Authenticity, Audience and Budget – Panel on Video Content Discusses What’s Most Important

By the end of this year, video will account for 74 percent of all content on the internet. If that’s not enough to convince that that you should have a video strategy, then maybe the fact that using the word “video” in an email subject line boosts open rates by 19 percent.

Currently, there is more video content uploaded to the internet in one month than TV has created in the past three decades. But that doesn’t necessarily mean the video content is any good.

Why is it having such a surgence? (That’s right, a surgence – not a resurgence, because this is the first-time video is truly taking over.) It’s partially due to technology! 33 percent of tablet owners watch about an hour of video on their devices every day, and 28 percent of smartphone users watch a video on their devices at least once a day.

Convinced that a video strategy is necessary, but want to know what to do next? Our latest program, Investing in Video Content: Boom or Bust? discussed just that. If you were unable join, you missed a great evening full of insights from panelists Tim Wainwright of Lunchpail Productions, Paul Casinelli of Brightcove, and Rod Smith of Bennett Group, moderated by Rich Swietek of Friendly Giant Marketing.


The panelists discussed how to best use video content, from strategy to creation to distribution, touching on each of their areas of expertise. See below for a recap of the event, key takeaways, and insights any marketer should be aware of when it comes to video content.


  • It’s important to be true to the brand. Consumers can smell when something is disingenuous. – Tim Wainwright
  • When it comes to creative, always try to be smart and relevant. Most importantly, keep it authentic and genuine. – Rod Smith


  • Clicks are important, but completion is more important when there is a call to action at the end of the video. – Tim Wainwright
  • When it comes to metrics, there is no holy grail – they’re all important. Overall views, how long the viewer watches for, what time they drop off, if they engage with the video on social media by sharing, liking, or commenting on it, if they take the next step when there is a call to action. – Paul Casinelli


  • Editing is important, but if the idea is awful the begin with, no amount of cutting will make a difference. – Paul Casinelli
  • It’s easy to waste money if a video is poor quality, used on the wrong audience, and has inconsistent messaging from previous videos the company has distributed. – Rod Smith
  • Certain shooting styles and looks are better for specific audiences. Sometimes you want user-generated on an iPhone, sometimes you want it to look slick. – Tim Wainwright


  • There are three key things to determine before you get started: messaging, budget, and schedule. – Rod Smith
  • Match the budget to the expectation and creative at the beginning. You can always make a great idea at scale. – Rich Swietek
  • Start small. Your video doesn’t need to be a ground-breaking Super Bowl ad. Do what you can with the money you have. – Paul Casinelli


  • Technique and story-telling are both important, but the most important part of a video is understanding if it connects with the audience. – Tim Wainwright
  • Even before strategy, a brand needs to do their research and understand their audience. You need to do your homework. – Rich Swietek

And don’t forget the last piece of advice shared for the evening – always get a release!


Throughout the year, the Publicity Club of New England puts together organizational tours, networking events, and presentations and panels featuring industry experts. Check out our program archive to learn more.

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