In this post we’re going to take a look at the corporate video production trends that are exciting audiences in 2015. Just like any creative medium, new technologies are being developed all the time and by taking advantage of these you’ll be keeping your audience captivated and engaged – and driving them to take action. So keep reading to find out what matters in 2015 and how these video production trends will help your business.
Targeted marketing
It’s clear that video is what people want, but how do you make it more effective as a marketing tool? How do you ensure that a higher percentage of people that see your video actually take action. Marketing analysts are predicting that by 2017 around 74% of all web traffic will be video, this tells us that people want to be shown, they want to see content. For a while now, companies have been targeting web advertising to individuals. You might notice this if you search for a specific product, you’ll probably see advertising for the same product showing up again and again as you browse the web.
In a recent guest post for Forbes, the CEO of Rapt Media told us that 58% of companies in which marketing contributes to over half of their sales pipeline have adopted this technique. It’s called marketing automation, and it works really well when you do it with video.
Though larger companies are the ones aggressively using marketing automation, it’s becoming much easier for smaller companies to implement. Where previously you might have needed an IT or marketing team to organise this, there are now simple paid automation services.
Say for example you wanted to target potential clients that are watching a video introduction to one of your new services, but they aren’t signing up. With video marketing automation you’ll have a pre-recorded video especially for this situation.
Now they’ll automatically get another video sent to them that addresses concerns they might have, or maybe offers a personal phone call. For the customers that did sign up to your service, they could also receive a video congratulating them and outlining what happens next. Put simply, the video campaign will automatically adapt to the actions the viewer takes.
The rise of the action cam
The other video production trend we’re seeing a lot lately is action cam footage. This is really popular because people have never seen anything like what’s now showing up all over Youtube. An action cam basically means having a specialised camera in a position where it’s potentially vulnerable to damage.
Because cameras have become so small it means you can pretty much put them anywhere. Waterproof and shockproof cases have meant that anybody can get great footage of things that were previously only possible for experts with expensive equipment. Outside your car, mounted on a flying drone, under water at the beach… its all possible.
You might be wondering how a tiny waterproof camera can create exciting footage for your business. Now you can show your audience what you do from a new perspective. Its all about showing people something that they couldn’t see themselves, its interesting and engaging. We’re getting closer to a point where your imagination is the only limit.
Its worth checking out this video for some inspiration. The Audi video we made lets you ride in the car alongside Craig Lowndes, notice how it seems much faster when you’re inside the car hurtling around Melbourne’s Phillip Island race track.
High definition footage
You might have been hearing a bit about something called 4K, this is one of the biggest video trends at the moment. 4K means that the resolution of a video is very high (around 4 times what you’re probably used to). But is this better for your videos? The answer is, yes and no. The picture quality might be better but it’s not 4 times better, when you look at it, it’s only marginally better.
The other thing to consider is that it brings up a few logistical challenges. A bigger picture means a bigger video file, and if you’re expecting clients to watch something on a mobile phone or with a slower Internet speed then they may have trouble.
So as the year progresses we’re sure you’re going to be hearing a bit more about 4K. There are times when this format is a real advantage to your production but its worth researching how your audience is viewing your material. If they aren’t consuming it on a device that supports 4K resolution then you aren’t really gaining much.
Your message
It all comes down to the fact that content is by far the most important aspect to any video. The winner of the 2015 best comedy at the Golden Globes wasn’t shot on the latest digital camera with a huge 4K sensor. It was shot on 35mm film, a standard format for film since 1909. So its good to always remember your content is at the top of the video food chain.
New trends and technologies might help you deliver your video in an exciting way but your best strategy is to work on a strong message that will resonate with the audience.
If you want to captivate your audience using video then get in contact with us here.
Ryan Spanger is one of Melbourne’s most respected and sought-after video production professionals. Ryan founded Dream Engine in 2002, and specialises in helping medium to large corporates, government departments, and the non-profit sector to connect with their audience more effectively by using video.
