Corporate Video Trends for 2018
As digital marketing becomes an integral part of business communication and revenue generation, we're seeing a continued evolution in the way consumers are seeking and digesting marketing messages. Consumers want the content to be clear, easily accessible, and entertaining. There's really no better medium for delivering this kind of content than video. In 2017, we saw some transition of marketing messages from the printed word to video. When executed well, video helps meet and engage with customers most effectively.
As 2018 nears, competition is tighter than ever with companies striving to gain an advantage. One-off videos can still be effective depending upon a company's competitive environment, but most have already extended their use of videos for products, events, and internal uses. 2018 will see even more marketing spend as companies go further in using technology to connect with the market. The technology is available and consumers are ready. The video trends we see will be about connecting in a way that offer closer, more immersive experiences.
Here are the trends we're seeing for next year:
1. Live streaming - for some, live streaming is quickly becoming "Company TV". Emerging technologies are able today to deliver streaming across multiple devices. Without dealing with production and editing, streaming is a great way to connect with customers authentically through interviews, Q&A sessions, and live events. GE and Dunkin Donuts use live streaming for their marketing today extensively. The reasons are apparent as early studies are showing that users are spending three times longer watching live videos than pre-planned ones.
2. 360-degree - this technology offers the viewer control of what they're seeing while watching. A number of technologies have emerged to capture this perspective from smartphones to more expensive equipment. And they're already being served on Facebook and other social media platforms. One 360-degree application that's already taken off is from the real estate world remotely showing properties to prospective home owners. In this case, prospects can view a home quickly in a 360 degree perspective while not have to travel to the property or deal with agent schedules. Expect to see more 360-degree content next year.
3. Virtual and augmented reality - still developing, these technologies will continue to make progress throughout the year. For corporate use, they're already useful for meetings, conferences, and trade shows, but are making headway into other applications as well-
Virtual reality is still in its infancy and requires headsets to send viewers into a controlled experience. But there is simply no greater immersive experience available than virtual reality. Some companies like Lowe's and Red Bull are offering their customers VR experiences to help drive sales. Others such as Intuit and General Mills are using the technology for recruiting and employee training. No doubt, virtual reality requires deep pockets right now, but the costs should come down some during the year and ROI will become more apparent.
Augmented reality is live feed whose elements are "augmented" by computer-generated sensory input such as sound, video, or graphics. One great example of augmented reality has been the live action game Pokemon Go. Easier to use and less expensive than virtual reality, companies have already picked up on its possibilities. Walgreens has already gone through a testing phase for navigating its store shelves. And Coachella provides an out-of-the-box festival experience before a show even begins.
4. Data visualization - as data capturing technologies (such as smartphones) have evolved, data science and interpreting useful consumer information out of a lot of data has quickly become an important marketing activity. We've seen more output of corporate data through studies and surveys. And the information has come alive through data visualization in the form of interactive graphs, charts, and infographics. Look for the new year to give consumers an enhanced presentation of this data using motion graphics. Expect to see live footage along with data-based motion graphics which will make the information more meaningful.
Corporate video production continues to evolve, and quickly. Continuing to develop planned, cohesive, timely, message-strong organizational videos is important. Adding immersive experiences will help propel organizations even further.
Twiin Media is a leading corporate video production company in Atlanta, GA. Be sure to visit us at www.TwiinMedia.com and let us know about your next video project.