Many businesses are realising the awesome potential video can have. Over the last twelve months, I have noticed many video production trends beginning to take shape, and I thought I’d share with you how I see video impacting businesses in the year to come.
Video Marketing
Businesses are definitely learning that a one-off, stand-alone corporate video just isn’t very effective. Knowing how to develop and implement a video marketing plan is essential in today’s market.
Tracking your video and its success is paramount to knowing what the return on investment of your video will be. If you’re unfamiliar with the concept of ROI, you can read this blog post to find out more.
Knowing how many people have watched your video, who has watched it and for how long, and where in the world they are, are all statistics that will help your sales team to convert your audience into customers.
Documentary Style
Businesses are increasingly embracing documentary-style videos. This isn’t overly shocking to me, because I’ve been talking about how much potential this style has in these news updates.
These documentary videos engage an audience by showing a story, rather than just telling it.
We’ve made a few documentary-style videos this year, but one that really stands out is the video we made for the City of Port Phillip. They needed a video for their Smart Travel initiative to encourage people to use alternative transportation to work. By choosing the documentary format, we created an advertising video that was incredibly personable.
Through interviews and great travel footage, we were able to really let the audience get to know people who are walking or cycling to work, and this helps a relationship grow between the concept (healthier travel to work) and the viewers.
Cinematic Corporate Video
Corporate videos are definitely becoming more cinematic in general. There is much more movement in videos these days, accompanied by film-like colour grading. I think it’s because it’s so engaging for an audience. The more popular and accessible the video becomes, the higher the audience’s expectations will be. Keeping up with the current pace of quality video creation will definitely be a major driving force for corporate video in 2014.
Thought Leadership
Thought Leadership videos have definitely become more popular and important in 2013. One of our clients, Mailguard, commissioned us to create a series of thought leadership videos for them this year, as they recognised the power of establishing themselves as an authority in their industry. They knew that it’s one thing to create a nice website that describes what the company does, but it’s much more compelling to have web videos of team members explaining exactly what they do, and how they do it.
Not only does it personalise the business, but it also conveys important information in an entertaining and engaging way.
Screen Capture
Screen capture and event filming are two additional styles of video that I have seen grow in popularity over the last year. With online marketing continuing to grow exponentially, screen capture is a great way to show your online business or website off to your customers. It’s a huge benefit to companies that have website-based services, as it cuts down back-and-forth communication by clearly and effectively showing exactly how your service works.
We recently worked with Adslot, a company that helps clients such as eBay and Webjet buy online advertising space. They commissioned us to create an online tutorial video that clearly explains how to use their service.
The video turned out great – it’s informative, easy to understand, and is a far better way to teach a complex system than by having someone read a thirty-page PDF. Screen capture is a great value, because it’s quick and easy to make and will last as long as your processes do.
Event Filming
Event videos are also becoming increasingly popular. Not only is the quality of event videos continuing to rise, but their uses are also growing. Now that videos are easily hosted online and shared, event videos can be used for ongoing training, sold as a product, or used to allow absent team members to catch up on any important information.
We covered the Melbourne launch of the Rolls-Royce Wraith this year, and the event video was really stunning. If anyone missed this event, our client was able to send them the video. All the energy and glamour can be shared with people around the world.
Video production is booming, both in Melbourne and around Australia. As more and more companies realise how invaluable video marketing is becoming to their brand, I can only see the quality and popularity continuing to rise in 2014. If you’d like to discuss your next video production, get in touch today.
Ryan Spanger is one of Melbourne’s most respected and sought-after video production professionals. Ryan founded Dream Engine in 2002, and specialises in helping medium to large corporates, government departments, and the non-profit sector to connect with their audience more effectively by using video.
