Back in 1980’s they said that “Video killed the radio star” and it continued to produce victims ever since. Among its latest casualties are the corporate press releases and the corporate blogs. In a fast paced world where reading has become a luxury due to a lack of time and about 70% of people are triggered mostly by visual signals, it is easy to understand the rise and rise if videos, even in strict corporate environments.
Google has sniffed on this trend about 10 years ago when they bought YouTube and lately they started incorporating video results in their top searches as well as making this type of content part or the ranking algorithm for website classification.
The idea of quality video as a classification criteria is not new, but it begun to get even more importance, making the predictions stated for Forbes in 2012 by Cisco’s chief technology officer, Guido Jouret, sound even more actual today:
“The question today isn’t “why should we use video?” Instead it is “How can we use video? And how do we make it pervasive?”[…]Video is expanding across many industries, including manufacturing, high-tech, banking, retail, healthcare, government and education. A majority of Fortune 500 companies are utilizing video to cut travel costs, scale resources and expertise, and provide a more engaging level of customer service.”
Corporate video is a great way to define your identity, to transmit the tone of your company or to highlight new products you are adding to your portfolio. Not to be confused with commercials, these pieces are informative, provocative, sometimes even fun or intriguing; the best ones are worth sharing with friends and have “viral” potential. As mentioned above, if you rely on the web search to get customers having a great and properly tagged video is a way to short-circuit the Google rankings and get to first page fast.
Yet, just having a short movie presentation, eventually put together from some power-point won’t shoot you into the billionaires’ squad, and send clients flooding your servers. Don’t choose to produce and share a video just because you want to keep up with the cyber Joneses, but because you have a story to share and you want to be as convincing as possible.
Recently, a video producer explained in a blog article the reasoning behind having a video at all:
“What you need is content, I always tell my peers; “video is cheap, content is expensive.” And that is true in a sense. Content takes time to conceive from strategy to output. You don’t just pull together cliché visuals with corporate voice-overs and expect results. It takes more than a video to communicate a message. You need an ongoing conversation with your audience and what better way to do that than by producing good content that they can consume.”
This down to earth attitude towards any corporate communication method is the one that brings results in the long run, since it focuses on the triggers of human psychology, not the technology. The truth is that the human brain loves stories and the more vivid the way to tell it, the more intriguing it is.
We have interviewed one of Sydney’s Best Corporate Video Production Companies about their thoughts on this trend and future directions. They said that there is an increasing demand for “feeling” type of corporate videos, where there is no product placement or a clear reference to a person, such as the CEO, but the visuals and story are carefully crafted to define an emotion to which the target consumer would resonate, such as pride, non-conformism or being adventurous.
Due to globalization and ever shrinking world on the Internet we shall see an increase of corporate-issued videos, not only as a way of publicity or awareness, but also as training materials or even replacing completely press-releases, mostly on social media platforms.
For more info on corporate video check these guys out:
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