As technology continues to evolve, so does media. If you want your brand to seem authoritative and refined, there are several video production trends that your videos should be following. If not, you end up appearing obsolete and inaccessible. According to marketing experts, video is one of the best ways to engage employees and potential clients. This means that video is valuable to companies of all industries and sizes.
In this article, we’ll explain how technology surrounding corporate videos has changed and the trends that they are now following.
Social Media Distribution
Many years ago, businesses did not have the options they do today to distribute their message. They could send their message through television and physical media at events and trade shows. That was it.
Fast-forward to today, and we have a wide variety of social media platforms where videos can be sent out to consumers, such as Facebook, Twitter, YouTube, and Instagram. Some are even using Snapchat and TikTok. Many brands have found this method of getting their message to the consumer highly effective.
When a message is distributed on social media, brands can use most of their budget on the actual video. For a small business, this can be pretty valuable. Additionally, it provides them with the ability to engage with their customers and get feedback.
Live Streamed Video Events
Due to increased bandwidth for companies and consumers, live streaming has become a viable option. Now, companies are even able to live stream through social media platforms such as Facebook. Consumers love these videos because it allows them to experience a company truly, and employees benefit because it will enable them to participate in company culture.
Some companies are even doing shoppable videos that allow the consumer to buy the products shown immediately.
Explainer/How-to Videos
One of the most exciting video production trends in corporate videos is creating content that is useful for customers and employees. Videos such as explainer and how-to videos explain more about your business, products, and services. In some cases, you may even explain something broader regarding the overall industry.
The primary goal with these types of videos is to establish your company as an authoritative resource. This results in your company becoming well-known for the products and services you offer and becoming a leader within your industry. In turn, this results in employees becoming increasingly loyal and customers developing greater trust.
Typically, these types of videos are budget-friendly, as you only need one narrator and a script.
Promoting Viral/Risky Content
Many companies these days have decided to step away from lifeless, boring content and attempt to “go viral.” While this isn’t a new trend per se, businesses have found that if they’re a bit risky in the content they send out, it can have significant benefits.
Content that stimulates a “Wait, what?” reaction is more likely to be shared among the younger generation, as it’s typically short and catchy. On the other hand, “going viral” is challenging because it often causes the company to appear fake and try too hard to reach its audience. It requires brand ambassadors and content marketing experts to have the ability to reach out to the proper demographic.
Of course, there’s no guarantee that a particular piece of content will go viral. It’s a numbers game. Businesses must carefully curate their channels in the hope that at some point, one of their videos will reach viral status. However, the benefit is clear: once one video goes viral, the business does too. Plus, there are no additional costs to the company for viral content.
Condensed Videos
Unfortunately, the average attention span of modern viewers has significantly decreased over the years. Social media platforms such as TikTok, Instagram, Vine, and Twitter seem to thrive on short and sweet content. Due to this, many companies focus on developing snippets that can be watched on mobile devices. This means that videos must be designed with care. The message must be to the point and convey the message and brand identity at the same time.
However, this can also be a good thing because it allows businesses to engage with their audience on various points. In the past, the consumers might have been able to see one commercial, and now, in that same length of time, they are watching several different videos from the same brand. This serves to increase both exposure and engagement. If a consumer is engaging with a specific brand, they’re more likely to purchase at some point.
Professional, Unique Videos
Because it’s easier to reach an audience these days, many brands have started making low-budget, simple videos. While this is acceptable for some forms of videos, such as video blogs or live updates on a brand, it’s not ideal if you’re trying to promote high-quality goods/services.
One of the best ways to make your brand unique is through the production of professional videos. There are many options for producing high-quality content that can fit your marketing budget. After all, today’s consumers are very savvy when it comes to media. While they may not understand what goes into producing a video, they can tell if it’s been professionally produced or not.
While brands do want their content to go viral, they don’t want to because of a poorly made video.
Conclusion
These days, companies have exceptional access to their audiences. Small business owners and startups can push video from their devices to their audiences via social media platforms. This is not always a good thing. If you want your brand to remain unique, it’s best if you invest in professional and polished videos as part of your marketing strategy- keeping these video production trends in mind. Otherwise, your message may end up getting lost among other brands. By choosing to work with a partner like ClickPlay Media, you will stay abreast of the trends and make yourself seen above other brands on the market.
