In this week’s episode of The Video Marketing Show, Phil & Graham will give their views and opinions on what the future of video looks like. Could the role of the camera operator become obsolete? Are we more likely to be consuming shorter content? Find this out and more in this weeks episode.
You can watch the entire episode via the link above or listen to podcast below.
Welcome to the Ark Media Video Marketing Show
Hi and welcome to The Video Marketing Show, I’m Phil Arkinstall
My name’s Graham Allsopp.
And todays episode we’re going to talk about what’s next in the video industry, so I think to start, to set the scene, I think it’s important to see what has changed within the last few years as well. So when I set the company up eleven years ago, we were still working with VHS tape, we did have DVD’s as well, the internet was a lot slower, broadband connection, YouTube existed, but perhaps wasn’t as prevalent as now and that started to change. I mean, when you stated in your career, how have you seen it change?
Yeah, so when I first started we used to shoot on my DV tapes which were little tapes that went into the video camera, expensive, you never really, once you had filmed it you never really wanted to throw them away because it was always the case of, you know, if you overwrite them then the footage is gone if you haven’t captured it properly. That was at the very start of my career, and then as it progressed it was literally like SD cards.
Yeah and very much the industry has changed now so that you plug your SD card into the back of the computer, you can put it onto things like DropBox , for both showing to clients, but also, for storage, which we tend to use it for quite a lot now, a terabytes worth of storage that is on the cloud, it’s much better back up being backed up by massive server rooms around the world.
That’s something that we didn’t have, when I first started, the company that I first worked for, we had like a whole massive safe with just hard-drives and they were all two terabyte’s which was quite expensive then at the time. But it was like a fireproof, waterproof safe that if anything happened you would know that your footage would be protected in that safe.
So yeah, very much when we started, you could make a three minute promotional video, you’d put it on a company’s website, it would sit on that website for about two or three years, they’d probably have a few staff leave, and then want to change it about a bit, they might have a new logo, a new brand identity, and I think that was very much how it was in the early days of Ark Media. But then when Facebook, Twitter, LinkedIn, and now Instagram and things like Tik Tok as well, now that all this evolution of the social environment has changed things, we can’t really just make a one size fits all promo.
Yeah, it’s very much the industry has changed so it dictates around what platform it sits on, so as you said before, a three minute video two and half was perfect wasn’t it for like a promotional video, you could get everything across, all your benefits, why use us, but as social media has formed, I think social media at the start was designed for those kind of videos and people’s attention spans were fit for that, but as there was more content pushed out, more social media platforms, even the way that they have designed Facebook and Instagram, you’re literally scrolling up all the time, it’s designed for your attention span of ten seconds. That’s definitely where video has changed, in the past ten years
I think something that I found really important to pass onto clients in recent years is that if you go to the trouble to professionally produce the video, you don’t want just one output, you don’t want just one three minute film, you want that added value, you want the fifteen second clips, you want five of those from different parts of the video, you want different call to actions graphics on the end of It, you know there is so much you can do now that previously you wouldn’t do, you’d just literally focus on one product and that’s a much more powerful offering from a video production companys point of view because you’re literally saying we can go out, do a day’s filming and we can deliver you twenty different films of different durations.
Do you think it’s harder from a video production point of view, do you have to be smarter in how the sense you get across your messages and your story in that shorter time frame? Because obviously, forty-five seconds now for Instagram, really that’s all you’re going to get, especially if it’s not a very creative image.
Yeah, defiantly, I think you’ve got to get to the point a lot quicker, if you’re treating it like, say a news article, you’re ten to fifteen second social clip now, would be the headline that you see on the front page of a newspaper. If they’re grabbed by that, they might watch a longer version of the video, so actually, that’s where you can expand and open up the debate and the discussion a bit more.
Yeah, so going off that, I think people’s attention spans have moved, but I think that if you’ve got a subject that you are interested in, I’m a big football fan, so I could happily sit there and watch a five minute video on Facebook about pundits talking to each other about football. So, I think although attention spans are smaller, if there is a subject that you are interested in, then you are going to be still open to watching.
I think what you’ll probably find is that corporations will start trying to move us back to longer form, Instagram are now doing Instagram TV which is purposely built for longer form, so actually, it may well revert back to that, but that headline grabbing, social media, that banner at the top of your screen, you’ve really got to be quite clever with the content that you put out, you can’t afford a nice establisher of the building that your company is based in anymore to set the scene, you’ve just got to hit it hard and get to the crucks of what your offer is to the person who is watching it.
Do you think video? Live action filming and animation, where do you see them going forward?
I think with COVID animation has grown, particularly with what we do. What’s been interesting, within Ark Media, we have clients come to us who, they have an animation brief, but they don’t necessarily even pre-qualify ‘Oh do you do animation,’ there’s just an assumption that you’re a video production company. I think as time moves forward we’ll probably be asked for more and more animation, but I think if we are talking in terms of where the whole industry is moving in the future, there’s other formats that are coming through as well, so there is personalisation, that is where you send an individualised version of the video to a particular end user, so you can use that, particularly in animation, you could actually make a video tailored to the demographic that its aimed at, maybe if the same video goes to a different demographic, the video could be adapted a video specifically looking like its aimed at the person could drop into their inbox or a video card format, so that it comes through the post, they open it, you know it’s a …
Where do you think that’s going to go in the next couple of years? Because I mean when I first started in video, that was kind of a new technology.
The video card?
Yeah, the video card, for people that don’t know, it’s a brochure that you get in the post, you open it up and the video is there, it plays automatically, it’s got a little speaker in there. It was revolutionary when I first started for kind of corporate video production, but I haven’t really seen them being used much
I think they’re cost prohibited, they are quite expensive, but again, as technology moves on, as they get massed produced, just like all technologies, they’ll drop in price. But again, there are other formats that will come into play as well, to sort of revolutionise the industry, so, interactive video, you can do that on Netflix programmes, there’s a couple of programmes on Netflix
Black Mirror have done it, I think Bear Grylls does it with his sort of survival guides, you know do I go down the waterfall or do I go through the jungle?
It’s much different, like immersive storytelling
It’s passing the story into the viewers hands
Definitely and I think that will work quite well in the corporate market as well because it offers something a bit different so if you’re trying to do some training internally, you could let your staff have a choice of ‘do I choose that option or that option?’ It’s still steering them in an educational way to get them to where they need to be, but actually it passes the message in a more interactive, more engaging way than perhaps just watching a video and not having that engagement. So, there is plenty of scope there
Especially as technology goes on I think that, going back to the whole social media length of videos, I think that they’re the ones that are going to dictate where the video industry goes
I think realistically.
But it is a cultural shift, that’s saying well okay we have got the attention spans of a gnat when it comes to consuming social content, but actually, we used to allocate a couple of hours to watch a movie, now we’re allocating, probably twelve hours to watch a ten part series or whatever it may be.
I still think that, even if they had said in cinemas now that, there was no warning about not using your phone and stuff, I think everyone would be getting their phones out halfway through
Yeah probably, yeah. But going back to the roots of video production and what we do as a business, there are a lot of changes that we are on the cusp of its just finding early adopters who are happy to use that within their campaigns, and they don’t feel scared to try something new.
How do you think it’s going to move forwards in the next five to ten years, with the concept of having it on your phone?
Yeah so, the very much prosumer or consumer
Yeah because surely as cameras get better and as phones get better, people will start to use them for filming purposes
Yeah and I don’t have a problem with that for a certain level of content, I think to two things that they have improve are sound, you know the reality of sound recording still is if you want good sound, like we’re doing this video now, the microphone is literally a metre away from us both, it’s out of shot obviously, but it’s only a meter away. If you’ve got an iPhone and you’re filming someone across the room, the sound is adequate but not great. The second one is lighting again, they’re still not as good as the professional camera.
And again, it’s all well and good having a good camera on your phone that records good audio and that can control the light, but ultimately, there is that underlying skill level
We’re talking about evolutionary steps within media, if you imagine the technology of a drone, that flies, some drones now are the size of your hand, or even smaller, if they can find a way to make the drone quieter, so some sort of audio repression on it, sound repression, and that hovers around following you, if it then uses telemetry sort of sensors if you like to know where your eyes are, where your head is, and it knows what a good frame looks like, because we’re talking about what we know as professionals that perhaps consumers don’t know of what is a good frame, if the camera floats around because of the technology, and it knows what a good framing is, you can almost press go on your drone camera, or your iPhone whatever it may be, iPhone twenty, you press go it flies up into the air it follows you around in exactly the sorts of shots I would consider professional, it’s got high quality sound, it’s got no problems with the background noise from the drone, it maybe even has even better lights built in, because the iPhone now has pretty decent lights built in just for
Yeah, I think you’re onto a good idea here, lets
Yeah, but you know there are layers upon layers of technology, that can make it really exciting, I still think you’re going to need a human touch because it’s all about human need, and you know, just to conclude really, I mean the evolution in picture quality over the years has been impressive, and what you’re finding now is that we’re up to 4K TVs, but they’re actually selling 8K TVs now, I read an article a few years back saying that the human eye can interpret 32K, well give them another ten, twenty years, maybe even five years I don’t know exactly if I’m honest, but within that small amount of time, the technology will be there where you’re looking at a 32K screen, and you can’t actually tell it’s not real. It’s interesting where the world is going, and I think there’s plenty of scope though really. So, I hope you’ve enjoyed this episode, there’s plenty more on our channel and hope to see you again soon!
Don’t nick our idea about the flying drone as well, that’s ours.
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