ADAPTING VIDEO PRODUCTION FOR THE EVOLUTION OF DIGITAL MEDIA
The ever increasing popularity of videos is great for the video production industry, but since the technology of digital media is rapidly changing, that means adapting how videos are created and to line up with how they are viewed.
According to Mike Clum, CEO of Clum Creative in Cleveland, OH…“In 2019, the number of smartphone users is expected to surpass 5 billion people. Dozens of video-focused websites are offering entertainment, communication, and editing capabilities. More video is uploaded to the web in one month than TV created in 3 decades. Video is getting in the hands of everyone, everywhere.” Mike Clum, 7 Video Productions Trends for 2019, ProductionHub.com, January 4, 2019.
So here are some of those changes to think about and evaluate your knowledge and equipment for future video production.
Vertical Videos. Smartphones have made the biggest impact for creating videos. Since most people look at their phones vertically and even shoot their own videos vertically, brands are now creating Vertical Videos. Josh Decker, founder and CEO of Tagboard, says: “Billions of Snapchat Stories and Instagram Stories are created worldwide every year, nearly all shot vertically. It makes sense that we’re seeing major brands across categories move to embrace the vertical video format. Even Facebook is seeing the vertical video light, with a recent upgrade to its default video orientation.” 3 Video Trends Shaping the Future of Digital Media – Adweek, April 3, 2018.
Vertical videos fill an entire phone screen, reducing distractions or clicking on something else. Millions of vertical videos are uploaded every day on Snapchat and Instagram Stories. YouTube has also updated its web player with better support for different aspect ratios. It will enlarge the video and get rid of those annoying black bars.
More K. While the technology for camera resolution gets better and better, even as high as 8k, many consumers still haven’t caught up with having 4k screens. However, 4k is still expected to be more widely used in 2019 as the new technology trickles through the market. Mike Clum says: “A sensible strategy for the moment would be to continue filming in 1080p, have a hand in 4K capability, and leave the 8K cameras to Hollywood producers.”
The Long and Short of it – Long Form and Micro Moment Videos. It has become common knowledge that the short attention span of social media users on mobile phones demand short one to two minute videos. Mobile users have to be targeted with “micro moment” story telling. Josh Decker predicts…”In the coming years, we’ll continue to see investment by brands in live, ephemeral and localized content for Snapchat and Instagram Stories.”
On the other hand, long form videos are 10 – 30 minutes long. They give more time for storytelling and the ability to emotionally connect with the audience. They can also help establish a sense of trust with the viewer. This of course translates into longer engagement and increased SEO plus qualified leads. The obvious challenge is holding the viewer’s attention. Some have achieved this with a documentary style of story telling and educational behind the scenes types of videos.
Virtual Reality. This technology seems to be taking a bit longer to progress, but it’s still very much coming our way. So far, the gaming industry has taken the lead, but VR is expected to expand quickly as devices become more accessible. Sports fans are beginning to be able to watch live games on tv and with the help of VR, they can experience the game as if they are sitting court side. The military is also using VT for training, along with medical schools for practicing surgeries.
Video producers and companies need to be ready. Clum says: “In one study, 69% of experts predicted we are 5 years away from the mass adoption of virtual reality.”
LinkedIn Videos. LinkedIn is now hosting videos directly on their platform instead of having to use YouTube or Vimeo. Videos can be posted in the user’s profile and also in LinkedIn Publisher which is where long form content can be posted with a video. This trend is expected to grow as people realize its potential.
Since videos are the major portion of internet usage, especially on smart phones, video production has to be more diversified because of how videos are viewed. Re-evaluating your target market will determine what types of videos and technology are needed to keep up with the demands of the users.