Corporate Video Trends: An Unlikely Story
“Lance, what video trends are you most excited about?”
Drawing from my own on-the-job experience, these are the trends I’m seeing (note that I work most with B2B tech companies):
Short form content—This trend isn’t new. I think it’s smart to engage with an audience in this way. Quality is less important here, it’s more about authenticity and sometimes an iPhone is the best tool
Increase in the amount of content needing to be produced—There’s a ton of video content with all the webinars, video conferencing, remote & in-person events, and software demos. Video has become a necessary way to inform and engage with an audience
Doing more with less—Technology is getting more advanced (think: AI tools, auto focus on cameras, 32 bit float audio). And perceived quality is dictated by the audience who sometimes just wants information—as long as the video and audio are decent, they’re happy. This means less on the production side (smaller crews on-set) and more on post-production, strategy, and efficient execution
What am I excited about?
There’s nothing exciting about these trends. These are realities that are impacting myself and the people I hire.
But there’s also nothing wrong with the way corporate video production is trending. It's a challenge. Think we all have to adapt by: learning new tools, developing efficient processes, and sometimes providing quality that is “good enough”. I know from experience, that last one is a tough pill to swallow.
Thanks for reading.
