Despite the clear benefits of incorporating video into their digital strategies, many brands encounter significant challenges in developing and deploying videos at scale. At Shoptalk EMEA, we shared insights from a recent survey commissioned by Cloudinary that sheds light on the top three obstacles that brands face in their quest to deliver an effective, scalable video strategy.
One of the primary challenges highlighted by the survey is the shortage of time and skills necessary for shooting and editing video content. While 78% of respondents recognize the importance of video in building trust and confidence, and 65% use it to enhance market awareness, the process of creating video content remains a bottleneck. Brands find themselves struggling more with creating video variants for different channels and devices (58%) than producing original videos (46%). Additionally, 24% of respondents face prolonged delays in video publishing, with only 49% managing to publish videos in under an hour.
Effective collaboration between creative and developer teams is crucial for seamless video delivery and faster time to market. But many brands experience significant inefficiencies in their post-production processes, negatively impacting their collaborative efforts. The survey reveals that managing requests and feedback (46%), lack of knowledge of technical best practices (33%), and visibility into developer timelines (31%) are the top challenges hindering effective collaboration. These inefficiencies slow down the process, making it difficult for teams to work together harmoniously.
Managing various video formats and maintaining asset quality from creative partners is another major hurdle. Brands often struggle with supporting multiple file formats (45%), obtaining web- and mobile-optimized files (41%), and facing delays in asset delivery (38%). This complexity necessitates specialized tools that can streamline the management of video assets, providing greater control, customization, and optimization to ensure high-quality video content across all platforms.
Despite these challenges, there is an overwhelming recognition of the need to integrate more video content into digital strategies, with 81% of respondents planning to increase video integration across their websites and mobile apps. To overcome these obstacles, brands must leverage advanced video technologies that enhance efficiency and scalability.
Cloudinary’s AI-powered tools offer transformative potential by simplifying video workflows. Automating tasks like tagging, editing, and optimizing video content allows brands to focus on strategic initiatives such as design, branding, and content moderation. By implementing Cloudinary’s image and video API platform, brands can accelerate their video time-to-market, ensuring a seamless and profitable video-rich experience at scale.
To explore how Cloudinary can revolutionize your video strategy, contact us for a free demo.
