The video paradox is conventionally understood to refer to the tension between the increasing demand for video content and the difficulties businesses face in producing it effectively. However, when we refer to it, we mean something slightly different; specifically, the conflict between video's continued growth as the medium of choice for asynchronistic communication and engagement, yet it is being overlooked and not given the importance that its ubiquity and efficacy demonstrate that it should have.
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Back in 2016 we came up with the term Video Marketing Platform to describe our product. It was then adopted by our competitors, becoming the default term for our category in the process. As we've grown, so has the terminology we use. So to make sure everyone is on the same page about what we mean, we've created this dictionary. We hope you find it useful.
TwentyThree moves video forward by helping companies move forward with video. And vice versa. We have developed resources for accelerating your company's video-first journey and support you strategically in accelerating their video maturity and adoption.
