Q&A: Radha K. Raman – ‘Video is Essential’

    Raman discusses Brightcove's recent rebranding, the effects of COVID on the industry, and the future of video.

    By Sam Roth - Jan 27, 2021
    Q&A: Radha K. Raman – ‘Video is Essential’

    As video continues its march toward dominance, we recently caught up with Radha K. Raman, Regional Marketing Director, Asia Pacific and Korea for Brightcove. The Boston-based company has been delivering video marketing solutions to clients large and small for more than a decade.

    Towards the end of 2020 the video platform underwent a large-scale brand overhaul which included a revamped logo and all-new mission statement or as Raman puts it “an evolution of who we are and what we stand for.”

    Over the course of our conversation, we discuss the reasons behind the rebranding, the effects of COVID on video adoption, and the future of the ever-changing medium.

    What’s been keeping you busy lately?

    The new brand, closing out the year strong, and planning for the future is keeping me busy. We have a great team in place at Brightcove so I am excited to see what the rest of the year and 2021 brings our way.

    Brightcove recently announced a reimagining of its brand. What are some of the changes and why now?

    For 15 years, Brightcove has been a leader in building and defining the video industry. Along the way, we have built truly a global company. We do not see this as a new brand launch, it’s an evolution of who we are and what we stand for.

    This next chapter for Brightcove demonstrates our passion for video and our strong partnerships with customers who understand the power of owning the moments that matter most, virtually.

    This is a celebration of all that we have accomplished with our customers and our ambitions for the future.

    You’ve said that when working with clients “we partner with them to own the moments that matter.” Tell us more about that.

    We know that video done right can have a magical effect. We’re passionate about helping organizations realize the full potential of the world’s most exciting, compelling medium. We love what we do, never more so than when we have a chance to face down the seemingly impossible and create something powerful that touches audiences in new ways.

    “We are living in a hyper-competitive world and brands need to stand out.”

    Whether it’s solutions for broadcasting or publishing, marketing, enterprise communications, virtual events or live-streaming — the Brightcove team takes pride in making video easier for our customers and enabling them to reach their audiences and connect with viewers in new ways.

    By owning their moments, they are further owning their brand and key messages that consumers interact with, providing a more cohesive brand experience.

    How has COVID-19 affected the approach brands are taking towards video strategy?

    The pandemic has accelerated the adoption of video and provided an opportunity for people to stay connected. We have found that there is a highly engaged audience that wants to hear the Brightcove story and how video can help their organizations thrive in challenging times.

    How has the pandemic changed the way your teams work and what lessons have you learned that will carry on post-pandemic?

    Video is no longer a nice to have, it is a must-have for organizations who want to connect with their audiences in a meaningful way. Our product ecosystem is designed to deliver the best solutions to companies who are adopting video as a key strategy for their business.

    “The future will also include more personalization for viewers. We are starting to see events where the viewer can have input over what they are watching AND personalize their experience.”

    And according to the data from an upcoming Brightcove Global Video Index, it reinforces that video isn’t going away. In the third quarter, video views were up 46% year over year, and viewers globally increased the time they spent watching video by 47% when compared to the same period in 2019.

    What are some of the biggest changes you’ve seen in video strategy over the past few years and how do you envision it changing in the next five?

    In recent years, we have seen video become an integral part of the marketing mix and the best way to keep employees engaged. Due to the stay-at-home orders, we have seen video usage skyrocket and will continue to be highly utilized in the future.

    We know that the future will be hybrid because video is essential for companies as it’s the primary way to connect with their audiences right now. This rapid digital transformation will result in an evolution of how we do business, and video will become an inherent part of workflows now and in the future.

    The future will also include more personalization for viewers. We are starting to see events where the viewer can have input over what they are watching AND personalize their experience. We are also seeing an uptick in shoppable video on social media so that will continue to grow. We are living in a world where not much is in your control, but personalization is something we have grown accustomed to, and it is natural for video to be the next place to have a one on one connection.

    Lastly, we will see more brands act like broadcasters to control a branded experience. We are living in a hyper-competitive world and brands need to stand out. Storytelling is no longer a nice to have — it’s a must-have — and it’s the key to boosting awareness, ROI, and brand affinity.

    When brands start thinking like broadcasters, they’re consistently telling their brand story video after video and enhancing human connection among their audience. Think of it like a Netflix series — it takes more than just the first episode to tell the full story. Branded experiences are no different — video after video gives consumers a reason to come back for more, and that is the true key to success for marketers today.

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