It’s been an interesting decade and corporate video has evolved as a result enabled by all of the technological advancements, many of which were born right in our own backyard. As I said, it’s been interesting.
I remember “back in the day” working with high tech Silicon Valley companies that were (and many still are) chasing the elusive “Smaller, faster, cheaper, better” in a never-ending game of leapfrog with their competition. Nowhere has this slogan been truer than in the video arena. After all…just about anyone can own an HD video camera (a lot of us have one in our phones). And just about anyone can own the equivalent of an HD editing suite on a beefy laptop or desktop. And anyone can get a video up on YouTube. So does that mean that anyone can tell creative, compelling, and powerful stories that can effectively communicate key messages in a way that supports the overall brand? Of course not.
So you’re probably thinking I’ll now tell you that’s why you need to hire Tam Communications for all of your video work. Actually, just the opposite. I believe a lot of companies would be well served to have an in-house producer (if they don’t already) that can tackle, at a minimum, many internal videos and external product demos, white board discussions. Depending on the hire, he or she may fill the role of producing or just managing bigger projects, hire out-of-town crew, or screen production companies for projects that are outside their core competencies. We believe there’s an excellent opportunity for today’s freelancers, shooter/editors, and independent producers to thrive in a corporate setting, where they can enjoy the steady work, employee benefits, and the possibility of a paid vacation (what a concept!).
With YouTube and other Content Delivery Networks (CDN), companies can distribute training, education, product demos, a whole world of content, to a worldwide customer and perspective customer base at a fraction of what it used to cost. And they have metrics that were simply impossible before – who watched the video, from where, in what language? But the ease of producing and distributing simple videos in-house does not mean that all video communication should be “just the basics” or “good enough”. That same CDN can help you define your brand to people who may have never made their way to your industry trade show to learn about you, to meet you and get to know your products. That money you spent on a video that wowed at the product launch or trade show floor for three to four days now has a life as long as…well, who knows how long.
At one point I realized that when someone asked, “Do you produce ‘YouTube’ videos?” it was code for cheap. I’d like to see more and more companies realize that you can use that same infrastructure to create content the whole industry will be talking about and sharing.