Staying ahead of the game: Video trends to watch out for in 2017

January 24, 5:04 pm

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It’s an interesting time for video. Although traditional methods of viewing such as TV broadcast are starting to be replaced with digital versions (Netflix anyone?) we’re still seeing a steady increase in video for promoting brands.

Facebook videos attract more attention than just a picture or text based post, Twitter video is now embedded within the post and plays automatically, and Snapchat and Instagram stories are all about candid video that disappears after being viewed.  And don’t even get us started on Facebook Live!

At the moment we are also seeing a huge demand for video content to be used within the internal comms process. We’re currently working with some big brands to help them to disseminate information to their operations teams. Why read from a boring document to brief your team when you could show them a snappy animation to get the point across, right?

We’re keen to keep up with the current trends and we’re always thinking about how we can help you to make the most of your budgets, so with that in mind, here are some video trends to look out for in 2017 (inspired by Boast)

Targeted content
More than ever, people are being served content that is tailored to them and are no longer prepared to sit through a video that feels irrelevant. Always ask yourself, who am I trying to reach? What are their interests? And what message am I trying to convey? Really drill down to the sub groups of your overall audience to ensure you create something that is effective and a good return on your investment.

Multiple Device Video Consumption
If you’re anything like us, you might watch a film on your laptop, Facebook video on your phone and Netflix on your tablet and sometimes all three at the same time! These days there are so many ways to consume content it’s important to think not just about your audience but how they might be watching. Does your video work just as well on a phone as it does on a desktop computer?

“Posting your video content to a platform, like Youtube, and then sharing it throughout your social media sites and on your website will allow you to reach the optimal amount of consumers. You should also consider posting video content at strategic times to align with popular television shows that your target audience tunes into, because chances are they’ll be surfing on the web while watching television too.”

Subtitles on Social media
If you’re not including subtitles on your Facebook video, you’re missing a trick. Users scroll through their feeds so quickly that it often takes a snappy video to get their attention. Often they will be viewing at work, on public transport or whilst watching TV so including subtitles is a way to keep them engaged and stop them moving on.

“In a study conducted by Doubleshot, they found that 85% of Facebook videos were watched without sound.”

The best we’ve seen are ones that use interesting graphics and branding for subtitles, making them a part of the visual style of the video.

Short, impactful pieces of video for social media
Attention spans are not what they used to be, according to DaCast, the average length watched of a single on-line video was 2 minutes 42 seconds!  These days it’s all about getting your message across in a short time, or creating content that is so engaging it encourages the viewer to keep watching. A tough task, but it can be done!

Video storytelling with emotion
Although viewing habits are changing, there is still a huge section of the population who consume media in more of a traditional way.  Companies are still investing a lot in adverts, but they have to tell a story, pull on the heartstrings or make us laugh to be effective.

“Creating customer video testimonials and case studies, and honing in on user generated content” can be another great way to create that emotional impact.

Email is still important

A few years ago, email seemed to have died a death but it’s now gaining more traction as it allows consumers to get the content they want direct to their inbox.  Although it’s more important than ever to include engaging content, to avoid the dreaded ‘unsubscribe’ button!

“In a study conducted by Animoto, they found that consumers are nearly 50% more likely to read email newsletters that include links to video content. Switching your email marketing to have a focus on video will help you to increase your open and click through rates in 2017.”

So how can all of this help your brand?
When deciding on what video content you need, as well as taking the above into account, always make sure to ask yourself these three things;

  1. Who is this for?
  2. What am I trying to achieve?
  3. What platforms will work for my audience?

Then, give us a call and we’ll make it happen! We’re always up for discussing your ideas and can advise on the best approach for your brand or project and can handle the project from start to finish, as well as advising on what to do with the content once it’s been produced.

Get in touch on Facebook or Twitter if you’ve spotted any other new trends this year? we’d love to hear from you…