Previously we’ve written about the Evolution of Branded Video Content. The video production landscape continues to shift at pace, from creation to distribution and everything else in between. Looking to the future we ask, what are the 10 biggest changes to watch out for in branded video content production? Which ones should brands focus on and what are the pitfalls to avoid?
Fad or the future?
As a brand, it’s going to be all about the pick n mix of the best changes for you. Some changes may prove to be just fads, and some will genuinely shape the future of video content.
1. Platforms continue to develop and consolidate
All major social media platforms like Facebook, Twitter, Instagram and YouTube now have highly developed video strategies which are only going to get better. Facebook in particular has been a game changer with brand videos featuring in news feeds. This means audiences don’t have to seek out content in the same way they would on platforms like YouTube. Facebook (including Facebook Live) alongside YouTube (YouTube Red) are now also commissioning video content production.
Not only challenging, but also living alongside social media platforms, are the major publishers. ‘OATH’, for example, is formed of 20 online brands including Yahoo, AOL, Huff Post, MSN and Tumblr with a reach of 1.3bn.
Brand campaigns on these combined platforms target the many iterations differently. For example, Our Michelin Car Connections content lives on a number of these but also on Michelin’s Facebook and YouTube pages too.
The traditional newspaper and magazine publishers in this space are still evolving their online strategies after decades of lagging behind (e.g. Mail Online, New York Time. News UK, Grazia, Time Inc). They now see 100s of Millions of monthly unique users and possess a growing ability to deliver a branded video campaign.
Newer online publishers making moves in this field include the likes of Buzzfeed, Vice, Vox and Ladbible.
2. VR becomes increasingly popular in branded content
With better technology and increased affordability, VR is quickly making its way into the hands of the general public. It won’t be long before brands really start to take the opportunities offered by the likes Google Cardboard, Occulus Rift and Samsung Gear.
The first entrants into VR have mostly been for brands with physical experiences to sell, from hotel rooms to ski trips and car test drives. For this content to be consumed, the user has needed to be physically present in a brand’s shop.
The next stage of VR is more exciting!
It involves creating shared experiences like Samsung Bedtime Stories:
Or stories like The Extraordinary Honeybee – Häagen-Dazs®:
It doesn’t need to be headset based either, like the Field trip to Mars:
3. Influencers are more common than ever in branded video campaigns
Influencer marketing has dramatically increased in popularity with brands over the last couple of years. Ready-made target audiences and brand advertising delivered by a trusted voice is incredibly appealing. Brands often believe influencers will be a cheaper option than other talent, though this is rarely true. In fact, influencers often charge similar rates if not more than traditional ‘celebrities’ for their endorsements.
Two forced changes have come about because of this…
Firstly, an influencer’s relationship with their fans is precious, they’re not going to do anything which might risk them losing credibility. So, a brand campaign with influencers must be crafted in their own voice.
Secondly, to create quality content, brands need to work with skilled video production businesses to get the best out of their time with the influencers.
The opportunities are there for brands to harness the increasing power and reach of Influencers, it just needs to be more than a throwaway ‘let’s get some influencers’ plan!
You may also like: The Use of Influencer Marketing in Branded Video Content
4. The Development of Video production marketplaces
The last few years have seen a number of video production marketplaces launched. In one way or another, they offer the services of ‘creators’ worldwide, who sign up and respond to briefs. A number of agencies and brands are now using the services offered by the likes of The Smalls, Genero, Wooshi and Veed.
Budgets have grown on these marketplaces as they become more trusted. They allow brands to find freelancers and smaller production companies on a global basis. However, alike other marketplace businesses (eBay, Airbnb, Uber), the quality of service or goods can be disappointing at times.
What do you care about when it comes to video content? Quality, quickly delivered or cost efficient? You can pick two. Video production marketplaces tend to be geared towards fast and cheap content – if you’re looking for something of quality, these may not be the answer.
5. Live Streaming for brands
Live Streaming technology has changed immeasurably over the last 15 years. When we first started live streaming events for brands there was still a need for a traditional TV OB truck and a separate satellite uplink facility. Who knew that in just a few years, you’d be able to live-stream to the world from your phone with the simplest of functionality?
It’s now possible for us to live stream across multiple platforms and engage in a real-time two-way dialogue with the audience like never before.
For brands, there’s an amazing opportunity to live stream regularly at great quality and affordable prices.
Just pointing and shooting at an event is not enough. The next step for brands is to produce more editorially focused live streams.
6. AI editing
Programmes are being developed that can work their way through ‘takes’ and match delivery to the script. Facial recognition is also developing at pace. Those famous shots at events can now be found and used in video packages quicker than ever.
To add another level to this, a Producer will be able to programme how a cut should come together – including camera angles to use, style, pace and character.
Wimbledon 2017 for example saw highlight packages made by AI. Key moments of the match were tracked by computers, from the score to player faces and crowd reactions. The means a quick turnaround of highlight packages with minimal man hours
Together, these developments can help delivery and costs throughout a brand project. Having said this, we are a very long way away at this stage of losing human influence altogether!
7. Camera technology
Any piece like this is bound to mention the development of cameras. We’re at a place now where movie cameras can be used on brand projects for a fraction of the price (still only by professionals of course).
New developments in rigs, gimbles and the use of drones has meant the quality of production at a totally cost-efficient level has improved dramatically over the last few years.
It’s not enough to just bring in the big flashy kit and cameras though, brands still need to bring in the best in class of production, direction and camera work. Like in any other walk of life from skiing to making music to cooking, it’s no good to have all the gear, but no idea!
8. Platform Based Editing and Delivery
Cloud technology coupled with faster internet speeds allow us to edit content, receive assets and deliver viewing cuts anywhere in the world within a drastically reduced period of time.
Not, only does this help with speed of delivery, but it also improves video quality.
Additionally, there’s great stock footage being shot around the world and made readily available. This means we can enhance edits with this footage. Where before, it might have taken weeks to receive archived tapes from around the world, we’re now able to download archive footage in minutes, again speeding up the process. Finally, we can deliver content anywhere in the world in multiple formats to multiple platforms incredibly quickly, running a truly global campaign has never been easier.
9. Personalisation of content
For many years, different adverts have been served to different people on online platforms. Now TV platforms like SKY have followed suit.
For online videos this is starting to take a step even further. Branded video is becoming customised for each person it’s served to. A great example of this is Toyota’s RAV4 Hybrid campaign where is created 100,000 video ads personalized to Facebook viewers’ tastes.
10. Video Shopping
Making the buying journey easier than ever, video shopping allows viewers to click on a product seen in a video and be taken straight through to the purchase of that product.
New annotation technology from YouTube, allows brands to integrate this feature. The process still has a few niggles (e.g. the video stopping and halting viewing) but brands are sure to benefit greatly from this coming development.
If you’re interested in hearing more and the production of award winning branded video content for your company, find out more about how Silver Bullet can help you here.