Obviously, it would be impossible to be more biased – a video production company talking about video. However, it’s something we really believe in and the facts are clear: video has never been more relevant. Online content that used to have to be made in seconds is now dominated by long videos such as podcasts, vlogs and programs lasting more than 45 minutes. Everything we once thought to be true is changing, Youtube is no longer just for the younger generations, NetFlix is responsible for an absurd amount of all internet traffic and television is becoming less and less visible, while radio is reinventing itself with regular web videos. Fast internet and unlimited mobile data have led to an absolutely mind-boggling rate of video consumption. Every minute, 300 hours of video are published on YouTube alone, and if we add the most diverse platforms, from entertainment to educational videos, they become accessible to everyone!
We could be witnessing one of the eras
most important in art and education,
and video is one of the main culprits
Video production in 2019 is becoming so important that we may be seeing an obligation and need on the part of companies and entrepreneurs to have regular video solutions. One of the most important figures in digital marketing, Gary Vaynerchuk, goes further and says that any company in 2019 should be a media company, otherwise the future that remains will be an inevitable and slow death. He goes even further: “It literally doesn’t matter what business you’re in, what industry you operate in, if you’re not producing content, you basically don’t exist.”. “It literally doesn’t matter what business you’re in, what industry you operate in, if you’re not producing content, you basically don’t exist.” What he means by this phrase, of course in Gary’s exaggerated style, is that at the moment, Facebook and Instagram Ads are extremely undervalued in terms of their effectiveness and the number of people they reach. As well as the huge potential that producing regular content can have in terms of attracting people to the business you want to promote. Brands and companies, even today, spend thousands of euros on billboards and TV ads, when most people are in traffic looking at their smartphones (something they obviously shouldn’t be doing) or during TV ads they’re peeking at their friends’ stories on Instagram. During these breaks, they are being bombarded with much more effective social media ads with statistics that have very little margin for error. Below is a video promo for a GAFFVisuals campaign. In this campaign, the main idea was to make a kind of epic, inspirational video showing the impact that video can have.
In short, we believe that offline communication has its place as a marketing tool. Even so, video will always have more impact than any other method because it affects both sight and hearing. What has really changed is video’s ability to be distributed. Our lives are increasingly dependent on screens, whether for leisure or work. And it’s on screens that video is played, naturally becoming the most important marketing tool of the moment. Even so, the key is always for the message and emotion to be conveyed to the audience in an extremely creative, perceptible and effective way. So now, the main thing for companies is not to determine whether the video is important or not, but to know which video they are going to make next!
