According to an article on Ragan, by 2020 the Internet will be 6 times larger than it is today. That’s a lot of content to consume, and with shorter attention spans, increased distractions, and a more fractured viewing experience, consuming all of that content will be impossible. Audiences will skip right over the masses of generic content out there because our filters will continue to condition us to cut out everything that doesn’t make us stop and think, even if for a moment (and we’re talking seconds). Better content will rise to the top, meaning brands need to recognize the opportunity now. For those who don’t, getting lost in a big sea of generic content awaits.
High value video content is becoming the centrepiece to this opportunity and it will continue to grow and evolve in the coming years along with the ways we experience and view it. By 2017, Cisco predicts that over 69 per cent of the bandwidth of the Internet will stream video.
All too often, great videos that took a lot of time, effort and resources to create, fall off the radar simply because no one considered the audience who was intended to experience it. As the amount of content that is presented to audiences increases, you need to make sure that your videos have clear purpose, and that you develop a content strategy that considers viewers and the digital environment as the key to the opportunity. There is more to a great video than production. It’s the planning and strategy before you turn the camera on, and then enabling it to be easily and meaningfully consumed that will lead to communications success.
We wanted to share this insightful video that plays on the fact that so much video being produced today is generic, without strategy, and without a clear call to action. Great footage is only part of creating a great video. It’s about telling stories and making people lean forward and engage. While this video is a well-done showcase of Dissolve’s offerings, it does bring up the important point that you really should be original when making video lest you end up in that sea called Generic.
Ragan.com article: http://www.ragan.com/Main/Articles/48124.aspx#