Is the term “corporate video” still relevant today, and do video production companies need to evolve?
We analyse the relevance of the term ‘corporate video’ in light of the internet, smartphones, social media, and video trends over the past 24 years.
How we watch and make videos has changed since I started in this industry all those years ago. When I formed my first video production company, there was no Internet, and everything was shot on film and watched on videotape. The landscape has changed, from websites to smartphones and how we watch video content. So I asked myself, is the term ‘corporate video’ still relevant today? Let’s go back 24 years.
In the early 2000s, companies began to recognise the power of online platforms, and the ones who could afford them started using the fledgling internet to showcase their products and services. It was an exciting time for video production companies because it meant more content to make, and more opportunities. This gave rise to ‘corporate videos’ you could watch on a company’s website. And with the advent of faster internet and streaming services, businesses could reach even more people! However, as I recall, these videos were pretty boring.
By the early 2010s, smartphones caused a huge shift in how we watch videos. People started to prefer shorter, easy-to-understand content, which forced companies to change their video strategies. That’s when shorter videos, animations, and visually striking ads became the norm. Instead of long, boring presentations, companies began to create fun and engaging content perfect for people scrolling through their devices.
However the popularity of video cameras on phones and social media sites, some companies thought they could cut out the production company and make compelling content themselves, using an intern’s mobile phone. It worked for a while, but this guerilla marketing style only worked until people wanted to see compelling and well-made videos again!
In the following years, a huge technological revolution brought amazing advancements in camera technology, editing software, and motion graphics. As a result, corporate videos became much more engaging and polished. We, the creators and production companies, could now use revolutionary cameras and filming tech. DSLR cameras, especially Canon’s 5D, changed how we shot video. The new DSLR cameras meant we could get that cinematic shallow depth of field, even in low light. It was a revolution. Drones gave us that dynamic aerial shot only seen in Hollywood movies. The balance had shifted back to the creator.
Fast forward to 2024, and the landscape is characterised by diverse video content. Livestreaming, virtual reality, and interactive videos have become integral to corporate communication. Businesses leverage these technologies to create immersive experiences, bridging the gap between physical and digital realms.
Yet, the question remains: Is corporate video still relevant? The answer is yes! It’s more relevant than ever. Corporate Video refers to videos businesses or organisations produce for promotional, informational, or communication purposes. As attention spans continue to dwindle, video remains the most effective medium for conveying information quickly and memorably. Okay, we may not use the term as often as we used to, but, without a doubt, corporate video pioneered how we make content today and still do.
In conclusion, the journey of corporate video production over the past 24 years is a testament to its adaptability and enduring relevance. From the early days of online presence to the immersive experiences of 2024, corporate video has evolved with technological advancements and changing consumer behaviours. As businesses continue to navigate the digital landscape, corporate video stands tall as a powerful tool for communication and connection.