A video’s a video; surely? Which is like saying music is music and glossing over the great sweep of genres and sub genres that make up that creative form.
Rock and Roll is not the same as Opera although both have things in common – rhythm, instrumentation, harmonics etc.
Lumping all video under a single header and not give it a second thought is not unusual. A penny for every time I’ve heard an enquiring voice on the end of the phone saying, “I’d like a video for my website”. What sort of video; testimonial, viral, casestudy, promotional, advert, product demo, event coverage?
It’s true that most people who think about commissioning a video have an idea of what they want, often it’s like something they’ve seen on You Tube. But trying to give the type of video a name is beyond most.
And this is a problem because if video genres are not classified in a meaningful way, dialogue between the commissioning party and the producer will be full of misconceptions about the work (in many cases complex) that goes into creating really successful marketing videos.
The lack of differentiation between types of video feeds into all sorts of misunderstandings about price, volume and style.
So it’s up to video producers to define types of video and educate buyers about the huge variety of possible video genres available.