The change in how businesses use video has been phenomenal over the last five years, and I should know. For 25 years I’ve been producing corporate videos. It’s been fascinating to see how businesses are embracing the power of video in 2018.
Here are my top 7 changes in the video production landscape over the last few years.
Quantity is the name of the game
I’ve noticed in the last couple of years that businesses have realised that having one impressive video is not enough. Video has shifted from being a marketing tool to being a business communication tool.
The value of a clear video that delivers a simple message in an effective manner is being appreciated. Communicators and business owners understand that video is an essential tool to engage their audience and deliver their message.
Businesses are now looking at how to incorporate a regular video plan into their communication strategy. This includes creating monthly productions to engage their audience.
Shorter is good but longer has its place
Short (60-90 second) videos are still important to quickly deliver your compelling message. However where you can articulate a problem that you are solving, then there is the opportunity to create longer content that addresses the key questions your viewer has.
When the information delivered is helpful and useful, there is more tolerance to longer form productions. Well structured longer form productions can also serve as a sales tool. These offer the “sale” as a solution that solves the viewer’s problem.
Technology is being embraced
With high definition cameras bouncing around in handbags and pockets, there has never been an easier time to create high-quality videos. People often forget that the phone, which they take for granted, is usually a $1,000 piece of technology.
It is easy to underestimate just how good it is, but more and more people are becoming aware of just how useful their phone cameras are.
Of course one of the great aspects of the phone cameras is how easy they are to use. People are more prepared to have a go since they can. This is making it easy to create content and people are taking advantage of it.
More resources are available
While filming has never been easier there are also some amazing resources online to help with the post-production. The reality is editing takes a lot longer than you think and often after doing it once, either you love it or you hate it.
There are online resources such as Fiverr.com and Upwork which allow you to upload your footage and have someone do the editing on your behalf. Or someone can create that awesome video opener for you for only $5.
The world has become a lot smaller and we have amazing access to brilliant people for a mere few dollars. People all around the world are solving problems and making it easier than ever to create impressive videos.
Businesses understand they need to be using video
The conversation has shifted around video over the last five or so years. Initially there was a need to demonstrate the benefits of video and why to consider using it. It was a bit like having a website about 15 or 20 years ago.
These days any business that has a website understands they should have video content on it. They should be engaging with their audience with compelling videos. So now the conversation has shifted from the need for videos to what type of videos will work best for our business and how to create professional videos in an affordable sustainable way.
Social Media platforms love and want video
All the major social media platforms have now incorporated video into their streams. They want video content and they want you to give them video content.
For those who incorporate video into their social media feeds, they are rewarded with greater promotion of the post and more engagement.
There are a lot more video producers out there
It seems anyone with a DSLR camera is prepared to call themselves a videographer these days. There has certainly been a growth in the number of video production companies in the marketplace.
Of course this is a double-edged sword for the businesses who are looking to find a video producer for their project. There are plenty to choose from but who will do a good job?
As with any service or supplier you need to do your research. See what they have done before, review testimonials and trust your gut to some extent. Do they really know what they are talking about and can they demonstrate a strategic approach to your production requirements?
Geoff Anderson
Author, Shoot Me Now
http://sonicsight.com.au/
