While things in video production & marketing are always changing in some way or another, whether it’s tech-related or something else, at the moment, the industry seems to be in the midst of a pretty seismic shift, relatively.
Viewers have more options now, not just in terms of the content itself but in the ways they can find and consume it. That means that they want and expect different things, and that’s not changing any time soon, which is why some adjusting is almost inevitably in order no matter your reasons for using video.
So, as longtime NY / NJ video production pros, we thought we’d pass on a few tips and ideas that we’re finding to be helpful when it comes to adjusting and readying your video plan for what’s coming.
1. Allow for more authenticity.
This one seems obvious at this point, but it’s worth mentioning anyway, and not just because it’s so important to connecting with today’s viewers nor because it’s only going to become more important moving forward. The truth is, you’d be surprised by how many people still don’t get it.
Yes, product explainer videos and demos can be very effective, as can using video production to take audiences behind the scenes, whether it’s of your office or work space, a current project, etc.
That kind of video content can be helpful and telling, however, what we’re talking about here is the value of letting your guard down once in a while, showing your true colors. It seems simple enough, but again, if it were, then a lot more people who are using video would be doing it.
It could just be a video of you and your coworkers or collaborators sharing a laugh or authentic moment while working on a project, or perhaps just a glimpse of a regular day in your workplace or into the lives of the people behind the scenes.
Or you could just create a quick video of yourself doing something in your personal life, the point is that you’d be surprised by how much these kinds of authentic videos connect with people, and that doesn’t look to be changing anytime soon.
2. Customize your content for different devices, platforms, etc.
Again, this one may seem obvious. After all, everyone knows full well that smartphones have led to some huge changes in so many aspects of life, not excluding video production and consumption, but we’re not just talking about the basics here.
Those basics would obviously be taking the necessary measures to ensure that your videos can actually play, and play properly, on whichever device viewers may use. It needs to be easy for your audience to access your videos and the quality needs to hold up, no matter what they’re using.
From there, though, you also need to tailor your video content for the specific device and platform it’s intended to be used on. For instance, mobile videos require their own approach completely now, and for some tips, check out this post, 4 Tips for Designing a Video Production for Mobile Success.
Then there are the abundance of social platforms to consider, each with its own unique community which requires a somewhat unique approach in order for your video content to find any real success.
For more on that, check out this recent post, The Ins and Outs of Social Video Production, but the point is that there are so many ways for viewers to watch your videos now, and depending on what they’re using and where they’re watching, they want different things.
And again, we’ve been in video production in NY and NJ for long enough to know that, moving forward, there will only be more devices and platforms, so the sooner you can get into the habit of tailoring your videos for all these different possibilities, the better.
3. Go live.
This one kind of piggybacks off of the first tip, allowing for authenticity, in that a big part of the allure of live-streaming videos is their inherent authenticity. Just think of Janet Jackson’s infamous halftime show at the Super Bowl years ago. Anything can happen, and audiences love that.
Whether you do live product launches, demos, or Q & As; stream live events or projects; do live tours or contests; host live interviews or discussions; or use it as some sort of damage control tool in case there’s a problem like a complaint, product recall, etc.; it’ll be real, unscripted, and in the moment.
On top of that, live-streaming video offers plenty of internal benefits as it can be used for meetings and announcements or for training, team-building, or employee-appreciation purposes; brainstorming sessions, etc. The bottom line is, if the fact that more and more brands are using live-streaming video and viewers viewing it is any indication, then you can bet it’ll be a big part of the future of video.
Just remember that most of the current live-streaming platforms promote a two-way viewing experience, so the videos that find the most success are more conversational in nature. For more on going live, check out this post, Live-Streaming Video Production and All the Possibilities It Presents.
The future’s always coming.
So, as you can see, at the moment, it’s clear that striving to show your true colors with video is always a good idea and that viewers don’t seem to be changing their minds about that any time soon.
From there, it’s also clear that live-streaming video will be a huge part of the future, and that more and more devices and platforms which support video will continue to emerge, so you need to start tailoring your videos for them.
But make no mistake, those are just a few of the ways you need to start considering adjusting your video production strategy moving forward, and more will continue to emerge as the industry continues to evolve. So, keep checking back with us for new ways to prepare your video plan for the future as time goes on.
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.