Four years ago much of corporate America didn’t get social media particularly as it applied to video on the web. The very first videos I produced for marketing companies working in the fortune 500 sphere were internal videos used as either case studies or event recaps for their existing and prospective clients. They would never get published for public consumption. However in the last year or two corporations large and small are embracing the New Media ad model with branded videos directly targeted at the consumer. Here are some interesting stats courtesy of the The Business Of Fashion.
“According to network technology and services company Cisco, the number of people who watch web videos will surpass 1 billion by the end of 2010. By 2014, web video alone will account for 57 percent of all consumer internet traffic. Already, more than 2 billion videos are played each day on YouTube alone.”
Another interesting development that I have observed is that companies that previously only advertised in print, are embracing video marketing for the first time. What is it about video on the web that excites marketing departments in a way that TV ads don’t? Much of this is due to the lower budgets needed to produce and distribute web content, but also in many cases there isn’t the negative stigma that is associated with an old media commercial campaign. I think there are two main reasons for this.
1. The web encourages user interaction where TV ads are annoying and obtrusive.
Much like print, Viewers are engaged in the experience, navigating to content that they find most interesting. In many if not most branded videos, the product placement is often very subtle if noticeable at all. One industry that is way ahead of the curve when it comes to branded video content is the always forward thinking high fashion industry. According to TheBusinessOfFashion.com
“fashion brands, both large and small, are investing in online video content, while agencies that represent commercial artists are urging their fashion photographers to reposition themselves as image-makers who can direct short films.”
This recently emerging category has been coined “Fashion Film.” Filmmakers like Ruth Hogden produce awe inspiring visual masterpieces like this video for Gareth Pugh S/S 2011 that serve the same function that a high end fashion show would but with a wider reach.
2. For the most part there aren’t any artistic restrictions placed on the content.
The web genre is redefining what it means to have branded video content. Without the 30 second limitation of conventional broadcasting, filmmakers have been freed to convey a message without restrictions. The end result are videos with little or no product placement like this recent posting for Vans or this one for Intel. Or on the other end of the spectrum you will find videos that focus completely on the product but in a way that is a testament to its craftsmanship, like this one titled The Making of the Eames Lounge Chair. Videos like this tap into a previously undervalued consumer appetite for seeing craftsmen at work.
So What Does This Mean For The Videographer?
What photographers are to print, videographers are to blogs. The more aware you are of that dynamic in your relationship with brands, the quicker you will be able to adapt and cater your own personal brand to what your prospective clients need.
Next Friday – The Avante Garde Art of the New Media Videographer
Trevor “Trevz” Bayack is a Brooklyn-born filmmaker who approaches his web pieces as mini documentaries. Recognized as a member of the 2008 URB magazine Next 100 for pioneering the “video blog” Trevz continually makes his pieces shorter, sharper and ever more shareable” Follow our twitter feed for more.