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Corporate Video Production Trends
The video production industry is constantly changing. The sector has reached a point where technology and creative techniques that were once only possible through big budget productions has become much more accessible for business and corporate video, allowing you to keep your audiences attention through more innovative and creative techniques.
The corporate video sector goes through exciting changes as trends emerge which help shape the way businesses create video content.
So let’s take a look at 5 corporate video production trends that are emerging in 2023.
1. Accessible Video Content
In recent years, thoughtful and accessible video has thankfully, become more commonplace and businesses around the world are now placing a lot more emphasis on making sure their video marketing content is able to be viewed in as many different scenarios as possible.
Some of the ways you can make your videos more accessible include:
Captions are a text transcript displayed on screen that are synced to the visuals of the video. This enables people who are deaf or are hard of hearing to gain the full access of the video. They usually contain things like speech, music lyrics and sound effect descriptions.
Videos that have captions are commonly seen as a “CC” symbol in the play bar of a video and generally are created in either open captions or closed captions.
What's the difference?
Closed captions are a seperate file that is exported alongside the video itself. By being a seperate file overlayed on top of the video, viewers have the option of turning them on or off.
Open captions are embedded within the video itself so they are permanently displayed as part of the video. Viewers cannot turn these on or off.
- Another reason captions have exploded in popularity in recent years is more and more people are viewing video content on their phones in public.
By default, social platforms such as Facebook and Twitter play video content muted.
Recent research shows that having captions to support your video can increase engagement rate with most people preferring sound off by default (68.41% compared with 31.59% saying they preferred videos with sound on).
Colours, contrast and size of elements
When considering accessibility in the planning of your video take some time to consider appropriate colours in the video, contrast ratio of those colours and also the size of graphic elements in the video.
This can include elements like clothing choice and graphics that are being displayed in the video such as charts, text and call to actions. Text colours shouldn’t be too similar to the background and vice-versa.
Make sure any text displayed on screen is big enough for everyone to read on mobile devices.
Transcribing your video
Transcribing your video is similar to adding captions with a few differences. Video transcriptions are basically text versions of your video where not only the spoken voice is available in text form but also elements like graphics and actions on screen that are not described through a narrator, voiceover or interviewee.
The benefits of transcribing your video include:
- Searchable content – imagine that we are filming a member of your staff giving a presentation at a conference. A video of this type can often run for 30 minutes or longer and be full of valuable content.
If someone sitting in the audience at the event found a particular section of the presentation to be interesting, they can watch the video after the conference on your website.
By having a video transcription written below the video, the audience member can do a simple text search to find one word they associate in that section and instantly find it along with the timestamp of where.
- People who are blind or have other disabilities cannot or prefers not to watch can still read a transcription of the video and be able to understand the overall message.
- Improved webpage SEO – by having a text transcription of your video embedded on your webpage alongside your video increases the likelihood of search engines understanding what your video is about and therefore be able to position it in search engines more accurately.
2. Short Form Video Content Series
As viewership attention spans keep getting shorter and the sheer volume of video content being uploaded to the web every second grows to an incredible amount, a trend that keeps gaining momentum and is shaping how corporate video content is made is to produce a series of short videos.
Short form videos are perfect for capturing your audience’s attention quickly and allowing you to focus on a very specific part of your service or product.
Let’s take the classic testimonial video as an example.
Creating a testimonial video provides excellent social proof and an additional vote of confidence that your business is providing great value.
You could create a 2 minute testimonial with an interviewee talking about their great experience. You now have one video to display on your website where a percentage of the viewers may only watch the first 30 seconds before clicking onto something else.
A growing trend is instead of creating one 2 minute video, creating three 45-60 second videos that are punchy, sharp and to the point.
You can also slightly vary each testimonial focusing on a specific part of the customers experience. Even better is to try and get three different customers to talk about their experiences.
The idea is to give potential customers a glimpse into the experiences of the interviewees and to leave the view seeking more information.
Some of the benefits of creating a short form video series includes
- Viewer engagement
- Focusing on very niche topic within an overall series topic
- Higher engagement on social shorts such as Youtube Shorts, Instagram Reels and Facebook Reels.
- Great production value – we can plan your shoot so that we interview a number of prior customers in a similar interview setting so that we maximise time our crew are on location.
3. Behind The Scenes (BTS)
Including behind the scenes content in videos has become more mainstream in 2023.
Incorporating more honest moments such as fluffed lines, laughing (in the right context), video crew setting up lighting and a short blooper reel for example can help portray a more human element to your video it can increase authenticity and transparency into the videos message.
By offering a window into your company’s brand, language, life and challenges gives viewers a chance to see past the front window which can go a long way with trust and loyalty.
We all love a good story and that’s no different in corporate video production.
Using a good story to portray your message can create a deeper connection with your audience on a personal level.
Take the example below as an example of how good storytelling on a short promotional video can connect on an emotional level.
Instead of telling viewers that they can sell on Shopify, they chose to tell a quick story to show how a business owner went from deciding to start a business to getting their first sale. It gives the viewer a window into imagining their first sale if they started a business also. That’s very powerful.
5. Live Streaming
During the pandemic, we saw an explosion in the demand for live video content due to the obvious restrictions of travel.
This trend hasn’t gone away since the world has opened up again, after normalising after it’s peak during the pandemic, it seems to be on the up again with TikTok reporting that over 52 percent of global users would be interested in consuming live branded content.
Businesses can use live streaming to connect with their followers in real time, which increases engagement and brand awareness.
Businesses can answer questions, have incredibly up to the minute talking points and provide valuable insights before their competitors.
Corporate video production has gone through some significant changes throughout the years, some aided by the advancement in technology and some aided with online video becoming a part of modern day life.
Using video to communicate your corporate message can bring your campaign to life. Becoming a thought leader in your industry and a place where people come to catch up on industry news and learn is an incredible way to put your companies best foot forward.
Doing this through the medium of video is one of the most digestible and entertaining ways to do this. Video production is here to stay and staying on top of the trends can help differentiate businesses like yours from the rest.