Have you noticed how much that, what we have traditionally labelled as ‘Corporate’ online video, has changed in the past 5 or 6 years into something more obviously Commercial, and why?
As a Voice Over and narrator of numerous online and web videos, I’ve seen a definite shift in terms of the types of online content I’m being asked to voice – from something very straightforward – ‘Welcome to our website. This is what we do…Thank you for visiting’ or something like ‘This is the factory where our widgets are made. Our Production Manager, Ben Smith, explains…’ – to more overtly promotional content normally associated with TV commercials and adverts, so much so that the boundaries between ‘Corporate’ and ‘Commercial’ have become blurred!
But why? Well, I think it has a lot to do with the fact that our internet browsing attention spans have become shorter, which in turn determines shorter online video content and snappier copy. The traditional ‘Corporate’ is invariably no longer what we call in the voice over industry as ‘a straight read’. It calls for a much more promotional voice over technique.
Online, I’d probably say that we are now down to between 45 seconds and 1.5 minutes; occasionally slipping into 2 minutes. There will always be exceptions, such as medical and scientific narrations which require something more in depth.
Has your Corporate video content morphed?!