It seems to be that everyone that prognosticates about such things believes that there will be dizzying growth in the use of video via the Internet. One self-interested prognosticator, Cisco Systems, has released a study claiming that by 2013 Internet traffic will increase fivefold with more than 90% of this growth coming from video (mobile growth in data usage will grow 66 times according to the same study). If we assume that at least some of this video will be newly produced footage for corporate use, who will produce all this video? Will the price of video production fall through the roof?
The Internet has, for the most part, created a pretty level playing field for smaller firms looking to compete with their larger brethren in terms of quality of Web-based marketing. The playing field becomes a little slanted when it comes to video production. We have gotten pretty spoiled from watching so much high- quality produced video that when we see something with lower production values we tend to form negative perceptions. Compromise a little with your web site or brochure quality and you might get away with it. Create a video that doesn’t meet viewer standards and you’ve shot yourself in the foot.
Quite fortunately the price of high-quality video production and editing hardware/software has fallen. At some point in the not-too-distant future we should also see more emphasis on video scripting. Perhaps we should also brace ourselves for a tidal wave of bad video.
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