Video powers YOUR BRAND like nothing else
Video brings your brand into the modern age, there’s no better way to showcase your products, services, culture and supercharge your website than with a video. Across all social media platforms video is now the dominant force for grabbing and holding people’s attention.
However, video technology and platforms are constantly evolving, making it challenging to keep up. So let’s explore what video tech is still trending over 2019.
Video as a learning platform
Ever since the dawn of online video, people have been crafting their own how-to videos in a number of areas; whether learning how to draw, cook, build a PC or even Zen meditation. Platforms such as Udemy , Lynda, FutureLearn and Masterclass have become the leading contenders in educational video content and online courses - bringing affordable learning to the masses.
People learn faster by seeing & hearing, making it more engaging than simply reading text and we get a sense of the presenters emotions and intentions, helping to build trust.
If done well, it is also a clever way to build a passive revenue stream for you or your organisation as an expert in a particular area.
One of the fastest growing forms of video marketing is the use of live video. With streaming services such as Twitch, Facebook live, Youtube Live and Periscope popularising this medium, it would be a shame to not use this opportunity.
One user using the Twitch streaming service has built a career in gaming. Tyler Blevins, best known as “Ninja”, became one of the highest paid online creators, earning an astonishing £10 million in 2018. Tyler also holds the title for the most popular Twitch streamer, with over 13 million follows. [Twitch/Ninja]
Live streaming enables your audiences, and newcomers, to get engaged more directly in what it is you’re doing . Whether it be an event, a quick “in the moment” piece to camera or a live Q&A , it allows you to have a live interactive experience with your audience that’s fresh, spontaneous and authentic.
Did I also mention that it’s also very cost effective? You don’t need to hire out a high-end studio, or camera crew, with a little practice and knowhow you can stream straight from a smartphone or webcam for free.
Branded documentary content
Long form branded documentary content is a softer take than more traditional video marketing. By capturing and sharing beautiful stories about real people or topical issues it creates trust with your audience whilst indirectly promoting brand values.
In this example from Shopify they weave three real stories from Entrepreneurs and the dance between success and failure. Shot in a documentary style it’s an emotional way to communicate values without directly selling or explaining what you do.
Virtual Reality (VR)
VR has been around for some time now, continuously developing , becoming cheaper, and more accessible. Most pro VR headsets now retail for about £200 and Google cardboard (which turns your phone into a headset) is only a fiver! When virtual reality first appeared on the scene it blew us all away, but was niche, predominantly for gaming and expensive. Now, businesses have become more aware and beginning to embrace the possibilities within their marketing.
Medical students are beginning to use VR as a means of education and training. This allows students to rehearse medical simulations as many times as they need, in addition to being cost effective. Research says that VR greatly increases the learning experience over more traditional methods. [UMD Study]
VR’s little brother, 360 video is in a similar situation. The technology to produce and consume 360 content is becoming more accessible by the year. 360 video allows you to change your perspective to a complete 360 degree field of view within an enclosed spherical space. Google maps uses the same technology, you can read more about the differences between 360 and VR here.
Now one of the great things about 360 content is that it requires minimal setup, no need for a complex VR workflow just a 360 camera, some compatible editing software and you’re all set. Navigation controls are built within a browser window to move, tilt and pan your phone around an environment. Youtube have this tech nailed and have merged all their 360 and VR content into one channel.
Real estate has been a massive adopter of 360 content as a means of a property tours. Without leaving the comfort of your home, the video places you within the property environment allowing you to freely look around and get a stronger feel for the place.
Augmented Reality (AR)
Augmented reality is an interactive experience using real time motion tracking technology to present digital objects within the real world. You’ve more than likely seen this technology used with such apps as Snapchat, overlaying virtual face masks onto your face. AR has been around for quite some time now, but is now on the rise within marketing.
One of the most notable AR milestones was that of Pokemon GO in 2016. The app received an astonishing 550 million downloads and $470 million in profits within its first 80 days alone. Following in its success, AR began to spread like wildfire across nearly every industry. Leading companies, such as Microsoft, Apple and Google began to compete to develop the most cutting-edge technology, such as wearable AR glasses.
IKEA saw this technology pushed this advantage with their shopping app, IKEA Place which enables customers to virtually place furniture in their environment. Working alongside Apple’s Iphone, IKEA place can scale the products to fit in real-world environments with an incredible 98% accuracy.
Aerial video (Drones)
Drones are a brilliant way to bring the aerial perspective to your story. In today’s ever growing attention market , aerial footage packs a punch, adds production value and hooks your audience in. We love Brandon Li’s use of drone work in his film Hong Kong Strong. Whereby the drone and gimbal work are the POV for how we experience the story.
A good business case study of drone use is within architecture, drones are having an incredible impact in the way professionals design, view and plan.
Again, this video technology is now significantly cheaper than what it was 5 years ago, more advanced and incredibly portable. The DJI Spark - one of the world’s tiniest prosumer drones fits in the palm of your hand.
NEVER LOSE SIGHT OF STORY
10 years ago these technologies were just in their infancy, imagine in 2009 being able to broadcast live 4k… from your phone! The reality is we are living in a generation where video technology is developing faster than we can keep up with it.
However, something no computer-generated technology can yet compete with is the very human art of storytelling. We believe content with a great story makes it memorable, so that your audiences love and want to share it.
We crave meaning, emotion and connection in our lives. Regardless how cheap or ubiquitous video technology becomes, the ability to craft a great story is utterly priceless.