By leelefever on July 07, 2011 - 11:16am Comments
Recently Cisco released a subject that predicted that by 2013, 90% of all consumer IP (Internet) traffic will be video. 90% two days from now. Wow.
I think a full part of this will get from mass media; news, TV shows, Netflix, etc.
I`m also quite certain that a growing amount of these videos will be short videos that are made for the specific aim of promoting and explaining an organization`s products and services. Indeed, I think nearly every organization with a site could gain from the good custom video.
For approximately 4 years, since we were leased to make Google Docs in Plain English in 2007, we`ve been making custom videos and been on the front lines of talk to people about making online videos for their products or services. It`s been an incredible experience to play with companies like LEGO, Visa, Ford and Intel among others. Every day we are contacted by individuals and organizations who frequently make the same questions and concerns. Here are about things we`ve learned:
Overall, it seems that the manufacture is only getting started. Suddenly the yield of a picture has become more democratized and as with any new industry, there is a lot of variation and mismatched expectations. Producers and organizations are both working to flesh out the best, most productive ways to bring together.
Cost:Few people know how often a little animated video should cost. For the 1st time, organizations can go now with a single individual, a small team, or a big studio to make an animated video. Many of the budgets we`ve seen are below what most producers require and pricing expectations vary from a few 1000 to about six figures for animated videos.
Experience: The bulk of organizations we`ve worked with had small experience working on video projects. Many are marketing managers at large companies. founders of smaller companies or agencies who receive a lot of valuable experience, but are barely getting started with video. Producers often want to act as guides in the production process and manage expectations regarding deadlines, scripts, review processes, etc.
Promotion: Customers not only need video production, but advice on sharing and promoting online videos. Often, it`s assumed that video producers are also experts in video promotion in the social media world. Many are, but it`s better for both parties to set expectations about the character of the producers in the process. Not every building contractor is, or should be, a great realtor.
Length: Some rules of thumb are rising in the market. Almost everyone we speak to wants a little online video, usually under 3 minutes, which we encourage. Because our market is interested in explanation and education, 2 - 3 minutes is oft a fresh spot, where pure advertisements and post messages can be shorter.
Intent to Explain: We`ve seen consistent and heavy demand for videos that are intended to explain something complex. These organizations are not concerned in selling or brand messaging as much as teaching and relating big-picture ideas. This is where I see the marketplace for short videos heading in the future. Almost any product could profit from a short video designed to explain and educate, and producers who can do it good will see a lot of demand.
Mobile: The bulk of people haven't made mobile a big priority, but we bear this to change.
Format: Many customers are considering what format will work better for them. Of track we`re fans of animation, but format decisions depend on the use of the video. Here`s how we look at format:
Live Action - Actual video footage of mass or scenes. Great for well-known people with fans who wish to see them in the material world like CEOs or pop-stars. Also useful for using or manipulating physical products or showing artistic or design detail. Talking heads can get boring really fast. Production costs can run from very expensive, with high production values to cheap, in-house productions.
Screencast - Recordings of a computer screen with a voice-over, often describing a work or succession of events on a computer. Great for tactical, click-this-open-this, instruction. Uses the actual software or website. Can get out-of-date quickly as interfaces change. Can be produced in-house or inexpensively.
Animation - Visual representations of products or services (among many other things). Great for conceptual learning and explaining big picture ideas. Endless options and styles (both a strength and a potential weakness). Good shelf-life. Costs vary significantly.
What is now a new industry is sure to grow quickly, especially as demand rises over time. We`re probably to see more transparency in pricing and more consistent expectations about the process and roles. It`s an exciting time to be a television producer and I suppose it`s only getting started.
Thanks to the need for custom videos, we created a mesh of talented producers who specialise in animated video explanations called the Common Craft Explainer Network. If you`re looking for a video, the Web is a secure order to browse portfolios.
As for Common Craft, we`re refocusing our future on making videos and services that help teachers and trainers shine. If you`re interested in what we`re up to, sign up to be notified when it launches this summer.
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