Democratising Content With Video As A Service

Disrupting video content creation with an on demand, shoot it yourself service

The democratisation of content creation is a fully-fledged phenomenon. Digital technology has given us the ability to publish almost anything we like online, from photos on Instagram to live video on YouTube. For businesses, this means a multitude of new ways to build a media presence.

Yet in a world where posts can reach a worldwide audience in a matter of minutes, how can brands keep up with the pace? Their strategy must simultaneously harness the advantages of instantaneous media, whilst maintaining brand compliance and professionalism.

One company which helps businesses to navigate their media output is Binumi Pro, who have given organisations a way of creating dynamic video content where they stay in full control. Alex Hughes, Co Founder and CEO, told us more.

Content in your hands

A few years ago, Hughes – whose video production company shot and created branded corporate videos for events and conferences – began to notice an increasing number of clients filming videos on their own mobile phones. As the quality of smartphone cameras increased, his team started receiving more and more requests from clients to add this footage into their edits to make their content – as they felt – “more relevant.”

“These devices have changed the landscape of video production for us,” says Hughes. “Video is more accessible than ever, and most phones are even able to shoot in 4K. We started to ask ourselves if there was a way of harnessing this. Because actually, the clients are the right people to do the filming, they know what they want to get out of it, and with a little bit of support they can do it.”

Shoot video yourself – with a professional edit

The company’s offering includes a lightweight filming kit and online training sessions that enable clients to upgrade the stability, lighting, audio and composition of their smartphone camera footage. Video is then directly uploaded to a cloud-based platform for the Binumi Pro team to professionally edit.

“Essentially, it is the clients who shoot, moderate, and share,” says Hughes. “What we are able to supply is an experienced team to handle the editing. That’s the tricky bit in video production, and the part that clients can’t do as easily.”

Through this editing process, the company is able to tackle many of the common frustrations clients face when creating video content.

“Our in-house team is available 24/7 for fast turnaround, and the live chat and integrated briefing functionalities ensure clients have complete oversight across every step of the editing process,” Hughes says. “Client-approved access, individual team workspaces, and the ability to upload brand guidelines and compliance documents mean you have centralised corporate control.”

The platform has also been developed to act as a secure hub for clients to create, store and share their content, facilitating collaboration across organisations.

“We’ve got various levels of moderation and sharing ability,” explains Hughes. “Someone could go out and shoot, another might be able to add things, another might be able to share them, another may localise them for different markets, and so on.”

“That’s what we are really trying to do through our platform: facilitate collaboration and input from multiple parties no matter where they are in the world.”

The disruptive power of storytelling

In this business model, Hughes identifies a few key disruption points:

1) Speed – “Our clients can go to an event, shoot it, and within an hour have a 30-second clip they can share across social media. That creates relevance. You’re not creating a corporate video about an event two weeks later once everyone has signed it off. You’re sharing it when it happens.”

2) Opportunity – “We want to get our kits out to as many people as possible. Rather than have to put in a formal request for budget approval to hire agencies or a film crew, people can be reactive. If something happens in the news around budget day and you want to film a reaction from your chief financial officer, for example, you can do that and release it straight away. It’s relevant, timely, professional content.”

3) Control – “You can control how much video content you want to put out there, what you want to say and how you want to say it. What’s more, anyone can do it, from a junior person right up to the CEO. It creates a much flatter structure within the company when it comes to communications.”

Finally, this self-directed model monetises the costs of video production much more efficiently. In comparison to traditional video production companies, who typically charge a flat day rate, Binumi Pro charges according to editing time used, allowing clients to create professional content in a flexible way.

Content without the chaos

Binumi Pro’s services clearly tap into the zeitgeist – an ever-increasing pace of change – and the need for businesses to get on board. Typically, this is a struggle for big corporates, whose diverse operations and large size make dynamic action difficult.

How, then, have clients at incumbent businesses responded to the challenge of shooting their own video?

“People are keen to do it,” says Hughes, “but they are also a bit scared. They’re scared of saying the wrong thing if it’s going to be shared – even internally. What helps is that we can give them the tools to frame their video, be that from a legal compliance, a creative, or from a corporate identity and branding perspective.”

In many ways, this sums up the attitudes of large companies to all kinds of innovative thinking, and is a sticking point in corporate innovation that is yet to be solved. However, along with reservations towards accepting change in many organisations, is the recognition that it is inevitable, now more than ever.

“In spite of their caution, businesses know they need to do it,” Hughes says. “They just want to have a certain level of control. There’s a balance to be struck between producing standard corporate videos and then just putting everything on Facebook. We like to say we are user generated content without the chaos.”

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