Video has become a powerful and fundamental part of brand communications, helping organisations to raise brand awareness, build reputation and increase internal productivity. Research from Cisco, an IT, networking, and cybersecurity solutions provider predicted that in 2022, 82% of all consumer internet traffic will consist of online videos. This figure is up 15 times the amount recorded in 2017.

Many companies have turned to user generated content to overcome the expense of filmmaking, but knowledge, equipment, and skills are in increasingly short supply. As a result, many businesses are looking to outsource its development of corporate film.

Offshore outsourcing is growing in popularity and countries indcluding India are capitalising on this demand by looking to Australia and New Zealand as potential markets for post-production outsourcing.

Major filmmakers and production companies are also turning to international production facilities. Netflix has established its first wholly owned, full service, post-production facility in Mumbai. Other studios including Disney and Sony Entertainment also use Indian resources.

For over a decade, creative services company, Indigo Premedia, has been providing post-production services to agency clients across the world from its studio in Mumbai. Munni Trivedi, managing director of Indigo Premedia, says, “We see agencies struggling to meet the increased demand from their clients. Remote work has become mainstream so they’re more comfortable using offshore resources and realising that there are many benefits to keeping the creative core in-house and outsourcing production. Cost is part of the equation but access to talent is also a driving force.”

Outsourcing production can provide agencies with cost and operational benefits by giving them on-demand access to skilled technicians using the latest technologies across the globe, while also avoiding fixed costs. With nine in ten consumers now expecting high quality video from brands, as highlighted in the HubSpot research, businesses may want to look further afield to ensure they deliver high quality production that positively reflects the brand identity.