Sometimes it’s best to learn from someone who’s been there, done that … over and over again. Which is precisely why we sat down with David Murdico, Creative Director and Managing Partner at Supercool Creative Agency. At the beginning of this year, we listed David as an influencer in the video marketing space. David is a frequent speaker on video marketing and has also contributed to over 300 publications on the topic including AdAge, Business Insider, iMedia Connection, MediaPost, and ReelSEO.

So we asked the questions and he shared his thoughts on video marketing, how marketers can make the most of this powerful medium, and what he expects the future holds for video. Don’t miss it.

Why are you a “believer” in video?

I like the versatility of video. Video is the only medium that combines everything – visuals, music, voice and text to entertain, inform or educate viewers. Videos can be really short, like Vine or Instagram videos and super long like a movie. They can be used for everything from pre-roll ads with a blatant call-to-action to YouTube videos with little call-to-action, designed for sharing and awareness. Videos are watched on everything from small phones and mobile devices with a pair of headphones to HD TVs with surround sound.

What’s your favorite brand video right now?

I really love the Volkswagen Diesel Old Wives Tales video series, debunking diesel myths for their 2015 Passat. I’m a huge fan of doing a video series, and anytime you can get 3 angry old ladies being funny and sending a good brand message at the same time, do it. A well done comedy series is like short little sitcoms that build a following, as opposed to a one-off video. Plus, when you shoot a bunch of them, everyone will have their favorites, so you’re not gambling on everyone loving the same video. My favorite of the bunch is Diesel Old Wives’ Tale #4: Stinky (below). It’s also more cost effective to go with one concept, the same actresses and the same car location over several videos!

What video marketing technologies are you excited about?

I’m excited about video marketing technologies that simplify the process for marketers to get videos watched by their most important viewers – the people that will buy their products and services and/or share with their friends who will. This includes everything from video marketing platforms to services that connect agencies with influencers.

How do you determine if a campaign should include video?

All campaigns should include video, at some level. That doesn’t mean video has to be the big dog in the room, or even the main spend, but every campaign has to have certain video elements like promos, trailers or a series of short videos that gather viewer interest and help build the community.

In short, what’s your next step after you’ve decided: “we need a video for this”?

Decide the specific goal(s) of the video. What do you want the video to achieve? For example, are you trying to directly drive sales, build awareness, build a social media community? Also, what do you want the viewer to do after they watch the video – share, make their own videos, enter a contest, like, follow or subscribe, buy now? Then you can back into the creative concepts, production and video marketing.

What’s the value in using an external agency to create compelling video marketing?

Typically an external agency is going to have more experience defining your specific goals and developing creative concepts and scripts that are engaging, watchable and shareable. Brands, businesses and startups are great at what they do but they’re often too close to their companies to see what’s interesting to others about their products and services, when it comes to making videos about them. They’re fascinated with themselves. At the same time, they’re often risk averse, preferring not to take chances with the creative to reach new audiences so they need education and persuading. Also, part of an agency’s job is to stay up to date on current trends, cultural fads and memes.

If you could give one tip for marketers to focus on over the next year in video marketing, what would it be?

Focus on more videos across multiple platforms at a lower production cost per video and put more into the marketing part. The perception is often that videos are either super expensive with an agency, or something any kid can shoot with an iPhone for free. Assign a budget, set goals, develop the creative, establish a framework, then shoot as many videos as you can within that framework and mix it up between YouTube videos, Instagram, Vines, etc. Promote them via paid and organic tactics, and track so you know what’s working best.

What is the best piece of marketing (video or otherwise) advice you’ve ever received?

“If you don’t see the barriers in front of you, you can walk right through them.” This applies to a lot more than marketing but the point is to not overthink everything and go with marketing (video or otherwise) that elicits an emotion and makes people do something. A lot of times that means going with your gut instincts on what’s funny, moving or shocking and not being held back by what is or isn’t consistent with the brand’s beliefs, or politically correct or any of that other crap that inhibits true creativity and connection with viewers. Will you get some blowback if you overstep? Definitely. But even that attention could be spun good attention.

What are your top predictions for video’s progression in the next 5 years?

I predict that:

  • We’ll see increased interest in not only how videos are produced but how they’re marketed / promoted as the video space becomes more competitive and everyone looks for their share of consumer attention.
  • We’ll continue to see more branded entertainment like we see from GoPro, Redbull and Dove where the videos are entertaining, emotional, exciting, funny or connect on some level to build awareness at the same time as push a call-to-action.
  • We’ll start seeing more interesting, funny, cool brand ads with call to action built in to satisfy immediate ROI concerns.
  • We’ll also see a supplemental move towards more plentiful, targeted videos with lower, but more engaged view counts, rather than sweeping viral videos. Think sniper vs shotgun.
  • We’ll see increased interest in not only how videos are produced but how they’re marketed / promoted to customers.
  • We’ll see videos become the equivalent of what blog posts are now as far as frequency, ease of production, range of topics and publishing.
  • We’ll see increased focus at all levels on cross-platform video campaigns that work a central theme across multiple social media platforms.
  • Also, I think we’ll see efforts to connect with consumers via real-time video marketing – like if the Old Spice guy could talk live with people or other inventive ways of connecting marketing to real people in the moment
  • At the same time marketers are focused more on video marketing, there will be increased attention paid to optimizing videos for search.
  • Lastly, we’ll see a move away from being so politically correct that it limits creativity. Marketers will step back from micromanaging every potential outcome of a video and worry less about offending one, vocal person out there at the expense of delighting many.

Whew. Knowledge funnel filled for the day, right?

Thanks to David for sharing his thoughts, advice, and predictions.

Kimbe MacMaster