James Hakesley is the co-founder and chief operating officer at nideo, an online destination for business videos. Using his creative background and photography degree, James and fellow co-founder Roy Kimani established nideo in 2012 having seen a gap in the market for a unique platform that businesses could use to engage with their online communities.
What is nideo and why did you decide to set it up?
“nideo is a new video platform designed specifically with businesses in mind. It gives them the chance to really showcase their company or their brand in an environment that isn’t saturated with irrelevant videos.
“We set up nideo because we saw a problem. Businesses were using consumer video sites, such as YouTube, to promote their brand and it was simply getting lost in all the clutter. Very few people are likely to listen to what your company has to say if they are distracted by videos that pop up in the sidebar of selected sports highlights or funny animals. You fail to get your message across to the right audience. Additionally, YouTube fails to offer flawless delivery for its customers, largely due to the high volume of advertising on the site and that simply isn’t good enough for UK businesses. They need uninterrupted and high quality delivery to really promote their brand to their audience.”
Do you think this platform will be a good marketing tool for businesses?
“Video is fast-becoming the first point of contact for people interacting with a company or a brand. For example, Eloqua reported last year that about 46% of people say they’d be more likely to seek out information about a product or service after seeing it in an online video.
“It’s not just the fact that video is incredibly engaging as a medium. Viewers are more likely to trust the person in the video as they can see what he or she is doing and can put a face to the words. For businesses this is vital. Trust is the foundation that every business thrives on, so if you can interact with your customers on a more personal level, they’re more likely to trust both you and what you’re saying to them.”
What does the future hold for video marketing strategies?
“It’s all about innovation and finding new ways of connecting with your target audience. Of course, innovations in technology will help with this and as more and more platforms become available to marketers, the opportunity to really connect with consumers will be vastly enhanced. Scalability is also a really important concept for video marketers to grasp, because viewers are no longer stationary; they need content that will work seamlessly on any device and in any situation.”
What tips do you have for businesses that want to improve their visual marketing strategy?
“Have a personal approach. It’s so hard to really interact if you’re producing marketing content that has the same corporate jargon as everyone else. I’m a true believer of making sure there is a person behind the brand, not just through conversational writing but also through platforms that give the user something to get their teeth in to. It’s really just about installing an approach that you would in your daily life; know who your customers are and talk to them about issues that surround your brand, rather than trying to drown them with the product or service that you offer.”
Who are you trying to connect with and why should they be interested in nideo?
“We’re talking to businesses of all shapes and sizes. If businesses can see the value of direct video marketing and the considerable benefits that video has over the more traditional methods for communicating, they’ll strengthen their core customer base and reach out to those customers who were on the fringes before. Analytics are also incredibly important for businesses as they need to understand what’s working for them in their videos, so nideo offers its customers insightful feedback to help drive sales. Analytics that show how long viewers are spending on each video, for example, will give businesses an idea of the kind of content that attracts people and keeps them interested.”
Who else do you think TheMail should interview and why?
James Gill, CEO of Go Squared. James is one of the most driven guys I know with a great business and a great story.
What’s your email address, if people want to contact you?
James[at]nideo.tv—feel free to get in touch!