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Video Marketing Trends: How Technology Is Enabling Creativity
Video has become a truly universal and mainstream form of marketing material: Wyzowl finds 86% of companies use video for marketing. This raises an interesting challenge for companies: in a world where everyone seems to be releasing marketing videos, how do they make their own content marketing stand out?
The answer may lie in harnessing the latest technology. Brand videos made with new, novel techniques and gear can provide different experiences for viewers, reaching new target audience segments on a variety of platforms and channels. Whether that means short videos created to ride social media trends, immersive 360-degree video content or anything in between, technology and creativity often go hand in hand.
The latest video technology trends
Video marketing is helped along by technological progress. Every new way to film and watch video opens possibilities for ambitious video marketers. In recent years, relevant breakthroughs have included:
- The rise of 360-degree video: As more consumers acquire virtual reality equipment, brands are dabbling in immersive video marketing. Of course, shooting a 360-degree video requires specialized hardware, potentially including filming drones, but the results can be truly unique and impressive.
- The emergence of new social platforms: The social media platform mix is always changing. Brands that can keep up can reach new audiences while their competitors lag behind. Short videos shot on light, handheld cameras can become hits when released as a TikTok clip, Instagram reel, or through other social media platform channels, provided they are created with care. Platforms also evolve over time. YouTube Shorts, for instance, appear to be a direct response to the popularity of TikTok and its original short video imitator, the Instagram Reel.
- Rapid development of holograms: Sometimes, technology moves quickly from the realm of science fiction to reality. This transition is currently underway for hologram live video transmissions and other extended reality content. The development of commercially available services such as HoloPresence™ has added a fresh sense of excitement to corporate gatherings and expos.
Perhaps the most significant video technology trend is the most subtle — more companies are using professional-quality video technology to create content marketing materials, and consumers are being inundated with them. Brands hoping to keep up will have to become video marketers, ideally with the help of professional video production partners.
How new video types are reaching audiences
One of the most exciting trends animating the current wave of digital marketing is just how many channels a company can use to reach its target audience. Whether the intended viewers are consumers or fellow professionals, there are more ways than ever for people to view brand videos.
Some of the most promising video consumption and distribution channels include:
- Immersive virtual environments: As more companies explore innovative ways to deliver content to consumers, they’re increasingly turning to digital worlds and metaverses. Even video games such as Roblox and Fortnite have become platforms for live stream events and other branded content. Soon, VR marketing content may proliferate in these online spaces.
- Mobile devices: Smartphones are perfect delivery systems for social video content — in fact, the prevalence of mobile devices in everyday life can affect the types of marketing videos businesses create. Videos that are comprehensible when muted, or vertical video clips that look good when viewed in portrait orientation are potentially valuable content types today.
- At virtual and hybrid events: XR content, projected onto real-world backdrops, received rapid development during the early months of the COVID-19 pandemic. Empowered by strong, reliable internet connections, companies are now able to project sophisticated live video presentations, mixed with on-site presenters.
It’s clear that video technology can flex to almost any form, context or commercial demand. Businesses that stay ahead of the curve will be able to use new methods to capture innovative marketing video types and spread them to consumers through new distribution channels.
Taken together, these factors answer the question of how to keep innovating when video content’s reach has become so wide — making new kinds of videos can forge the difference between you and a more prosaic competitor.
The impact of experienced video crews
Wading into new video content types isn’t something companies should do in a hesitant or uncertain way. As with any type of marketing video, advanced content for video advertising is at its best when it’s made by experienced creators equipped with the latest and greatest technology.
It’s unusual for companies to have fully featured video departments on the payroll, but this doesn’t mean they should give up on creating tech-enabled video content. Rather, it’s a sign that organizations should team up with expert video crews. This allows businesses to gain access to experienced content creator teams and powerful equipment without adding salaries or spending upfront costs for the gear.
When venturing into new and untested video types as a marketing video content creator, it pays to have confident video professionals leading the charge — this level of assurance is what Crews Control teams provide.
Read our ebook to learn more about technology in corporate video production, or request a quote to learn how your company can harness video marketing.