As NY / NJ video production pros, it’s our responsibility to keep a close watch on the current trends in the industry, and to do what it takes to separate them from the fads to see if they’re worthwhile.
But it’s not just about acknowledging them and potentially folding them into your video and marketing plans. Trends can also be very telling, if you take the time to listen, and know how.
So, we thought we’d take a closer look at some of the biggest current trends in the game to see what they’re really telling us about what viewers want, and don’t want, these days.
People want the big picture.
Yes, 360 video and virtual reality aren’t exactly brand new concepts. It’s just that we’ve reached a point at which the technology has caught up with the craving. That’s why so many companies have and are continuing to invest in developing 360 video content and/or VR experiences.
They know that people have shown a clear and strong interest in bigger, more immersive viewing experiences, and at the surface, it’s not too difficult to see why. After all, who doesn’t want to be able to see everything, and/or to actually navigate the environment?
But what does that mean? Yes, there’s simply more to look at and take in and that’s great, but it goes deeper than that. People don’t just want more for the sake of more. They want more so that they can truly experience what’s happening on screen.
Think about watching a football game on television and seeing what the cameras show you compared to seeing the entire field at once. It may sound jarring to some, but the point is that it’s a testament to the fact that people want to get a feel for the big picture.
And as far as virtual reality, among a lot of things, it means that people want more control over that big picture. They want to be able to have more of a say in what they’re seeing and when they see it.
They want the real picture.
Live video, fun behind-the-scenes videos, company story videos and the like also have a lot to say about the people who are watching and craving them. What, exactly, do they tell us? Well, ask yourself this, what do they have in common?
All these types of videos are about authenticity. Live videos, for instance, are inherently authentic because they’re live, and anything can happen. To learn more about that, check out this post, Live-Streaming Video Production and All the Possibilities It Presents.
And fun behind-the-scenes and company story videos are all about bringing viewers in closer to the authentic culture and inner-workings of the people making the video.
What do all these types of videos also have in common? They’re not at all concerned with trying to sell the viewers something or get them to do anything. These kinds of videos are just about giving viewers a better feel for who the people behind the scenes are and what they’re all about.
So, if all these types of videos are trending at the moment, then it’s obviously an indication that people are craving more authenticity nowadays, and that’s no surprise to us. We’ve been doing video production in NY and NJ for a long time and trust us, salesy, purely promotional jargon won’t slide anymore. People want the truth.
They want to keep their stuff private, eventually.
Then there’s the trend of temporary videos and content. Snapchat is the leading platform in this area, as the videos and pictures shared on the platform will disappear after a certain amount of time.
That’s led to a lot of brands creating videos which leverage the inherent sense of urgency that creates, whether they’re time-sensitive flash sale videos, limited-time giveaway videos, etc., but it also says a lot about the fact that privacy is still very much a concern for a lot of people.
We’ve all heard the internet horror stories. People have lost jobs, been humiliated, and much worse as part of the fallout from something being made public on the internet which was intended to be kept private.
So, it’s really no surprise that people would be drawn to a platform which is based on protecting their privacy and with taking away the stigma that surrounds the “permanence” of their internet actions, but the popularity of temporary content is also another testament to the fact that people are looking for more authentic content and experiences now. How?
Well, like mentioned above, many individuals, and brands for that matter, are very careful about what they post on their social media profiles, but without that “permanence,” there’s a lot less to fear with platforms like Snapchat. That’s led a lot of people and brands to tell more cohesive, authentic stories there.
For more on that, check out this post from Skyword.com, How Has Temporary Social Media Changed the Way We Communicate?, but the bottom line is that platforms like Snapshat don’t just tell us that privacy is still a primary concern for many people, but also that authenticity truly is key in this day and age.
Read the writing on the wall.
Recognizing the current trends in video production & marketing, or in any industry for that matter, isn’t just about determining which can be immediately helpful to you and your mission. That’s part of it, but not all of it.
Trends also say a lot about the current state of the industry, and about what people are expecting, shunning, craving, dreading, losing sleep over, getting excited about, etc. It’s just on you to take a step back and listen to what the trends are telling you.
We hope this post gets you pointed in the right direction, and as always, check back with us to learn about new trends as they emerge, as well as what those new trends may be saying.
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 commercial, corporate video, or a feature film, etc., at KVibe, we create to inspire.