In the ever-evolving landscape of video production and content marketing, brands are under increasing pressure to produce the perfect commercial or video content. While the idea of "going viral" tantalizes many, the reality is more nuanced. Welcome to the world of Asset Libraries—your newfound best friend in video production.
The Traditional Approach to Video Production
Traditionally, brands and their partnering production companies focus on crafting the singular, "perfect" video. This one-off approach often aims at meeting specific goals like branding or promotions. However, it largely ignores an essential aspect—repurposability.
The Asset Library: A Paradigm Shift
Instead of aiming solely for that one video, Mile 80, a forward-thinking production company, suggests focusing on creating an Asset Library. An asset library is an organized database containing various elements—live action footage, animation elements, soundtracks, call-to-actions, and more. These elements are designed not only to contribute to your immediate video needs but also to offer options for future content.
Versatility & Value
The real value of an asset library comes in its versatility. For instance, an initial commercial project can be broken down into its components—interviews, B-roll, animations, etc.—all of which can be repurposed. These individual pieces can then be reused for various other projects like social media posts, paid ads, and future promotions.
The Budget Advantage
Taking the asset library approach not only adds depth to your branding strategy but also makes financial sense. With a rich library, you're investing in future projects without even realizing it. This way, you can maximize the content captured within your budget.
It's Not a Compromise, It's an Upgrade!
Now, some brands may worry that focusing on an asset library will dilute the impact of their current project. The truth is, you can still have your dream commercial while also contributing to your asset library. It's about reshaping the way you think about video production and content marketing.
Going Beyond Live Action: Animations & Designs
The asset library concept is not just restricted to live-action. It extends to animation and design assets as well. For example, individual files from a motion design for a big event can be repurposed in keynote presentations or other promotional material. It's like having a multi-purpose tool in your branding kit.
Leveraging Technology
As technology advances, options like upcycling and reediting have become more accessible. Unlike traditional TV ads that lack clear performance signals, digital platforms offer real-time insights. This valuable feedback can guide your content marketing strategy, allowing for agile and responsive action.
Organizing Your Asset Library
The success of an asset library relies heavily on organization. Whether you're a small business or a large enterprise, make sure you:
1. Negotiate Source File Access: Make sure your production company provides access to all source files.
2. Invest in Online Storage: Choose a secure and accessible online storage system like Google Drive, Dropbox, or OneDrive for easy sharing.
3. Maintain Brand Guidelines: Consistency in elements like color schemes, motion styles, and other branding components is crucial.
The Final Takeaway
In a world where content is king, an asset library can be your queen, knight, and castle—all rolled into one. It provides the versatility to adapt to market changes, empowers you to optimize your budgets, and ensures your branding remains consistent and powerful.
So the next time you engage with production companies for commercials or any other content marketing needs, think not just about the immediate project. Think about how it can serve your brand for years to come.
