From news interviews to social media to digital advertising and so much more, it goes without saying that video production is vital to brand success in this day and age. Many major companies are catching onto this trend, exemplified by multinational corporations like McKinsey and EY that have invested in high-quality in-house video production studios.
Whether or not your brand is a Fortune 500 company, there are compelling reasons why your organization should follow some of the same best practices many of these companies are adhering to. Here are five trends that your brand can’t afford to ignore:
Video consumption is on the rise
This trend probably isn’t hard to believe, but the statistics make an extra compelling case that demand for online video content from brands is at an all-time high, and is only expected to rise further. A Business Insider analysis found that nearly 245 million Americans regularly watched videos online in 2020, driven by increases in both the youngest and oldest generations. This should put to rest any doubt brands have about the effectiveness of reaching audiences where they are at via video, and furthermore, underscores why this communications tactic is deserving of meaningful investment and top-notch production quality.
Not only are more people watching videos, but consumers are increasingly preferring video over text marketing, according to this Salesforce survey. Not only do consumers prefer video over text, they are also more likely to share videos compared to any other medium, according to HubSpot. However you look at it, video marketing is more important than ever before.
It’s easier (and cheaper) to control your video production in-house
If you’re under the impression that a robust, in-house video studio doesn’t make financial sense for your company, it’s worth reconsidering this. Similar to renting an apartment or leasing a car, it might seem more cost effective on the front end. But a proper investment in an in-house studio and the keys to produce high-end videos on demand often proves worthwhile over time. Especially considering the rise in demand for video content, your company’s leaders should have access to the best lighting and video design capabilities when using this tool to communicate to various audiences and stakeholders.
This is especially the case when it comes to public relations opportunities. In general, timing and availability is critical to nailing big PR opportunities, and having an in-house studio will have your c-suite equipped to get in front of the camera on short notice. Your organization doesn’t need to be scrambling to look good on camera the next time a major news outlet invites your leadership for an interview.
Your c-suite needs to be public facing
Your organization’s leadership can no longer afford to just be behind-the-scenes; they have to also maintain an effective public profile. If you’ve spent much time on LinkedIn or business news outlets lately, you’ve likely noticed that thought leadership and content featuring company leadership is increasingly common. This makes sense when you consider the best way to deliver messages – you could opt for just a buttoned-up statement on a website, or you could supplement that through a comprehensive message and a personal touch delivered on video by a credible c-suite member.
Simple corporate studios and video lighting setups simply don’t cut it for high-level brands and executives in this digital-first era. Your company needs to be equipped for news interviews, social media content creation, and much more.
Going cheap on video lighting design will cost your brand in the long run
Low fidelity videos certainly have their place in this day and age, especially on platforms like TikTok or YouTube. But most corporate communications call for a more refined and high quality production.
We live in a world where first impressions matter now more than perhaps ever before. With so many brands competing to reach audiences in a variety of ways, people rarely engage beyond a passing glimpse or quick social media scroll. That’s why it’s critical that your brand’s corporate communications impresses viewers and instills credibility right off the bat.
Read more: Does your in-house video production reflect your brand’s standards?
Shortfalls like poor lighting and grainy video production are easy ways to lose the attention of your desired audience members, particularly in instances like broadcast interviews, a quarterly update, or any internal communication via video.
It can certainly be tempting to explore lower-cost methods for your video production setup given the price tag that comes with robust in-house studio investments. But settling for lower cost options like cheap webcams and ring lights will hurt your organization’s brand and credibility. The cost of this can be much greater than what you save on equipment and setup.
Internal and external communications are increasingly vital to brand health
One of the biggest challenges facing many brands is trying to standout and remain relevant amid an ever competitive market. One way to overcome this is through consistent and on-going messaging to internal and external audiences. It’s well known that key members of a company’s leadership team need to be effective external communicators, but it might be just as crucial to implement effective internal communications.
If you’re a large organization, each one of your employees are essentially brand ambassadors. It should be part of your overall communications strategy to ensure that all internal teams are on the same page about important brand messages and initiatives as a way to bolster your external efforts. Video can be a highly useful tool for your internal communications, and it deserves the same high quality production as your external content.
The bottom line
The digital era is here to stay, and your brand has a pivotal choice to make. You can stay ahead of the pack with industry-leading video production, or you can allow your brand to be undercut by a lack of investment in video marketing and communications. The award-winning team at The Lighting Design Group has the experience, expertise, and state of the art technology to enhance your brand through best in class video production.