How can agencies keep up with video content demand?

That’s why video creation platforms are fast becoming a successful agency’s meal ticket. How are they meeting market needs? And how can agencies get their fill and exceed their ROI without biting off more than they can chew? 

The agency pressure cooker

The number of digital video viewers worldwide has climbed to more than 3.3 billion as consumers increasingly lean into short-form videos for brand research and engagement. So the ability to produce a high velocity of quality content in an efficient and scalable way is more important than ever before in today’s competitive agency landscape – especially with 44% of clients planning on taking digital content production in-house this year.

Agency leaders will tell you that they’re having to do more with less when it comes to sourcing and creating high-quality, on-trend brand content for their clients. Traditionally non-creative teams are increasingly getting involved in asset production to keep up with the demand for content, with 60% grappling to understand how they can get their assets to market even faster.

It’s little wonder that 42% of industry leaders are subsequently worried about a decline in quality.

Emerging tech boosts quality and efficiency

Those same industry leaders are also now raising a glass to the emergence of end-to-end video content platforms that are making it easier, faster, and more cost-effective for agencies to create, distribute, and measure video content than ever before. As these platforms handle all phases of video creation, from ideation and scripting to filming, editing, and distribution in a centralized workspace with real-time performance tracking, their content is more data-driven, seamless, personalized and agile. And agencies can create professional-quality content with smaller teams, reducing labor costs and allowing smaller agencies to compete with their larger peers.

One such platform is Artlist, whose 27 million users include top-tier global brands like Google, Amazon, Microsoft, Calvin Klein, Real Madrid FC. The platform offers a creative catalog of 2.5 million+ high-quality, royalty-free digital assets, including music, sound effects, footage, and templates, as well as creative tools like an AI voiceover, and advanced video effects plugins.

Amit Ashkenazi, Chief Strategy Officer at Artlist says: “Today’s successful brands know that effective content is based around powerful storytelling which forms an emotional connection with their audiences. Our mission is to empower marketers and agencies to create that story without limits, giving them the right tools and inspiration to make standout content.”

But as the video content market grows to meet the needs of a booming $480 bn creator economy, what should agencies look out for to get the most out of their investment? 

1. Global reach and support, including licensing 

Successful brands increasingly need to cross borders to resonate with audiences worldwide. This means content must be diverse and relevant to reach global markets effectively. The ideal content platform should offer worldwide licensing coverage across all asset types and platforms, with no geographical restrictions. There’s nothing worse than creating content, going through the editing and approval process and then realizing an asset like a song isn’t licensed for a certain country or platform.

2. Wide variety of quality, on-trend assets

Pack more of a creative punch and avoid content fatigue by ensuring you have access to as many quality assets as possible, ideally created by world-class artists.

For example, travel giant Expedia uses music to deliver more storytelling impact in its video content but managing individual song licenses globally was costly and time-consuming. Partnering with Artlist, the brand saved 20% of the time previously spent on content sourcing and vetting, freeing its team up to focus on producing even more inspiring content.

3. Creative tools that streamline production

Opt for video content platforms whose tools enable higher quality content production which meets a brand’s business objectives more easily and efficiently. For example, these can include text-to-speech AI voice generators with an exclusive catalog of moods and styles, advanced video editing plugins, and AI-powered search functions that include intuitive filters or personalized recommendations.

"From a content perspective, it's all about quality, diversity, uniqueness, and originality," says Ashkenazi. "High-value production is crucial for agencies and is becoming increasingly significant as the barrier to entry in the content creation market lowers. To meet this need, we offer quality assets that are thoroughly scouted and curated based on our analysis of large volumes of data and search trends. We then feed this information back to our content teams who consistently create premium, high-caliber assets."

For more information on how to create videos for all clients and channels, in one place — go to Artlist.