44 ROUND TABLE Ecommerce
cost-efficient video strategy. I’d recommend commissioning an external company to produce content with longer shelf-life – a top line promo, Facebook headers, campaign films, moving backgrounds etc. They will have the rigs, the gimbals and the best cameras to get beautiful action footage on the rink. Your team should be responsible for the immediate content, including Facebook videos, Instagram stories and event promos. But crucially, you should ensure that the external company sets you up with everything you need to make sure your self-produced content will look great. So that would include a library of versatile stock footage shot on location, a style guide for self-produced content so there is continuity of graphics and photography, and a training session for your team. JONATHAN WELLS: This is an interesting dilemma. At the EBRD, we have recently recruited our own hugely talented videographer from the BBC and two excellent young video journalists from
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