{"id":6203,"date":"2020-09-02T21:22:02","date_gmt":"2020-09-03T01:22:02","guid":{"rendered":"https:\/\/sproutvideo.com\/blog\/?p=6203"},"modified":"2020-09-16T14:28:21","modified_gmt":"2020-09-16T18:28:21","slug":"ten-lessons-from-ten-years-in-business","status":"publish","type":"post","link":"https:\/\/sproutvideo.com\/blog\/ten-lessons-from-ten-years-in-business.html","title":{"rendered":"Ten Lessons From Ten Years in Business"},"content":{"rendered":"\n<p>SproutVideo is celebrating ten years in business! That\u2019s ten years of growth as a bootstrapped company, and unrelenting focus on all things video. Here are our top takeaways from what we\u2019ve learned over the past decade, and what we\u2019re excited about for the future.<\/p>\n\n\n\n<iframe loading=\"lazy\" class=\"sproutvideo-player\" src=\"https:\/\/videos.sproutvideo.com\/embed\/449cd6b81611e5cecd\/d2fcfd793bafa755?playerColor=4c78ae\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"\"><\/iframe>\n\n\n\n<h2>1. Video Will Keep Getting Easier, and Harder, to Produce<\/h2>\n\n\n\n<p>On its face, that\u2019s clearly a contradictory statement. But hear me out.&nbsp;<\/p>\n\n\n\n<p>There&#8217;s no question that it&#8217;s easier than ever to produce a quality video. The phone in your pocket can shoot 4K, and beyond that, other tools and software keep becoming more accessible and user-friendly.<\/p>\n\n\n\n<p>As video becomes easier and easier to make, people create more of it, and watch more of it. There\u2019s a certain level of desensitization and fatigue that accompanies that. Just think about how you react to seeing yet another Zoom meeting on your calendar.<\/p>\n\n\n\n<p>It\u2019s therefore harder to create content that grabs attention and engages viewers. Standards for production values keep inching higher, and viewers are faced with more choices than ever before.&nbsp;<\/p>\n\n\n\n<p>So, what can you do? Keep producing content, keep tabs your competitors, and constantly check for ways to improve. <\/p>\n\n\n\n<h2>2. The Promise of AI for Video Has Yet to Be Fulfilled<\/h2>\n\n\n\n<p>It seems like every year, predictions are made for <a href=\"https:\/\/sproutvideo.com\/blog\/rise-artificial-intelligence-business-video.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"ways AI will revolutionize video production (opens in a new tab)\">ways AI will revolutionize video production<\/a>. We\u2019ve seen headlines that made it seem like camera operators and editors would want to find new careers, and fast.<\/p>\n\n\n\n<p>While much has changed, video production remains very much the same. It\u2019s true that progress has been made in terms of the capabilities of AI for video production, but there has yet to be a meaningful impact on the way most video is produced.<\/p>\n\n\n\n<p>One major exception is the advances made in <a rel=\"noreferrer noopener\" aria-label=\"drones (opens in a new tab)\" href=\"https:\/\/sproutvideo.com\/blog\/amazingly-useful-footage-you-can-only-capture-with-a-drone.html\" target=\"_blank\">drones<\/a>. The <a href=\"https:\/\/www.unmannedsystemstechnology.com\/2020\/01\/ai-powered-personal-camera-drone-launched\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"latest drones (opens in a new tab)\">latest drones<\/a> can recognize and track a subject, even if they move out of frame and reappear, with automatic obstacle avoidance and landing. They practically fly themselves at this point.<\/p>\n\n\n\n<p>Looking to the future, it\u2019s a matter of time before video production will become more efficient and automated as AI for filming and editing becomes more ubiquitous. Until then, we\u2019ll keep recording and cutting footage the old-fashioned way.<\/p>\n\n\n\n<h2>3. Video Has Redefined Communications<\/h2>\n\n\n\n<p>When SproutVideo first launched back in 2010, Youtube was only five years old. Online video was seen almost exclusively as entertainment, and producing video was very expensive and time-consuming. Consequently, much of our earlier marketing efforts were directed at convincing companies that video was a worthwhile investment.&nbsp;<\/p>\n\n\n\n<p>Clearly, much has changed since then. Video is significantly easier and, in many cases, less expensive to produce. Many organizations have shifted to <a href=\"https:\/\/sproutvideo.com\/blog\/ultimate-guide-integrate-video-company-culture.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"a video-first way of communicating (opens in a new tab)\">a video-first way of communicating<\/a>, both internally and publicly.&nbsp;<\/p>\n\n\n\n<p>We see two main reasons why video has taken off for business communications:<\/p>\n\n\n\n<ol><li>A chance to be more personal&nbsp;<\/li><li>A chance to tell AND show<\/li><\/ol>\n\n\n\n<h3>Be More Personal<\/h3>\n\n\n\n<p>Video allows you to foster a stronger connection with prospects and customers, as well as employees, without actually meeting face-to-face. It&#8217;s not really possible to communicate with the same level of nuance via text and still images.<\/p>\n\n\n\n<h3>Tell AND Show<\/h3>\n\n\n\n<p>With text or still images, you can tell people all about your products and services. With video, you can actually show them in action. <\/p>\n\n\n\n<p>The impact is significant, and measurable. According to Wyzowl, a majority of <a rel=\"noreferrer noopener\" aria-label=\"consumers would prefer to watch a video (opens in a new tab)\" href=\"https:\/\/www.wyzowl.com\/video-marketing-statistics-2020\/\" target=\"_blank\">consumers would prefer to watch a video<\/a> about a product than read information about it. In that context, it&#8217;s not surprising 95% of marketers agree video improves the customer&#8217;s understanding of a product, and has been shown to improve conversion rates.<\/p>\n\n\n\n<h2>4. Basic to Polished &#8211; There\u2019s a Place for Every Level of Production&nbsp;<\/h2>\n\n\n\n<p>It\u2019s natural to want to make the very best video possible, but we\u2019re here to tell you something surprising. It\u2019s not always necessary to take your production values to the nth degree.<\/p>\n\n\n\n<p>In fact, different types of video serve different purposes, and there\u2019s room for <a href=\"https:\/\/sproutvideo.com\/blog\/off-the-cuff-video.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"all levels of quality (opens in a new tab)\">all levels of quality<\/a> provided the production matches the goal of the video.&nbsp;<\/p>\n\n\n\n<h3>Shorter is Better. Mostly \u2026 Unless it\u2019s Not<\/h3>\n\n\n\n<p>Conventional wisdom dictates that shorter videos have better engagement. But the reality is that engagement is more tied to the quality of your content and how well it\u2019s targeted at your intended audience than anything else.<\/p>\n\n\n\n<p>Of course, depending on where you\u2019re sharing your video, you might run into hard limits in terms of length. Certain social platforms or video ad placements come with strict length requirements.<\/p>\n\n\n\n<p>Outside of those particular uses, <a href=\"https:\/\/sproutvideo.com\/blog\/exactly-how-long-your-video-should-be.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"the ideal runtime of video (opens in a new tab)\">the ideal runtime of video<\/a> can vary significantly. After all, humans will watch anything from a six second ad spot to a feature length film.<\/p>\n\n\n\n<p>So what video length is ideal? What is right for you? It all depends on your message, audience, platform, and how you want to tell your story.<\/p>\n\n\n\n<h3>You Can Do a Lot With a Little<\/h3>\n\n\n\n<p>It can be intimidating to get started with video if you\u2019re of the mindset that you need lots of fancy, expensive gear to produce high quality video. We\u2019re here to tell you that\u2019s just not the case.<\/p>\n\n\n\n<p>There are many, many <a href=\"https:\/\/sproutvideo.com\/blog\/10-clever-ways-make-video-using-just-laptop.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"ways to put a video together (opens in a new tab)\">ways to put a video together<\/a>, ranging from <a rel=\"noreferrer noopener\" aria-label=\"basically free (opens in a new tab)\" href=\"https:\/\/sproutvideo.com\/blog\/the-best-free-resources-for-budding-videographers.html\" target=\"_blank\">basically free<\/a> to incredibly expensive. At the bottom of the range, you\u2019d be surprised what you can put together with a little time and effort.<\/p>\n\n\n\n<p>Of all the tips we could offer on this point, it really boils down to diving in and getting your hands dirty. Practice makes perfect. The more video you make, the better you\u2019ll get at it, no matter what tools you\u2019re working with.<\/p>\n\n\n\n<h3>You Can Do More With More<\/h3>\n\n\n\n<p>Obviously, gear helps. A bigger budget helps. The right location, lens, lighting, and editing software can add style and make your video stand out from the crowd. Similarly, the larger your crew and the more specialized your talent, the more unique and polished your video is likely to be.<\/p>\n\n\n\n<p>Borrow, rent, or buy &#8211; whatever your budget allows. If you\u2019re unsure what you need for your next project, our <a rel=\"noreferrer noopener\" aria-label=\"How To Video series (opens in a new tab)\" href=\"https:\/\/sproutvideo.com\/blog\/category\/how-to-video-series\" target=\"_blank\">How To Video series<\/a> has guides to the important differences between <a rel=\"noreferrer noopener\" aria-label=\"cameras (opens in a new tab)\" href=\"https:\/\/sproutvideo.com\/blog\/video_category\/cameras\" target=\"_blank\">cameras<\/a>, <a rel=\"noreferrer noopener\" aria-label=\" (opens in a new tab)\" href=\"https:\/\/sproutvideo.com\/blog\/video_category\/lighting\" target=\"_blank\">lighting options<\/a>, and <a href=\"https:\/\/sproutvideo.com\/blog\/video_category\/audio\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"microphones (opens in a new tab)\">microphones<\/a> to help you get started.<\/p>\n\n\n\n<h2>5. The Power of Live Video<\/h2>\n\n\n\n<p>For built-in excitement, it\u2019s hard to beat live video. While it\u2019s been around for sports, news, and events for a long time, it\u2019s finally become a common practice for businesses too.<\/p>\n\n\n\n<p>The draw for viewers can\u2019t be ignored. A majority of viewers would rather watch a live video than read a blog post or view social media content, and no wonder. Nearly <a href=\"https:\/\/www.go-globe.com\/live-streaming-statistics\/\">80% of mar<\/a><a href=\"https:\/\/www.go-globe.com\/live-streaming-statistics\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"keters have found that live video drives authentic engagement with their audiences. (opens in a new tab)\">keters have found that live video drives authentic engagement with their audiences.<\/a><\/p>\n\n\n\n<p>If your organization is among the 45% of businesses that have yet to start live streaming, there\u2019s no time like the present to go live. Here are six <a rel=\"noreferrer noopener\" aria-label=\"simple steps to live streaming for business (opens in a new tab)\" href=\"https:\/\/sproutvideo.com\/blog\/six-simple-steps-live-streaming-business.html\" target=\"_blank\">simple steps to live streaming for business<\/a>, and our guide to <a rel=\"noreferrer noopener\" aria-label=\"multi-source live streaming (opens in a new tab)\" href=\"https:\/\/sproutvideo.com\/blog\/how-to-pull-off-a-multi-source-live-stream.html\" target=\"_blank\">multi-source live streaming<\/a> to help you get started.<\/p>\n\n\n\n<h2>6. The Value of Evergreen Video<\/h2>\n\n\n\n<p>As a counterpoint to the above, evergreen video is the rare video that stays relevant for a long time and continues to appeal to viewers. While live video has a right here, right now pull, evergreen video has lasting value.&nbsp;<\/p>\n\n\n\n<p>Generally speaking, evergreen video is hard to make, but here are some tips that can help. <\/p>\n\n\n\n<ul><li>Focus on providing value to viewers above all else. <\/li><li>Try to answer a timeless question rather than responding to a particular trend. <\/li><li>Invest in the quality of the video so it doesn\u2019t become dated after a few months. <\/li><li>Make updates to the video over time if needed.<\/li><\/ul>\n\n\n\n<p>For more inspiration, read our post about <a href=\"https:\/\/sproutvideo.com\/blog\/fourteen-kinds-of-evergreen-video-content.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"fourteen types of evergreen video you can make for your business (opens in a new tab)\">fourteen types of evergreen video you can make for your business<\/a>.<\/p>\n\n\n\n<h2>7. Video Remains an Art, Not a Science<\/h2>\n\n\n\n<p>The best marketers and video producers care about the success of a video, and rely on different data points to inform their definition of success. For instance, <a href=\"https:\/\/sproutvideo.com\/blog\/how-to-track-and-improve-viewer-engagement.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"viewer engagement can tell you a lot (opens in a new tab)\">viewer engagement can tell you a lot<\/a> about whether a video succeeded in getting your message across to your intended audience.<\/p>\n\n\n\n<p>Also, the tools that enable video creation are increasingly technical and automated. For instance, CGI has come a long way since the early days when it was blatantly obvious which elements were filmed in real life and which were not.&nbsp;<\/p>\n\n\n\n<p>However, despite all the data and all the technology that goes into making a video, you can\u2019t replace or fake artistic vision. We believe that\u2019s what really separates the good from the great when it comes to video.<\/p>\n\n\n\n<p>What it boils down to is storytelling. The tech and data are important tools, but ultimately, they serve the message, not the other way around. Without a hook, a story to tell, and some creativity, all the data and gear in the world won\u2019t help your video succeed.<\/p>\n\n\n\n<h3>The Hook<\/h3>\n\n\n\n<p>To grab the attention of your audience, and keep it, you need a hook. Whether it\u2019s the overall plot or just the first few seconds of your video, the hook is what keeps the audience engaged and glued to the screen.<\/p>\n\n\n\n<p>Essentially, an effective hook will indicate what your audience will get out of watching your video, but leaves them wanting more. If you need some inspiration, a <a rel=\"noreferrer noopener\" aria-label=\"popular Netflix series might help (opens in a new tab)\" href=\"https:\/\/sproutvideo.com\/blog\/hook-viewers-like-netflix-hit-stranger-things-and-win-at-life.html\" target=\"_blank\">popular Netflix series might help<\/a>, or, <a href=\"https:\/\/sproutvideo.com\/blog\/how-to-make-a-captivating-teaser-video.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"try thinking of it like a teaser video (opens in a new tab)\">try thinking of it like a teaser video<\/a>.<\/p>\n\n\n\n<h3>The Story<\/h3>\n\n\n\n<p>Storytelling is not just for fiction. Any story, even an informational video, can be told in a compelling way. From imaginative advertising to corporate videos and feature length films, <a href=\"https:\/\/sproutvideo.com\/blog\/the-secrets-of-storytelling-11-ingredients-for-better-videos.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"there is surely a story to tell (opens in a new tab)\">there is surely a story to tell<\/a>.<\/p>\n\n\n\n<p>When we hear \u201cstory\u201d we think fiction &#8211; of happily ever after. But you can consider any message a story insofar as it should be clear, concise, compelling and make your audience want to be along for the journey. Whether it\u2019s action, adventure, comedy, or instructions on how to hook up a dishwasher, there\u2019s an interesting way to tell each story. Taking responsibility for the craft of the story will make sure you don\u2019t lose viewers.&nbsp;<\/p>\n\n\n\n<p>While it\u2019s true that what makes a great story can be broken down into data points and formulaic story arcs, it\u2019s equally true that the best storytellers often thwart convention.&nbsp;<\/p>\n\n\n\n<h3>Creative Approach<\/h3>\n\n\n\n<p>Your story might be a tale as old as time, but with the right approach, it can feel fresh and resonate with viewers. By nurturing and channeling creativity, you can find your own style and stand out from the crowd.<\/p>\n\n\n\n<p>Refer back to the first lesson. More video is being created today than ever before. To rise above the noise, you need to do things differently.&nbsp;<\/p>\n\n\n\n<h2>8. Inspiration Can Come From Anywhere<\/h2>\n\n\n\n<p>If part of your job requires you to be creative, you\u2019ve probably encountered some form of writer\u2019s block at some point. Everyone has a trick or two for overcoming it, but here\u2019s what we\u2019ve found really works.<\/p>\n\n\n\n<p>Take notes, whether written, recorded, or photographed. Inspiration can strike at the strangest of times in the oddest of places. If you can make it a habit to capture your thoughts when they occur, you can start to build up a bank of ideas to draw upon when the time comes.&nbsp;<\/p>\n\n\n\n<p>Mix up your exposure to different experiences, ways of life, and types of media. The cross-pollination of ideas can help enhance your creative process in unexpected ways. It could be as simple as a museum trip or joining a local meetup group, but whatever it is, get out there and get it started.<\/p>\n\n\n\n<h2>9. Bring it In-House<\/h2>\n\n\n\n<p>There will always be a need for video studios. Different types of productions necessitate specialized experts, or a large crew, certain equipment, or a particular style.<\/p>\n\n\n\n<p>However, the demand for video is so high that in order to keep up with it, <a href=\"https:\/\/sproutvideo.com\/blog\/bringing-video-production-in-house.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"organizations need to bring it in-house (opens in a new tab)\">organizations need to bring it in-house<\/a>. Not all of it. But enough so that you can produce the videos you need on a regular basis with ease.<\/p>\n\n\n\n<p>As long as video remains a special project, it will require too much effort to become a regular part of your marketing and communications. If the tools are right there, and it\u2019s easier to jump in front of the camera, it will become second nature.<\/p>\n\n\n\n<h2>10. We Haven\u2019t Hit Peak Video<\/h2>\n\n\n\n<p>This is the culmination of all the prior points: despite the increasing volume, advances in technology, and innovative uses appearing every day, we still have not hit peak video.<\/p>\n\n\n\n<p>In fact, we don\u2019t know what peak video will even look like. The goalposts keep moving towards the horizon.&nbsp;<\/p>\n\n\n\n<p>We\u2019re excited to see where certain trends will take us. In particular:<\/p>\n\n\n\n<ol><li>Greater diversity in the voices and stories being told.<\/li><li>More efficient and powerful video workflows.<\/li><li>Better, cheaper, smaller, and lighter gear.<\/li><\/ol>\n\n\n\n<p>Ten years ago, we felt like video was an exciting and expansive opportunity for business, and of all the things that have changed, that still holds true. <\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p>What will the next ten years hold? Share your insights in the comments below.<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\">8<\/span> <span class=\"rt-label rt-postfix\">MIN TO READ<\/span><\/span> SproutVideo is celebrating ten years in business! That\u2019s ten years of growth as a bootstrapped company, and unrelenting focus on all things video. Here are our top takeaways from what we\u2019ve learned over the past decade, and what we\u2019re excited about for the future. 1. Video Will Keep Getting Easier, and Harder, to Produce On its face, that\u2019s clearly a&#8230;<\/p>\n","protected":false},"author":4,"featured_media":6210,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_eb_attr":""},"categories":[17],"tags":[43],"feature":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ten Lessons From Ten Years in Business | SproutVideo<\/title>\n<meta name=\"description\" content=\"SproutVideo is celebrating 10 years in business! That&#039;s 10 years of growth as a bootstrapped company. Here are 10 lessons we&#039;ve learned along the way.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sproutvideo.com\/blog\/ten-lessons-from-ten-years-in-business.html\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ten Lessons From Ten Years in Business | SproutVideo\" \/>\n<meta property=\"og:description\" content=\"SproutVideo is celebrating 10 years in business! That&#039;s 10 years of growth as a bootstrapped company. 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