Web Video is Over!

August 25, 2011 by Pia Proal
Well not quite. There are three stages to any technology. The “look ma' no hands” stage, when the technology seems like magic. The “plumbing” stage, when tools and standards emerge and the “content” stage, when finally the technology is applied to serious work.
 
We are firmly in the content stage. Every new product, service or social media campaign is virtually required to have an associated video. It has really become almost pervasive in the last 12 months.
 
 
At the same time there's a new trick and the folks who get it see significant returns on their investment. It's no longer about video. Now, it's about digital communications. You can make a motion graphics piece, an animation, a video or a combination of them all. This broadening of the category means that if your CEO can't string a sentence together, you can work around it with a great voice over. If you don't have access to an important location or item, you can recreate it. The parallel with Hollywood is clear. We don't have a space-station, but we can make one!
 
Real Cool TV Video 3
 
Web site visitors are very fickle. Too much hyperbole and they snort with derision before closing your web page. A hint of insincerity and you are done. Until recently any kind of animation or motion graphics was viewed as a bit “out there”, but thanks to UPS and their white boards and several other successful Social Media campaigns the acceptance of this new and fresh kind of media has grown. Check out Google's help pages for some of the freshest motion graphics videos you can find.
 
The key problem with the democratization of web-video is that we were not all ready for it. Organizations are trapped by a lack of marketing message or product benefits, but feel pressure to get some video shot. This subtle change in what a web audience will accept means that you can get a digital communication piece done no matter what, for a reasonable budget. And of course you can spend the savings on a voice coach for your recalcitrant CEO!

Pia Proal of Real Cool TVAbout the author
As co-founder, Pia Proal is the driving force behind Real Cool TV. She is responsible for all sales and marketing efforts and works throughout the country and in Europe to identify partners and opportunities for Real Cool TV. She has a deep understanding of the industry and is an invaluable resource to organizations looking to understand the opportunities that digital communications can offer. You can reach Pia at pia@realcooltv.com

Comments

Greg Donahue

Absolutely great article w/ great examples. I'm passing this around. Thanks, Pia.

August 26, 2011, 7:57 PM
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Comments

Bill Nash

Correct! For those that "get it", the "video revolution" is NOT about video!! It's about the ability to communicate in a more compelling, engaging, convenient, AND measurable way... that can directly support your business objectives, when done with more forethought and vision than "we need to create a video... And fast!". Thanks for the insight and perspective!

August 27, 2011, 9:07 AM
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CASUDI

Someone who thinks very highly of themselves and photographic skills sent me a video a couple of weeks ago. My comment was this is video footage but not a video. No story. No beginning, middle and end and absolutely no point.....exactly your point.

I for one will be extremely happy when we move to the next stage and the video communication both says something AND is a pleasure to watch. I produced film and video TV documentaries, corporate (branding) & product videos in the late 1980's and early 1990's and currently I don't even watch YouTube except on rare occasions ;-) You give me real hope that we will eventually get past all the excruciatingly bad "video" out there !

August 29, 2011, 1:51 PM
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Pia Proal

We continue to work hard at educating organizations as to the value of good and compelling content. Thank you for your insights.

August 30, 2011, 11:32 AM
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