Christmas is just about here and while that means there are plenty of opportunities to try to take advantage of in terms of all the shopping going on, it also means the end of 2015 is near.
And video production and marketing is one of those industries that changes fast and constantly, so when one year’s end is approaching, that’s usually a good time to take a look at what kinds of trends you can expect to take off in the upcoming one.
That way, you can start thinking about which trends are worth trying to fold into your own video strategy because, trust us, we’ve been in video production in NY and NJ for long enough to know that the sooner you get a plan of action in place the better.
Video production won’t just be used at the top anymore.
Most of the big brands have caught on and more and more brands of all sizes have begun to see the potential in corporate and commercial video production. As of now, though, it’s been used mostly at the top of the sales funnel, and that makes sense. After all, it allows you to make a powerful first impression and form an instant connection with viewers.
However, while an explainer video can be a huge help early on in the relationship with potential customers, that’s not the only way, nor time, that video can help. And in 2016, you can expect to see businesses use video more and more throughout the entire purchase process.
No one’s saying it’s not great for demonstrating how your products are made and for showcasing your industry expertise early on and giving viewers an idea of your culture, nor that using video for those kinds of purposes will be any less effective in the coming year. It’s just that, why stop there?
Case studies and testimonials can work wonders during the middle of the sales funnel by giving you some credibility and giving viewers a reason to trust you and, from there, company culture videos and customized explainers, tutorials, and demos are ideal tools for the back end of the funnel, as are personalized greetings, but more on that later.
Interactive video will be in high demand.
Yes, camera technology, editing software, picture quality, etc., have all improved drastically in recent years. However, one of the biggest coming shifts in video may not have anything to do with how amazing the picture looks or sounds but with how viewers can interact with it.
Yes, a big part of the allure of video production for businesses and marketers has always been the fact that audiences don’t have to do much, or anything really, to consume it. They can just sit back and take it in, which makes it an easy option.
However, now they want more, and one way to give them more is to try to create an interactive viewing experience for them. Take it from us as longtime NY and NJ video production pros, if viewers actively participate in a video in some way, they’ll remember it, and that’s the whole point, right?
That’s why more and more brands are creating product videos in which viewers can actually click on a product they see right there on the screen to purchase it, and that’s just the basic application. Just think about the general storytelling possibilities. You can design videos that allow viewers to click objects or areas of the screens to determine where a character goes or what he or she does next. Who wouldn’t remember that kind of participatory experience?
To learn more about the possibilities of interactive video and what you need to keep in mind when trying to implement it into your video production plan, check out this post, Why Interactive Video Is so Important and Tips for Folding It into Your Production Plan.
Video will get personal in 2016.
This may be the trend to keep the closest eye on. Personalized video has a ton of possibilities, and to be honest, the surface has just begun to be scratched. The bottom line is, like mentioned above, viewers want more out of video content nowadays, and another way to give them a unique viewing experience is to make it all about them. Forget about making videos to appeal to the masses and think about tailoring them for specific individuals.
Yes, you’ll only form a connection with that one person, but think of the depth of that connection. You’d be making it practically impossible for the viewer to stop watching if the content directly addressed and/or concerned them.
Whether you insert the viewer’s name into your video, a profile picture from a social media page, their company name or logo, email address, phone number, etc., the point is, something like that will immediately grab their attention and retain it. They’ll feel compelled to continue watching, considering that it’s their story they’re seeing unfold.
The point is, while it may have seemed outlandish not too long ago, it’s now completely possible and, in fact, will likely become somewhat of a necessity in the near future. Check out this article from Marketing Land about Nike’s recent personalized video campaign to get an idea of how the big brands are doing it: Nike To Create 100,000 Personalized Videos For Nike+ Users.
Viewers want more from the viewing experience now.
If you’re sensing a pattern here, you’re right. These few trends form a strong indicator of where video production and marketing is heading in 2016 and beyond.
It’ll have more and more uses and will be desired, even expected, by viewers from businesses for a variety of reasons and those viewers will want to be able to personally connect and interact with the content as well.
So, if you haven’t yet started using video to help strengthen your brand identity and promote your business, you need to, and if you have, it’s time to expand your applications and the possibilities of your videos.
About Us: KVibe Productions, a full-service film & video production company in NJ / NY, can handle every aspect of the production process. Whether it’s a corporate video production, a commercial, or a feature film, at KVibe, we create to inspire.