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Adapting Video Production During the Pandemic - The Rise of Hybrid Video

If you have spent any time on social media during our shelter-in-place mandate this spring (and let’s be fair, you have probably spent an abundance of time on social media)- you have likely seen the rise of an innovative and possibly long-term new video trend: professionally edited cell phone video messages. While we have long experienced video on social media, it is typically captured in one of 2 ways: professionally, or personally. With our inability to record video in the traditional professional setting, this new version of professional video has become a temporary gold standard.

We are used to regularly seeing two types of distinctive video released online: professionally captured and edited video, and the more recently implemented trend of releasing video straight from our cell phones. Until recently, it has been fairly easy to identify which is which, and these strategies were typically employed for different outcomes. Traditionally, professional video is employed for large-scale marketing messaging, television/commercial release, professional messaging or product demonstration. Cell phone videos have more often been used for a more casual disbursement of information- such as for entertainment, more intimate/small scale message distribution, real time information release, and for quick social media videos. However, the recent change of availability due to the pandemic has created a shift in how we traditionally share information.

Now, to compensate for our inability to physically record together, people are relying on a hybrid of these two methods to create an innovative new form for large-scale marketing messaging.

Now, to compensate for our inability to physically record together, people are relying on a hybrid of these two methods to create an innovative new form for large-scale marketing messaging. As we’ve seen on social media, on Youtube, and even on nationally syndicated television (such as Saturday Night Live), people are now personally recording footage and then handing it over to professionals to craft into a commercially released product. This new method has allowed us to find a way to continue to produce up-to-date content, while maintaining the social distancing regulations put into place in most states. For example- many news programs and new anchors are corresponding ‘live’ or in pre-recorded segments via their cell phones or webcams. The most popular show on Netflix. Tiger King, even released an episode that was professionally produced exclusively using Apple earbuds and iPhones, to avoid an information gap during its peak popularity.

A great example of this new method is John Krasinski’s weekly news program,Some Good News( This program began as a personal project to bring some good news into the forefront of our lives during a challenging time, and has become an amazing demonstration of how impactful and compelling this new production standard can be. In just over a month, this program- shot independently from a home office and using Zoom technology- has garnered almost 50 million views. In fact the make-shift production style is often brought up as a point of pride and humor during the segments- reminding the audience that this format is a product of the times. Despite the at-home feel, the pieces are clearly professionally edited to incorporate guests (often via Zoom), logos, screen shots, independent artwork, and other elements that help give it a branded feel. SGN is truly an impressive example of at-home recordings that are given the professional makeover they need to seamlessly meet expected media quality standards.

While individuals are taking advantage of this method, more and more businesses are relying on the same technique for updated information distribution. For example, State Farm released a recent commercial filmed strictly via cellphone, and edited together for a 30 second, wide release commercial. This kind of video not only allows companies to release information in a timely manner, but creates a kind of solidarity that most consumers want to see. Being sensitive to the current situation is extremely important at this time, and putting employees together can make it seem that their safety isn’t valued.

So, how can you employ this new innovative technique to engage your customers, employees, or audience at this time? One of the greatest advantages of our technologically-driven world is that we are able to continue to innovate, communicate, and engage from a distance. Now, more than ever, your customers or consumers needs to know and understand the direction your company or organization is moving in. Providing timely updates on policies, procedures, hours, and availability can provide them with the information they need to stay engaged.

Atlanta Business Video can help you create a strategy that respects the need for distance, while prioritizing the need to deliver a timely message. We provide full-scale virtual production assistance- from helping you craft your message, to selecting proper filming and audio equipment (if needed), and coaching your through the production process. After you capture the footage, we will then employ our professional editing skills to help make it an engaging and informative presentation. You can proceed confidently, knowing that you will be delivering a professionally crafted, expertly executed video from the safety and comfort of your home.

If you would like to learn more about this process and how we can help you master this emerging trend, reach out to us at; or check us out at


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