Interview: ‘Everyone needs to be a content creator in today’s marketing landscape’

Interview: ‘Everyone needs to be a content creator in today’s marketing landscape’
31. January 2020 Nina Walloch

Interview: ‘Everyone needs to be a content creator in today’s marketing landscape’

Zohar Dayan - Wibbitz - Ubermetrics

Video content continues to be a very effective element of digital communication strategies. Videos are found to be more engaging and memorable than any other type of content. Studies have shown that 50% of people, in fact, prefer branded videos over text. Video content can also increase conversion rates by 80%.

Today, video is, therefore, key to successful content marketing and one of the most effective ways for communication pros to achieve their objectives. That’s one of the topics we discussed with Zohar Dayan – Co-Founder and CEO of the automated video creation platform Wibbitz. We also spoke with him about success factors of effective video strategies, best practices for measuring video ROI and the impact of new technologies on video content marketing.

Zohar Dayan WibbitzWhat does Wibbitz do and why should digital communicators work with your platform?

Wibbitz is an automated video creation company that gives any team the freedom to produce professional short-form video content. Brands like Bloomberg, Hubspot and FleishmanHillard use our online video creation platform to quickly create their own videos for social media, news coverage, marketing, communications, recruitment, events and more. Wibbitz is the ideal solution for any digital communicator looking to succeed in today’s video-first world – whether their team is lacking in video experience, or is looking to scale their current efforts. 

Why did you decide to start a video technology company?

I’ve always believed in the power of storytelling – it’s essentially the most powerful way to share information and connect with people. And over the past decade, with the popularisation of smartphones and other mobile devices, the way that people consume stories has become increasingly visual. If an image can convey thousands of words, video can tell a thousand stories in just a few seconds. 

Of course, video requires a lot of resources, manpower and knowledge which limits many storytellers’ potential to share their stories through this medium. Which made me think – what if there was a tool that could take care of the heavy-lifting and automate the mechanical and repetitive work of video production? I wanted to develop a tool that can be used by all teams, with or without video skills, to quickly and easily create professional-quality video content.

Why does video content marketing work and how does it fit into wider marketing and PR strategies?

Video performs better than any other content medium – across the board. It’s been proven to improve search rankings, time on site, conversions, social engagement and even trust in a brand. Plus, it’s a great way to repurpose existing content and make it more engaging in the process. It can be used to improve any campaign, at any stage of the funnel, across every online platform. Here are some great video practices for PR professionals specifically.

What are important features of video creation platforms? What makes a platform a great one?

First of all, it needs to be super intuitive and easy to use. Customisation capabilities are extremely important, but so is user experience. A video creation platform should provide the perfect balance between customisation and automation – so that it can take care of the heavy lifting, but still give enough options for users to make videos that will fit their brand and stand out from the rest. The best platforms will also provide ready-made content around each day’s trending stories that users can use as their own and a large library of images, videos, GIFs and soundtracks that users can drag and drop into their videos without needing to shoot their own footage or search and pay for additional media outside the platform.

Video creation platforms also need to be readily accessible – i.e. online or cloud-based – so that multiple people on one team can work on videos in one place, all changes will be instantly updated and users don’t need to take up massive amounts of storage space to keep their creations in one place. The best online platforms can accommodate several users under one or more accounts and provide a solid organisation and tagging structure for easy collaboration across teams. 

What type of clients use your platform? Can you share some great examples with us where clients used Wibbitz successfully? 

Wibbitz powers short-form video creation for teams in every industry, for every use case – from media brands like BET, Forbes and Bloomberg to retailers like Birchbox and Vitamin Shoppe and agencies like FleishmanHillard and Bertelsmann. Hubspot is a great example for the B2B marketing use case – since working with Wibbitz, they’ve cut video production time from 2 hours to 20 minutes and have improved processes across their global offices to scale video for Facebook in 6 different languages.

Will video dominate all other content marketing formats?

Yes – and I think by now most marketers understand that video is the key to a successful content strategy. A recent survey we conducted showed that both Millennials and Gen Z audiences spend more time watching videos than reading articles. And this is a trend we’re seeing more and more of: On Instagram, users spend 69% of their time watching videos. Video is already king, but I believe we will continue to see video dominate the content marketing landscape.

What competencies do communicators need in order to create compelling video content?

That really depends on what tools they’re using: Without platforms like Wibbitz, digital communicators would need to be armed with a vast knowledge of complex video production and editing programs that can take years to perfect. But, thanks to the video technology we have today, Wibbitz is able to turn all of those complex and labour-intensive tasks into quick and simple ones that anyone on your team can master – even those with no video experience at all.

What do digital communicators need to keep in mind for successful video content marketing?

If you want to build a successful video marketing strategy you need to meet your audience where they are. That means your strategy should be cross-channel and multi-format. Both YouTube and Instagram are among the top 3 favourite social video channels of Millennials and Gen Z audiences. So, for example, when you’re crafting your video marketing strategy for Instagram, think about the many ways you can communicate with your audience – grid, stories and IGTV. That’s three different formats right there – and you need to be creating video for each one.

What are best practices when measuring the success of video content marketing?

When planning your video content strategy, pinpoint which metrics you’re aiming to grow with each piece of content you produce. The ROI videos produce depends almost entirely on knowing the exact KPIs you’re targeting – and not all videos are meant to do the same thing.

Consider the following measurable goals when planning so you maximise the ROI videos get:

  • Boosting subscribers
  • Increasing leads
  • Making more sales and/or higher-value sales

Stay focused on setting the right goals for each piece of content you produce and accurately measure the results and you’ll be well on your way to boosting the ROI videos bring in for you.

How are new technologies, AI specifically, impacting Wibbitz? How will new technologies impact video content marketing at large?

The true power of AI lies in how it works with humans, instead of for humans. I believe that the marriage of AI, human creativity and empathy is what essentially will boost our productivity and quality of all kinds of work to a whole new level. As we work to improve our AI technology, we always make sure that the user experience helps inspire creative ideas and that there’s always room for human perfection in the creation process.

I don’t think it’s an exaggeration to say that the industry has evolved to be video-centric in all aspects – Google and social media platforms are all prioritising video content; OTT platforms like Netflix, Hulu, Amazon Video have permanently transformed consumers’ viewing habits; AR, VR and live video make video fun and interactive to watch; IoT devices are gradually expanding their interactivity from audio to visual. We’re also witnessing an uptick in the usage of AI and machine learning technologies to simplify the video creation, analysis and distribution process. Video is what people want to spend time with and it’s the best way to connect storytellers with their audiences – and now much of the tech industry is responding to this increasing demand.

What is the future of video content marketing? And what skills do digital communicators need in the future?

As marketers work to better incorporate video throughout the entire customer journey, team roles and responsibilities will become increasingly malleable. Everyone needs to be a content creator in today’s marketing landscape. And with the rise of video, this means marketers of all specialisations will need to dabble – if not dive – into video. Whether you’re a product marketer rolling out a new feature or a brand strategist managing media relations, video will need to become part of your repertoire.


Zohar Dayan WibbitzZohar Dayan

Zohar Dayan is the CEO and Co-founder of Wibbitz, the automated video creation company trusted by leading brands, publishers and agencies. Before founding Wibbitz in 2011, Zohar’s entrepreneurial drive lead him to launch several startups at a young age. His passion for media and advanced technology has helped to pioneer the use of automation and change the digital video landscape.

Ubermetrics thanks Zohar wholeheartedly for this interesting interview!


About Ubermetrics & Wibbitz

Technology firms Ubermetrics and Wibbitz run a content partnership to provide digital communicators – such as PR and Marketing pros – across the globe with industry news, insights and best practices.

Marketing Manager