New technologies, evolving consumer behavior and changing attitudes about our digital world are impacting how videos are created and consumed. Below are four exciting developments in video production to watch in 2019.
1. Video designed for smartphones
Americans check their smartphones an average 52 times a day, providing many chances for them to discover your video content. It makes sense that more brands are creating vertical videos formatted for the devices where their target audience will find them. Vertical video filmed in 9:16 ratio may seem unnatural at first, but it allows a better viewing experience for your audience and forces them to focus on exactly what you’re presenting in the frame. Given the rise in popularity of Snapchat and Instagram stories a vertical video will seamlessly integrate into your viewers’ feed, which is particularly important if you’re paying for advertising on app-only platforms.
2. Looped video
Blending videography and photography, these moving images or “cinemagraphs” are increasingly used in marketing thanks to Instagram’s Boomerang app, the iPhone’s Live photo feature, and the Internet’s perennial favorite, GIFs. These brief, looped videos add visual interest without presenting a full video. Looped videos are good to post when you want to grab a viewer’s attention quickly and stand out from the crowd as they scroll through their social feed. Looped video also makes for a great website header, creating a dynamic page.
3. Improved accessibility
While video content has grown tremendously, video accessibility for people with disabilities has seen slow growth. Auto-generated captions are available on some platforms, but are not always accurate. Many brands are adding their own captions or text to videos, and including full transcripts or detailed descriptions in the video’s caption. The push for digital accessibility will be an important technological as well as political issue in the coming years. Improving video accessibility is not only the right thing to do, but also brings your brand to a wider audience.
4. Virtual reality (VR)
Once the subject of science fiction, virtual reality is beginning to expand beyond gaming and entertainment and finding practical use across a wide variety of brands. VR allows viewers to preview or demo a product or service; ticketing platform StubHub now allows buyers to virtually experience the view from their seats. It can also be used for an immersive storytelling experience; one-for-one shoe company TOMS used VR to let customers join them on a shoe delivery in South America. VR won’t fully catch on until more viewers have the tools for viewing videos or until it becomes easier to create videos, but until then keep an eye on VR developments.
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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
