Top 5 trends in corporate video in 2013

By Thursday June 20th, 2013Marketing, News

Corporate video has become an integral part of successful marketing strategies, with more and more companies looking to leverage it in order to stay ahead of the game. But corporate “video” has changed dramatically over the past few years. There is more in “video” than just video. What are the top 5 latest trends in corporate video?

Online video becomes social

Most videos are distributed online, via social media and free hosting platforms like YouTube or Vimeo. This is called social video: the combination of social media and video. Social video is good for engagement, as is social media interaction with customers (giving customers a voice). By putting the two together, the odds of higher engagement start climbing.

Serialized video content

Most long video modules are now split into chapters. Creating recurring video episodes with consistent branding, themes and creative execution is increasingly common in corporate video campaigns.
In addition to building a permanent community for your videos, planning in bulk can also lead to significant cost and time savings on creative and production elements.

The problem with treating your video content as an individual project is that after a month, a week or even a few days, you’re back to where you started: the initial attention generated declines, and the traffic dies off.
Smart marketers looking to maximize ROI want sustained traffic increases and measurable long-term community engagement. To achieve this through video, requires serialized video content.

« Shorter » is better

Most animations and videos used for corporate purposes last less than 3 minutes. It’s typically said that ‘shorter’ videos are better and more engaging, but by ‘short’, what is really meant is ‘concise’. A video that is too short in duration might lack impact.

However, if the video is concise, it will typically get straight to the point and hold the viewer’s attention while it delivers its message. Being concise means focusing on the key message: being brief but comprehensive at the same time.

Everyone can relate to a story

There is more focus on the consistency of the story than the visuals. Good copywriting and storyboarding has become more important for delivering a message efficiently and effectively.

Online video marketers are more willing than ever to tell stories about their businesses instead of promoting their corporate world through images, and animation is an attractive, entertaining way to do so.

Using animation allows a company’s prospects and customers to relate to them and connect with them on a deeper level. Strong visuals and keywords, when used properly, are a great way to support a consistent message.

This is typically the case with the ‘Energy Saving Tips’ series that we developed for Electrabel. In these ten animated videos, our approach was to contextualize our tips into real-life environments, such as a kitchen, a living room, a bedroom, etc., which are recognizable and familiar to the audience.

This added a human element to our tips, thereby building relationships and helping people align themselves with the brand, as well as being more enjoyable to watch.

From cheap to expensive: the client first

The market shows a broad range between low-budget and high-end productions, the former often being animated around user-generated content, while the latter tends to focus on serial inbound video marketing with acquisition as a main goal.

These 5 trends help to demonstrate that in an age when “anyone” can produce an online video, professional video marketers are setting themselves apart from the amateurs by using the latest techniques, (pedagogical approach) and best practices. Video marketing has definitely become more professionalized in recent years…

View Electrabel series “Energy Saving Tips”, and our prize-winning animated video.

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