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7 Trends Impacting Corporate Video Production in 2018
What will be the hippest, newest, shiniest technology that will replace video in the coming year? Let’s open the box and find out.
That’s right! Nothing. Video will still be king in 2018.
In fact, industry experts predict that video will comprise a whopping 84% of all internet traffic in the coming year. Therefore, experienced video production companies should have little trouble staying busy for the foreseeable future. That said, there are some trends in video marketing and technology that savvy production companies should be aware of if they want to stay abreast of their competition.
1. The popularity of 360-degree video
You’ve undoubtedly seen online clips that display video all directions from the camera. This allows the viewer to choose which angle he or she wants to see the action from simply by clicking and dragging a mouse across the video playing screen. In other words, the viewer can actually participate in the playback of the video.
A recent Google study found that although 360-degree videos aren’t viewed as often as traditional ones, they do boast a higher click-through or conversion rate—which may appeal to many clients who employ video as a cornerstone of their marketing efforts. So video producers may want to familiarize themselves with the “rules” of shooting 360-degree video, such as wide-angle lens use, flat lighting, lower camera angles, and directing actors while staying out of the shot.
2. The rise of shoppable video
Shoppable video is a bit like 360-degree video in that the viewer is more proactive. But the goal of shoppable video is more acute: to get the viewer to make an immediate purchase. Platforms like Instagram and Snapchat are hosting video content which allows viewers to swipe upward on their mobile screens after watching an Instagram Story or Snap Ad. Doing this takes them directly to an e-commerce pop-up window where they can purchase the product advertised.
Generally speaking, shoppable videos aren’t much different from regular online advertising videos (other than tweaking the call-to-action delivery in the script). But their growth mirrors the increased demand for videos which will be viewed primarily on mobile devices instead of TV or desktop computer screens.
3. The desire to live stream across multiple platforms
Live streaming videos on platforms such as Facebook Live took the internet by storm in 2017. Companies loved the idea of providing timely (or even unscripted) content while interacting with their viewers in real time. The next frontier in live streaming is the ability to do so across multiple platforms at the same time in order to maximize the client’s audience.
Several software solutions have emerged to facilitate this process. But where production companies can shine is to create “live streamable” videos which are visually interesting and keep the viewer’s attention (as opposed to simple “talking head” content). For example, brewery Amstel Radler’s live-streamed video allowed viewers to actually tell the actors what to do—which led to some interesting scenes.
4. An increase in aerial footage using drones
Video crews have made great strides in utilizing unmanned aerial vehicles (aka drones) to capture visually-stunning footage, much to the delight of their corporate video clients. Now, companies who want to showcase their large facility or multiple properties can use drone video to accomplish that goal.
As a result, video producers who previously eschewed aerial footage are now investing in drones and the accompanying video equipment (or partnering with someone who already works with drones) in order to add this offering to their menu of services. This allows them to better position themselves in niches such as the real estate, automotive, and educational industries.
5. The introduction of non-permanent video content
To longtime video producers who extol the virtues of evergreen content, this idea may come off as heresy. But in today’s video-on-demand, short-attention-span media landscape, companies can often reach younger target audiences more successfully with videos which are succinct, timely, and last only a day or so. These campaigns are perfectly tailored to platforms like Snapchat that are largely built around non-permanent content.
The challenge for video producers will be to shift their focus toward more “need it now” content and to create campaigns which leverage this concept. These videos will also have to generate buzz and build suspense that can pique the curiosity of viewers so that they remain engaged throughout the video campaign.
6. The birth of projection mapping
Many companies rely on expos, trade shows, and festivals to reach their potential customers, and they’ve embraced corporate video as a key tool to market themselves at these events. The next video frontier is ideal for those entities that want to make a big splash at these gatherings: projection mapping. This process involves projecting 3D images on a flat surface for a more immersive live viewing experience.
For video production companies who rely on trade show videos as a key part of their business model, projection mapping represents the latest milestone in the evolution of video. So if clients are always asking for something that’s bigger and better, it’s essential that video producers educate themselves in the art of and technologies involved with projection mapping.
7. The holy grail of virtual reality
If projection mapping represents the next point on the video timeline, virtual reality (VR) is the white whale that is barely visible on the horizon. To be sure, the technology of virtual reality is already in place; but the demand for this type of content in corporate video production is still limited to specific industries (like gaming or extreme sports, for example).
Right now, companies who want to leverage virtual reality must first convince their audience to put on a VR headset to view the videos. And research into the effectiveness of VR marketing is scarce, although that may change somewhat in 2018. But it’s still wise to keep an eye on the emerging technologies in this space.
Certainly, longstanding video trends such as animated explainer videos, live streaming of product announcements or press conferences, and “GIFable” content for social media will still be relevant in 2018. But given the ubiquitousness of online video and the rapidly-changing technological advances in this medium, corporate video companies should constantly be striving to learn all they can about emerging trends in the video marketing and production spaces in 2018.
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