How Has The Corporate Video Evolved In The Last Twenty Years, And What Is The Current Trend?

We started in the 90s. Making a corporate video was usually something very laborious and expensive. It was the time of “one single video for everything ": an audiovisual that magically covered a lot of expectations. It served both as a corporate presentation at conventions, showing on large screens, as sales support on the sellers' laptop, or to teach visits to the company.

And it was not cheap. at least, that's what the agencies and big producers told us. In fact, spending 2 million pesetas. or more, was more of a risky bet. A dream for many companies. And something unsound, with a doubtful and impossible to measure return on investment. It was the beginning of the video, nobody knew how to calculate the performance of that.


In addition, they were audiovisual promoted by the Marketing people, who knew nothing about video, and helped by audiovisual professionals ... who knew nothing about Marketing. It was like running on a blind horse with a blind rider. It is not surprising that the reputation of many marketing managers of companies collapsed with their first corporate videos production. You just have to see them again today.

Long, lengthy videos that looked more like a Roman film, a hyper-detailed "peplum" with a weary rhythm that invited drowsiness.

The Internet era begins

At the end of the 90s, the Internet began to grow in a remarkable way. In the year 2000, 50% of business information was distributed over the Internet. In 2007 it was already 97%. The video followed the same path. Companies could finally distribute their videos with great reach.

In companies, the mentality begins to change. Internet is something alive, something fast. Many young executives begin to use video in a new, more effective way, based on a high visual impact and a shorter duration. The high segmentation that allows the internet, with more specialized content, leads to an explosion of niche audiovisuals. Videos very focused on specific objectives: Training videos, demonstration, sales, and impact, viral. looking for the image, call to action, accompanying products.

The era of digital video also took advantage of the talent of new audiovisual technicians. Raised in a world already audiovisual and armed with digital cameras, they worked at another speed and with other costs than their predecessors, still hooked on large equipment and expensive investments.

The whole panorama changed completely in a few years. It was a true revolution. The digital video editing allowed a level of finishing and speed in production never seen before. Internet revolutionizes audiovisual marketing this changed the paradigm of corporate audiovisual production. The choice was no longer to make a great video ... long, covering the entire universe of the company, hypertrophied and unmanageable. Now, companies could make productions quickly and at low cost.

The idea of small, very thematic videos flourished, and videos emerged to show the manufacturing process, the products, the personnel, corporate social responsibility, the training of the workers. It was, in short, from the Saturday night movie to a mini TV series.

And how is the video today?

When you want to learn something, or learn something, where do you find the most value? Probably on YouTube. When you want to train 1,000 workers in five countries, how do you do it? If you have a recently created company and you want to stand out and start selling ... where do your customers usually spend their time? YouTube? What is the best place to convey information in an attractive way?

The answer hardly occupies four words: Video on the Internet

In the last two years, the video has been linked to the corporate websites of the companies. It is a planned marriage. The content is the King, and the video is the consort. A new ecosystem of videos appears (small, specialized, very targeted to your target, with a good positioning in search engines) that bring true value to web pages. The web is driving the video, and vice versa. And besides, now the return on investment can be measured every step of the way.

At last the impact of the video can be measured the analysis and web statistics (either with Google Analytics or with any other system) is by its own right a bursting industry. The video encourages and helps visibility, search engine positioning and permanence of visitors on web pages. And that is something measurable. We can finally measure the impact of the videos! And the numbers do not deceive, video is the great weapon to convert visits to customers.

Video is the most creative medium in the world. You can channel your last thought to any part of the planet. To any market, any group of people, of any nationality. The only limit is your imagination.

To paraphrase the movie "field of dreams": Create a video, and they will come.