Data is getting cheaper and connection speeds faster. The environment is perfect for video to flourish online, and it is. Advertisers are turning to video to populate their social pages instead of just stills. Internet users are relying on video to inform them without the hassle of reading. We like moving images, it helps us digest information without too much work.

But traditionally agencies are built around the premise of using still images in the day-to-day communications with the exception of the odd gif banner.  Even the more digitally inclined studios outsource their video production as this has always been reserved for TV ads with massive budgets, budgets that allow for huge crews with expensive toys operated by specialists. Now, however, we are required to feed a different monster – the online user. This particular creature is hungry for content and we are struggling to keep up by using traditional methods. There is no time for storyboards, elaborate briefs, casting, location spotting and all the other duties producers occupy their time with. Not when it comes to staying extremely relevant and on the ball, that is. Don’t get me wrong, quality takes time and there will always be a need for production houses’ specialist skills, but a different skillset is fast becoming a necessity. And this is where I urge students to pay attention.

If you are studying (or working) and your goal is to get into large agencies, craft your story telling skills and dive into the world of video editing and titling. Someone with an eye for design, the logic to tell a story and the technical skills to put it together will dominate this market in the years to come. I know this sounds like a tall order but that is where things are going. A lot of our agencies already have editors and animators in-house who do everything from corporate videos to budget TV ads but the Internet needs more, it has to be fed a lot faster. There are loads of resources available for content creators, the trick is to find them and know how to use them without losing time. If something newsworthy inspires a clever Facebook post, content creators must be able to deliver before it becomes irrelevant, and using video will get you much better results.  

Traditional agency roles are by no means irrelevant, neither are production houses but we need video-based content creators to feed our social machines quickly and cost effectively. If you feel that this describes you, please feel free to contact GREY Jhb, we would love to meet you.