The rise of video content has made it an exciting time to have a presence in the production industry. As we transition into 2020, emerging technologies are continuing to change the way we build and consume content. New equipment, formats and expectations are laying the foundation for mini-revolutions across business and the media. We’ve already started to see the first indications of where things are going.
As consumers are becoming more aware, they recognise when they are being retargeted, they understand when viral videos are being produced, they know about influencer marketing. Smartphones are overrunning the business playing field, leaving behind a trail of good, bad and ugly videos, and as expected, they’re all over our social feeds. But what can we do to keep creating videos that engage and drive business? Here are some of the more interesting ways in which video production is evolving today:
Social Influence & Audience Building
With the emergence of digital content platforms such as IGTV, TikTok and Facebook Watch, a key focus in 2020 will be on how aspiring marketers can extend their reach. What so many videos are missing, particularly videos produced by smaller companies, is the storytelling component. Storytelling is what makes us human, as they make the message relatable. As we relate the story to ourselves and our own experiences, they’re both memorable and sentimental, making them successful. More people will practice this as an art form in 2020 and consciously include it in their video creation.
Viewers Becoming Participants
One of the latest developments emerging through video production is viewers becoming participants. Just as we’ve seen “shoppable” images surface on platforms such as Instagram, in 2020, we’re going to see a rise in videos where the audience plays a role in shaping the narrative. Early enthusiasts of this visual format have made experiences ranging from personalised cooking lessons to choose-your-narrative ads.
Additionally, with the rise of VR, we have started to see visual content that stretches beyond the boundaries of its medium. Consider content that combines formats like video and animation, or optical illusions that question the viewer’s understanding of what’s real. It’s all about how the designer turns traditional images into something unexpected and fascinating. These immersive virtual experiences will change the way we learn work and interact. As VR appliances become more readily available to the public, you can expect them to have an impact on the way marketers are engaging with a new generation of tech-savvy followers.
360 Degree Videos
360° videos are now increasingly popular, particularly on social media platforms – YouTube and Facebook. Brands turn to 360° video as a key component of their digital marketing strategy, and it’s easy to see why. 360° videos are like no other. They let users consume content in an immersive, interactive, and real way. It is increasingly being used in innovative video marketing strategies, and we suspect they will only continue to grow in 2020.
Targeting Audiences through AI
Although we’re not likely to encounter a robot invasion in our lifetime, one thing worth noting is through 2020 and beyond, Artificial Intelligence will be further incorporated into our personal and professional lives, and we are at a position where people want to know exactly how that’s going to happen. One thing we can predict is that AI will be increasingly standardised.
While AI technology continues to develop, we believe that we will also see an increase in video content tailored to long-tail keywords. As specific audience groups are targeted in 2020, messages will be both customer-first and ultra-targeted. This will be the strongest, most successful use of video advertising and has already been shown to enhance engagement.
Video marketing is evolving to become a dominant marketing technique–proving to be the most successful method to engage customers online. Video marketing can be used, in its most basic format, to embed YouTube videos into written content and posts. It can also be used throughout a brands social media to catch the attention of a browsing consumer. But the companies that are thriving in this field are taking this a step further and using vertical content to engage digital customers actively.
When we use our phone, we have a greater chance of holding it vertically than horizontally. As a result, consumers are becoming accustomed to watching videos and content in this vertical format. The use of vertical video instead of the conventional horizontal format is, therefore, becoming the norm, with marketers seeing the advantages of adapting to the visual style of the user.
The use of vertical video in 2020 will be a crucial marketing technique that will provide a worthy ROI. By reserving a portion of your marketing budget for video marketing, you are ensuring your online presence in the future.
Soundless Social Videos
A couple of years ago, Facebook released a video autoplay feature that lets users stream without sound. It prevented people from viewing videos with on full blast volume when you’re in a public place. To create a better understanding, just imagine how humiliating it would be if, as you take the bus, people suddenly heard a goat screaming — yes, you know the meme — coming from your phone.
That’s why it’s not surprising when Verizon Media has revealed that 92% of people watch videos with sound when using their mobile devices. What’s more, since other social sites are starting to use this feature, captions have become a standard for social videos. According to the same Verizon study, consumers want to find tips on videos (55%), food (53%) and news (52%). This demonstrates that a lot of social media users now prefer to watch videos without sound. Therefore, it’s likely we’ll see more video produced using captions or even videos that don’t necessarily need sounds to be understood as auto-playing becomes the norm.
Most marketing videos are 1-2 minutes in length, whereas long-form content is typically between 10-30 minutes long. Whether or not a clip is defined as long-form depends on the average run time of its distribution channel. This form of video content provides a number of strategic advantages which challenges the theory that concentration span has reduced in recent years.
A long-form video provides a potential for storytelling that creates an opportunity to engage emotionally with the viewer. In an environment where customers can easily compare prices and reviews online, connecting these videos is key to creating a sense of trust. Longer videos also provide significant advantages in seeking suitable leads. People who invest time in a video exceeding 10 minutes are more likely to expect business transformation. The extra time people spend engaging with these videos would naturally result in an SEO boost.
Preparing for long-form videos is far more complicated than most marketing ventures. As more companies experiment with this approach, we see more and more examples of the best way to do it. Long-form content has a bright future in an environment where online video continues to dominate. The format use has risen year after year, given the fact that the majority of online videos are up to and over 9 minutes long. It’s a sign for suppliers that brands are not afraid to explore new territory.
More Video Accessibility
As video continues to be a key component of our online experience, there will be an increasing need to make videos accessible to people with disabilities in 2020. App developers and video players are gradually introducing accessibility features. We would expect this to become a focal point for outlets that are striving to evolve to make their content more inclusive.
A key component of inclusive marketing is making the content you produce more accessible, ensuring video is produced and distributed in a manner that allows all members of the audience to access the content. An accessible video is likely to include captions, subtitles and audio details and is distributed to an accessible media player. Through optimising the accessibility of your organic search presence, you are making your products and services accessible to potential consumers in an otherwise untapped market.
If you would like assistance in creating your own corporate video, please feel free to drop us a line.