Why Video Production is Growing in 2016
At Red Productions, we believe that Video Marketing is uniquely suited to growing your brand, and every year, it seems that more companies are agreeing with us. Why have so many firms moved away from more traditional advertising towards our storytelling oriented process? Here are five reasons we have found that Video Production is growing in 2016:
It’s No Longer Just Big Budgets
Traditionally thought of as a big marketer’s game, video production has evolved so that every organization, no matter the size, can take part. As technological advances continue to work their way through video production sets, reasonably priced filming equipment is becoming less of a rarity. As a result, great video quality can be achieved at prices that aren’t just reserved for larger, more established companies. Couple these declines in price alongside the upgrade of HD cameras in everyday smartphones, and it isn’t hard to see why so many young film makers are feeling empowered to create more with less.
Having a large team with a large budget releasing their commercial during prime Superbowl hours is still the dream, but smaller crew making a custom video for a website utilizing their own creative vision still leads to stellar results.
SocialTimes noticed a shirt away from what Seth Godin once referred to as “Interruption Marketing“. By emailing consumers constantly, using telemarketers, television campaigns, or pre-roll ads before online content, marketers aimed to bring their content to the forefront by effectively stopping consumers’ everyday activities. Consequently, we view ads as barriers between our desired viewing content and ourselves. Marketers are having to take a different approach, and now we have to create material that consumers crave.
Instead of interrupting consumers, we engage them. Through combining visuals, music, and dialogue,video content can create an emotional connection and stimulate viewers in a way that other mediums simply cannot. These emotive connections create a new type of brand loyalty where customers seek out branded content rather than avoid it. Emotive stories are changing advertising from a frustrating viewing experience to a desired one.
Embracing Video Analytics
Marketing power is a hard statistic to measure. We want to know where our campaigns succeed and where they fail, but more often than not, we have to look at an entire campaign’s success or failure simply based on sales of the associate product or service. While this certainly tells us if the overall campaign is a success, we don’t know what about each specific advertisement actually created a positive impact.
Unlike generic text combined with images, video streaming gives us an accurate account of not just viewership, down to the second. When viewership is measured by second, it shows us which individual ads in a campaign hold consumer’s interests as well as what particular parts of the videos seem to keep viewers interested. Factor in the ability to track individuals down the sales pipeline and it becomes obvious that video marketing can be gauged in ways that traditional text and images simply cannot.
It’s Now a Core Competency
As video production has become more attainable, it has also become an expectation. The ability to dynamically engage audiences through series of mediums, whether it be social media, landing pages, or TV, is necessary to remain competitive in the advertising realm. More and more companies are bringing in creatives to be a full-time part of their team rather than viewing video production as a one time project.
This shift in video production’s importance has created a new and exciting mindset from companies across all different industries, a mindset that screams “our brand is important, and we want to share it in dynamic and experiential ways.”
Attainable Yet Untouched Options
Arguably the most exciting aspect of video production lies in what we have yet to use. Video production continues to grow and evolve in more exciting and immersive ways, a fact that should have marketers salivating. Compared to traditional advertising formats where the medium remains static, the nature of video production means that technological advances directly affect the advertisements.
Video capabilities such as Interactive “choose your own story” and Virtual Reality are geared at a level of empathy that previously wasn’t possible. Not only are these videos captivating their audiences, they are inviting them to be a part of the actual product experience and desire to be a part of that brand’s following. The future of video production is dynamic and exciting, compared to the history of other advertising mediums that just appear to be the past.