For many of our contributors, rapidly expanding social media and digital platforms are the primary focus for 2019 brand video trends.
We spoke to Sarah Beadsmoore of Zing Productions, Ryan Dean of RD Content, Mark Reynard from the IET and Lucy Charlesworth of Quite Frankly Productions to learn what they see in store for brands and producers in the era of social media dominance.
For more inspiration, don’t miss part 1 of 2019 brand video trends.
Targeted content for each platform
Mark Reynard, Head of IET.tv, The Institution of Engineering and Technology
2018 saw a record numbers of users viewing content through several channels including Facebook, Instagram and LinkedIn.
These numbers have grown largely due to creating content specific to the output platform. A quality over quantity approach has been a mainstay, with cinematic shooting styles and ever higher post production standards being applied to content.
In 2019 we’re seeing see more linked content, from short pieces packed with information to longer more in-depth content around the same subject matter, allowing the viewer to choose what’s right for them. It’s all about letting the viewer find what’s right for them on any given day or any moment in that day, and taking them on a journey.
The rise of Instagram
Lucy Charlesworth, Commercial Director, Quite Frankly Productions
2019 is about the rise and rise of the Instagram influencer – working alone or with their own small production team creating content that’s relevant to their followers and gone in 24 hours. Brands have flocked en masse to Insta and away from the other platforms – whether it be a product campaign or a film about employees, it has become the number one selling vertical.
Diverse platforms rising to the engagement challenge
Sarah Beadsmoore, Zing Productions
2019 will be the year when brands require more content than ever for the diverse platforms they deliver on. The key to communications that have an impact will be in crafting the film’s narrative to ensure it really grabs the audience’s attention. That’s where the time needs to be spent. That’s what should determine who brands choose to work with.
There will be less focus on how glossy a film looks, and more on the flair for storytelling and the intelligence that sits behind it. Does the film recognise and understand its audience? Does the film make the most of its audience’s time? Would you choose to watch it amidst all the other viewing choices out there? These are the questions commissioners will ask more often this year.
More content and more formats
Ryan Dean, RD Content
‘Thumb-stopping’ has become the increasingly cringeworthy way of describing success in the social media domain.
Gone are the days of brands producing one, two or even three pieces of content over the course of a campaign. Every brand serious about using video now needs a strategy that allows them to produce high quality, engaging content, on a weekly or even daily basis across all possible platforms. Keeping video output high, and ensuring you’re appearing in that feed, relies on a brand telling the algorithm ‘we’re consistently making high quality content that people want to watch’.
Creative, production and post production methods are having to adapt. We now deploy multiple film crews and directors to shoot for different formats (vertical, square, long form, short form etc.). We’re also spending more time mapping out long term strategies to ensure brands have content to release in a smart way, extending the narrative beyond one post.
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