2017 has seen a tipping point in online video. Over 50% of online video is watched with a mobile device. This means that traditional corporate video needs to shift to focus on the new market watching almost all their video content through mobile devices. These huge shifts in audience and video styles are happening quickly, and here are some trends for corporate video that we’ve identified at Dream Engine here in Melbourne.
The old method of press releases used to require weeks and weeks of planning and contacting various news outlets and promoters to get your announcement out into the public. Today, your announcements can be made with just a few minutes planning and can be being watched by your followers within seconds of uploading. The advantages of Live streaming videos are obvious. They can be made quickly and cheaply and don’t require a great deal of planning. There are drawbacks however. While great for informal announcements or for events, they can have the adverse effect of being unplanned and unscripted, and things can often go wrong when not enough thought has been put into its execution, so use live video wisely.
With the rise of Snapchat and a generation of infinite scrollers, a new trend in video is the self-deleting video. This type of video can be quite difficult to wrap your head around as a video production company, as we strive to make videos that stand the test of time. The video that deletes itself is a unique beast as it is difficult to measure its effectiveness as a marketing tool. Instagram have followed in the footsteps of Snapchat with their Stories feature, where the past 24 hours of your life can be posted in a “story” and then after that 24 hours has expired, the video disappears into the ether. The temporary video works best for maintaining awareness of your brand and for time sensitive promotions.
Find Your Corporate Niche
With the ridiculous amount of content being produced and released every day, it can be hard to find your place amidst the chaos. The trend for the future will be all about identifying your core market and appealing to them. This of course doesn’t mean excluding yourself from a new audience or market, but rather finding a niche that people will associate your brand with. If you become indispensable to your corner of the market you create brand loyalty and you can become an authority on your area of expertise.
If you haven’t seen 360 degree video before, you will pretty soon. 360 video works by utilising multiple cameras, all recording at once and some high-tech software to stitch it all together, you can create a fully immersive video that shows everything at once. With the emergence of Virtual Reality as a rapidly growing field, prepare to see more and more 360 videos. There are dozens of potential applications, from real estate, to guided tours, to educational videos, the potential is huge and will only get bigger in the future.
If you are looking to bring your corporate video marketing up to the cutting edge, get in touch with Dream Engine in Melbourne today.
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.