Take video inspiration from Gary Vee, says Shootsta Asia boss

Businesses should follow the example of marketing motormouth Gary Vaynerchuk and focus on producing more videos that aren’t perfectly “polished”, Shootsta’s Asia boss has claimed.

Gary Vee’s videos are ‘all a bit crap and shot on a phone, but get hundreds of thousands of views.’

Antoine Bouchacourt said the social media maverick’s videos reach hundreds of thousands of views despite the quality often being “a bit crap”.

Bouchacourt, whose company teaches Asia-based marketers to shoot and produce their own videos, argued brands should spend “less time thinking and planning” content production and more time creating it themselves.

“Anyone today can shoot video; you can just take your phone and do it very well,” he said.

“Brands are still in the mentality that videos need to have high-production values. But if you look on your social feeds, like Facebook and LinkedIn, you can see that quality of production doesn’t mean anything anymore.

“People are used to watching content on their phones. If you look at a guy like Gary Vaynerchuk, he posts videos five or six times a day. They’re all a bit crap and shot on a phone, but get hundreds of thousands of views because he’s charismatic.

“A lot of brands are stuck in the world that a video needs to be polished. That’s true if you’re L’Oreal and Nike – but even for them that’s only going to be 10 per cent of the content. But you can work with influencers and your employees, who can be advocates of your brand. That still resonates even if it’s much lower content.

“People spend too much time thinking and planning instead of doing. We want brands to take ownership of their content.”

Bouchacourt: ‘A lot of brands are looking to control a lot more of the content production.’

Bouchacourt previously spent four years at Brightcove before joining Shootsta in Singapore last May.

The business, which provides equipment and training for marketers to produce a minimum of four videos per month, now works with brands such as Cebu Pacific, Cathay Pacific, SAP, Oracle and Expedia. Currently employing six people, Shootsta now is set to expand into Hong Kong later this year.

And while many marketers were hesitant to try out the offering when Shootsta first arrived in Singapore, now they are warming to the concept.

Bouchacourt explained: “In Australia, they see the toys and they want to play with them. Here, there is more of a fear of making mistakes. Now we are in a better position than eight months ago. We have references who will say: ‘It’s not that hard to shoot your own video.’

Surely though, brands should be hesitant about putting out too much content in an era when consumers are being bombarded with videos and articles?

“If you want to build an audience, you need to put content out there regularly,” Bouchacourt counters.

“Not once a week or once a month, probably not even once a day. People who have 20 views on a video aren’t producing enough content. Brands have to look at influencers; they post hourly and that’s how they build their audience over time. That’s a long-term goal that takes maybe one or even two years. Even if you are a niche, you still need content regularly; otherwise why would someone follow you?”

“I think a lot of brands are looking to control a lot more of the content production. They’re now hiring content marketers. Down the line, I believe brands will expect their marketers to be able to shoot their own videos.”


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