Video Is The New Black…

Wednesday, 11 January 2017

"Video is the new black" written in all caps in white text on black background

During conversation yesterday, a good friend spoke of witnessing his 10 year old son communicating with friends by recording short video messages.

His messages were in the same character as traditional SMS texts with the obvious difference being that it was sound and moving images. When my friend asked him “why not just text?” his son responded “texting is boring and old fashioned. “

The ancient motivator of the “path of least resistance”,  is more relevant today than it has ever been. We now see a generation taking full advantage of new technology and using it in a straightforward and pragmatic manner, free from any traditional bias.

Producing content as recorded or live video is fast becoming an additional & important way to communicate generally. Think FaceTime, Skype, Facebook Live & Periscope to name but a few.

Companies that produce, manage and distribute short videos both for internal and external use, such as training and information distribution will find themselves flourishing in this new environment. It’s a fundamentally quick, cost-effective and simple medium to get their message across which is well received by both staff & customers alike.

These same companies investing deep into video will get even closer to the customer, making their video experience more personal and more involved. Increased customer satisfaction leads to more & more loyal customers.

A single video is worth hundreds of webpages or powerpoint slides.

A logical development from learning to produce video is that you’ll fast approach a broadcast industry level of knowledge in areas such as filming, sound, lighting and stage-management without a hugely complex set-up based on legacy products. New smart software is allowing companies to manage the entire process from start to finish with minimal resources. This means that those with the best ideas, those who can best tell their stories, are empowered to succeed even on limited budgets. The distribution channel exists already – The Internet, along with the associated marketing channels – Social Media.

Immediately you have started your own TV channel from your content.

In the near future pop-up channels and niche channels will be the first to arise followed by the more traditional television fare such as, news and sports.

On further development of this logic, new media houses will be created with a completely different mindset to traditional broadcasters, where storytelling is at the centre of everything accompanied by a super efficient, cost effective workflow.

The Media industry landscape will be fundamentally changed for ever and those who remain in the traditional mindset pattern will be left in it’s wake.