After being interviewed by a Herald Sun journalist here in Melbourne about new video trends, I decided to make this video while these ideas are fresh in my mind. This will be useful if you are in marketing, communications, or responsible for commissioning video productions because it should give you some ideas about ways to use video production to promote your business and connect with your audience.
Listen to the audio version:
00:40 – One-Off to Episodic
00:59 – Monologue to Dialogue
01:20 – General to Specific
01:37 – More Use of Real People
02:04 – Budget
I’ve been producing video in Melbourne for around 15 years now. Here are some of the main changes that I’ve seen:
Move from One-Off to Episodic
Previously it was more common to produce one-off videos. We’re now working with more and more clients who see video as part of their ongoing strategy. We’re producing new videos for them every month for things like sales, internal communication, and content marketing updates.
Monologue to Dialogue
Ten years ago, companies would have complete control of the message of a video, and how it’s distributed. Today, a lot of video content is distributed by end users such as being shared through social media. And its become far more important to structure content around what will connect with this audience.
General to Specific
Companies used to make one off, generalized videos (e.g. company history, service etc). It’s More common now to produce a number of short, very focused or niche videos about specific areas of the business.
More Use of Real People
So there’s been a shift to greater authenticity, and more transparency about the business beyond its glossy surface. People want to do business with people. And they want some insight into who they will actually be dealing with, and what their thoughts and attitudes are. For that reason, it’s less common to use actors in promotional videos, and more common to use the real people within the business.
There’s been a shift from investing all of the budget into just one video to spreading it over a number of smaller videos. We are still making large budget videos, but now in many cases we will do a series of 3 or 4 smaller videos.
So these are the main trends in video production for business. And it’s worth considering how these trends can benefit your business. If you have questions about video production, contact me and I would be happy to help.
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.