The good news is, finally, we no longer need to prove that businesses should jump on board the video bandwagon. We can all see and feel how much video is needed in the business world today.

The demand for video today is insatiable.

Video is everywhere and the use of video for business is only accelerating. Millions of marketing videos in Malaysia are being created each year and somebody has to create these videos.

Trends We See Today.

1 .Videography Is a Basic Skill for Everyone.

Videography is no longer a niche profession. Basic video production does not require decades slaving to learn from your local video master. Today, video production is just another technical and creative skill that can be learned by anyone with a bit of curiosity, ambition and imagination. Editing programmes are built to be idiot-proof and free tutorials are all over, so there is zero excuse. Children can learn it and seniors can totally pick up this new trick, using a decent phone camera and some Instagram magic.

Adding to that, when a time comes you do need some real professional help for a bigger project, most people have some level of basic knowledge to be able to express the ideas in their heads and know what they can expect from the pro.

2 .Everything Is Trending to Be Free.

In the book ‘Free: The Future of a Radical Price’, it says that any business with a digital trajectory must deal with the fact that the future of many of digital products and services will trend to free.

In this case, regular users almost always expect video software to be super comprehensive yet free, or at least at a very affordable price. Music and images can be obtained royalty-free. There is already plenty of space for creative freedom in social media video editing features, free phone apps, and online programs you do not even need to download. When you do decide to get fancier software, pay a packaged price you can get every bit of new software you’ll ever need from Adobe.

3 .Fancy Shooting Gear Is Less Prioritised.

Hardware is quickly becoming irrelevant. Higher-end smartphones that you or a family member might already own can do everything you will ever need a basic DSLR camera or camcorder to do, like 4K shooting, low-light photography, slow motion, crisp image quality, high dynamic range, super swift auto-focus.

The purists, tech nerds, and big budget players will always spend more on gear, but the differences in final output quality are becoming less and less obvious to the general viewing public. Sometimes, highdefinition videos can even be unnecessary, especially for ads and marketing.

4 .Skills Are Borderless.

Looking for a professional videographer? Why pay more? Just hire this eager college kid who has been shooting since he was 10 years old.

Need an amazing editor? A guy in Pakistan can edit faster and for cheaper.

You want a convincing video that will sell a product? A long-standing marketing and branding agency in Singapore just added video production to their list of services to be more and more comprehensive and in-demand.

Affordable cloud-based storage and editing facilitate worldwide collaboration. Everyone is doing video production everywhere – and that trend is accelerating.

Future Video Production Trends

The future for video production has never been brighter, but it comes with its own threats too.

Just having fancy cameras doesn’t change anything from a client perspective. Telling your client how they can use video to solve their business problems is the factor that will change everything.

1. Better Integration of Video with Marketing

Video will have to be integrated with all other marketing activities and be properly optimized for search beyond transcription. Google has been increasing the weight of videos on websites, so businesses are getting savvy to putting more video content to raise their page rankings and their SEO.

This will lead to more creation of focused, targeted content. Highly personalised content will become more prevalent over the next few years, as broadcast videos for a mass audience is going to have less and less value. Videos must be created and delivered to meet the needs of a very specific audience, wherever and whenever they are, especially social media marketing videos.

2. Shorter Is Better for Business Videos

There is no correct length for a marketing video, but the basic rule is that your video should only be as long as you need to make your point and not a single second longer. Mobile will overtake desktop as the primary platform for watching online videos. Attention spans will continue to shrink, particularly when people are using mobile devices, so shorter is better, before a viewer decides to swipe.

However, it is important to note that as video duration shrinks, a video’s shelf-live will become shorter, thus, the quality will also suffer.

3. Video Production Goes In-House.

Businesses will continue to create their own videos just because they must, and for certain types of video projects, it just makes more sense to do so.  Since expensive equipment is no longer the entry bar for videography, a common way companies start their in-house production team is to find someone who has the most skill in it, perhaps the new intern, then go from there.

However, this can mean businesses will also experiment and waste valuable time and resources on more complex video projects that they will ultimately out-source. Nonetheless, this is the observable trend, so like a clumsy toddler, businesses have to make these mistakes and suffer through the pain in order to learn.

4. Specialisation and Field Experience Bring High Value.

Video production is will split further and further into two groups: DIY-ers and low-budget independents, versus very high-end productions (aerial, motion graphics, special effects). In the previous point, I mentioned the cheaper group of video production. In contrast, a new breed of highend video production company will, at the same time, begin to specialize in specific business fields like real estate, food, or influencer marketing, then develop knowledge and experiences. This differentiates them beyond just shooting and editing well. In addition, aerial footage will have a novelty effect as drones become more affordable and more legal.

So how will things look from now on? As long as search engines keep video as a strong page rank indicator, video production is an unshakable industry that is only at its beginning.

A digital marketing agency focused on video marketing might be the help you need. We know that each company’s needs at different stages can be so different, and Ibrands Digital Marketing offer video production services at many levels and budget.