Video production & marketing is one of those industries that’s in a constant state of evolution. It’s just the nature of the beast, whether it’s due to advancements in equipment and technologies or to the ever-changing expectations and preferences of viewers, and it’s up to all of us to keep up.
And while things like 360 video, virtual reality, and live-streaming video are making most of the headlines at the moment, there are other, more subtle changes that every brand, marketer, and videomaker should be paying attention to. What kinds of subtle shifts are we talking about? Longer videos and multiple platforms, to name a couple.
More and more videomakers are investing in creating longer videos and delivering them across multiple platforms, as opposed to strictly making shorter videos for one or two platforms. Why? Read on to find out so that you can decide if following their lead is the right direction for you.
Why are longer videos worth creating now?
We know. For a long time there it was all about short videos. That’s what viewers’ attention spans seemed to demand, but things are changing. How? Well, for one thing, mobile video viewers have been showing a clear appreciation for longer videos for a while now and to learn more about that check out this post, Why Long-Form Videos Are Back in a Big Way on the Small Screen.
But it’s not just the mobile viewers who are more willing to watch long videos anymore. Check out this post from Ooyala.com to learn more, Long-Form Video Is Now the Most Popular Content Regardless of Screen Size, but the point is that the main reason to consider creating longer videos is because plenty of your target viewers probably want some.
On top of that, though, there’s also the fact that more and more big media companies are investing more resources into making longer content a bigger part of their video production strategies, mainly on Facebook and Youtube. So, read the writing on the wall. They wouldn’t be doing that unless they’ve already tested the potential of longer video content on those platforms.
And then there are the platforms themselves, which have been taking measures to make creating and watching long-form videos easier. Facebook, for example, made adjustments to its Newsfeed not too long ago to favor longer videos, and to learn more about that check out this post from Businessinsider.com, Facebook is leaning toward long-form video.
The bottom line is that, at this point, rather than asking why you should consider creating longer videos the better question may be why not. Viewers aren’t just willing to put up with it anymore, a lot of them actually like it, and with many of the big brands starting to invest more heavily in longer videos and all the recent platform changes, it’s hard to find a good reason not to.
Now, as far as how to actually go about implementing longer videos into your strategy, that largely depends on what you do, your primary mission, the particular people you’re trying to reach, etc., but one thing we can tell you is that viewers will watch emotional, inspirational content, no matter the length.
Why is creating for multiple platforms so important now?
Just like the longer video content discussed above, one of the main reasons to strongly consider a multi-platform video strategy if you haven’t yet is the fact that so many of the biggest brands and successful videomakers have already done so. Again, you’ve got to read the writing on the wall to stay ahead of the curve.
Whether it’s Youtube, Facebook, Instagram, Twitter, etc., more videos are being posted on more platforms than ever before, and again, that wouldn’t be happening without some serious research and testing being performed by the videomakers. So, follow their lead, but not before determining which platforms make the most sense for you.
Make no mistake, just because a multi-platform video strategy is key nowadays, that doesn’t mean that any platforms will do. Depending on the nature of what you do, one may be far more appropriate and fruitful than another, and some may not be worth any of your time at all if the communities who spend time there don’t consist of much of your target viewers.
Once you figure out which is which, then it comes down to how well you customize your content for each platform while, at the same time, retaining a consistent, mutually supportive message throughout all of it. It’s not always that easy nor simple, but the whole point is to get your message out to as many of the communities that consist of your audience as possible, not to get a different message out to each one. It needs to be a seamless multi-platform experience.
We’ve been in video production in NJ & NY for long enough to know what warrants attention.
While video production & marketing is always changing and evolving, it’s important to point out what a challenge it can be to determine which changes are really worth paying attention to and possibly making yourself. Some adjustments may seem like the right idea at the time only to end being misguided or worse in the long run.
Others, however, are worth the attention and consideration, and the growing importance of longer video content and a multi-platform strategy are two of them. They’re an organic part of the evolution of video, a natural outcropping, as opposed to a fleeting trend that won’t have what it takes to withstand the test of time.
So, if they’re not a part of your video production plan yet, then now’s the time to start seriously considering changing that, because remember, you can’t fight the current and it’s critical to keep up.
About Us: KVibe Productions, one of the top NJ & NYC video production companies creating video content of all kinds, can handle every aspect of the process. And whether it’s a commercial, a corporate video production, or a feature film, at KVibe, we always create to inspire.