“Culture Videos and the Future of Video” with Kurt Schneid

“Culture Videos and the Future of Video” with Kurt Schneid

In today’s episode, we talk about the power of culture videos with Kurt Schneid, an executive producer at Brand Ready Media, a video marketing and production firm. A culture video works for you in a lot of ways, from speaking to customers to speaking to future employees. 

The future of video marketing lies in the exploration of mixed reality technologies, and Kurt pulls in a sci-fi example I love!

Here’s the Episode:

Well, video’s a great way to do that. That culture video will not only empower the employees and showcase their hard work, but also help attract the right people and raise the morale. When potential clients see what a great culture you have, how happy your people are, how much they love their job, how authentic the passion that they have is, they go, “That’s the kind of company I want to hire.” Again, people are savvy and they want to know that their spending dollars are going to a place that they like, that they agree with.

Ruth: Right. A place that aligns with their values. That’s probably part of the reason why Amazon has been getting into hot water. People are starting to feel like Amazon’s values and beliefs, as well as what they say, don’t align with what Amazon actually does. That could be a whole other topic, but I feel like that’s a good example because it is something that’s coming up. 

Read more about conscious consumerism in this blog post.

So knowing exactly what’s going on behind the scenes is becoming incredibly important, especially as we’re seeing more and more startup companies. Everybody knows that startups can be really high-energy, and sometimes that’s good! Depending on the culture though, that could also be bad. It could be bad energy. So yes, good energy means people will stick around, but bad energy means that they will leave.

Kurt: When you’re doing these culture videos and interviewing people, you really get a sense for what the truth is. If somebody sits down and they go, “Wow… I really love my job… I feel so secure here…” You can hear it, you can see it in their face. The opposite is also true. There’s people who sit down in a chair and they go, “Bam! I love it here! I love coming to work!” You can hear it, you can feel their energy. 

You mentioned Amazon, but one of the sandwich shops in recent years also had a huge financial hit because  their owner was a safari hunter. From one standpoint, hunting is kind of a tried-and-true activity in our culture and, as an environmental activist, I personally have mixed feelings on it. 

When that information was released on social media, the court of public opinion crucified that company. It cost a lot of money, not just for that individual, but the whole organization. Everybody who had invested time, effort, money in building that organization. So if you’re a leader of an organization, you turn around and there are people behind you supporting you, there’s a moral and ethical responsibility you need to acknowledge and maintain based on what you show in the public arena. 

Ruth: I feel like a lot more of those issues are going to come up as people’s more private things become public on social media and as the court of public opinion changes. 

So let’s talk about the future of video. You’ve been in this business for 18 years, so you’ve seen a lot of changes. Based on what I understand about technology and how the changes in technology manifest, they compound. So we always see compound growth in technology. I have to imagine that you’ve seen some pretty amazing changes even in just the last few years. 

Where Do You Think Video/Content Marketing Is Going in the Next Few Years, Based on What You Think Might Be Possible? 

Kurt: Well, the truth of the matter is that content is still king, and for all the right reasons. So you’re in a good spot because without quality content, you got nothing. You can have the flash, the bang, the cool fonts and the driving music, but if there’s nothing of substance there, it’s just gonna fade away. But quality content lasts. 

When I was a kid, we still had Forty-fives, cassettes, and CDs . With each new iteration of media, I heard people saying, “The 45 is dead. There’ll never be another 45. The cassette is dead, and there’ll never be another cassette.” Now,  4K is in and HD is dead. 

I remember the fax machine. Once we got email and scanners, the fax became outdated. But then all of a sudden, as faxes became rarer, a phenomenal opportunity popped up for marketing people. Because if you sent a fax in 2010, people got it. And they looked at it. Marketing is about managing and directing attention, getting images and messages in front of eyeballs. Sending a fax in 2010-2012 could have been the best way to reach the people you wanted to reach. They got a thousand emails a day, and radio is too expensive, so how do I reach that person? You’re going to go back and utilize the right tool for the job. 

As you look into the future, there’s virtual reality, augmented reality, and mixed reality. VR is incredibly exciting. It’s mind-blowing. I have never experienced anything like it. It’s addictive. If you think television is addictive, wait until you see virtual reality. 

There’s a book that incorporates it into the plot. It’s called Ready Player One. I don’t know how we can avoid getting immersed in that world, in that life. How do you avoid not wanting to be in there? One of the VR experiences that I was in was a space station. It showed a first-person perspective, as you’re floating through the space station. I felt like I was floating through this space station to the point where I almost felt nauseous. 

From a marketing standpoint, there’s a gazillion applications. When you start bringing in artificial intelligence, there’s even more uses. For example, a website typically has a Frequently Asked Questions page. If you’re having a problem, it’s probably covered in here. Well, AI is the next iteration of that. Being able to have a very personable bot answer questions, deal with things, and acquire information that you need, it’s amazing what you’re able to do. 

I’ve seen newscasts where they use some virtual or augmented reality to show water levels or storms, and it’s amazing! The massive jump that we’re taking in the viewer experience is incredible. 

If you go to an amusement park and you go on some of these rides, they actually have heat or water that’s incorporated in the virtual reality experience. It’s incredibly immersive, and as the brain gets all those sensations, the memorability of that experience is very much heightened. 

And it comes back to the principles of marketing. We’re trying to direct and capture attention. We’re trying to leave an impact on the audience. Virtual reality, augmented reality and mixed reality are on a whole new level.

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