The marketing landscape has changed. Nowadays, if you want to reach the online audience — and, trust us, you do — then you’ll need to use video.
Whether that comes in the form of a company story video on your homepage, a social media video, a mobile video, or any other kind of video content, it should be a crucial element of every aspect of your marketing strategy.
There’s just really no doubt about it anymore. Video can help. The only question is where and how.
We’ve been in NY / NJ video production for years watching the evolution from the front row, so let’s take a look at what you can look forward to and expect from the video production and marketing world in the near future to see how and where it can help your business most.
Expensive and expected won’t cut it anymore.
One of the biggest changes in the video production industry, in general, has been the emergence of affordable high-quality equipment.
At one time, the amount of money a company could, and would, spend on their video tools basically defined their worth and value in the industry. It meant they could achieve a level of quality that those lacking that kind of equipment could not.
However, that’s not the case anymore. Now, high-quality video production equipment is more affordable and accessible than ever. Even the visual quality achievable on an iPhone has increased dramatically.
What that means is that it’s not just about the tools now but how they’re used in commercial or corporate video production.
Pre-production is more important than ever as well. You need to take the time to determine the project’s specific objectives and to get to know the audience you’re aiming to reach. Then, you need to develop a concept that will appeal to them.
And that brings us to another huge trend in NJ / NY video production for business purposes in recent years, which is the audience’s preference for content that’s not staged or fake.
We’ve basically come to expect a little phoniness when it comes to corporate or commercial video and, in that past, it’s always been about how well you could make this fake content feel real.
However, now we’ve reached a point where, to appeal to most audiences, you’ll need real content. Whether it’s a behind-the-scenes look at your company or genuine customer reactions to products or services, the point is, people are craving reality now, and they can tell the difference.
More businesses will take an in-house approach, even when they shouldn’t.
As a veteran NY / NJ video production company, trust us, other production houses and freelancers aren’t the only ones being affected by the emergence of affordable yet high-quality equipment.
Businesses and brands from every industry are seeing the shift in terms of the availability of equipment and, therefore, they believe they’re able to achieve high-quality video all by themselves.
Now, while it’s obviously tempting for any company to cut a corner and save a little money by taking on video production responsibilities themselves, it’s not always the best idea.
Yes, for certain projects, it can work out fine and, in fact, it may actually be best. However, for any even semi-complex corporate or commercial video production with a lot of moving parts and room for error, enlisting some professional help is still the best idea.
If you get in over your head or spread yourself to thin, you could end up wasting time and money before having to call in the professionals anyway.
Remember, video production companies will devote all their time and energy to creating the best video possible, while you and/or your workforce will have to create the video around your other duties and responsibilities.
Specialization and personalization’s stock will continue to rise.
If you’ve been paying attention, then one thing that’s become abundantly clear in the video production industry is that more people are making videos than ever before, for better or for worse.
That’s why you can expect to see a lot of video production companies trying to differentiate themselves from the rest, trying to break away from the pack.
One way to do that is through specialization, which is why many companies are narrowing down their services to fit the needs of one specific industry, such as real estate or health care.
The idea is, dive into one area head first, learn everything there is to know about how to use video production services to succeed in that field, and then become the go-to company for succeeding with video in that field.
That’s not the only way for video companies to set themselves apart from their competitors, though. It can also be done through the style of the videos themselves.
They can corner the how-to video market for a certain industry or come up some kind of trademark. KVibe Productions, for instance, has become the go-to NJ / NY video production company for bringing a cinematic feel to corporate or commercial videos.
The point is, video production companies can’t just be adequate cinematographers, editors, producers, etc., anymore. They need to bring something unique to the table. They need to have a speciality. Whether it’s a certain industry, a style, or something else that sets them apart, it’s crucial to find something they can do better than the rest and focus on it.
And just as the video makers need to specialize their efforts to succeed, the actual videos they produce need to be increasingly personalized these days too.
Simply throwing a video up in a general place to appeal to a mass audience won’t cut it anymore. You need to create and deliver videos for a very specific audience in order to truly connect with them now.
About Us: KVibe Productions, a leader in the NY / NJ video production industry for years, can guide you all the way from development through distribution. Whether it’s a web promo video, a commercial, a corporate video, a full-length feature film, or any other video project, KVibe creates to inspire.