Video production and marketing, by their nature, are in a constant state of evolution. Whether it’s the tools and technologies themselves or the preferences and expectations of viewers, things are always changing, and video makers always adjusting.
Now, two social media platforms are pushing the medium in new and interesting directions and, in doing so, they’re revealing the future of video production and marketing right before our eyes.
Those platforms would be Snapchat and Instagram, and as a full-service video production company in NY and NJ that’s been in the business for a while now, we know a thing or two about the possibilities these platforms present, both now and moving forward. So, read on to learn more.
Why Snapchat and Instagram?
Yes, YouTube is still paramount when it comes to video, and the major social players like Facebook which have stepped up their video game are still highly valuable as well. For more on creating videos for social use in general, check out this post, The Ins and Outs of Social Video Production.
It’s just that, Snapchat and Instagram offer some things that these big boys don’t. For instance, both of these platforms cater to trend-setting younger generations, specifically, so if that makes up a large chunk of the audience that you’re trying to reach, you need to strongly consider trying to build a presence on these sites moving forward.
On top of that, because Snapchat and Instagram are both relatively younger platforms, they tend to be able to evolve and adapt to new trends, preferences, tools, etc., more easily than some of the bigger, older, and more established platforms.
Look no further than the fact that Instagram was originally focused on images, but was able to seamlessly fold video into the mix, or at how easily the platform adjusted the time limit of its videos from 15 to 60 seconds in response to the increasing amounts of people watching online video.
From there, there’s the mobile factor to consider with these platforms. Since both Snapchat and Instgram are predominantly used on mobile devices, mobile videos can be very easily created, shared, and viewed on these platforms and mobile trends and changes are easier to adopt and apply.
What to keep in mind when creating videos for them now.
Now, when it comes to creating video content for Snapchat and Instagram, like usual, you need to carefully consider the specifics of the platforms and the particular preferences and expectations of their communities.
With Instagram, the quality of your content is paramount. After all, having gotten its start with images, it’s a visual platform and its communities expect a certain standard. So, it may not be the place for that amateurish behind-the-scenes video you shot quickly on your phone.
With Snapchat, the allure starts with the time limit of the content. Messages on SnapChat will disappear after a certain amount of time, which was meant to appeal to people with privacy concerns pertaining to sharing content on the internet.
So, when creating videos for the platform, it’s usually a good idea to leverage the inherent sense of urgency it creates, whether that means creating time-sensitive flash sale videos, limited-time giveaway videos, etc.
The point is, take it from us longtime NY / NJ video production pros, while Snapchat and Instagram are paving the way for a new future in video, they still require a certain kind of behavior and content. For more on what to keep in mind when Snapchat’s the ultimate goal, check out this recent post, How to Tailor Your Video Production Plan for Snapchat Just Like That!.
What’s on the horizon?
Now, you may be thinking, okay, I see why Snapchat and Instagram are so worthwhile when it comes to creating and delivering video content right now, but why are these platforms so important to the future of video?
The answer is that unlike Facebook and YouTube, Snapchat and Instagram are still sort of finding their footing and actively looking for ways to set themselves apart, which has led to some interesting results.
For instance, Snapchat’s insistence on catering to the mobile viewing experience has led to it being a step ahead when it comes to vertically-justified videos as opposed to wide-screen, which require the viewer to adjust their phone in order to watch the content.
Also, its time-sensitive nature has led to higher levels of attention and engagement because viewers know that the content won’t be readily available forever, and Instagram’s in-the-moment, real-time nature has similarly led to higher levels of engagement.
The bottom line is that Snapchat and Instagram have their eyes on the future, and because of that, they’ve found themselves at the forefront of the future of video.
There’s more where that came from…
Now, while Snapchat and Instagram are the future right now, make no mistake, when it comes to the ever-changing landscape that is video production and marketing, the future can change, and it can change fast.
So, you may be asking yourself, then why should I rush to fold Snapchat and/or Instagram into my plans if another platform will soon come and reshape the future once again? And the answer is that if you play the game that way, you’ll be forever waiting for the next big thing rather than being a part of it during its growth.
If Snapchat and Instagram suit your needs and its communities make up a significant part of your target audience, then don’t stand on the sidelines waiting for the next worthwhile platform. Start creating video content for these sites now. Just make sure you create the right kind of content. We hope this post helps!
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, a commercial, a feature film, etc., at KVibe, we create to inspire.