The future of corporate communications: Keeping up with video production
By Trishna Mitra, Digital Marketing Specialist at Abernethy Media Professionals
What if I told you that by 2019, 80 percent of internet traffic will be video traffic? And no, I don’t mean just cat videos or viral memes, like Chewbaca mom. I’m talking about corporate communications. Over the past few years, we’ve seen a trend in content consumption that is increasingly favoring video over other types of mediums. You’ve probably already noticed the changes and seen the facts, so I’m not here to convince you of that. Rather, I want to share how to overcome the daunting prospect of moving toward a primarily video communication strategy for your company.
Abernethy Media Professionals (also known as AMP) has been in the video production business for the past fifteen years. Our work includes project management, production, post, or any combination of the three. That’s why we don’t believe in the “standard job” when it comes to planning a good video. Over the last decade and a half, we’ve learned that when it comes to creating video, flexibility and adaptability are the name of the game. As things change for our clients, we must pivot quickly and meet them where they are. As a result, we’ve created agile processes to help our clients plan ahead and keep up with the growing, constantly changing demands of video production. Today, we’re sharing those not-so-top-secret processes with you!
Plan ahead to: Create footage with longevity
Make the most of production day. This is the most important thing you can do to prepare for video communications. Especially when it comes to online content, it can feel like things become irrelevant pretty quickly. So, create content that is evergreen, shoot multiple versions of your video that you can steadily release over time, and get visual assets (like stills and b-roll) that can be reused in newsletters, across the website, and in other videos. All it takes is a little forethought during pre-production to plan how you want to make the most out of your video and content.
Plan ahead to: Use your budget wisely
Or, as we like to call it, “managing expectations.” You want the look of a professional video, but you don’t have the budget for it. Or perhaps you’ve come up with the creative and now need a crew to execute it, just to find that you don’t have the budget to get everything PLUS the lighting you need to get the look you want.
Quality video production comes at a cost, so it is tempting to turn to the film school student looking to add to his resume. However, when you go with an experienced crew, you’re getting quality, reliability, and professionalism. And that can save you hours on set and the costs of reshoots if things go awry.
Plan ahead to: Allow for logistical constraints
It’s time for a CEO address. Top leadership will all be around to shoot an internal company video for employees across the country. Flights are booked, the crew is assembled, and you’re ready to go. And then at the last minute, the CEO cancels because something’s come up. Now what? Coordinating schedules can be difficult at best, which is why we recommend incorporating some flexibility into your planning process. Think about possible alternative solutions during pre-production so you’re prepared for whatever might come down the pipeline. AMP’s team of experienced professionals can provide the gear, the crew, and the support to help you as your needs change.
Abernethy Media Professionals is a full service video production company. AMP’s Camera Crew division offers production support across the Southwest and Pacific Northwest areas. We provide the right crews, equipment, and expertise for your shoot. Our Creative Services team provides script to screen production support, and our experienced producers partner with agencies and in-house corporate communications representatives on digital media projects across the country.