5 Video Trends Agencies Will See in 2017 & How Not to Fall Behind
Video is taking over the internet. In fact, one-third of all online activity is spent watching video. Impressions, engagement, and conversion from video are all on the rise, and new formats and platform tools appear every day for brands and agencies to explore.
I’m obviously biased, but I love seeing all the innovation going on with video. Here are the video trends that my colleagues at Sandwich Video and I see on the rise this year, and how you, as an agency, can use them to your advantage.
5 Video Trends Agencies Will See in 2017
1. Multi-channel Strategy vs. One-off Videos
As brands get smarter about video, clients are looking for a comprehensive video strategy for their marketing objectives. Instead of a single video to launch a new product, they’re starting to think about different types of video content to achieve different goals and reach different audiences.
Nowadays, it’s not unusual for us to create one longer form video for YouTube, supported by shorter cutdowns customized for Facebook and Instagram, or even GIFs. (Yep, sometimes it’s our job to create GIFs.)
As an agency, you should know what works best for each channel audience. Be prepared to take a step back to craft a multi-channel strategy that achieves the goals of your clients.
2. Creative Uses of New Formats
Video has evolved into so many cool formats and we’re seeing content creators use them in awesomely creative ways. A few of our favorites include 360° video, live video, and VR.
First and foremost, don’t force any of these into a marketing strategy just for the sake of it. Think about opportunities these new formats open up that weren’t previously available. For example, Game of Thrones created pop-up experiences that allowed fans to “Ascend the Wall” in an elevator with VR, with physical elements like cold air and a bumpy ride to make the experience even more realistic.
These new tools open up so much potential for new ideas, but remember that it’s not just about using the latest, greatest new technology—it’s about how to leverage that technology to enhance your audience’s experience with your brand.
3. More Sophisticated Analytics
In the early days of web video, impressions were king. But we’ve come a long way since then, and we now have a much wider range of data available to us. There are several video platforms out there that offer analytics for video, giving you and your clients a detailed view of how your content is performing.
How long are viewers watching the video? With sound on or off? What do you know about viewer demographics? Where are they engaging with the video?
On top of video analytics, you should also consider if it’s worth it for your clients to test where in the funnel their video is the most effective. If you’re not seeing a lift at the top of the funnel, maybe it would be more effective as a remarketing tool.
4. Quality over Quantity
There are more ways to make and share videos than ever before. But just like how analytics are getting more sophisticated, audiences are becoming more sophisticated about what they choose to watch.
Of course, it’s not about having the most expensive, most advanced equipment. But consumers are smart and they know when you are churning out video just for the sake of “doing video.”
Make sure your clients are thinking about the best way to tell their stories. One quality video with a crafted story is better than ten not-so-thought-out videos. Even in-the-moment content like Snapchat and Facebook Live videos are most effective when thoughtfully planned out.
5. Longer Form Video
Despite the rumor that audience attention spans are getting shorter and shorter, we actually think that viewers are hungry for more (and better quality) content.
In the right channel, displayed to the right audience, longform video gives your clients the opportunity to tell an in-depth story from beginning to end. The versatility of longform video allows a brand to really draw the viewer in and get them invested.
Wistia recently released a study on optimal video length, showing that the first sweet spot is up to two minutes and the second sweet spot is six to twelve minutes.
Here’s what that means: short is still going to be a better bet most of the time. But if your clients have a complex user experience to explain, a longer product story to tell, or an in-depth profile of their CEO, give it the time it deserves. You might be surprised by the engagement you get from your audience.
Marissa Fortson is Director of Marketing & Communications at Sandwich Video–a go-to video agency for the tech world to launch and promote good product based in the Arts District in LA.