MarTechSeries: Interview with David Mason, CEO and Founder, StudioNow

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Tell us about your role and journey into technology. What made you start StudioNow?

I have been an entrepreneur for the past 25 years. Along the way, I have dabbled with having a normal job here or there, but always found that my passion was to create ideas and companies from scratch. My key ingredients have always been to identify a large-scale trend (internet retail, WiFi communications, digital video, etc.) and then create a new business model for that industry that utilized technology to disrupt the status quo. I started one of the first internet bookstores in 1994, which later became Buy.com, which was then sold to Rakuten. I started StudioNow in 2007 because I was taking a ton of birthday and vacation pictures of my five- and two-year-olds at the time and never got around to doing anything cool with that content. While thousands of these pictures and videos were clogging up my hard drive other and more experienced individuals with film school backgrounds and editing software were uploading funny and entertaining videos to YouTube and generating millions of views. My original idea was to create a marketplace where less experienced individuals (people like me) could be matched with video experts to turn their pictures and videos into something that was worth watching. StudioNow 1.0 was born and on the first day, we had about 80 video professionals sign up to be part of the StudioNow Creative Network. Fast forward to today, and we now have over 10,000 creative vendors from mom and pop creative shops to some of the largest, high-end production companies in the world. We stopped making video content for individuals in 2008 and our software platform now manages the video creation process (vendor sourcing, bidding, project management, contracting, payment, etc.) for some of the largest companies in the world, including Coca-Cola, P&G, HP, Bridgestone, etc.

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Top 7 Powerful Video Marketing Trends for 2017

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The current video marketing trends both shape and are shaped by the platforms used and the consumers viewing. It’s important to understand what works and what doesn’t, while also keeping an eye to the future of video production and brand awareness. These 7 video marketing trends are everything right now, but don’t get too comfortable. Change is always on the horizon.

Influencer Teams

Influencer marketing is having a moment right now, even with a few faux pas surrounding the Fyre Festival a few months ago. In fact, 92% of buyers still trust the word of a person over a brand. To maintain that power, influencers are joining together, creating power teams like Jake Pauls’ TeamDom. Expect to see more teams form as Jake’s new venture has potential for a combined 7 billion views and 40 million followers. 

Multiple Platforms

Generation Z already holds $44 billion in spending power. Include the influence they have within the household, that number can rise to $200 billion. Those buyers use five screens seamlessly on a daily basis, moving from TV to phone, to desktop, to gaming devices, to tablets. Millennials, who spend $65 billion and influence up to $1 trillion in spending each year, bounce between three screens. Your video should be optimized for all of them.

Facebook Video

People may now watch 1 billion hours of YouTube per day, but marketers still have their eye turned more to Facebook video. Right now, 100 million hours of video are watched each day on Facebook. Brands seem to prefer Facebook, according to the latest reports, because of the native properties.

Web Design Integration

Good web designers know that something—anything—must catch the attention of a site visitor within mere seconds, or that user will bounce. Video seems to be the answer to all their wishes. If people spend an average of 2.6 times longer on pages with video, then bounce rates are sure to improve. And if the video is incorporated into a landing page, conversion rates can increase by 80%.

Clash of the Stories

Watching Snap Inc.’s stock plummet since it's widely hailed IPO might be enough to convince many that the disappearing content fad is fading. Nothing could be further from the truth. Instead, most other social networks have created their own version of the feature, including Instagram Stories, Facebook Stories, and WhatsApp Status. In fact, Instagram Stories has far outstripped Snapchat for number of users.

Short Attention Spans

Consumers still love a good story, but now we have to tell them in eight seconds or less. That’s the general attention span for a Generation Z consumer. Beyond attention span issues, you must also deal with the buying public’s avoidance of ads. YouTube has picked up the trend, using six-second bumper ads for their longer videos. Facebook isn’t far behind, as it preps brands to cut videos to six seconds. 

The Future: The StudioNow Platform and Creative Network

The idea of creating marketing video can be overwhelming, especially to new brands and smaller businesses. Our platform takes the guesswork and intimidation out of commissioning video production, allowing you to source and evaluate proposals and consolidate vendor management and billing. In other words, we make all the current trends even easier.

StudioNow is here to help you harness the power of these trends in your video marketing. With an eye always to the future of video production for brand awareness, we’re on top of the trends as they’re forming—as evidenced by our proprietary platform. If you’d like to schedule a demo of the StudioNow platform, give us a call.

 

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Michelle Kraker
ABOUT THE AUTHOR | Michelle Kraker

 

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