At Hyperfine we fully understand the power and reach of web videos, and that the best way of conveying your message is visually, and on a screen. For instance, when you watch a web video you keep hold of 95% of what’s said, compared to only 10% when it’s written down. And that is the reason that in 2019 web videos will account for 80% of all internet traffic.
At Hyperfine we also understand this is a fast-moving scene, where trends come and go with frightening frequency. So in order to help you get to grips with web video production, we have assembled a few current trends to be thinking about for the new year.
Team up with the influential
In digital marketing, ‘influencers’ carry great, well…. influence – social media channel owners who really knock you over with their subscriber numbers. Whether YouTubers or perhaps owners of well-followed Instagram or Twitter accounts, it may well be an efficient approach to work with such influencers, so that they can market your product to their demographic, and convey your message to their followers. Find an influencer who inhabits the same world as your customers, and let them do the leg work for you, reaching out to precisely the people you need to reach out to.
Whether YouTubers or perhaps owners of well-followed Instagram or Twitter accounts, it may well be an efficient approach to work with such influencers, so that they can market your product to their demographic, and convey your message to their followers. Find an influencer who inhabits the same world as your customers, and let them do the leg work for you, reaching out to precisely the people you need to reach out to.
It used to be the digital comms mantra that small was beautiful… two minute clips, max. However opinion has now swung the other way, with a younger crowd more willing to watch longer videos on You Tube, and engage with more long-form content. And that of course is useful to know, because it means there is more space to get your key message across and use storytelling techniques to convey what your brand or product is all about.
With long-form video content you can interact to a greater degree with the viewer and thereby enjoy better engagement, converting viewers to customers. It is now industry standard practice that web videos can run to six minutes, although you should still look to get your key message across in first 30 seconds of the video.
A contemporary audience – especially a younger demographic – is now used to seeing video with Augmented Reality … in other words more illustrated cartoon-y elements on top of the film itself. Games such as Pokemon Go have introduced this concept to a wide audience and filters available on Instagram and Snapchat make this technology easily available. It’s modern and fun, so consider adding this extra layer to your film, especially if you are using it to reach out to a young audience.
In essence, we are talking about producing ‘portrait’ oriented films, and the reason is very simple. Climb aboard any tube train and you will see almost everyone sitting down with their phones out. So much of contemporary communication is handled by the smart phone, so be smart and produce content that can be easily viewed on a phone screen. Also, social media Apps such as Snapchat, Facebook and Instagram work with vertical video content, so always plan for that when making videos.
Extremely popular as we head in to 2019 is the concept of social media ‘stories’. Social media users now engage with much of their content in the form of ‘stories’ – narratives rather than single images – on platforms such as ‘Instagram Stories’ and ‘Facebook Stories’. For instance, 50% of Instagram accounts use Instagram Stories every day, so this is a useful tool for reaching an audience. You will need to make your content feel natural and a perfect fit for this platform, so think about producing ‘organic’ content, rather than the slick professional films you might have been advised to produce in previous years.
So, five top tips to get you up and running, and producing fabulous web videos through 2019. If you’re looking for some creative help, please get in touch.