5 Major Filmmaker’s Trends for 2018
Video content continues to be an uptrend in any and all industry commerce; it has never been more popular with users than it is right now. In the first quarter of 2017 alone, online video views exceeded 2.3 trillion across the main social video platforms! Whether it’s via advertising channels, social media or websites, video is one of the most effective ways of reaching a target audience.
The IAB estimates that by 2018 programmatic spend will have grown from 28% in 2013 to over 80% of marketing spend. By 2020 online video is expected to account for 82% of all consumer internet traffic.
The combination of developing technology, great content and correct application makes engagement with video the best way for companies to achieve their marketing goals.
Here are a few things we think will lead the way in 2018:
6-Second Video Ads
Six-second ads will gain real traction in 2018 and will likely become a standard format across all social websites. Last year, YouTube revealed its 6-second ad version— a move that has been welcomed with open arms by consumers. But how exactly do you showcase your campaign message in 6 seconds? The key is to have one clear message or goal. If you have five points to get across, have five videos. These can stand alone or be used to create a series or story.
Other elements to consider, enhancing the viewer’s experience are voice over, music, emotion and delivery. Take into consideration your target demographic. Think about what reaction you are trying to evoke in your audience and what you can do to achieve this. Always keep your audience in the forefront of your mind when creating your ad. After all, you only have 6 seconds to get it right.
Landing Page Video
A landing page video has a few key benefits:
- Build customer trust – incorporating real people adds a human element, which customers can relate to. This reinforces the relationship between the brand and customer.
- Better bounce rate – video is more engaging and digestible than traditional text so encourages customers to spend more time on the page.
- Digestible information– videos are designed to get information across quickly. This enables the user to acquire a lot of information in a short amount of time.
Another great reason to use video is that Google gives preference to landing pages that include videos. In fact, pages with videos are 53 times more likely to rank on the first page of Google search results. A video also has the benefit of shareability via social media platforms, which subsequently leads to discoverability.
Seamless transitions are neither new nor ground-breaking when it comes to video but they have only recently gained popularity. As the name would suggest they create a ‘seamless transition’ from one scene to the next for a fluid viewer experience.
Seamless transitions, fluidity and excellent use of negative space are key for video success moving forward. Often, filmmakers will also use transitions as a way of defining their brand or voice, almost like a signature to a piece of art. No matter what your video is for, or its length, the importance of thoughtful, visually appealing transitions cannot be overlooked.
With tools like Facebook Live, Instagram Live Video and a whole host of streaming apps for beginners or for more seasoned videographers, live streaming is accessible to everyone. It’s also a great way to connect with customers and to show the more human / relatable side of a brand. Examples might include Q&As, behind-the-scenes, live events, how-tos or tips. All of which feed customer engagement. Live video is an excellent opportunity to engage an audience in new and creative ways in 2018.
360° video is bang on trend for 2018, another type of immersive technology. With 360° video content, the consumer can control their perspective when viewing. It’s also great for increasing click rates, garnering subscribers and shares and boosting engagement ratings. 360° video is a whole new realm of interaction, it’s exciting and it’s engaging.
How important will video be for marketers in 2018?
The last few years have seen video numbers skyrocket. We are up to a collective one billion hours a day of YouTube viewing. Video will only take a stronger place in content strategy. Visual content is very much a part of consumers’ daily lives and it continues to become even more interesting in order to capture people’s attention. Having the ability to create powerful video content that can be married together with other marketing strategies will be essential for brands in 2018.
We can of course help with all of this. Yes, ALL of this. Best give us a call, right?