Why Social Video Automation is the Holy Grail for Publishers

Posted by Raflin Sarkisyan on Nov 9, 2018 4:15:40 PM

 

Video rules the internet: the latest Cisco industry report estimates that by 2021, 82% of all consumer internet traffic globally will be from video. At the same time, audiences don’t tune in to watch entire broadcasts; instead, they demand the highlights in real-time.

Content publishers are meeting this demand with social video, defined as digital videos specifically designed for sharing on social media platforms with a specific business goal in mind.

Marketing professionals consistently share that social video content is the channel with the highest ROI. According to Social Media Today, social videos are 1200% more likely to get shared than links or texts. If content publishers don’t proactively create and distribute their content effectively, other players down the pipeline will reap all the benefits, ultimately hurting the brand image and bottom line of many companies who are unable to incorporate video marketing into their strategy successfully.

The story is pretty clear from a marketing standpoint: more social videos means better ROI. From a technical and operational perspective, however, this new reality can pose a significant challenge for your business. It says that to be competitive in today’s digital economy; you need to publish high-quality video content extremely rapidly, and at scale.

Meeting this demand is what video operations teams must set out to do. Since social video is the most promising growth channel for publishers today, production teams must laser-focus their goals around captivating the online consumer with video. Every sports match, awards show, festival, and news program needs to be packaged into snackable clips, ready to be shared across multiple platforms instantaneously and in real-time.

Automatic for the People

If you’re a broadcaster or you’re on a video production team today, there’s a high chance that your company growth plan already incorporates an aggressive strategy incorporating social video as discussed above. While video marketing has been proven to be the channel with the highest ROI, video content also happens to be the most cost-intensive to produce. To meet the increasing demand and your annual growth targets, you’ll need to optimize the video production workflow down to the smallest detail.

Disconnected teams, processes, and workflows directly cannot support the level of video output necessary to meet demand. Chris Pirrone, who manages USA Today’s digital sports publications, told the New York Times: “Traditionally we’ve employed teams — someone out shooting and someone able to cut up and produce the video. Doing that is one, expensive, and two takes a while to turn around.” Not to mention the packaging and processing of videos for a growing number of social platforms, each with their technical requirements and format specifications. With this in mind, end-to-end video creation and distribution could feature integrated tools that digital teams can use to dramatically scale the creation of social video content and decrease the requirement for high-touch, time-consuming production workflows.

Video Production Automation

Optimizing the Production Workflow with Automation

Live video editing and publishing tools like Wildmoka facilitate the production workflow from creation to packaging to distribution. From its origin as a live video clipping solution, Wildmoka continues to develop its platform and products to meet the needs of the industry. Automation lies at the heart of a significant part of its evolution.

Artificial Intelligence (AI) technologies such as machine learning are leveraged to offer more accurate and faster editing, resulting in a more agile workflow for your production team. For instance, the Wildmoka platform can detect goals (and other "key events") in a soccer match, and automatically clip the relevant section of the video, in quasi-real time.

Here are just a few of the advantages of incorporating automation tools into your workflow:

  • Remove barriers between creative, business, and technical teams to foster more collaboration
  • Eliminate time-consuming manual tasks that no employee wants to do
  • Free up employees for forward-looking, high-value activities like innovation and planning
  • Decrease the amount of time needed in each production cycle
  • Optimize production staff-hours and free up budgets
  • Have more visibility and control in the end-to-end production process
  • Empower non-technical teams to distribute content without requiring advanced training or background
  • Increase productivity and ROI (and happiness!)

Case Studies

During the award show, editorial teams used Wildmoka to live-edit clips and distribute across social media practically in real-time. This level of easy-to-use editing tools and live metrics analysis is only possible with automation and allows non-technical teams to push the most engaging content and ultimately drive the most revenue.

beIN SPORTS

The sheer volume of content and audience in the sports industry make it particularly interesting for automation disruption. Video 

Bein Sport logo

operations and editorial teams need to closely collaborate to deliver critical moments from every match, across languages and time zones.

beIN SPORTS partnered with WildMoka to develop a mobile-first experience that would give their audience real-time notifications paired with high-quality video clips.  Using Wildmoka Sports Studio, beIN optimized the workflow with end-to-end automation, including ten parallel stream ingestion and DRM-encrypted content pushes, while still allowing for editorial control and manual intervention to create the best possible highlight reels, end-of-game summaries, and end-of-day summaries. This fully automated system has resulted in over 50,000 clips generated and an average of only a few seconds between live broadcast to clip consumption. Wildmoka also enables end-users to quickly add customized calls-to-action to encourage fans to go deeper into the content.

FRANCE TELEVISIONS

The French public broadcaster chose the Wildmoka platform to undertake an ambitious digital strategy with the goal of captivating its audience across TV, web, mobile, and social. Wildmoka delivered a fully-scalable, customized solution that allowed FRANCE TV to share content between numerous content management systems (CMS) and content delivery networks (CDNs). The resulting solution can ingest over 30 streams, 24 hours a day, seven days a week. Automated 1-click publishing empowers editorial teams to deliver content across 200+ networks, automatically tailoring the content’s format specifications to each one.

France Televisions logo

The platform allows for easy user access and permissions management, ensuring that even with a mass content delivery operation, every piece of content is high quality and accounted for. The solution uses AI to automatically add the subtitles and translations for the company’s programming, including live broadcasts like the Olympic Games. Marketing teams were able to exponentially increase the number of digital campaigns and maximize ad revenue.

 

FOX

Video operations teams are often so busy with pre-production that they miss opportunities to create and deliver content that generates buzz in the lead-up to a broadcast. Moreover, video teams don’t have the headcount 

Fox logo

needed to create more content. To deal with this problem, Fox Broadcasting Company (FOX) used Wildmoka Moments Share

to harness their enormous audience to market the 67th Emmy Awards themselves. Moments Share allowed anyone with a computer or phone to generate their short videos of highlights from the Emmy archives, transforming the audience from passive consum
ers to 
active content creators. Instead of having to hire a team of people to comb through hundreds of hours of archival video footage, FOX empowered the audience with user-friendly tools which integrated seamlessly with social networks, unleashing the power of virality and putting the consumer first.

Topics: Social media, Social video, Case Studies, Automation, Client Success, Video Monetization