A variety of things have changed over the years when it comes to advertising, of course. Looking at the creative content process, there’s far more opportunity today for people who want to participate and offer their services than ever. However, there are differences to consider, too.
For example, video created today is likely to be shared on numerous channels and in various manners, not just as a broadcast TV ad, for example. Rather, the creation of video assets must consider the 30 seconds of the TV ad, but also streaming services, social media, smartphones, websites, and more. Each of these outlets creates a new way to reach customers, and video is consistently one of the best tools to achieve success in marketing, especially in today’s ever-connected world.
What’s more, it’s not just where the content is streaming but also what its goals are. There are wildly different expectations for how that content will look, function, and perform. That includes the length, but also the way it can be applied to social media – whether the end viewer will share it on Facebook, Snapchat, or Instagram, for example. Different social media platforms require unique optimization of elements such as aspect ratios, file types or sizes.
Another difference in today’s video production is the need to have creative content that plays to the needs of the consumer. Typically, that means it needs to have a tempo and output that’s much higher. Viewers are impatient, and at the same time, the industry is always moving and changing. Keeping up with this is significantly more challenging today than it was just a few years ago.
There’s also the need to have more content than in the past. Because brands need to have a consistent way of connecting with their customers, typically on a near-constant basis, there is the need for more content delivered at a faster pace. It has to be fresh, interesting, and share-worthy.
While the need for new content is growing, it’s also important to recognize that most small business budgets are not necessarily growing at the same rate, and they need to create more content on the same budget. They simply don’t have huge budgets to meet big production needs on a constant basis.