Good little piece in the Guardian Small Business Network last week: Why online video is the future of content marketing  in which it’s author Chris Trimble draws on a range of interesting sources to reflect on the explosion in on-line video (one billion unique visitors to You Tube every month anyone?). He also makes a convincing prediction that this staggering growth will continue, with small and medium, size businesses expecting video to become more and more of a critical element of their marketing strategy and activity.

The piece gives an marketeers perspective (Chris works for Axonn Media) on lots of the trends that, as film-makers, makes it feel like there’s a bit of convergence of trends at the moment which is making it a really exciting time.

On the production side the costs continue to fall. Access to kit is collapsing as a limitation to making quality work and independent production companies now able to access a range of pro kit from clever DSLRS for those on a tighter budget, right through to the same camera’s used to make blockbuster movies.

At the other end we’re also witnessing seismic shifts in the way that video content is distributed and consumed. We’re all becoming mobile and tablet junkies, and apparently 10% of video content is already consumed on mobile devices. With 4G around the corner, this is only going to increase.

Similarly, as the idea of Video On Demand jumps beyond the internet and on to the main TV, the whole way we expect to hear about, chose, and watch content will change dramatically. As a result the traditional ROI models for making video / film content will come to be completely re-defined, with content suddenly able to be focused on very specific disparate audience groups, and with a much longer re-coup period making more and more projects viable.

All of these things change it for everyone, and as Chris points out, have significant implications for SME’s relationship to video.

Companies who might already work with video, perhaps for broadcast to mass audiences, will be able to start making more targeted (and arguably therefore, interesting) content which is delivered to below the line audiences through a variety of channels. Organisations who may already dabble in film, for internal or direct customer comms use perhaps, will begin to demand an increase in the quality of ideas and execution of their film content. They’ll want to move beyond the bland corporate film and start to expect to be able to deliver humour, emotion, story, nuance. Perhaps most interestingly smaller companies, often with niche audiences, who may have considered it too expensive in the past will begin to realise that quality film-making is increasingly within reach.

As film-makers who want to make interesting, quality, work, this is all very exciting.

Photo: Evert F. Baumgardner [Public domain], via Wikimedia Commons

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