As 2020 and a promising new decade takes its first steps, it’s hard to avoid drawing parallels to the original “Roaring Twenties” from a century ago. Similar to the 1920’s, the economy is absolutely booming again. However, instead of automobiles, motion pictures and radio leading the charge, our modern day “Jazz Age” has launched a Tesla into outer space, we all carry a portable computer in the palm of our hands and video production feeds our daily desire for entertainment and informational content.
By 1922, there was 600 radio stations in the United States that were broadcasting segments featuring news, music and entertainment. The new technology inspired a true brush fire, with 60% of all families owning a radio between 1923 and 1930. This massive surge led to the Golden Age of Radio, where 82 out of 100 Americans were radio listeners. If you can believe it, Cisco predicts that by 2021, 82% – the exact same figure as the Golden Age of Radio – of all global IP traffic will be in the form of video.
The purpose of this article is to share some detailed perspective on many video trends occurring in the production space and how they will impact marketing and communications over the next decade. And to be clear, the focus here is not on the live broadcast but on canned content – be that brand videos, commercials, corporate videos, internal communications videos, explainer videos and the like.
One significant area that is not covered in this article is the impact that artificial intelligence will have on the industry. To learn more about this phenomenon in great detail, please visit my article titled “AI and the Next Decade of Video Production”.
Video Production Everywhere
Just like the Golden Age of Radio, the saturation point for video content is quickly about to be reached. The trend I’ve been noticing for several years now is the dramatic escalation of videos that are created as part of a single production. Long gone are the days where a single four to five minute video is all that is created. Now most clients want a two to three minute “long-form” overview video, several shorter versions of this same video (usually :60 second or less) for social media, additional videos with specific themes, and occasionally some videos that are subtitled as well. All utilizing the same interview footage and B-Roll that was captured for a given production. This is occurring because the demand for bite-size content is off the charts.
As a result of the enormous demand for video content, the playing fields for video production have also expanded substantially. Exactly who captures and develops content for your next campaign depends on a number of financial and creative considerations. Given my experience a lifetime ago as a graphic designer, I think a great way to frame this conversation is through the lens of the desktop publishing explosion which occurred back in the 80’s and 90’s. Once digital software tools became robust enough and were widely available, a huge transformation occurred with how print productions were managed. Four main avenues emerged that were considerations for most marketing professionals, and they broke down as follows:
In-House, Freelancer Designer, Design Firm, Ad Agency
– Sophistication scaled up with each option
– Freelance (Newsletters, Letterhead/Business Cards, Signage)
– Design Firm (Brochures, Annual Reports, Packaging Design, Branding/Logo Design)
– Ad Agency (Campaigns)