even know it exists. It literally just got thrown away.
00:09:27:18 - 00:09:39:13
Speaker 2
And for most companies that are dealing with traditional production companies, when the conversation is, oh, hey, what else do we have? It's immediately, oh, well, we're going to have to charge you more to do more.
00:09:39:13 - 00:09:42:14
Speaker 2
Is this immediately a budget conversation? Because
00:09:42:14 - 00:09:53:18
Speaker 2
that company isn't designed to deliver more. They're designed to deliver the one video that you asked about. They can give you more, but it's going to cost more, and it's going to be a different conversation
00:09:53:18 - 00:09:55:22
Speaker 2
than you thought you might had in the beginning.
00:09:55:22 - 00:10:13:05
Speaker 1
I definitely think there's a real cost involved. Whenever you think about discarding the things that aren't used in, well, yes, a traditional production company would have to bill separate for that, or would have to be structured differently to make that usable. That doesn't change the fact that there's still value there for the company. And I think that there's a
00:10:13:05 - 00:10:26:01
Speaker 1
conversation that needs to be had before starting a video project about how to approach that, because the reality is, if that is wasted, if that ends up on the cutting room floor and the only person to see it is the editor, where it costs more to be able to
00:10:26:01 - 00:10:27:17
Speaker 1
utilize that in the future, then
00:10:27:17 - 00:10:48:21
Speaker 1
we're not comparing apples to apples. We have to be able to think in terms of reuse of our content, because we're investing the time, not just the dollars, but we're investing the time of the executives and of the in this example, the production floor to be used in access. And there's so many things that go into it that if it is just thrown away or never seen again or
00:10:48:21 - 00:10:56:17
Speaker 1
or we have to talk about additional costs, all of those things have to be considered, because if you're not reusing your content in that way, you're missing a huge opportunity.
00:10:56:17 - 00:11:01:21
Speaker 2
companies are in a vastly different situation than they were 10 or 15 years ago,
00:11:01:21 - 00:11:16:14
Speaker 2
10 or 15 years ago. Getting one video asset might have satisfied your need. Maybe you use that in your campaign or your trade show or whatever the intended use was. But fast forward 10 or 15 years from that time, we're in a different landscape.
00:11:16:14 - 00:11:28:12
Speaker 2
We have an audience that is on social media and on content platforms, on a daily basis. They're not hovering around your website, reading your blog. They're interacting with companies and people in social channels. So
00:11:28:12 - 00:11:37:01
Speaker 2
Every bit of that is a potential opportunity to create a piece of content that could be used to interact with that audience in the environment that they're interacting with.
00:11:37:01 - 00:11:41:11
Speaker 2
So it isn't just that, oh, hey, there's this content that could potentially be used. It's.
00:11:41:11 - 00:11:44:00
Speaker 2
how would it be used and how would it be used effectively.
00:11:44:00 - 00:11:58:21
Speaker 2
whether it's creating social content or creating additional long form videos. The reality is, is that there's an opportunity to further communicate with your audience that is just being wasted in almost every conversation I have, at least in the start.
00:11:58:23 - 00:11:59:18
Speaker 2
And the company
00:11:59:18 - 00:12:24:05
Speaker 2
that we mentioned, again, that's where they started. They said, hey, let let's do these videos. We only have this one thing that we need to accomplish, and we delivered it. As I said, they're very happy with the video. They want to do the remaining videos, for their additional facilities, but they saw something during the process of that first video that made them question their original decision of only wanting a couple videos.
00:12:24:05 - 00:12:42:21
Speaker 1
So walk me through the point in which it kind of clicked for them, where they said, okay, we did this one video. We love the end product, but maybe you're right, maybe there is more here, because I think that for the audience, sometimes we get caught up in the creation of the video and then maybe the next one and then maybe the next one, but we never stop to say, hey,
00:12:42:21 - 00:12:48:06
Speaker 1
here's this light bulb moment of, I finally get what you're saying, and I finally understand
00:12:48:06 - 00:12:58:04
Speaker 1
the extra mileage I can get out of this footage. What was that light bulb moment for them where they finally said, oh, I get what you're saying. Here's what we could have done
00:12:58:04 - 00:13:01:01
Speaker 1
that we didn't, and here's how we'd like to explore it going forward.
00:13:01:01 - 00:13:11:06
Speaker 2
So because of the technical nature of the video that they were trying to put out there, they really wanted to cover the complete capability within that facility, and they didn't want to leave anything out.
00:13:11:06 - 00:13:19:00
Speaker 2
They got very granular in each station of value in the manufacturing process, and they really wanted to see,
00:13:19:00 - 00:13:25:12
Speaker 2
okay, I know you presented these three clips in this area while we're talking about this, what else do you have?
00:13:25:12 - 00:13:34:16
Speaker 2
Okay. You want to see what else we have. Let's take one area. So we took one. And we didn't just present the three clips that the editor selected. To begin with.
00:13:34:16 - 00:13:49:12
Speaker 2
They were able to get 20, 30 or 40 clips from that area that had a lot of different angles, a lot of different lighting, a lot of different activities, a lot of different aspects that may have different value when they're trying to explain the capability of that particular station.
00:13:49:12 - 00:13:54:19
Speaker 2
That went on as soon as I saw the first one, they were like, oh, well, we kind of want to see that for for all of them.
00:13:54:19 - 00:13:57:15
Speaker 2
do we access that level of content? And the reality is,
00:13:57:15 - 00:14:01:19
Speaker 2
you can't send a bunch of raw content over to a client
00:14:01:19 - 00:14:02:17
Speaker 2
in that capacity.
00:14:02:17 - 00:14:08:01
Speaker 2
too large of a file. It's too much footage to review. They're not going to go through six hours of footage. That's crazy.
00:14:08:01 - 00:14:09:08
Speaker 2
So what they needed
00:14:09:08 - 00:14:14:13
Speaker 2
was modular components grouped by area that showed them
00:14:14:13 - 00:14:20:09
Speaker 2
what is the library of content that we were able to capture on a per area basis?
00:14:20:15 - 00:14:24:10
Speaker 2
Well, we were there. So that was the first conversation of oh, okay, you guys,
00:14:24:10 - 00:14:28:03
Speaker 2
you showed me a lot more for this one station.
00:14:28:03 - 00:14:29:21
Speaker 2
Do we have that for everything?
00:14:29:21 - 00:14:41:10
Speaker 2
The answer is, yeah, we can make that for everything. That isn't what we were initially talking about. What we were talking about was creating one final video. But you want to see everything we can, we can make that possible.
00:14:41:10 - 00:14:48:08
Speaker 2
it also got into that on the interview side. Okay. We pulled these comments. Hey did we mention anything about this aspect
00:14:48:08 - 00:14:49:14
Speaker 2
you want to go back and you want to
00:14:49:14 - 00:14:57:10
Speaker 2
compartmentalize and review the modular aspects of what was said. So you can kind of help build story and make sure that we don't leave something out.
00:14:57:10 - 00:15:00:08
Speaker 2
Okay. Now we're having a different conversation. We went from,
00:15:00:08 - 00:15:02:13
Speaker 2
we want a video to
00:15:02:13 - 00:15:11:02
Speaker 2
we want to look at everything a bit more modular. We want to see all of the building blocks
00:15:11:02 - 00:15:12:10
Speaker 2
that make up the video.
00:15:12:10 - 00:15:16:15
Speaker 2
that's really where it started. And honestly, because of the technical nature of what was happening here,
00:15:16:15 - 00:15:18:23
Speaker 2
wasn't a problem for us to go back and say, you know what,
00:15:18:23 - 00:15:23:20
Speaker 2
let's take out every useful bit from all of the stations and let's show them what this looks like.
00:15:23:20 - 00:15:28:13
Speaker 2
And let's take out the useful comments that were made and show them what's available. And let's
00:15:28:13 - 00:15:31:04
Speaker 2
work together to craft this perfect message,
00:15:31:04 - 00:15:33:14
Speaker 2
which is the starting point for
00:15:33:14 - 00:15:34:15
Speaker 2
modular content.
00:15:34:15 - 00:15:39:19
Speaker 2
We broken everything into modules that could be used on this particular project
00:15:39:19 - 00:15:41:21
Speaker 2
and what they hadn't considered
00:15:41:21 - 00:15:44:18
Speaker 2
is that they can also be used on other projects now.
00:15:44:20 - 00:15:46:13
Speaker 2
And that's what most people are missing,
00:15:46:13 - 00:15:57:04
Speaker 2
yes, you get more flexibility on the project you have. You want to switch out a shot, you have a library you can switch out from. You want to switch out a comment. You have a library that you can switch out from. But
00:15:57:04 - 00:16:11:20
Speaker 2
they were very focused again on the single deliverable, and they were able to kind of piecemeal what they want and what they didn't like and move it around and add this and take that out and get to an end result that, in their opinion, perfectly displayed the capabilities
00:16:11:20 - 00:16:16:01
Speaker 2
and the points of interest that they wanted to convey about that particular facility.
00:16:16:01 - 00:16:24:00
Speaker 2
But when they took it back and they kind of you know, showed their executive team, they got high fives, they shared something else with their executive team.
00:16:24:00 - 00:16:28:06
Speaker 2
You know, we were dealing with people from the facility. We were dealing with basically
00:16:28:06 - 00:16:32:21
Speaker 2
engineers, minded people that were tasked with, let's make a bad ass video.
00:16:32:23 - 00:16:34:00
Speaker 2
We did that.
00:16:34:00 - 00:16:40:21
Speaker 2
They took it back to the executives and said, look at the video. Executives loved it, but they shared something else with those executives.
00:16:40:21 - 00:16:43:11
Speaker 2
And that was the fact that from that one day,
00:16:43:11 - 00:16:46:08
Speaker 2
we had over 600 clips
00:16:46:08 - 00:16:48:03
Speaker 2
from just that one facility,
00:16:48:03 - 00:16:51:13
Speaker 2
that most of which are currently unused.
00:16:51:13 - 00:16:55:10
Speaker 2
I wasn't in the room, but I think what what happened was they said, oh,
00:16:55:10 - 00:16:56:05
Speaker 2
okay, that's,
00:16:56:05 - 00:16:57:16
Speaker 2
awesome that we accomplished our goal.
00:16:57:16 - 00:16:58:14
Speaker 2
We have that thing. But
00:16:58:14 - 00:17:03:19
Speaker 2
tell me again about those 600 clips. What what is happening with that? What can we do with that?
00:17:03:19 - 00:17:04:18
Speaker 2
What's the deal?
00:17:04:18 - 00:17:14:12
Speaker 2
And some of that got shared with them. Hey, there was this conversation about a different way we could do this, something about modular content, blah, blah, blah. I'm not really sure.
00:17:14:12 - 00:17:18:12
Speaker 2
And then the next thing you know, they're sending us an email saying, hey, love the video.
00:17:18:12 - 00:17:23:06
Speaker 2
Everybody loved it. Our executive team loves it, which in this case was the most important audience.
00:17:23:06 - 00:17:31:02
Speaker 2
But they want to have a conversation about how we started, which was our options about what we could do and how we might be able to do something different
00:17:31:02 - 00:17:36:08
Speaker 2
that would get us a little bit more flexibility and a lot more content down the line.
00:17:36:08 - 00:17:50:05
Speaker 1
so I know for us that's an easy conversation to be had. Right. This is how modular works. This is our approach because this is how we process everything. This is how we process all of our clients footage. And it's really different than what they've ever heard before.
00:17:50:05 - 00:17:58:10
Speaker 1
so explain to the audience right now as if you were talking to the executives, how the editing of modular content is different than editing.
00:17:58:10 - 00:17:59:11
Speaker 1
Traditionally.
00:17:59:11 - 00:18:04:15
Speaker 2
and that's a great starting point because that's where the difference actually comes into play. Right? So
00:18:04:15 - 00:18:16:11
Speaker 2
everything else is the same from the start. Right? Until you get to that editing point. So hey, we're we're going to do all the planning. We're going to go in, we're going to do all the production, all the shooting. We're going to come back with a bunch of media, right.
00:18:16:11 - 00:18:19:23
Speaker 2
And that media needs to be processed. Who's going to process it?
00:18:19:23 - 00:18:22:05
Speaker 2
An editor. It's going to be assigned to an editor.
00:18:22:05 - 00:18:24:13
Speaker 2
And you can tell that editor. One of two things.
00:18:24:13 - 00:18:29:07
Speaker 2
We are going to make a 2 to 3 minute video that tells this story.
00:18:29:07 - 00:18:38:16
Speaker 2
I want you to go and find the comments that go to that story, and I want you to find the images that go to that story. And I want you to build a 2 to 3 minute video
00:18:38:16 - 00:18:39:15
Speaker 2
that's option eight.
00:18:39:15 - 00:18:44:18
Speaker 2
That's the way every production company does it, because they're going to come out with the video they've been tasked with.
00:18:44:18 - 00:18:46:03
Speaker 2
But if you change
00:18:46:03 - 00:18:54:03
Speaker 2
that order a little bit and you say, Mr. Editor, there is no video we're trying to create yet,
00:18:54:03 - 00:18:57:01
Speaker 2
what I want you to do is I want you to go through all of the interviews,
00:18:57:01 - 00:18:59:13
Speaker 2
and I want you to pull out every comment
00:18:59:13 - 00:19:02:13
Speaker 2
that executive or subject matter expert made
00:19:02:13 - 00:19:04:08
Speaker 2
that might be usable.
00:19:04:11 - 00:19:10:14
Speaker 2
So not the side conversations, not where they mess up in their speech, not where they're trying to gain their thought, but where they're actually
00:19:10:14 - 00:19:14:22
Speaker 2
clear and cohesive thoughts or arguments for their case.
00:19:14:22 - 00:19:18:07
Speaker 2
Clip those out and save those. All of them.
00:19:18:07 - 00:19:25:06
Speaker 2
So then when you look at the B-roll or the supporting footage, that that would really kind of display what's being talked about.
00:19:25:06 - 00:19:37:02
Speaker 2
You are going to go through and cut all of the usable components from that as well. You're going to cut off the front end of every clip that is going to be before the action started. You're going to cut off the end that's also unusable.
00:19:37:02 - 00:19:48:00
Speaker 2
And you're going to be left with just the meat of that B-roll clip of something that's displaying in this case, what's happening, that manufacturing facility. Right. So all the usable pieces of B-roll,
00:19:48:00 - 00:19:52:11
Speaker 2
and then we're going to put a color on all of it, which makes it all usable.
00:19:52:11 - 00:19:53:21
Speaker 2
So now instead of,
00:19:53:21 - 00:19:58:20
Speaker 2
hey, we micro selected some little pieces to make a little bitty video.
00:19:58:20 - 00:20:03:13
Speaker 2
Now we've selected every single thing that could possibly be used now
00:20:03:13 - 00:20:04:17
Speaker 2
or in the future.
00:20:04:17 - 00:20:05:07
Speaker 2
And that's
00:20:05:07 - 00:20:20:16
Speaker 2
a huge difference when it comes to the instructions that you're giving that editor. We are making a two minute video out of two hours of footage, or we're taking two hours of footage and we're making it as usable as possible both today
00:20:20:16 - 00:20:21:23
Speaker 2
and in the future.
00:20:21:23 - 00:20:25:12
Speaker 2
And we're making it as usable as possible both today and in the future.
00:20:25:12 - 00:20:32:16
Speaker 2
can still make the two minute video, but now we have a lot of extra footage and a lot of extra opportunity that we could get into.
00:20:32:16 - 00:20:50:11
Speaker 1
And I think that's a good point and a key differentiator between the modular approach versus traditional production, where if you say, hey, you know what? I've already shot this video. I'm going to go back to my original production company, and I'm gonna ask them to process it this way. They can't. They're limited by that because the difference is we do that from the start.
00:20:50:16 - 00:20:54:06
Speaker 1
And if they have to go back and do that retroactively, they have to start over
00:20:54:06 - 00:21:03:18
Speaker 1
they've got to go through all the footage and sift through it. And then, like you said, color it, and there's just a lot more time involved in that process because it is literally like starting over with the footage
00:21:03:18 - 00:21:11:18
Speaker 1
If you do that approach in the beginning, you're light years ahead of where you want to be, because you do have those modular components to build in the future.
00:21:11:18 - 00:21:19:16
Speaker 1
and I think that the modular component is undervalued when it comes to reuse. And the reason is because the reuse of it has a ton of value.
00:21:19:16 - 00:21:45:23
Speaker 1
Most people might be sitting here thinking, okay, great, I have 600 or even 100 pieces of these building blocks or these modular components. What do I do with them? I think that's a question that we've gotten in the past of what do I do with that content? And I know we've talked on other episodes about, you know, storing them and accessing them and being able to reuse them, but just fundamentally understanding that they're there and that you can reuse them as individual pieces.
00:21:45:23 - 00:22:01:08
Speaker 1
We've seen people on social just take B-roll clips and utilize those. We've seen them take single interview clips and use those with some commentary on the post. We've seen them mix and match things together, but not doing that isn't an option anymore.
00:22:01:08 - 00:22:03:19
Speaker 2
there's value in the video itself.
00:22:03:19 - 00:22:08:07
Speaker 2
So when you're not harvesting that value, you're wasting it.
00:22:08:07 - 00:22:15:03
Speaker 2
Going back to what you said about potentially going back to a provider of video and saying, hey, we want to go back and do this process.
00:22:15:03 - 00:22:20:23
Speaker 2
Most traditional production companies will not do that. For two reasons. One, it is a lot of extra work
00:22:20:23 - 00:22:29:17
Speaker 2
that's not part of their core process. They're used to just going to an editor and saying, hey, edit this, I just need this one video and calling it a day.
00:22:29:17 - 00:22:32:12
Speaker 2
Now you're asking them to one, deviate from the process
00:22:32:12 - 00:22:42:23
Speaker 2
and do a lot of extra work, which they're usually not going to do. They're going to try and get back into the playground that they like to play in, which is what extra video are you trying to create?
00:22:42:23 - 00:22:45:19
Speaker 2
can pay me more and I'll do an additional edit
00:22:45:19 - 00:22:47:06
Speaker 2
and then we'll work that way.
00:22:47:06 - 00:22:49:13
Speaker 2
I'll give you another single video.
00:22:49:13 - 00:22:51:09
Speaker 2
That's one reason. The other reason is
00:22:51:09 - 00:22:54:05
Speaker 2
and it's it's not wrong in most contracts
00:22:54:05 - 00:23:01:05
Speaker 2
they own the footage. You own the end product, they own the footage. So what you're asking them is give me the thing that you own.
00:23:01:05 - 00:23:05:15
Speaker 2
Contractually. That's correct. They do own it. They are the creator of that
00:23:05:15 - 00:23:06:04
Speaker 2
asset.
00:23:06:08 - 00:23:07:03
Speaker 2
They have
00:23:07:03 - 00:23:17:11
Speaker 2
basically the IP for that. It doesn't matter that it's your facility, your people, your whatever. Unless it was negotiated upfront, you probably don't own that footage. So when you go back and say,
00:23:17:11 - 00:23:20:19
Speaker 2
just cut it in color and give it to me, they're going to say,
00:23:20:19 - 00:23:25:10
Speaker 2
no because it's not yours. Only that one thing is yours, not
00:23:25:10 - 00:23:25:22
Speaker 2
this.
00:23:26:03 - 00:23:27:04
Speaker 2
This is mine.
00:23:27:04 - 00:23:37:15
Speaker 2
it starts to feel from the client side. It starts to feel like a hostage situation. You have my assets, my footage, and you won't give them to me. And
00:23:37:15 - 00:23:45:10
Speaker 2
for those that have dealt with video companies in the past, you've probably run into this situation where, oh, hey, if you could just give me that one thing, I could do this other thing.
00:23:45:10 - 00:23:48:11
Speaker 2
And usually the answer is no. Tell me what you want.
00:23:48:11 - 00:23:50:21
Speaker 2
I'll give you a price to edit that for you.
00:23:50:21 - 00:23:54:13
Speaker 2
most clients think that that's unethical. It is the way
00:23:54:13 - 00:23:58:07
Speaker 2
the law works as far as the creator of whatever. So you can argue that on a different day, but
00:23:58:07 - 00:23:59:15
Speaker 2
from our perspective,
00:23:59:15 - 00:24:01:21
Speaker 2
if it's the client's footage, they kind of own it.
00:24:01:21 - 00:24:02:03
Speaker 2
So
00:24:02:03 - 00:24:13:22
Speaker 2
we operate a little bit differently in that arena. But those are both hurdles when you go back to a traditional production company and ask them a break your process and do something that you don't normally do, and b
00:24:13:22 - 00:24:15:21
Speaker 2
give me access
00:24:15:21 - 00:24:19:13
Speaker 2
to footage that you probably don't think that I don't.
00:24:19:13 - 00:24:20:22
Speaker 1
so you just kind of uncovered
00:24:20:22 - 00:24:32:11
Speaker 1
little dirty secret within the industry, but why is it that they want to own it? Why does retaining the ownership or the rights matter? Because, you know, to your point, like it's your facility and it's your people. Like,
00:24:32:11 - 00:24:35:11
Speaker 1
Why would a traditional production company care about the ownership of that?
00:24:35:11 - 00:24:42:05
Speaker 1
Are they trying to utilize it in future spaces? Are they trying to sell it on stock video websites like why does that matter?
00:24:42:12 - 00:24:44:07
Speaker 2
it depends on the company.
00:24:44:07 - 00:24:52:02
Speaker 2
Again, from the client standpoint, it's going to feel like a hostage situation. It's going to feel like, oh, that video company owns my footage and I can't get it, which is probably true.
00:24:52:02 - 00:25:02:02
Speaker 2
sometimes there are valid reasons. There are production companies that are shooting at different levels and they feel like, well, if I give the client all of the footage, they're going to use it wrong.
00:25:02:02 - 00:25:05:09
Speaker 2
It's going to be colored wrong. It's not going to the story's not going to be right,
00:25:05:09 - 00:25:07:04
Speaker 2
and then they're going to be out there
00:25:07:04 - 00:25:17:15
Speaker 2
with something they created out of our footage, and they're going to tell someone that we created that. So they're protecting their own brand of, if I give that to you and you create garbage with it, which is possible,
00:25:17:15 - 00:25:19:07
Speaker 2
how is that going to reflect on us?
00:25:19:07 - 00:25:19:19
Speaker 2
So
00:25:19:19 - 00:25:20:11
Speaker 2
there's
00:25:20:11 - 00:25:23:19
Speaker 2
some valid reasons in that, that line of thinking.
00:25:23:19 - 00:25:27:22
Speaker 2
there's the legal line of thinking which is what you contracted me for, was not
00:25:27:22 - 00:25:29:11
Speaker 2
6 or 8 hours of footage.
00:25:29:11 - 00:25:31:15
Speaker 2
what you contracted me for was a two minute video.
00:25:31:15 - 00:25:38:03
Speaker 2
So the fact that I even am still maintaining this footage, assuming they even saved it, maybe they deleted it, right, is
00:25:38:03 - 00:25:48:04
Speaker 2
irrelevant from the contract or agreement that you had with them. Like what you're now talking about is something that was not in the original discussion. So we're talking about a new agreement.
00:25:48:04 - 00:25:50:20
Speaker 2
there's IP transfer happening. I have
00:25:50:20 - 00:25:53:12
Speaker 2
property that you want me to transfer to you.
00:25:53:12 - 00:25:56:23
Speaker 2
Well, there's a financial aspect to that in their mind.
00:25:56:23 - 00:25:58:23
Speaker 2
And again that that's not incorrect.
00:25:58:23 - 00:26:01:00
Speaker 2
There are times that
00:26:01:00 - 00:26:02:11
Speaker 2
companies will
00:26:02:11 - 00:26:23:21
Speaker 2
make different concessions. So hypothetically, we wouldn't do this, but let's just say that we were going to go to Seattle and we were going to film some stuff for a client, but we were also going to capture stuff, maybe for our real we were also going to maybe sell stock footage. We were going to use it in other ways.
00:26:23:21 - 00:26:26:22
Speaker 2
And then all of a sudden, if that footage is yours
00:26:26:22 - 00:26:34:06
Speaker 2
and I can't use that for myself, whether it's for my portfolio or to add a revenue stream through stock,
00:26:34:06 - 00:26:40:16
Speaker 2
well, now I would have had to charge you more. So maybe I charged you less because there were other things that I was going to be doing
00:26:40:16 - 00:26:41:16
Speaker 2
during that time.
00:26:41:16 - 00:26:44:11
Speaker 2
And I'm not saying they're putting your facility
00:26:44:11 - 00:26:45:17
Speaker 2
on stock, but
00:26:45:17 - 00:26:50:01
Speaker 2
there's and I'm not saying that doesn't happen either, but, depending on the company. Right.
00:26:50:01 - 00:26:50:14
Speaker 2
But
00:26:50:14 - 00:26:53:11
Speaker 2
there can be reasons where it makes sense.
00:26:53:11 - 00:26:55:15
Speaker 2
From my perspective, it doesn't make sense,
00:26:55:15 - 00:26:58:06
Speaker 2
I don't like to think about it from a production company standpoint.
00:26:58:06 - 00:27:05:20
Speaker 2
I like to think about it from the client standpoint. And we aren't going in and saying we're only going to produce this one thing forever and ever and ever. We're going in and we're saying,
00:27:05:20 - 00:27:11:03
Speaker 2
what are the messages we need to capture? What are the images we need to capture? And then long term,
00:27:11:03 - 00:27:15:21
Speaker 2
what value can this client get out of what we could create for them?
00:27:15:21 - 00:27:22:06
Speaker 2
And ultimately, who owns it? The client owns it, the client owns the value. And those are the conversations we have upfront. So
00:27:22:06 - 00:27:33:09
Speaker 2
that's where it needs to start or where it should start is in the very beginning. Even if you only want one video, the conversation should be, hey, we only want this one video. Ask the question,
00:27:33:09 - 00:27:36:03
Speaker 2
what happens to the other footage
00:27:36:03 - 00:27:38:13
Speaker 2
if you're going to throw it away, can we have it?
00:27:38:15 - 00:27:48:16
Speaker 2
Is it possible for you to edit more of that? Can you break it down into modular components that has all of the value and has color applied and has
00:27:48:16 - 00:27:53:17
Speaker 2
audio applied, and make it reusable for us in some way in the future.
00:27:53:17 - 00:27:58:08
Speaker 2
Maybe they're open to it, but if you don't ask those questions and have that conversation up front,
00:27:58:08 - 00:28:01:00
Speaker 2
you're probably going to have a negative experience down the line.
00:28:01:00 - 00:28:03:06
Speaker 1
And that's a really good point. When you talk about
00:28:03:06 - 00:28:17:05
Speaker 1
us focusing on what's in the best interest of the client and so many companies, whether it's inside the video room or outside the video realm, are only thinking about themselves. But I think that when we really look at how did we get to the concept of modular video,
00:28:17:05 - 00:28:20:03
Speaker 1
it was really started from a need of what is the client need?
00:28:20:04 - 00:28:53:12
Speaker 1
They don't need a two minute video in the long run. They do in the short term. But thinking about the bigger strategy, thinking about the bigger need of their content requirements and how to scale content, it was so prohibitive that we looked at it and we said, we can't just give you one video in good faith and say that this is going to solve your content problems, because we were running into this problem ourself where we felt like there was never enough content, there was never enough from the eight hour shoot and getting a 1 or 2 minute video, we often found ourselves looking back and being like,
00:28:53:12 - 00:28:55:05
Speaker 1
okay, how do we pull out
00:28:55:05 - 00:29:14:10
Speaker 1
more from here or more from here? And it really led to this bigger conversation of, is this what our clients are facing? Is this what they're going through? How is it that we can maximize this, and why aren't we maximizing this? Why are we not treating this like building blocks that you can shape and craft into these different initiatives that you have?
00:29:14:16 - 00:29:23:19
Speaker 1
Why is that? We're limiting ourselves to this 2 or 3 minute video when over the next 30, 60 to 90 days, we need a lot more?
00:29:23:19 - 00:29:38:10
Speaker 2
there's two sides of that, right? So not only do we need more content, but we also want to maximize the dollars that we've already spent. Right? So if every video costs you $10,000, you're very limited in the number of videos that you can create.
00:29:38:10 - 00:29:41:22
Speaker 2
But if you look at it differently and say, hey, we know two things.
00:29:41:22 - 00:29:49:02
Speaker 2
We want to create as much content as possible. We want to maximize our opportunity to communicate to our audience,
00:29:49:02 - 00:29:52:21
Speaker 2
and we'd like to be as efficient as possible with our dollars.
00:29:52:21 - 00:30:01:18
Speaker 2
There's only one place to go and that's taking a modular approach with your messaging, with your editing, and with the content that you are able to create out of that.
00:30:01:20 - 00:30:10:10
Speaker 2
Because it accomplishes both things. You maximize the quantity, but you also minimize the dollar investment you have to make on a per asset basis.
00:30:10:10 - 00:30:18:05
Speaker 2
it opens up new doors and it opens up new avenues of content, specifically video content that most companies don't even think is possible.
00:30:18:05 - 00:30:55:14
Speaker 1
I think that when you start thinking about the efficiency in both cost and in the quantity that you're receiving, that's when you can really scale your content. And I don't think that there is a better way or a better approach to make video scalable. And so from your perspective, if you were talking to somebody about taking a modular approach, how does this change or shift their ability to create campaigns or content schedules or reusing things for different initiatives, whether it's internal or external, like how does the modular approach to video change what teams are able to do.
00:30:55:14 - 00:30:57:11
Speaker 2
If approach correctly
00:30:57:11 - 00:30:59:17
Speaker 2
and, you know, a lot of it starts in the planning
00:30:59:17 - 00:31:09:03
Speaker 2
thinking modular about what do we need to tell, what do we need to show and how do we capture those things. But if you're doing that effectively down the line, it opens up
00:31:09:03 - 00:31:14:06
Speaker 2
an amazing amount of potential because you're not just saying, oh, I need a video for this one purpose.
00:31:14:06 - 00:31:32:14
Speaker 2
What you're saying is, what are all of the communication needs for our company, and how can it be supported by this effort? And if you're truly in there documenting everything that needs to be shown and everything that needs to be told about your company and everything that your customer needs to be able to communicate about your company and the experience they've had with you.
00:31:32:16 - 00:31:34:19
Speaker 2
And you're compartmentalizing that
00:31:34:19 - 00:31:35:16
Speaker 2
to have a
00:31:35:16 - 00:31:40:13
Speaker 2
never ending library of content that can be used and reused.
00:31:40:13 - 00:31:51:02
Speaker 2
back to that customer, it was a one day shoot, and we had 600 assets that we could put into play. That's not to say you'd have 600 deliverables, but you can make a lot of deliverables out of 600 assets.
00:31:51:04 - 00:31:53:06
Speaker 2
You take that out to the other,
00:31:53:06 - 00:31:57:06
Speaker 2
full stretch the other facilities. So we have five total facilities.
00:31:57:06 - 00:31:59:23
Speaker 2
So you're talking about thousands of assets. If you're talking about
00:31:59:23 - 00:32:10:15
Speaker 2
social content, short form, long form, other assets that they need to communicate not just internally but externally, you're talking about hundreds of assets that they're going to be able to create.
00:32:10:15 - 00:32:19:01
Speaker 2
And that's just in the first probably year of what they would be creating. So when you're really talking about
00:32:19:01 - 00:32:23:11
Speaker 2
we have messages we want to capture and we want to push out to our audience.
00:32:23:13 - 00:32:40:10
Speaker 2
It's the most efficient way to do it. And when you're thinking from a financial standpoint of we want this asset to last, not just today in our needs today, but also in the long term when we have that that need come up six months from now or two years from now, we're not starting from scratch all the time.
00:32:40:15 - 00:32:44:21
Speaker 2
We're able to go back to that library of content that we've built and say,
00:32:44:21 - 00:33:08:11
Speaker 2
hey, we're talking about this location or this process or this product, or fill in the blank. What footage do we have from that? And many times, once you build up that library, it's not even that you have to go shoot something. You can reduce your costs on the back end as well and just say, hey, you know what, let's sit somebody down and talk about the new features or availability or whatever it is, because we have plenty of footage to cover that already.
00:33:08:11 - 00:33:29:09
Speaker 2
So there's a lot more that can be gained on the front end when you take a modular approach. But I think for the long term, for most companies, it makes a huge amount of sense to also think on the long term side of things, of when we have that next need, if we already have content that supports that and we don't need to shoot something new, how much money are we saving there as well?
00:33:29:09 - 00:33:39:10
Speaker 2
There's only one place to go and that's taking a modular approach with your messaging, with your editing, and with the content that you are able to create out of that.
00:00:08:23 - 00:00:15:18
Speaker 2
You maximize the quantity, but you also minimize the dollar investment you have to make on a per asset basis.
00:00:15:18 - 00:00:23:13
Speaker 2
it opens up new doors and it opens up new avenues of content, specifically video content that most companies don't even think is possible.
00:00:23:13 - 00:00:40:17
00:00:40:17 - 00:00:55:22
Speaker 1
So it seems like every single week we find ourselves in a situation talking to some kind of either marketing leader or somebody within the organization that is looking to produce a video, and it always seems to end up in the same position. And so I think that we should start off this episode with
00:00:55:22 - 00:01:03:16
Speaker 1
just talking a little bit about what that situation is and how they get there and why we see so many different teams in the same position.
00:01:03:16 - 00:01:04:15
Speaker 2
Sure. So
00:01:04:15 - 00:01:09:08
Speaker 2
normally when we talk to any client, almost without fail,
00:01:09:08 - 00:01:11:12
Speaker 2
the way they come to us is
00:01:11:12 - 00:01:16:22
Speaker 2
in need of a video, potentially in need of a couple of videos. Right? So
00:01:16:22 - 00:01:21:04
Speaker 2
that's generally what happens. They're at their company.
00:01:21:04 - 00:01:28:07
Speaker 2
they're in a marketing meeting, or they're having a request by an outside department that somehow includes a video asset.
00:01:28:07 - 00:01:37:02
Speaker 2
And then they go out and look for a video vendor and their request is, we need a video or maybe a couple videos. And that's generally where it starts.
00:01:37:02 - 00:01:42:07
Speaker 2
But the reality is, is that there's usually a better starting point. Not always, but usually.
00:01:42:07 - 00:01:45:19
Speaker 2
It makes me think of an example. So last month, we shot
00:01:45:19 - 00:01:55:21
Speaker 2
the start of a video series for a client that came to us and said, hey, look, we've got five manufacturing facilities. We want to make a capability video for each facility.
00:01:55:21 - 00:01:57:05
Speaker 2
What does that look like?
00:01:57:05 - 00:02:04:15
Speaker 2
We gave them two options. They chose the project based route. They said, hey, you know what? We see value. Maybe in this other way, but
00:02:04:15 - 00:02:06:22
Speaker 2
we really only need these five videos.
00:02:06:22 - 00:02:12:04
Speaker 2
Great. Let's focus on the five videos. We went through that process with them at the first facility.
00:02:12:04 - 00:02:14:01
Speaker 2
And, you know, they kind of asked,
00:02:14:01 - 00:02:17:10
Speaker 2
had we gone the other route, what would that have look like
00:02:17:10 - 00:02:23:01
Speaker 2
and what we were able to give them as even a slight teaser into what that might look like,
00:02:23:01 - 00:02:27:03
Speaker 2
they're reconsidering their entire approach to the project.
00:02:27:05 - 00:02:42:01
Speaker 2
They want to rekindle the conversation of the other approach and we're meeting with them next week to really talk about what would be the better opportunity and what would come out of that beyond the five videos that they were originally looking at.
00:02:42:01 - 00:02:45:20
Speaker 1
That's awesome that they're completely reconsidering how they do the additional videos.
00:02:45:20 - 00:02:51:15
Speaker 1
So help me understand. When they went and had this full day of production, what was the outcome of that?
00:02:51:15 - 00:03:17:12
Speaker 2
So the intended outcome from their perspective was we made one video, probably about three minutes about the capabilities of that facility. That was their intended outcome. That's the ultimate goal. We just need this one video about capabilities. So that and really what it is for them is their other employees in other areas of the company, other facilities can know how does this facility fit into
00:03:17:12 - 00:03:19:21
Speaker 2
the greater company profile essentially.
00:03:19:21 - 00:03:26:21
Speaker 2
And that was their only goal. They said, hey, we just need this one thing. We don't need all the other stuff that we might be able to get. Let's just focus here.
00:03:26:21 - 00:03:36:07
Speaker 1
let's help the audience think through the math. Because usually when we walk through these different scenarios, the math doesn't math. Right. And so we were there, we shot
00:03:36:07 - 00:03:40:16
Speaker 1
call it six hours of footage. Right. I know that it was probably closer to eight.
00:03:40:16 - 00:03:41:23
Speaker 1
But realistically,
00:03:41:23 - 00:03:46:23
Speaker 1
what was the end video that they ended up with? Was it a 2 to 3 minute end video?
00:03:47:05 - 00:03:49:11
Speaker 2
So their video ended up being a little bit longer.
00:03:49:11 - 00:03:54:20
Speaker 2
really wanted to go kind of a deep dive on capabilities. It was about four minutes is what it ended up being.
00:03:54:20 - 00:04:08:23
Speaker 2
But to your point, how much footage went into that. Right. So we had about two hours of interviews. So we had three different executives in different positions from that particular manufacturing facility talking about their capabilities and how they function.
00:04:08:23 - 00:04:26:00
Speaker 2
And then we had probably about four hours of B-roll because they wanted to show each of the stations and how product flowed from raw material to finished product throughout that facility. So we really had to know what that process is, know what each function within the facility,
00:04:26:00 - 00:04:39:00
Speaker 2
provided as far as the added value to the finished product and be able to document that as it progressed through that facility so that we could show the capabilities in a forward looking progression of how the facility actually operates.
00:04:39:00 - 00:04:41:01
Speaker 1
So if you shop for six hours,
00:04:41:01 - 00:04:59:02
Speaker 1
That means you got 360 minutes of potentially usable footage, and the final video was only four minutes. So that means that the 354 other minutes captured, and even if only half of that is usable, you've literally thrown away over 160 minutes of footage,
00:04:59:02 - 00:05:00:15
Speaker 2
that's one of the
00:05:00:15 - 00:05:02:00
Speaker 2
downsides of
00:05:02:00 - 00:05:08:03
Speaker 2
taking a traditional approach to production. You get that tunnel vision on that one video that you want,
00:05:08:03 - 00:05:19:00
Speaker 2
and you forget about what other things might we be able to have? It's exactly what this client did. They said, hey, tunnel vision, we're going to get this capabilities. Video. It's going to be badass.
00:05:19:00 - 00:05:29:05
Speaker 2
We are going to love it. We are going to make our internal audiences understand what each of the facilities do, and we need to get them excited about it and see this vision that we have.
00:05:29:05 - 00:05:31:14
Speaker 2
And we were able to do that. And,
00:05:31:14 - 00:05:33:08
Speaker 2
their exact comment was,
00:05:33:08 - 00:05:37:12
Speaker 2
this video is awesome. It accomplished more than what we were thinking,
00:05:37:12 - 00:05:39:04
Speaker 2
that has us thinking about
00:05:39:04 - 00:05:43:06
Speaker 2
some of the other potential that you laid out there and
00:05:43:06 - 00:05:44:05
Speaker 2
how they got there.
00:05:44:05 - 00:05:44:20
Speaker 2
I mean,
00:05:44:20 - 00:05:48:03
Speaker 2
to your point, yes, we had six hours of footage.
00:05:48:03 - 00:05:55:17
Speaker 2
we've got close to two hours of interviews. And then about four hours of B-roll or process happening in the manufacturing facility.
00:05:55:17 - 00:06:05:04
Speaker 2
When you say, hey, we're only using four minutes. Well, that's kind of a problem. And, you know, not all of the six hours is usable, as you pointed out in an interview.
00:06:05:05 - 00:06:06:05
Speaker 2
You know, maybe
00:06:06:05 - 00:06:26:15
Speaker 2
depending on who's being interviewed, somewhere around 50% might be usable. Somebody nervous. It might only be like 30%. Right. In the facility, you're going to anytime you start a process, you're going to have a start of the shot that's not usable. You're going to have an end to the shot that's not usable. There's going to be, you know, things out of focus or somebody's walked in the shot or something happen that makes it not usable.
00:06:26:15 - 00:06:28:15
Speaker 2
But if you just say, hey, on average,
00:06:28:15 - 00:06:33:19
Speaker 2
and said 30% across the board is usable footage that could make content for the company,
00:06:33:19 - 00:06:35:21
Speaker 2
you had 360 minutes.
00:06:35:21 - 00:06:43:12
Speaker 2
now you have 120 minutes, right? So you have 120 minutes. You have two hours of content that could be used
00:06:43:12 - 00:06:46:06
Speaker 2
in some way for the company to create content.
00:06:46:08 - 00:06:48:13
Speaker 2
And of the two hours,
00:06:48:13 - 00:06:52:12
Speaker 2
four minutes was selected to create that final video.
00:06:52:12 - 00:07:02:10
Speaker 1
And I think that's fine for the video that they intend for. But I think that so many teams fail to think about the remainder for reuse in the future.
00:07:02:10 - 00:07:17:14
Speaker 1
I think that serving the purpose in the short term is good. Serving the purpose for today is good, but you've put in the time and the resources and the energy and the effort to create those other pieces, and whatever's usable should be able to be stored and accessed later for reuse.
00:07:17:14 - 00:07:22:14
Speaker 1
Because there are other initiatives or other needs that those pieces will serve.
00:07:22:14 - 00:07:24:03
Speaker 2
and it's easy to see
00:07:24:03 - 00:07:36:14
Speaker 2
why marketing teams and companies get there where they get that tunnel vision on. Why is it that we're only expecting that that single video to be delivered? And the reality is, is it's a holdover from
00:07:36:14 - 00:07:47:14
Speaker 2
creating really advertising content. So when you go in and you have a full day shoot and your goal is come out with a 32nd video ad or a one minute video ad, well, guess what?
00:07:47:14 - 00:07:55:12
Speaker 2
The rest of the footage during that day isn't usable. You selected the best clips and you made your 32nd or one minute ad.
00:07:55:12 - 00:08:06:19
Speaker 2
That's because you have a script. You have planned action. Everything is detailed. Exactly what's going to happen in that video. So it isn't that you have additional content you can use. Yes, you had
00:08:06:19 - 00:08:16:08
Speaker 2
actor one walk from point A to point B six times and you recorded that, and that took you two hours to get that done, because it had to be perfect, because it was a polished ad.
00:08:16:08 - 00:08:33:16
Speaker 2
Okay. Well, you're only going to use one of those six trips. The rest of it's trash. It goes to the cutting room floor on purpose. You're getting the best possible cuts to use in your single video advertisement. That purpose, that use case. Perfect sense. That is what the intended
00:08:33:16 - 00:08:36:01
Speaker 2
process and outcomes should be.
00:08:36:01 - 00:08:37:17
Speaker 2
But when you're talking about
00:08:37:17 - 00:08:43:18
Speaker 2
sitting down executives, when you're talking about sitting down subject matter experts, when you're talking about
00:08:43:18 - 00:08:52:01
Speaker 2
recording your your processes or your people or your customers or your daily business activities,
00:08:52:01 - 00:08:54:23
Speaker 2
getting on that tunnel vision of that single asset.
00:08:54:23 - 00:08:58:07
Speaker 2
And that's the only thing that we want. Usually. Not always,
00:08:58:07 - 00:09:07:06
Speaker 2
usually is not the right way to approach the project for a multitude of reasons, mainly because, as we've kind of discussed,
00:09:07:06 - 00:09:18:22
Speaker 2
you are wasting so much when you take, in our case, the two hours of usable content. You extracted the four minutes of it and you throw that two hours away, you've wasted it.
00:09:18:22 - 00:09:21:00
Speaker 2
It's gone. You're never going to see it.
00:09:21:00 - 00:09:27:18
Speaker 2
In fact, the only person that ever saw it was the editor, so you don't even know it exists. It literally just got thrown away.
00:09:27:18 - 00:09:39:13
Speaker 2
And for most companies that are dealing with traditional production companies, when the conversation is, oh, hey, what else do we have? It's immediately, oh, well, we're going to have to charge you more to do more.
00:09:39:13 - 00:09:42:14
Speaker 2
Is this immediately a budget conversation? Because
00:09:42:14 - 00:09:53:18
Speaker 2
that company isn't designed to deliver more. They're designed to deliver the one video that you asked about. They can give you more, but it's going to cost more, and it's going to be a different conversation
00:09:53:18 - 00:09:55:22
Speaker 2
than you thought you might had in the beginning.
00:09:55:22 - 00:10:13:05
Speaker 1
I definitely think there's a real cost involved. Whenever you think about discarding the things that aren't used in, well, yes, a traditional production company would have to bill separate for that, or would have to be structured differently to make that usable. That doesn't change the fact that there's still value there for the company. And I think that there's a
00:10:13:05 - 00:10:26:01
Speaker 1
conversation that needs to be had before starting a video project about how to approach that, because the reality is, if that is wasted, if that ends up on the cutting room floor and the only person to see it is the editor, where it costs more to be able to
00:10:26:01 - 00:10:27:17
Speaker 1
utilize that in the future, then
00:10:27:17 - 00:10:48:21
Speaker 1
we're not comparing apples to apples. We have to be able to think in terms of reuse of our content, because we're investing the time, not just the dollars, but we're investing the time of the executives and of the in this example, the production floor to be used in access. And there's so many things that go into it that if it is just thrown away or never seen again or
00:10:48:21 - 00:10:56:17
Speaker 1
or we have to talk about additional costs, all of those things have to be considered, because if you're not reusing your content in that way, you're missing a huge opportunity.
00:10:56:17 - 00:11:01:21
Speaker 2
companies are in a vastly different situation than they were 10 or 15 years ago,
00:11:01:21 - 00:11:16:14
Speaker 2
10 or 15 years ago. Getting one video asset might have satisfied your need. Maybe you use that in your campaign or your trade show or whatever the intended use was. But fast forward 10 or 15 years from that time, we're in a different landscape.
00:11:16:14 - 00:11:28:12
Speaker 2
We have an audience that is on social media and on content platforms, on a daily basis. They're not hovering around your website, reading your blog. They're interacting with companies and people in social channels. So
00:11:28:12 - 00:11:37:01
Speaker 2
Every bit of that is a potential opportunity to create a piece of content that could be used to interact with that audience in the environment that they're interacting with.
00:11:37:01 - 00:11:41:11
Speaker 2
So it isn't just that, oh, hey, there's this content that could potentially be used. It's.
00:11:41:11 - 00:11:44:00
Speaker 2
how would it be used and how would it be used effectively.
00:11:44:00 - 00:11:58:21
Speaker 2
whether it's creating social content or creating additional long form videos. The reality is, is that there's an opportunity to further communicate with your audience that is just being wasted in almost every conversation I have, at least in the start.
00:11:58:23 - 00:11:59:18
Speaker 2
And the company
00:11:59:18 - 00:12:24:05
Speaker 2
that we mentioned, again, that's where they started. They said, hey, let let's do these videos. We only have this one thing that we need to accomplish, and we delivered it. As I said, they're very happy with the video. They want to do the remaining videos, for their additional facilities, but they saw something during the process of that first video that made them question their original decision of only wanting a couple videos.
00:12:24:05 - 00:12:42:21
Speaker 1
So walk me through the point in which it kind of clicked for them, where they said, okay, we did this one video. We love the end product, but maybe you're right, maybe there is more here, because I think that for the audience, sometimes we get caught up in the creation of the video and then maybe the next one and then maybe the next one, but we never stop to say, hey,
00:12:42:21 - 00:12:48:06
Speaker 1
here's this light bulb moment of, I finally get what you're saying, and I finally understand
00:12:48:06 - 00:12:58:04
Speaker 1
the extra mileage I can get out of this footage. What was that light bulb moment for them where they finally said, oh, I get what you're saying. Here's what we could have done
00:12:58:04 - 00:13:01:01
Speaker 1
that we didn't, and here's how we'd like to explore it going forward.
00:13:01:01 - 00:13:11:06
Speaker 2
So because of the technical nature of the video that they were trying to put out there, they really wanted to cover the complete capability within that facility, and they didn't want to leave anything out.
00:13:11:06 - 00:13:19:00
Speaker 2
They got very granular in each station of value in the manufacturing process, and they really wanted to see,
00:13:19:00 - 00:13:25:12
Speaker 2
okay, I know you presented these three clips in this area while we're talking about this, what else do you have?
00:13:25:12 - 00:13:34:16
Speaker 2
Okay. You want to see what else we have. Let's take one area. So we took one. And we didn't just present the three clips that the editor selected. To begin with.
00:13:34:16 - 00:13:49:12
Speaker 2
They were able to get 20, 30 or 40 clips from that area that had a lot of different angles, a lot of different lighting, a lot of different activities, a lot of different aspects that may have different value when they're trying to explain the capability of that particular station.
00:13:49:12 - 00:13:54:19
Speaker 2
That went on as soon as I saw the first one, they were like, oh, well, we kind of want to see that for for all of them.
00:13:54:19 - 00:13:57:15
Speaker 2
do we access that level of content? And the reality is,
00:13:57:15 - 00:14:01:19
Speaker 2
you can't send a bunch of raw content over to a client
00:14:01:19 - 00:14:02:17
Speaker 2
in that capacity.
00:14:02:17 - 00:14:08:01
Speaker 2
too large of a file. It's too much footage to review. They're not going to go through six hours of footage. That's crazy.
00:14:08:01 - 00:14:09:08
Speaker 2
So what they needed
00:14:09:08 - 00:14:14:13
Speaker 2
was modular components grouped by area that showed them
00:14:14:13 - 00:14:20:09
Speaker 2
what is the library of content that we were able to capture on a per area basis?
00:14:20:15 - 00:14:24:10
Speaker 2
Well, we were there. So that was the first conversation of oh, okay, you guys,
00:14:24:10 - 00:14:28:03
Speaker 2
you showed me a lot more for this one station.
00:14:28:03 - 00:14:29:21
Speaker 2
Do we have that for everything?
00:14:29:21 - 00:14:41:10
Speaker 2
The answer is, yeah, we can make that for everything. That isn't what we were initially talking about. What we were talking about was creating one final video. But you want to see everything we can, we can make that possible.
00:14:41:10 - 00:14:48:08
Speaker 2
it also got into that on the interview side. Okay. We pulled these comments. Hey did we mention anything about this aspect
00:14:48:08 - 00:14:49:14
Speaker 2
you want to go back and you want to
00:14:49:14 - 00:14:57:10
Speaker 2
compartmentalize and review the modular aspects of what was said. So you can kind of help build story and make sure that we don't leave something out.
00:14:57:10 - 00:15:00:08
Speaker 2
Okay. Now we're having a different conversation. We went from,
00:15:00:08 - 00:15:02:13
Speaker 2
we want a video to
00:15:02:13 - 00:15:11:02
Speaker 2
we want to look at everything a bit more modular. We want to see all of the building blocks
00:15:11:02 - 00:15:12:10
Speaker 2
that make up the video.
00:15:12:10 - 00:15:16:15
Speaker 2
that's really where it started. And honestly, because of the technical nature of what was happening here,
00:15:16:15 - 00:15:18:23
Speaker 2
wasn't a problem for us to go back and say, you know what,
00:15:18:23 - 00:15:23:20
Speaker 2
let's take out every useful bit from all of the stations and let's show them what this looks like.
00:15:23:20 - 00:15:28:13
Speaker 2
And let's take out the useful comments that were made and show them what's available. And let's
00:15:28:13 - 00:15:31:04
Speaker 2
work together to craft this perfect message,
00:15:31:04 - 00:15:33:14
Speaker 2
which is the starting point for
00:15:33:14 - 00:15:34:15
Speaker 2
modular content.
00:15:34:15 - 00:15:39:19
Speaker 2
We broken everything into modules that could be used on this particular project
00:15:39:19 - 00:15:41:21
Speaker 2
and what they hadn't considered
00:15:41:21 - 00:15:44:18
Speaker 2
is that they can also be used on other projects now.
00:15:44:20 - 00:15:46:13
Speaker 2
And that's what most people are missing,
00:15:46:13 - 00:15:57:04
Speaker 2
yes, you get more flexibility on the project you have. You want to switch out a shot, you have a library you can switch out from. You want to switch out a comment. You have a library that you can switch out from. But
00:15:57:04 - 00:16:11:20
Speaker 2
they were very focused again on the single deliverable, and they were able to kind of piecemeal what they want and what they didn't like and move it around and add this and take that out and get to an end result that, in their opinion, perfectly displayed the capabilities
00:16:11:20 - 00:16:16:01
Speaker 2
and the points of interest that they wanted to convey about that particular facility.
00:16:16:01 - 00:16:24:00
Speaker 2
But when they took it back and they kind of you know, showed their executive team, they got high fives, they shared something else with their executive team.
00:16:24:00 - 00:16:28:06
Speaker 2
You know, we were dealing with people from the facility. We were dealing with basically
00:16:28:06 - 00:16:32:21
Speaker 2
engineers, minded people that were tasked with, let's make a bad ass video.
00:16:32:23 - 00:16:34:00
Speaker 2
We did that.
00:16:34:00 - 00:16:40:21
Speaker 2
They took it back to the executives and said, look at the video. Executives loved it, but they shared something else with those executives.
00:16:40:21 - 00:16:43:11
Speaker 2
And that was the fact that from that one day,
00:16:43:11 - 00:16:46:08
Speaker 2
we had over 600 clips
00:16:46:08 - 00:16:48:03
Speaker 2
from just that one facility,
00:16:48:03 - 00:16:51:13
Speaker 2
that most of which are currently unused.
00:16:51:13 - 00:16:55:10
Speaker 2
I wasn't in the room, but I think what what happened was they said, oh,
00:16:55:10 - 00:16:56:05
Speaker 2
okay, that's,
00:16:56:05 - 00:16:57:16
Speaker 2
awesome that we accomplished our goal.
00:16:57:16 - 00:16:58:14
Speaker 2
We have that thing. But
00:16:58:14 - 00:17:03:19
Speaker 2
tell me again about those 600 clips. What what is happening with that? What can we do with that?
00:17:03:19 - 00:17:04:18
Speaker 2
What's the deal?
00:17:04:18 - 00:17:14:12
Speaker 2
And some of that got shared with them. Hey, there was this conversation about a different way we could do this, something about modular content, blah, blah, blah. I'm not really sure.
00:17:14:12 - 00:17:18:12
Speaker 2
And then the next thing you know, they're sending us an email saying, hey, love the video.
00:17:18:12 - 00:17:23:06
Speaker 2
Everybody loved it. Our executive team loves it, which in this case was the most important audience.
00:17:23:06 - 00:17:31:02
Speaker 2
But they want to have a conversation about how we started, which was our options about what we could do and how we might be able to do something different
00:17:31:02 - 00:17:36:08
Speaker 2
that would get us a little bit more flexibility and a lot more content down the line.
00:17:36:08 - 00:17:50:05
Speaker 1
so I know for us that's an easy conversation to be had. Right. This is how modular works. This is our approach because this is how we process everything. This is how we process all of our clients footage. And it's really different than what they've ever heard before.
00:17:50:05 - 00:17:58:10
Speaker 1
so explain to the audience right now as if you were talking to the executives, how the editing of modular content is different than editing.
00:17:58:10 - 00:17:59:11
Speaker 1
Traditionally.
00:17:59:11 - 00:18:04:15
Speaker 2
and that's a great starting point because that's where the difference actually comes into play. Right? So
00:18:04:15 - 00:18:16:11
Speaker 2
everything else is the same from the start. Right? Until you get to that editing point. So hey, we're we're going to do all the planning. We're going to go in, we're going to do all the production, all the shooting. We're going to come back with a bunch of media, right.
00:18:16:11 - 00:18:19:23
Speaker 2
And that media needs to be processed. Who's going to process it?
00:18:19:23 - 00:18:22:05
Speaker 2
An editor. It's going to be assigned to an editor.
00:18:22:05 - 00:18:24:13
Speaker 2
And you can tell that editor. One of two things.
00:18:24:13 - 00:18:29:07
Speaker 2
We are going to make a 2 to 3 minute video that tells this story.
00:18:29:07 - 00:18:38:16
Speaker 2
I want you to go and find the comments that go to that story, and I want you to find the images that go to that story. And I want you to build a 2 to 3 minute video
00:18:38:16 - 00:18:39:15
Speaker 2
that's option eight.
00:18:39:15 - 00:18:44:18
Speaker 2
That's the way every production company does it, because they're going to come out with the video they've been tasked with.
00:18:44:18 - 00:18:46:03
Speaker 2
But if you change
00:18:46:03 - 00:18:54:03
Speaker 2
that order a little bit and you say, Mr. Editor, there is no video we're trying to create yet,
00:18:54:03 - 00:18:57:01
Speaker 2
what I want you to do is I want you to go through all of the interviews,
00:18:57:01 - 00:18:59:13
Speaker 2
and I want you to pull out every comment
00:18:59:13 - 00:19:02:13
Speaker 2
that executive or subject matter expert made
00:19:02:13 - 00:19:04:08
Speaker 2
that might be usable.
00:19:04:11 - 00:19:10:14
Speaker 2
So not the side conversations, not where they mess up in their speech, not where they're trying to gain their thought, but where they're actually
00:19:10:14 - 00:19:14:22
Speaker 2
clear and cohesive thoughts or arguments for their case.
00:19:14:22 - 00:19:18:07
Speaker 2
Clip those out and save those. All of them.
00:19:18:07 - 00:19:25:06
Speaker 2
So then when you look at the B-roll or the supporting footage, that that would really kind of display what's being talked about.
00:19:25:06 - 00:19:37:02
Speaker 2
You are going to go through and cut all of the usable components from that as well. You're going to cut off the front end of every clip that is going to be before the action started. You're going to cut off the end that's also unusable.
00:19:37:02 - 00:19:48:00
Speaker 2
And you're going to be left with just the meat of that B-roll clip of something that's displaying in this case, what's happening, that manufacturing facility. Right. So all the usable pieces of B-roll,
00:19:48:00 - 00:19:52:11
Speaker 2
and then we're going to put a color on all of it, which makes it all usable.
00:19:52:11 - 00:19:53:21
Speaker 2
So now instead of,
00:19:53:21 - 00:19:58:20
Speaker 2
hey, we micro selected some little pieces to make a little bitty video.
00:19:58:20 - 00:20:03:13
Speaker 2
Now we've selected every single thing that could possibly be used now
00:20:03:13 - 00:20:04:17
Speaker 2
or in the future.
00:20:04:17 - 00:20:05:07
Speaker 2
And that's
00:20:05:07 - 00:20:20:16
Speaker 2
a huge difference when it comes to the instructions that you're giving that editor. We are making a two minute video out of two hours of footage, or we're taking two hours of footage and we're making it as usable as possible both today
00:20:20:16 - 00:20:21:23
Speaker 2
and in the future.
00:20:21:23 - 00:20:25:12
Speaker 2
And we're making it as usable as possible both today and in the future.
00:20:25:12 - 00:20:32:16
Speaker 2
can still make the two minute video, but now we have a lot of extra footage and a lot of extra opportunity that we could get into.
00:20:32:16 - 00:20:50:11
Speaker 1
And I think that's a good point and a key differentiator between the modular approach versus traditional production, where if you say, hey, you know what? I've already shot this video. I'm going to go back to my original production company, and I'm gonna ask them to process it this way. They can't. They're limited by that because the difference is we do that from the start.
00:20:50:16 - 00:20:54:06
Speaker 1
And if they have to go back and do that retroactively, they have to start over
00:20:54:06 - 00:21:03:18
Speaker 1
they've got to go through all the footage and sift through it. And then, like you said, color it, and there's just a lot more time involved in that process because it is literally like starting over with the footage
00:21:03:18 - 00:21:11:18
Speaker 1
If you do that approach in the beginning, you're light years ahead of where you want to be, because you do have those modular components to build in the future.
00:21:11:18 - 00:21:19:16
Speaker 1
and I think that the modular component is undervalued when it comes to reuse. And the reason is because the reuse of it has a ton of value.
00:21:19:16 - 00:21:45:23
Speaker 1
Most people might be sitting here thinking, okay, great, I have 600 or even 100 pieces of these building blocks or these modular components. What do I do with them? I think that's a question that we've gotten in the past of what do I do with that content? And I know we've talked on other episodes about, you know, storing them and accessing them and being able to reuse them, but just fundamentally understanding that they're there and that you can reuse them as individual pieces.
00:21:45:23 - 00:22:01:08
Speaker 1
We've seen people on social just take B-roll clips and utilize those. We've seen them take single interview clips and use those with some commentary on the post. We've seen them mix and match things together, but not doing that isn't an option anymore.
00:22:01:08 - 00:22:03:19
Speaker 2
there's value in the video itself.
00:22:03:19 - 00:22:08:07
Speaker 2
So when you're not harvesting that value, you're wasting it.
00:22:08:07 - 00:22:15:03
Speaker 2
Going back to what you said about potentially going back to a provider of video and saying, hey, we want to go back and do this process.
00:22:15:03 - 00:22:20:23
Speaker 2
Most traditional production companies will not do that. For two reasons. One, it is a lot of extra work
00:22:20:23 - 00:22:29:17
Speaker 2
that's not part of their core process. They're used to just going to an editor and saying, hey, edit this, I just need this one video and calling it a day.
00:22:29:17 - 00:22:32:12
Speaker 2
Now you're asking them to one, deviate from the process
00:22:32:12 - 00:22:42:23
Speaker 2
and do a lot of extra work, which they're usually not going to do. They're going to try and get back into the playground that they like to play in, which is what extra video are you trying to create?
00:22:42:23 - 00:22:45:19
Speaker 2
can pay me more and I'll do an additional edit
00:22:45:19 - 00:22:47:06
Speaker 2
and then we'll work that way.
00:22:47:06 - 00:22:49:13
Speaker 2
I'll give you another single video.
00:22:49:13 - 00:22:51:09
Speaker 2
That's one reason. The other reason is
00:22:51:09 - 00:22:54:05
Speaker 2
and it's it's not wrong in most contracts
00:22:54:05 - 00:23:01:05
Speaker 2
they own the footage. You own the end product, they own the footage. So what you're asking them is give me the thing that you own.
00:23:01:05 - 00:23:05:15
Speaker 2
Contractually. That's correct. They do own it. They are the creator of that
00:23:05:15 - 00:23:06:04
Speaker 2
asset.
00:23:06:08 - 00:23:07:03
Speaker 2
They have
00:23:07:03 - 00:23:17:11
Speaker 2
basically the IP for that. It doesn't matter that it's your facility, your people, your whatever. Unless it was negotiated upfront, you probably don't own that footage. So when you go back and say,
00:23:17:11 - 00:23:20:19
Speaker 2
just cut it in color and give it to me, they're going to say,
00:23:20:19 - 00:23:25:10
Speaker 2
no because it's not yours. Only that one thing is yours, not
00:23:25:10 - 00:23:25:22
Speaker 2
this.
00:23:26:03 - 00:23:27:04
Speaker 2
This is mine.
00:23:27:04 - 00:23:37:15
Speaker 2
it starts to feel from the client side. It starts to feel like a hostage situation. You have my assets, my footage, and you won't give them to me. And
00:23:37:15 - 00:23:45:10
Speaker 2
for those that have dealt with video companies in the past, you've probably run into this situation where, oh, hey, if you could just give me that one thing, I could do this other thing.
00:23:45:10 - 00:23:48:11
Speaker 2
And usually the answer is no. Tell me what you want.
00:23:48:11 - 00:23:50:21
Speaker 2
I'll give you a price to edit that for you.
00:23:50:21 - 00:23:54:13
Speaker 2
most clients think that that's unethical. It is the way
00:23:54:13 - 00:23:58:07
Speaker 2
the law works as far as the creator of whatever. So you can argue that on a different day, but
00:23:58:07 - 00:23:59:15
Speaker 2
from our perspective,
00:23:59:15 - 00:24:01:21
Speaker 2
if it's the client's footage, they kind of own it.
00:24:01:21 - 00:24:02:03
Speaker 2
So
00:24:02:03 - 00:24:13:22
Speaker 2
we operate a little bit differently in that arena. But those are both hurdles when you go back to a traditional production company and ask them a break your process and do something that you don't normally do, and b
00:24:13:22 - 00:24:15:21
Speaker 2
give me access
00:24:15:21 - 00:24:19:13
Speaker 2
to footage that you probably don't think that I don't.
00:24:19:13 - 00:24:20:22
Speaker 1
so you just kind of uncovered
00:24:20:22 - 00:24:32:11
Speaker 1
little dirty secret within the industry, but why is it that they want to own it? Why does retaining the ownership or the rights matter? Because, you know, to your point, like it's your facility and it's your people. Like,
00:24:32:11 - 00:24:35:11
Speaker 1
Why would a traditional production company care about the ownership of that?
00:24:35:11 - 00:24:42:05
Speaker 1
Are they trying to utilize it in future spaces? Are they trying to sell it on stock video websites like why does that matter?
00:24:42:12 - 00:24:44:07
Speaker 2
it depends on the company.
00:24:44:07 - 00:24:52:02
Speaker 2
Again, from the client standpoint, it's going to feel like a hostage situation. It's going to feel like, oh, that video company owns my footage and I can't get it, which is probably true.
00:24:52:02 - 00:25:02:02
Speaker 2
sometimes there are valid reasons. There are production companies that are shooting at different levels and they feel like, well, if I give the client all of the footage, they're going to use it wrong.
00:25:02:02 - 00:25:05:09
Speaker 2
It's going to be colored wrong. It's not going to the story's not going to be right,
00:25:05:09 - 00:25:07:04
Speaker 2
and then they're going to be out there
00:25:07:04 - 00:25:17:15
Speaker 2
with something they created out of our footage, and they're going to tell someone that we created that. So they're protecting their own brand of, if I give that to you and you create garbage with it, which is possible,
00:25:17:15 - 00:25:19:07
Speaker 2
how is that going to reflect on us?
00:25:19:07 - 00:25:19:19
Speaker 2
So
00:25:19:19 - 00:25:20:11
Speaker 2
there's
00:25:20:11 - 00:25:23:19
Speaker 2
some valid reasons in that, that line of thinking.
00:25:23:19 - 00:25:27:22
Speaker 2
there's the legal line of thinking which is what you contracted me for, was not
00:25:27:22 - 00:25:29:11
Speaker 2
6 or 8 hours of footage.
00:25:29:11 - 00:25:31:15
Speaker 2
what you contracted me for was a two minute video.
00:25:31:15 - 00:25:38:03
Speaker 2
So the fact that I even am still maintaining this footage, assuming they even saved it, maybe they deleted it, right, is
00:25:38:03 - 00:25:48:04
Speaker 2
irrelevant from the contract or agreement that you had with them. Like what you're now talking about is something that was not in the original discussion. So we're talking about a new agreement.
00:25:48:04 - 00:25:50:20
Speaker 2
there's IP transfer happening. I have
00:25:50:20 - 00:25:53:12
Speaker 2
property that you want me to transfer to you.
00:25:53:12 - 00:25:56:23
Speaker 2
Well, there's a financial aspect to that in their mind.
00:25:56:23 - 00:25:58:23
Speaker 2
And again that that's not incorrect.
00:25:58:23 - 00:26:01:00
Speaker 2
There are times that
00:26:01:00 - 00:26:02:11
Speaker 2
companies will
00:26:02:11 - 00:26:23:21
Speaker 2
make different concessions. So hypothetically, we wouldn't do this, but let's just say that we were going to go to Seattle and we were going to film some stuff for a client, but we were also going to capture stuff, maybe for our real we were also going to maybe sell stock footage. We were going to use it in other ways.
00:26:23:21 - 00:26:26:22
Speaker 2
And then all of a sudden, if that footage is yours
00:26:26:22 - 00:26:34:06
Speaker 2
and I can't use that for myself, whether it's for my portfolio or to add a revenue stream through stock,
00:26:34:06 - 00:26:40:16
Speaker 2
well, now I would have had to charge you more. So maybe I charged you less because there were other things that I was going to be doing
00:26:40:16 - 00:26:41:16
Speaker 2
during that time.
00:26:41:16 - 00:26:44:11
Speaker 2
And I'm not saying they're putting your facility
00:26:44:11 - 00:26:45:17
Speaker 2
on stock, but
00:26:45:17 - 00:26:50:01
Speaker 2
there's and I'm not saying that doesn't happen either, but, depending on the company. Right.
00:26:50:01 - 00:26:50:14
Speaker 2
But
00:26:50:14 - 00:26:53:11
Speaker 2
there can be reasons where it makes sense.
00:26:53:11 - 00:26:55:15
Speaker 2
From my perspective, it doesn't make sense,
00:26:55:15 - 00:26:58:06
Speaker 2
I don't like to think about it from a production company standpoint.
00:26:58:06 - 00:27:05:20
Speaker 2
I like to think about it from the client standpoint. And we aren't going in and saying we're only going to produce this one thing forever and ever and ever. We're going in and we're saying,
00:27:05:20 - 00:27:11:03
Speaker 2
what are the messages we need to capture? What are the images we need to capture? And then long term,
00:27:11:03 - 00:27:15:21
Speaker 2
what value can this client get out of what we could create for them?
00:27:15:21 - 00:27:22:06
Speaker 2
And ultimately, who owns it? The client owns it, the client owns the value. And those are the conversations we have upfront. So
00:27:22:06 - 00:27:33:09
Speaker 2
that's where it needs to start or where it should start is in the very beginning. Even if you only want one video, the conversation should be, hey, we only want this one video. Ask the question,
00:27:33:09 - 00:27:36:03
Speaker 2
what happens to the other footage
00:27:36:03 - 00:27:38:13
Speaker 2
if you're going to throw it away, can we have it?
00:27:38:15 - 00:27:48:16
Speaker 2
Is it possible for you to edit more of that? Can you break it down into modular components that has all of the value and has color applied and has
00:27:48:16 - 00:27:53:17
Speaker 2
audio applied, and make it reusable for us in some way in the future.
00:27:53:17 - 00:27:58:08
Speaker 2
Maybe they're open to it, but if you don't ask those questions and have that conversation up front,
00:27:58:08 - 00:28:01:00
Speaker 2
you're probably going to have a negative experience down the line.
00:28:01:00 - 00:28:03:06
Speaker 1
And that's a really good point. When you talk about
00:28:03:06 - 00:28:17:05
Speaker 1
us focusing on what's in the best interest of the client and so many companies, whether it's inside the video room or outside the video realm, are only thinking about themselves. But I think that when we really look at how did we get to the concept of modular video,
00:28:17:05 - 00:28:20:03
Speaker 1
it was really started from a need of what is the client need?
00:28:20:04 - 00:28:53:12
Speaker 1
They don't need a two minute video in the long run. They do in the short term. But thinking about the bigger strategy, thinking about the bigger need of their content requirements and how to scale content, it was so prohibitive that we looked at it and we said, we can't just give you one video in good faith and say that this is going to solve your content problems, because we were running into this problem ourself where we felt like there was never enough content, there was never enough from the eight hour shoot and getting a 1 or 2 minute video, we often found ourselves looking back and being like,
00:28:53:12 - 00:28:55:05
Speaker 1
okay, how do we pull out
00:28:55:05 - 00:29:14:10
Speaker 1
more from here or more from here? And it really led to this bigger conversation of, is this what our clients are facing? Is this what they're going through? How is it that we can maximize this, and why aren't we maximizing this? Why are we not treating this like building blocks that you can shape and craft into these different initiatives that you have?
00:29:14:16 - 00:29:23:19
Speaker 1
Why is that? We're limiting ourselves to this 2 or 3 minute video when over the next 30, 60 to 90 days, we need a lot more?
00:29:23:19 - 00:29:38:10
Speaker 2
there's two sides of that, right? So not only do we need more content, but we also want to maximize the dollars that we've already spent. Right? So if every video costs you $10,000, you're very limited in the number of videos that you can create.
00:29:38:10 - 00:29:41:22
Speaker 2
But if you look at it differently and say, hey, we know two things.
00:29:41:22 - 00:29:49:02
Speaker 2
We want to create as much content as possible. We want to maximize our opportunity to communicate to our audience,
00:29:49:02 - 00:29:52:21
Speaker 2
and we'd like to be as efficient as possible with our dollars.
00:29:52:21 - 00:30:01:18
Speaker 2
There's only one place to go and that's taking a modular approach with your messaging, with your editing, and with the content that you are able to create out of that.
00:30:01:20 - 00:30:10:10
Speaker 2
Because it accomplishes both things. You maximize the quantity, but you also minimize the dollar investment you have to make on a per asset basis.
00:30:10:10 - 00:30:18:05
Speaker 2
it opens up new doors and it opens up new avenues of content, specifically video content that most companies don't even think is possible.
00:30:18:05 - 00:30:55:14
Speaker 1
I think that when you start thinking about the efficiency in both cost and in the quantity that you're receiving, that's when you can really scale your content. And I don't think that there is a better way or a better approach to make video scalable. And so from your perspective, if you were talking to somebody about taking a modular approach, how does this change or shift their ability to create campaigns or content schedules or reusing things for different initiatives, whether it's internal or external, like how does the modular approach to video change what teams are able to do.
00:30:55:14 - 00:30:57:11
Speaker 2
If approach correctly
00:30:57:11 - 00:30:59:17
Speaker 2
and, you know, a lot of it starts in the planning
00:30:59:17 - 00:31:09:03
Speaker 2
thinking modular about what do we need to tell, what do we need to show and how do we capture those things. But if you're doing that effectively down the line, it opens up
00:31:09:03 - 00:31:14:06
Speaker 2
an amazing amount of potential because you're not just saying, oh, I need a video for this one purpose.
00:31:14:06 - 00:31:32:14
Speaker 2
What you're saying is, what are all of the communication needs for our company, and how can it be supported by this effort? And if you're truly in there documenting everything that needs to be shown and everything that needs to be told about your company and everything that your customer needs to be able to communicate about your company and the experience they've had with you.
00:31:32:16 - 00:31:34:19
Speaker 2
And you're compartmentalizing that
00:31:34:19 - 00:31:35:16
Speaker 2
to have a
00:31:35:16 - 00:31:40:13
Speaker 2
never ending library of content that can be used and reused.
00:31:40:13 - 00:31:51:02
Speaker 2
back to that customer, it was a one day shoot, and we had 600 assets that we could put into play. That's not to say you'd have 600 deliverables, but you can make a lot of deliverables out of 600 assets.
00:31:51:04 - 00:31:53:06
Speaker 2
You take that out to the other,
00:31:53:06 - 00:31:57:06
Speaker 2
full stretch the other facilities. So we have five total facilities.
00:31:57:06 - 00:31:59:23
Speaker 2
So you're talking about thousands of assets. If you're talking about
00:31:59:23 - 00:32:10:15
Speaker 2
social content, short form, long form, other assets that they need to communicate not just internally but externally, you're talking about hundreds of assets that they're going to be able to create.
00:32:10:15 - 00:32:19:01
Speaker 2
And that's just in the first probably year of what they would be creating. So when you're really talking about
00:32:19:01 - 00:32:23:11
Speaker 2
we have messages we want to capture and we want to push out to our audience.
00:32:23:13 - 00:32:40:10
Speaker 2
It's the most efficient way to do it. And when you're thinking from a financial standpoint of we want this asset to last, not just today in our needs today, but also in the long term when we have that that need come up six months from now or two years from now, we're not starting from scratch all the time.
00:32:40:15 - 00:32:44:21
Speaker 2
We're able to go back to that library of content that we've built and say,
00:32:44:21 - 00:33:08:11
Speaker 2
hey, we're talking about this location or this process or this product, or fill in the blank. What footage do we have from that? And many times, once you build up that library, it's not even that you have to go shoot something. You can reduce your costs on the back end as well and just say, hey, you know what, let's sit somebody down and talk about the new features or availability or whatever it is, because we have plenty of footage to cover that already.
00:33:08:11 - 00:33:29:09
Speaker 2
So there's a lot more that can be gained on the front end when you take a modular approach. But I think for the long term, for most companies, it makes a huge amount of sense to also think on the long term side of things, of when we have that next need, if we already have content that supports that and we don't need to shoot something new, how much money are we saving there as well?
00:33:29:09 - 00:33:39:10
