WHAT WILL KEEP MARKETERS BUSY IN 2018?
We’ve witnessed so many exciting developments in the world of video marketing over the past few years that we’d be easily forgiven for thinking that the evolution of video marketing was, somehow, slowing down. But if you think you’ve seen it all, brace yourself as this bubbling creativity was simply opening the path for:
- more captivating video content,
- new, exciting tools
- and even greater media to feature your videos…
From where we stand, it looks like 2018 will be the year of “immersive” video experiences… immersive like nothing audiences have experienced before.
Here is what will keep video marketers busy in 2018.
The term might not sound familiar, but chances are, you’ve seen some projection mapping before. The technique? A 2D video projected onto a 3D surface (any every day object, the side of a building, etc.) Projection mapping – also known as spatial augmented reality – turns any static object into an animated surface.
The larger the surface, the more dramatic the effect, especially as the video is usually combined with audio to create an audio visual narrative. Project mapping offers creative, playful possibilities of bringing to life different everyday objects.
Best applications? Projection mapping is most commonly used in product launches, opening events, outdoor events and bascially anywhere brands want to captivate their audiences. People taking pictures or videos of the event, or streaming live is a great way to create buzz on social media.
Coke is a bit of an expert of projection mapping.
LIVE VIDEO STREAMING
Unless you’ve lived under a rock for the last few years, you’ve probably heard of the rise of live streaming videos. With tools like Facebook Live and a range of streaming apps like BeLive and Zoom for beginners and OBS Studio and Wirecast for the more experienced videographers, live streaming is now an easily accessible reality for every marketer.
So nothing really new under the sun, then? Well in 2018, the trend is expected to get even more attention from advertisers, and live streaming will become more interactive. The Spanish beer brand Amstel Radler’s had a go at immersive live video streaming, where viewers controlled the content by clicking on "like" or "love" icons to decide which actions would be carried out.
This is just the beginning for immersive and experiential – remember these two words! – will be all the rage in 2018!
Best applications? Live streaming is a great way to show a more human side of a brand, to get “under the skin”. Live streaming is well suited for (uncut) interviews, Q&As, behind-the-scenes video content and live events.
Whilst some brands’ pockets are deep enough to include VR experiments within their strategy, VR is still largely unexplored territory.
Think about it - it’s big enough a challenge to ask users to rotate their phones to view a video in full screen, let alone convince them to put on a pair of (still huge) glasses in order to enjoy the VR experience! There is, of course, a number of other factors that still stand in the way of VR today. For more info, please read our full article on VR and Augmented Reality here.
As a consequence, there are too few examples of VR videos, making it hard to forecast the effect of VR on marketing strategies. However, brands believe that the rewards are potentially big, and an increase of budget allocated to high-tech should see an expanded VR over the coming year. This should help get a better understanding of how effective VR is.
Instead of watching a video of the latest heart-stopping action shared by a brand like Red Bull, where the brand is introducing a fully immersive flying experience - amongst other things. What's next? Thanks to some cutting-edge technology, we'll be experiencing skydiving or snowboarding almost first hand, but from the comfort of our armchair... Not for the faint-hearted, though!
Digital marketing guru Neil Patel suggests VR video being used for eCommerce, allowing consumers to really (well, virtually really) engage with a product. With the biggest tech companies in the world investing $$$$ into the VR race, he may be right on for 2018. "New marketing platforms and tactics don’t come around often. But when they do, you need to be one of the first companies to jump on board if you want to succeed", says Patel.
Mark Zuckerberg - Facebook acquired Oculus VR in 2014 - admits that immersive gaming is just the tip of the iceberg. He envisions a future where “augmented reality will become a part of daily life for billions of people.”
360 video is another type of immersive technology, where the consumer can control their viewing perspective. This can be with a VR headset or simply with a computer or smartphone screen’s browser control.
360 will have obvious impact for online shopping. Marketers can use it in an infinite number of ways, like this 360 video for the Honda Civic. It's difficult to click away from something you can control and that is also entertaining.
Studies by Google have revealed that despite the fact that 360 isn't as readily viewed as standard video content, the click-through rates are higher. According to the studies, 360 also gathered more views, shares and subscribers.
It's all about engagement these days, so watch this space (or better even... act in this space!) in 2018!
HOW IMPORTANT WILL VIDEO BE IN 2018?
If you are not out there posting videos like mad, then watch your brand sink into oblivion
"Important" hardly begins to cover the role of video in the next few years! Video is simply and absolutely crucial.
Video is an increasingly powerful way to communicate your brand story, share your excitement about your latest products or services - and it's now completely part of consumers' daily lives... The challenge for marketers and advertisers is to continue to make video content more and more interesting and compelling (and relevant/targeted) to capture people's attention.
Marketing teams and video production agencies, if you're reading this... now is time to up your game! Adopt cutting-edge technology today and integrate new trends quickly to remain relevant in a competitive industry. In 2018, consumers won’t just want to watch videos, they'll be part of it and get their hands dirty! Boundaries will be redefined - or rather pushed - brands will get physical (it's all about experiential, remember?)... there will be blood, well hopefully not, but there will be some serious changes! Your audiences don't want to sit back and relax. Take your viewers on a roller coaster of sensations, transport them from their lounge to exhilarating experiences with the push of a button! Our advice? Be an early adopter!