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The Emergence of the Video Organization

June 26th, 2019

Producing video can seem daunting. But it doesn’t have to be.

While it’s not as simple as writing a few paragraphs and publishing a blog post, it shouldn’t be viewed as a hurdle that an organization needs to bound over. By creating a video organization, empowering a team to produce video at a high rate, it will allow an organization to succeed in whole new ways.

In this blog post, we’ll break down exactly how an organization should invest their time and resources into video. While marketing is the obvious choice to produce video, it also falls into other departments such as sales, customer service, HR, and even finance. And all of these departments possess tools to produce video right in their pockets.


Here’s an astounding fact: there are over 6 million people on LinkedIn that have video in their title.

With that in mind, video needs to be part of the culture of a business and it all starts with the right higher. By having colleagues that push the boundaries of video, they can empower the entire team to have the right gear to produce video, own the process for how it should be distributed, and ultimately, help an organization succeed with video. For example, here’s how Novo Nordisk empowers their entire recruiting team to use video across the entire hiring process:

Along with traditional video on social and across a website, webinars play a key role in empowering teams to be comfortable with running video. Webinar managers can set up sales teams, customer service teams, and marketing teams to run their own webinars. Whether that’s help with an inquiry or a weekly sales demo, having a webinar team member that owns the process will set up the opportunity to connect with people and customers.

These hires are the key to building a video organization, making it possible for everyone to produce video at a high level that results in production.


“If you can’t rely on the media, you have to become the media.” -Lasse Høgfeldt, Head of Communications at Jyske Bank.

Jyske Bank, one of the largest banks in the Nordic region, did exactly this when they built their Jyske Bank TV channel to educate their audience on the world of finance. They also transformed their office into a fully-customized TV studio, with weekly broadcasts and production capabilities that match their ambitions. And their video studio allows them to produce video at a high rate that communicates their messaging:

This investment in video has seen Jyske Bank become the leader in financial education. Whether it’s covering topics like “Cash or Credit Card” or weekly briefings from their studio, their decision to build a video studio transforms the way that they communicate with their audience.

This approach is what it looks like when a company goes all-in with video. Naturally, this option isn’t available to each and every business. Having a simple set up with lights, tripods, a tablet teleprompter and cameras is also an option for creating a video organization. As long as it’s available to the team, it can be used to produce video at a high level.

Video Production Agencies

As video continues to move forward in 2019, companies are starting to produce more and more video themselves. With examples like Jyske Bank and the boon in hiring for video, it’s still worth noting the importance of agencies on the emergence of video. Agencies play a vital role in filling the void of polished, refined marketing videos that every single brand still needs. By allowing their clients to produce video at scale and empowering them, agencies can supplement the efforts that are already happening.

At TwentyThree, we work with a number of production agencies that create value for their clients, ultimately sending their work to our platform for distribution. Companies like Lemonlight and Shootsta are revolutionizing the way agencies and brands interact. Additionally, they lead by example with how they create and run video across the marketing funnel.

These agencies were the original pioneers for producing video, and are still a key part in video revolution.

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