How can agencies keep up with demand for video content?

For this reason, video creation platforms are increasingly becoming a recipe for success for agencies. How do they meet market needs? And how can agencies get fed and exceed their ROI without biting off more than they can chew?

The agency pressure cooker

The number of digital video viewers worldwide has risen to over 3.3 billion as consumers increasingly turn to short-form videos for brand research and interaction. As a result, the ability to produce high-quality content at high speeds in an efficient and scalable manner is more important than ever in today’s competitive agency landscape – especially with 44% of clients planning to take digital content production in-house this year.

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

It’s no wonder that 42% of industry leaders are worried about a loss in quality as a result.

New technologies increase quality and efficiency

These same industry leaders are now raising a glass to the emergence of end-to-end video content platforms that make it easier, faster and more cost-effective for agencies to create, distribute and measure video content than ever before. Because 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 enabling smaller agencies to compete with their larger competitors.

One of these platforms is Artlist, whose 27 million users include leading global brands such as Google, Amazon, Microsoft, Calvin Klein and Real Madrid FC. The platform offers a creative catalog of over 2.5 million high-quality, royalty-free digital assets, including music, sound effects, footage and templates, as well as creative tools such as 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 on powerful storytelling that creates an emotional connection with their audience. Our mission is to empower marketers and agencies to shape this story without limits, giving them the right tools and inspiration to create outstanding content.”

But what should agencies look for to get the most out of their investment as the video content market expands to meet the demands of a booming $480 billion creator economy?

1. Global reach and support, including licensing

Successful brands increasingly need to push boundaries to resonate with audiences worldwide. This means that content must be diverse and relevant to effectively reach global markets. The ideal content platform should provide global licensing coverage for all asset types and platforms without geographical restrictions. There’s nothing worse than creating content, going through the editing and approval process, and then discovering that an asset like a song isn’t licensed for a particular country or platform.

2. Wide selection of high quality, trendy assets

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

For example, travel giant Expedia used music to achieve greater storytelling impact in its video content, but managing individual song licenses globally was costly and time-consuming. By partnering with Artlist, the brand was able to save 20% of the time previously spent sourcing and reviewing content, allowing its team to focus on producing even more inspiring content.

3. Creative tools that streamline production

Choose video content platforms whose tools enable higher quality content production that meets a brand’s business goals more easily and efficiently. These can include, for example, text-to-speech AI language 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 about quality, diversity, uniqueness and originality,” says Ashkenazi. “Quality production is critical for agencies and is becoming increasingly important as the barrier to entry into the content creation market falls. To meet this need, we offer high-quality assets that are thoroughly explored and curated based on our analysis of big data and search trends, we then feed this information back to our content teams, who continually create premium, high-quality assets.

For more information about creating videos for all clients and channels in one place, visit Artlist.