In the fast-paced world of media, video content has become not just an option, but a necessity. The Sun recently announced that video is now at the heart of everything they do, a move that has set the tone for the industry. But the reality is, video should always have been a priority. When you think of a compelling, hard-hitting story, reading it is one thing, but seeing it unfold through a visual narrative offers a completely different, far more immersive experience.
As media continues to evolve, it’s clear that now, more than ever, we need to elevate content by putting visuals first. This shift isn’t just about The Sun’s approach to political coverage or breaking news; it’s a strategy that all brands and agencies should adopt. At 72Point, we echo this message and encourage brands to make video a core component of their campaigns—not just an afterthought.
Why Video is No Longer an Add-On
When planning any campaign, you should be thinking about video from the outset. What content can be generated from your project? How can you visually bring this story to life? Done right, video can elevate a campaign to a new level, making it worthy of awards, shared by millions, and even sparking conversations and debates.
Clients today are increasingly looking for video content that is versatile and engaging. They want visuals that are not only creative but also capable of driving conversations across platforms. The days of treating video as a ‘nice-to-have’ are over. Now, it’s a must-have.
Whether it's behind-the-scenes (BTS) content, interviews, or visually dynamic stories, incorporating video into your strategy from the beginning is essential. Video should be a consideration from the moment budgets are allocated—not something added at the last minute.
Thinking Beyond the Screen
For any campaign, consider how you can utilise talent, create social engagement, and craft content that will resonate with audiences across multiple platforms. At The Sun, video production is at the core of their strategy, and it’s integrated seamlessly into their website, social channels, and even their print edition, where video snippets transform into compelling articles. This multi-channel approach extends the life of content, increasing its reach and impact.
The success of video-driven strategies like this should push brands to ask themselves: How can we elevate our content? How can we create visual stories that captivate and inspire?
Elevate Your Campaigns with Video
In today’s media landscape, thinking of visuals as a "bonus" is no longer acceptable. From the outset of any project, budgets should include video and pictures as staples. Whether it’s for a social media campaign, a brand launch, or a newsworthy project, video has the power to make your content shareable, relatable, and memorable.
At 72Point, we are committed to helping brands and agencies take their visual content to the next level. We understand the importance of creating videos that not only tell your story but do so in a way that resonates, engages, and builds a lasting impact. Now is the time to make video a priority in every campaign.
Let’s take a page from The Sun’s playbook: Visual is the future, but it should have been our focus all along.