Q: As a marketing manager interested in corporate video production I’ve always keenly followed developments in corporate video, so I’d appreciate it if you’d look into your crystal ball and tell us what’s new and what to expect in corporate video production for the coming year.
A: There are lots of new developments in corporate video production that we can see either now or can expect to see over the next few years and beyond.
If you want to learn how to communicate effectively with corporate video production you can start here
This where we’ve seen the least change in the corporate video production process, but change at this point in the video project is nonetheless emerging.
Video scripts still get written, clients still provide video briefs, and storyboards are still prepared for shoots.
But with the advent of Google docs (which is free) and other internet document systems, we’re starting to work differently.
We now have more online collaboration with single docs, and slightly less sending and receiving of multiple word docs.
Similarly, webcam such as Skype video is beginning to replace face-to-face meetings and briefs.
Customers using Skype video tend to be smaller clients, or corporate executives at home or international – those with video cameras in their laptops, rather than large corporate clients with low specification desktop PCs.
But the trend is undeniably there.
We’re seeing big changes here. In fact the only place where changes are small is microphones and audio recording which are much as they were in 2008.
But video cameras and camcorders?!!
We’re now seeing the dawn of a new age of video production cameras, ably led today by Canon with the EOS range.
These are relatively low cost stills cameras with video filming and capture capability, ideal for corporate video production as they’re so lightweight (among other things). Try one for a testimonial or simple talking head and see for yourself.
They’re still relatively difficult for working camera operators and crew to use, and need extra lenses, accessories, and audio units. But the results are worth it.
The low price of purchase and the outstanding image quality make them the future of corporate video production.
Other equipment such as glide track & dolly and jibs, and Steadicam or glidecam units have come down significantly in price as patents on the original designs have lapsed and far eastern manufacturers are getting in on the game.
This means that corporate video production is becoming more film-like, or more television commercial-like, depending on what you’re creatively trying to achieve.And these changes apply across the board whether you’re producing a corporate marketing video, a short promo video, a training video or creating a web video.
Post Production Developments
Again, huge changes in getting the business message to the audience here.
Video edit suites now have incredibly sophisticated software capable of running on multicore PCs, delivering True 1080 HD picture quality – and better.
Graphics, music processing and 3d video effects are built-in at sophisticated levels offering extraordinary creative potential.
All the big video editing software developers like Adobe’s Premier Pro or Pinnacle Studio on PC, or Final Cut Pro and Avid Media Composer for Apple Mac, now offer amazing professional potential at broadcast level – without an extraordinary high price tag.
In fact.they promote their software to include solution ranges from pro-sumer, to corporate video and event professional, to broadcasters. The only thing lacking is good tutorials and more learning resources.
The corporate video producer – and their team – can now deliver a near-Hollywood movie quality experience at the touch of a button. – at a lower budget.
Corporate Video Delivery
This is the fastest changing and perhaps the most confusing area for many interested in corporate video production.
How we watch in changing.
Only back in 2009 we were told that flash video (flv) had become the standard, before two things happened.
Steve Jobs brought out iPad and iPhone which only read mp4 web video, and H264 became the new standard, cutting right across Blu Ray, DVD, wmv, mpg and streamed video.
Suddenly flash has begun to look long in the tooth, although many companies still use flash video (notably the BBC’s online video news portal) because they have significant investment in the format as a wrapper for their videos.
Also new min corporate video production is Content Distribution Networks (CDNs), or places (server sites, actually) to stream web video from, now offering interactivity with menus, bandwidth auto-detection, and video SEO.
A CDN delivers a much more professional job than youtube or vimeo, making anything from a website to a facebook or blog page or web tv look better.
There’s a lot of choice. Personally we’ve opted for mp4 video compression format at H264 standard, as you get a better streamed video picture quality for the same size of file that play anywhere, which is what corporate video production clients want.
Summary of Corporate Video Production Developments
We’ve just touched on the main improvements and innovations here.
Some corporate video production companies are no doubt baffled by the changes, or are playing wait-and-see,while other production companies have boldly gone forward and embraced new technology and ideas.
One thing’s for sure – corporate video production has never been so active and changing.