At Pocket Motion Pictures we keep our finger firmly on the pulse of how online video is evolving. We’ve narrowed it down to seven current video trends that have purpose and power – and explain how they could transform your business.
In July 2016, Mark Zuckerberg anointed online video as the essential tool for all brands, big and small, when he said, “We see a world that is video-first with video at the heart of all our apps and services.”
By, ‘All our apps and services’ he meant all of Facebook’s platforms: Facebook itself, Instagram, Messenger, WhatsApp, and Oculus. Facebook had rolled out LIVE earlier that year when no one had yet grasped how popular and socially relevant it would become.
Seven in 10 people default to horizontal viewing when watching videos on their phones, and are twice as likely to focus while watching YouTube compared to TV users while watching TV.
The Long and the Short:
There is a giant myth that shorter is better when it comes to video content. The truth is, there’s no right answer to this question, and the length of your video should depend on two main factors:
1) How long it takes to explain your topic fully.
2) Your goals for the video.
If you’re making a video about a complicated subject, one minute might not be adequate to explain everything. Nevertheless, a one-minute video might be just enough time to highlight your brand in an entertaining way, to get people to share and engage.
However, videos can never be too long — only too boring.
In 2017, you can expect to see longer videos, especially on YouTube. In the information-hungry world that we live in, long-form content is a good thing — as long as it’s done well.
I Can’t Hear You:
In 2017, 85% of videos on Facebook will be played without sound thanks to mobile video.
This can present a challenge for video marketers, but will ultimately mean we start to see more and more video content that’s created to be viewed without sound.
Design videos for autoplay, keeping silent viewers sitting in the doctor’s office or on the tube in mind. These days it’s important to use subtitles and on-screen graphics so you can communicate your message — even without sound.
You Spin My Head Round, Baby Right Round:
VR has had tech geeks fired up with anticipation for years, and 2016 saw the first release of hardware from Sony and Samsung. This year we’ll experience a surge in content as software developers scramble to catch up. Free content will be hungrily accessed, so savvy marketers should be on the front foot.
The 360-degree video is Virtual Reality ‘lite’ – though not as immersive as VR, it will enjoy a much broader audience in the immediate future. Creating your 360-degree branded video could make products appear fresh and relevant – from every angle. We’re increasingly being asked to produce these videos using our specialist camera equipment. Plus, it won’t take long for the whole thing to take off once Instagram starts allowing 360 videos.
Can You Put That in an Email, Please?
Email and video are finally making friends again. Video content allows brands the ‘less talk, more action’ approach to convey their messages. But by using email, they are still able to send the information directly to their target market. Video also helps to boost open and click-through rates, so expect to see more video incorporated into email campaigns in 2017.
If you want to talk to us about any of the above please get in touch firstname.lastname@example.org