A Brief History of Commercial Production
The Early Days: Expensive Cameras and Elaborate Sets
Exploring the Roots of Commercial Video Production
Commercial production used to always require a lot of moving pieces. Cameras and film used to be expensive, and an entire team to operate them was the way things had to be done. Sets and actors were almost always used, and commercials were written like movies. Once the content was made, audiences used to be easy to find because people would sit down at home and watch television. They’d actually pay attention to the carefully crafted pieces of video that spread a brand message.
The Digital Revolution and Shifting Landscape
A Turning Point in Video Production History
As camera technology advanced, things gave way to MTV’s “The Real World.” Digital tape revolutionized production, allowing for an affordable way to capture huge amounts of video and craft stories in a more authentic way. At the same time, satellite television introduced more channels than anyone could have ever imagined. There was, and still is, content running on hundreds of channels, 24 hours a day, 7 days a week, for audiences to consume.
Social Media's Impact and Democratization of Content Creation
Changing the Game: Video Production in the Social Media Era
Then came the rise of social media, turning the traditional rules of production and content consumption on its head. YouTube, Facebook, and Instagram created yet another new and inexpensive platform to deliver short-form brand messages, peeling eyes away from television screens. At the same time, the price of digital cameras plummeted as the quality skyrocketed and became readily available. The iPhone introduced 4K video to everyone’s pocket, empowering anyone to make their own high-quality content.
Now, 300 hours of video are uploaded to YouTube every minute & 5 billion videos are watched on the platform everyday. Video clips that are 5 seconds long, filmed by one person, generate more attention than million dollar commercials with enormous crews. Yet with all of these advancements & changes, commercial production continues to follow the age-old process it followed decades ago.
The Significance of Video Production History
Embracing Progress: Evolving Commercial Content Creation
Reflecting on the history of video production, it becomes evident that the industry needs to embrace progress. As audiences increasingly gravitate towards short-form, user-generated content, brands must adapt their strategies to capture attention in the digital age. By embracing new technologies, platforms, and storytelling approaches, commercial video production can unlock its full potential and resonate with viewers in impactful ways.
We’ve come a long way since advertising started and we’ve certainly changed the way we consume it. Shouldn’t we continue to change the way we create it?
