Joining the dots with video


CPL’s Ciprian Cucuruz shares his tips on why video should be at the heart of membership organisations’  communication strategies.




  1. What’s your role at CPL?

Officially, Senior Associate – Video and Technology.

I lead the video team here at CPL towers.

I joined the company in 2010 and since then we’ve expanded our video offering and our client base. We film, edit and animate. Essentially, we tell visual stories.

My other role means I’m the guy who helps CPLers with any technical queries. But because we have outsourced our IT support, mostly it’s about making decisions about the best technology solutions for now – and the future.


  1. How does video fit into today’s content mix?

It is a global trend – consumers demand video.

Every year we get improving and truly impressive stats about the use of video (it accounts for 73% of all web traffic1; 55% of people watch videos online every day) and the power it has over consumers (68% of users have watched YouTube to help make a purchase decision2). We’ve definitely seen an increase in demand for ‘explainer videos’, which are a great way for membership bodies to deliver complex messages in a simple format.

As a marketer you cannot ignore video. Whether you make cheap and cheerful video in-house, or you’re lucky enough to be backed by big budgets, you can’t not use video in your marketing strategy. Not in this day and age.


  1. What’s been your most memorable project within membership comms to date?

The UK Chamber of Shipping, the voice of the UK shipping industry, asked us to create a video calling on the government to ‘put ideology aside’ and retain frictionless trade between the UK and the European Union as border controls are negotiated under Brexit.

We helped them to send a powerful message that visually showed the implications of reinstating border controls under a hard Brexit deal.

It was a fun project to work on because, while we were fully aware of the importance of their message, we were able to produce a colourful, engaging animation which – most importantly – was effective in communicating key messages both to members and a far broader audience. So far that project has generated 3,000 views on YouTube and 7,600 on Twitter – and counting!

Then there’s the many videos we’ve produced for the internal comms teams at AB InBev, the world’s largest beer brewer, events and highlights videos for the Chartered Institution of Building Services Engineers, and projects supporting qualifications for the Chartered Institute of Marketing. It’s always fun thinking of new ways to engage an audience without losing the essence of what can be quite complex messages. Key to this is remembering that your members are consumers too; your product needs to be just as entertaining and eye-catching as any video you would produce for a customer-based audience.


  1. What big industry trends should we be looking out for now?

There is a clear shift in the way people watch videos and the delivery channels they prefer. And this will continue, I think. As consumers, we no longer just sit back on a sofa and take whatever the big broadcasters throw at us. We now watch videos from vloggers and smaller content creators on a variety of devices.

With better 4G coverage comes even greater demand for videos on mobile devices, and with that comes a change in the way these videos are being watched – autoplaying within the context of a social feed, a swipe away from being dismissed, often without sound – so how we grab the viewer’s attention in those first few seconds and the use of subtitles is very important.

The actions of some of these independent content creators have resulted in a few recent scandals, so I wouldn’t be surprised if we soon see the intervention of regulators in this space.


  1. Any predictions for the rest of 2018?

There are always new technologies that promise to revolutionise the video industry. Some live up to their promise, others not so much. We’ve seen 3D glasses pretty much come and go, for example.

Similarly, now we have 360 degree videos alongside VR and AR. They too, I think, will find their niche use, probably in gaming, but will not make it to the mainstream stage.

However, there’s a broad consensus that 4K HDR (High Dynamic Range) is here to stay. It’s definitely not just a fad.

More and more content will be made in 4K HDR to satisfy demand from clients who have just bought a new TV with this feature.


To discuss how CPL can share and support your video strategy, please contact me.