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It’s time to democratise video

Research prepared by The Pulse Business and supported by the PRCA – with whom we are proud to partner - has revealed that 26% of PR agency bosses agreed with the statement that they are aware of the value of video but have not found a way for it to work for them yet. However, 64% said that they regularly use video in their marcomms.

So what is the issue? Liam Herbert, CEO, Chelgate, explained that dissatisfaction often arose from “a lack of understanding internally, poor briefing and application of the finished product”; but the main frustration for agencies was cost.

38% of agencies that have recently used video production companies stated that the experience was more expensive than they would have wanted, and Molly Aldridge, Global CEO and Co-founder, M&C Saatchi Public Relations admitted that even when outsourcing on occasion the costs rack up quickly.

It is clear that video is an important and persuasive communication tool, but the costs and timings associated with agencies are prohibitive for many. Which is why I believe very strongly that video production should be democratised out of the hands of a few, expensive production agencies, and into the hands of the people that are actually using it.

To do this, at Binumi Pro we have worked to develop a solution that gives our clients a scalable way to take control of their video communications.

Thanks to the prevalence of smartphones, video is more accessible than ever. Most phones are even able to shoot in 4K. We should be using that to our advantage.

The way Binumi Pro works is threefold: the filming kit provides enhanced stability, light and sound for higher-quality footage, the secure cloud-based platform and integrated app gives you flexible access, and the 24/7 editing team deliver fast-turnaround professional edits.

Coming from a production background, my partner Alex Hughes and I know exactly the kind of frustrations both clients and agencies face. We wanted the platform to make everything as streamlined and as transparent as possible. Features like our live chat, smart tags and brand compliance integrations mean our users are completely in control of how their content is created and distributed.

With online video expected to make up more than 82% of all consumer Internet traffic by 2022, video will increasingly be the most effective medium to reach audiences. It’s time for the PR industry to get behind the camera!