"Video is just a fad" - addressing trends in marketing communications - Clarity Animations

“Video is just a fad” – addressing trends in marketing communications

Here’s another objection that we sometimes get from smaller clients.

“Video is just another marketing fad. How can we be sure it will produce results?”

Let’s address the second part first.

Any type of marketing, be it emailing strategies, flyering, or digital assets are a business investment. With every investment, there is an element of risk. If anybody offers you an investment opportunity with zero associated risk – throw them out. They are either a liar or a fool.

Unfortunately, in business, the only way to make money is to invest existing assets, either in the form of time, money, or materials, with the hopes of a greater return. However, we can stack the odds in our favour by following proven processes and the successful methods of others. If we can leverage even a small return on an investment, this can be scaled to yield massive gains in the future.

If you’re still thinking in terms of guaranteed returns, you’re probably not cut out to be an entrepreneur.

Regarding the first issue, it’s a positive sign that clients are aware of the dangers of fad marketing. However, video marketing doesn’t fit into this category. Let’s talk about why.


History repeats itself

Video animation is a mode of communication, and for centuries, the fidelity of our communicative strategies have been moving in a clear upward trajectory.

Since the proliferation of writing to the invention of the printing press, all the way through to modern poster design, moving images, talkies, and eventually digital images, virtual reality, and augmented reality, we have constantly strived towards richer sensory experiences when we communicate. The invention of writing, though extremely useful and practical, took something away from the natural, human mode of storytelling that is face-to-face conversation. Advances in technology, especially in recent times, have attempted to recover what was lost in the separation of communication from interaction.

Digital video is another step in the direction of immersive, sensory-rich communication. And, just as the invention of video hasn’t rendered the written word any less necessary, improvements on video technology won’t render video obsolete. Rather, video will find its place as an appropriate mode for specific use cases. Today, it’s the ideal format for engaging audiences in entertaining, informative dialogues in digital spaces.

Video today

After Google, the world’s second largest search engine – bigger than Bing, Yahoo!, AOL and Ask combined – is Youtube. It processes more than 3 billion searches per month and receives 100 hours of video every minute.

Youtube has spawned some strange fads over the years, from reaction videos (watching other people watch things) to Let’s Play videos (watching other people play games – ?), to unboxing videos (watching other people buy things – ??), to Meok-Bang (watching other people eat things??!). Detractors often fail to understand the logic behind these strange video phenomena.

However, to us, it’s pretty clear. They’re all examples of people engaging in sensory-rich experiences together through the proxy communicative mode of video. The on-demand nature of video allows people to overcome the practical hurdles of certain pastimes and experience the most important parts of them – the social aspects – whenever they like.

For these reasons, video will be a staple of our communicative strategies for a long time to come.

“Television won’t last. It’s a flash in the pan.” — Mary Somerville, pioneer of radio educational broadcasts, 1948.