Suravi Regmi

Longer formats of videos are starting to get more discoverable for video outsourcing companies and audiences as they ease better storytelling and brand development. Of many acquaintances in our daily lifestyles, we have been able to contribute in building experiences with the use of the internet in the time of the COVID-19 pandemic over the past two years. At times, the Nepal government announced lockdowns which limited the office or job-related activities only to the reach of an internet-linked laptops or mobile phones. However, talking about the work productivity, it can be said that people have succeeded in broadening their ambit of knowledge by developing skills to create online videos that talk of acknowledging new skills in the fields of school education, marketing, media, parenting and many more areas.

Digital video consumption has been rapidly increasing in the urban centres because technology using consumers can manage to stipulate their monthly budget on installing an internet browsing wifi routers in their houses. It can be evident that viewers who view video contents at an increasing rate on a daily basis say that they plan to maintain their time to watch videos in the same ratio during post-pandemic stage as well.

As stated in, Globalmediainsight.com, in 2021, India had the highest number of YouTube users, projected at 225 million. And among that sample population, people of younger generation are likely to favour watching video contents. According to a survey, people ranging in between 18-34 years are 1.5 times more reacting to a video developed by a brand as compared to a layman video. 

Powerful storytelling
In this challenging marketing environment, a good marketer should not just create a visually impacting and informative content, but also a content that can evolve the concept of video making. Companies should develop narratives for both powerful storytelling and message broadcasting through videos. But in order for advertisers to build demand for brands and grow their businesses, they need to do more than just broadcast a message to break through.

Marketers have a plenty of choices when it comes to finding resources for making videos and also regarding the options related with using research information to generate creative, message bearing videos. Companies can smart serve the purposes of video making to fit in with video marketing goals. YouTube is the most buzzing place to start creating videos.  It can help create views and subscriptions from moderately high to skyrocketing high amounts that may range to millions and billions.

A YouTuber can generate income once every 1,000 subscribers and 4,000 watch hours criteria for a video is achieved. However, not all videos receive the same amount of payment for every 1,000 subscribers and 4,000 watch time. The payment varies according to the quality of the video uploaded by the YouTuber and the frequency of sponsored advertisement being displayed in between the time the video is streamed in YouTube.

These days the marketing departments of colleges and universities outsource video creating agencies to craft world class educational videos which help attract a huge numbers of national and international students to universities. They conduct webinars for possible admittees which help them progress through the pre- and post-admission requirements into the universities. The admission authorities also attach a link which talks more of a university environment in the webinar chat boxes.

Webinars are, in a way, are great platforms to use videos for creating a benchmark about a product prototype or a final product. Webinars are constructive in opening doors for customers to raise questions about product performances. Softwares like GoToWebinar or Livestorm makes it possible for businesses to automatise product inquiry webinars.

Opportunity
A recent achievement can be marked by the attempt of Netflix, an American movie streaming service. Its specialist team organised a pilot screenwriting webinar project to host the potentialities of unexplored areas of video making and the flaws of existing video streamed online or in the form of short and long movies.

In the context of Nepal, such opportunities seem to appear farce and the country’s laws hardly cover any proper sections for investments in national level video making teams to cater the needs of video informatics and streaming trainings. However, some international agencies like the World Health Organisation are funding the national governments around the world to create videos linked to maintaining healthy and safety measures during the COVID-19 crisis. Nepal government should also utilise the funds obtained in the name of tax revenues to make investments in national level video making experts.

(Regmi is a BBA graduate in marketing from Kathmandu College of Management. suraviregmi50@gmail.com)