In this blog Henk Vaars of Evoke Network member Mediadunes discusses the development of video production. He is a specialist in a new field which he calls New Business PR. His role is simple: to boost your financial gain by getting higher marketing PR to sales change.
Throughout 2012, video for B2B businesses showed an upward trend in effectiveness and you can expect this to continue well into 2013 and beyond.
But first a quick look at the past. Here in The Netherlands, back in the distant ‘80s, TV aerials disappeared from the roofs of historic cities like Amsterdam when cable TV started making inroads into these urban areas. Projects like U-matic were set up, for example. The system had a much better image quality than standard consumer video equipment and its costs were much less than those for conventional broadcast quality networks.
Local cable television stations in those days were staffed by volunteers, often young people who thought they could make television just because they watched it every day. Experienced experts? A television station called Salto, which is still around, could be viewed on the Amsterdam cable network. You could watch the most terrible programs. The picture quality was good, but the content was often weak at best. At that time, young people created furore with so-called video installations. They were often the same youngsters as the volunteers for the local tv stations.
Working on video installations offered a huge freedom for a very small audience. Ten years later the 90s were characterized by the rise of commercial television . We also witnessed the rise of business to business television programs. The start of this decade looks a bit like a mix of the 80s and 90s. Video technology of almost broadcast quality is now financially accessible to a very large number of companies. We have moved from commercial television to B2B television and B2B video. Editing software of all shapes and sizes is for sale at reasonable prices. Any company can produce a video nowadays. But again we find out that making a good quality video film is not as easy as it seems.
At a public meeting of the NBF the Dutch association of film and television producers, a discussion called Is it a profession? was started. The debate hinged on who could call himself a videographer or a video journalist. Do you need a qualification to work with video, or not? Should an owner of a small PR agency buy a Canon for (only) a few thousand euros,
download some Avid software and create his own video content? It is tempting, but don’t do it. Leave it to the professionals. Hiring a professional with inexpensive equipment is better than hiring an amateur with expensive equipment. Why is it not enough to read the many blogs with the tips for compelling video storytelling and do it yourself?
Just because those old gentlemen of the NBF are right, it is a profession!
Ok, if you can’t really resist the temptation and want to join the many in house video marketeers, do it differently than all the other videographers. Liberate the media! Disrupt traditional video production! Stream your clients content live or make short B2B videos for your client and publish them on the Internet just a few hours after recording. I hear you thinking, what camera should I use? The best camera is the camera you have with you! And don’t publish your client’s video content forever. Remove it after a certain period. The B2B world is a fast pacing one. Obsolete B2B video content can look ridiculous. And speaking about ridiculous things, how do you look on video? The staring eye of the video camera lens can be unpleasant and intimidating when you are being filmed. The camera is just a machine observing you with an intense stare. This can take some time getting used to. Unfortunately most people who are new to presenting come across very differently on camera than they do in the flesh. The solution is practice every day, use your webcam. I am sure Kevin Wheeler does it.
He is the president and founder of Global Learning Resources, Inc., is a globally-known speaker, author, columnist, and consultant in human capital acquisition and development. In autumn 2013 he will be visiting the Netherlands working on a new social entrepreneurship project. (I will keep you posted). And to keep it closer to home and more recent, this is the latest video Mediadunes was involved in (in Dutch June 2013), It is about VNG, which is the Association of Netherlands Municipalities. Komedia produced the videos.