When it comes to video production, it’s not just the production and post-production tools and technologies that are always changing. There seems to be a new platform on which to distribute your video content popping up every week, and all those platforms are constantly changing themselves.
And it’s imperative that you keep up if you want to find or maintain any kind of success on them. Yes, it may sound like a pain, but you’ll eventually find yourself spinning your wheels and not getting anywhere if you don’t take measures to adapt.
We’ve been doing video production in NYC and NJ for a long time now and we know a thing or two about keeping pace with the ever-changing video platforms, so read on to learn about a few of the recent and upcoming changes you need to pay attention to.
Facebook made a bunch of recent changes.
First off, while videos in the news feed used to auto-play silently, the social giant announced in February that it’d put together an update which will now allow the sound to fade in and out automatically as users scroll past videos in their feeds.
Now, if your phone is set to silent, then the videos will play without sound like they used to, and any user has the power to disable the auto-play sound altogether via settings, so you may not want to throw your silent video strategy out just yet.
But the writing’s on the wall, and while it was becoming more and more important to create videos which had the power to hook viewers in without the aid of sound, that may not continue to be the case, at least not on Facebook.
From there, the social giant recently made changes to improve the viewing experience of vertical video on mobile devices on the platform as well, which means if you haven’t started exploring ideas for vertical videos yet, then now may be the time.
For more on that, check out this post, How Vertical Video Is Changing Video Production, and then there’s the new picture-in-picture feature, which allows you to minimize the videos you’re watching so you can continue scrolling/browsing, and Facebook also now supports live-streaming 360 video for everyone.
So, if a big chunk of the people you’re trying to reach with your videos spend time on Facebook and you haven’t considered producing 360 videos yet, it may be time to give that some thought, too. For some general info, check out this post, How 360 Video Production Could Change Everything.
Lastly, Facebook created a new video app that will allow users to watch their Facebook videos on their televisions which, along with the rest of these changes, is just another reason to start creating videos for Facebook, specifically, if you haven’t already.
Instagram and Snapchat aren’t far behind.
Instagram’s community continues to grow rapidly, and at the same time, it’s continuing to become a more and more important video platform, specifically. And the biggest recent change in that area would be the Instagram story ads.
For more on that, check out this article from Entrepreneur.com, Instagram Rolls Out Stories Ads to All Businesses, but all you really need to know is that the fact that businesses and marketers can now run ads within Instagram stories is a game-changer.
And that’s not the only big change the platform has made. They also just allowed users to share multiple photos or videos in one carousel-style post, which will undoubtably lead to some more creative video content opportunities.
The bottom line is that just like Facebook, Instagram is actively taking measure after measure to allow for more creative video content and to make it easier to share that content on the platform.
Then there’s Snapchat which is, in itself, another big reason to think about creating live video content if you haven’t yet, but the latest news on that front is that 360 video, although not an actual platform feature yet, has been working very well there for some brands. Food for thought.
Don’t forget about Youtube.
Youtube’s been doing the whole video thing longer than any of the platforms mentioned above. It’s kind of like the Godfather of online video. Just look at live video content, which is just now really taking off on other platforms while Youtube’s been doing it for years.
However, just because the site’s been a video platform for such a long time, that doesn’t mean that it doesn’t have to continue to adapt and evolve along with its communities like the rest of them. It absolutely does.
And the biggest recent news would most definitely be the announcement that as of 2018, the 30-second unskippable ads that users just had to sit through no matter what will no longer be on YouTube.
As you can imagine, as far as viewers, they’re not exactly crying over the news. It was obviously a change made to improve their experience, so you can’t really argue with it, but that doesn’t mean it’s not an issue for marketers, brands, and videomakers.
Now, the 20-second and 6-second spots will continue to exist on the site, so what it really all means is that if you were simply recycling 30-second videos on YouTube, then you may have to update your strategy and start creating content specifically for the site. Honestly, it’s about time anyway.
When you’ve been in video production in NYC and NJ for as long as we have, you know how to stay with the changing tides.
Now, just because the platforms mentioned above have made some big changes, that doesn’t necessarily mean that they’re a good fit for your videos. That’s a whole different story, but if you’ve taken measures to ensure that they are, then you’ll want to factor these changes into your video production plans. Good luck!
About Us: KVibe Productions, one of the top NJ & NYC video production companies in the tri-state area, can handle every aspect of the production process. Whether it’s a commercial or corporate video production, or a feature film, at KVibe, we always create to inspire.