Video is at the top of everyone’s agenda for 2018, in all its shades of Technicolor, from the simplicity of social media stories to the other worldliness of Virtual Reality and the extreme possibilities of augmented reality.

The companies and brands that are embracing video, as part of an integrated approach to their marketing, are able to track the success online by measuring the viewers’ engagement. Further analysis can lead to unsurpassed transparency that ordinary telly could never bring.

Moreover there are the general stats and facts that shout from the screen:

An expected 79 to 84 per cent of online consumer traffic will be video traffic in 2018.

Source: Cisco

Viewers retain 95% of a message they see in a video, compared to only 10% when they see it in text

Source: Insvia

With 75% of executives watching work related videos every single week, and over 65% then checking out the marketer’s website after viewing, video marketing clearly appeals in the boardroom.

Source: Forbes

Using the word “video” in the subject of an email increases the view-rate by 19%

Source: Syndacast

Online, we’re seeing a variety of different video formats and styles, including:

SnapChat launched these in 2013, Instagram took until 2016 to catch up, and then in 2017 Facebook and others followed. Their popularity has grown, and they’re an increasingly good way for brands to connect with audiences.

Although this isn’t anything new, companies are increasingly using live streaming as a way to connect with their prospects and community, gaining brand exposure and providing rich, tangible content. The sense of urgency maximises engagement as the audience online recognises the time-limit.

Explainer videos are fantastic for distilling often wide-ranging and complex ideas into a view-friendly package, enabling the company to provide thought leadership, demonstrate its knowledge and the quality of its products and services, in an engaging, informative and useful way. Done well, containing the right call to action, this can have an incredible effect on sales and the success of a brand. Take Spotify’s launch video, for example.

When 360 photos can be shot on a smart phone and uploaded in seconds, 360 video can be viewed but has to be created with specialist equipment. 360 video is also known as immersive or spherical video and shooting requires an omnidirectional camera or a collection of cameras.

One giant leap forward from 360 video is Virtual Reality. Shooting for virtual reality presents a whole set of previously unknown challenges; because the viewer will be able to see in any direction, you can’t rely on a traditional film set and have a dolly track running underneath you. Also, you need to think about slow tracking shots, rather than often jerky cuts of cinema blockbusters, as they could make the viewer feel motion sickness.

Using specialized software, a two- or three-dimensional object is spatially mapped on a virtual program that mimics the real environment it is to be projected on. This first emerged through guerrilla advertising campaigns and video jockeys. It can be used to create an immersive experience, or illuminate a building.

With the ability to shoot film on our own smart phones, and the need for so much content, a lot of companies are uploading hastily made, homemade content.

However, with such an increase in this style online, there’s a huge opportunity for marketers and brands to produce slicker, more professional content for both internal and external audiences.

When all the content is homemade, it’s at risk of looking messy. To rapidly respond to opportunities, it’s best to build a bank of video assets, but if you are going to create homemade footage, it’s best to think about the overall balance.

So, to achieve this balance, it’s a wise idea to decide which assets to create professionally and which ones can be created in homemade format (for instance, for Instagram stories). Instead of looking at digital and social as an add-on, it’d be ideal to look at your overall strategy.

The truth is that story-telling is still central to the success of any content. In order to tell your story consistently, you need to give consideration to what the purpose of your film is, how the films should look and feel, what they should achieve, who are your target audience, what is the key idea that you wish to be remembered and on which platforms you’ll want them to be viewed. By having an integrated content strategy for film, you can make the most of your assets.

After all, if you’ve got it, why not flaunt it?!

In digital marketing, there is a focus on ‘mobile first’. This also applies to your marketing film if the intent is to show this on social media. Most people hold their phones vertically (in a world of print, this would be portrait as opposed to landscape) so vertical film is important to consider. And on Facebook, 85% of videos are played without sound. So, you should consider creating videos in which the audio is a peripheral, not a core feature. This means that you may want to incorporate subtitles and creative overprints.

In the world of video marketing, things are in fast motion and changing quickly. If you want to talk about how you can integrate video into your marketing or internal communication strategy better, and produce the best results, come and talk to us.

Working with the best talent in the industry, our experienced creative team can develop a strategy, take the pain out of planning and do all the production for you.



by Natasha Gray

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