Branded video trends 2018: tech and data

Dagmar Mackett, Emily Clements, Paul Gowers, Jeremy Stinton, Sara Cooper and Nick Francis share their thoughts on this year's innovations.


Branded video trends develop at terrifying speed. Brands, governments and charities have been early adopters of moving image technology ever since film was invented, never more so than now. That envelope will keep getting pushed.

So what do industry leaders think we should look out for in 2018? How will creative film and tech blend?

We put together a panel of 12 wise people. Today in Part 2 the emphasis is on tech and data trends. Part 1, published yesterday, focuses on content and strategy while.

Video goes live

Dagmar Mackett, Film & Video Possibler – Director, drp

Dagmar MackettThe old days of webcasting are over, but brands have rediscovered live ‘broadcast’ for external and internal audiences as a fun, effective means to engage. We increasingly see brands hosting subtly branded live videos on social. If a brand you follow ‘goes live’ it sends a notification to your device, appearing at the top of your feed, so you can always connect.

Companies are also increasingly using live ‘broadcast’ to connect with their internal stakeholders, often chat show style, and sometimes hosted by celebs. We’re seeing internal live programmes in the round, One Show or Top Gear style, with live interviews, Q&A, and even entertainment by well-known artists or bands, doing live sets.

Great potential reach, super engaging for the audience – and free!

Social video drives innovation

Emily Clements, Head of Film, Radley Yeldar

Emily ClementsThe ever-increasing use of video on social media, including business social, will result in a number of shifts in the way moving images are commissioned and delivered. Here are three:

  1. Audio – 85% of videos are viewed without sound on Facebook. We need better visual storytelling with intriguing and eye-catching design, emotive captions and attention-grabbing descriptors.
  2. Personalisation – more video content will be personally targeted. This could be through personas, or inviting people to share their own content to be used in truly personalised ways.
  3. Square video – the compromise between the landscape format of film and the vertical viewing on social media will influence how we conceive, shoot and deliver projects.

Evaluation informs creative

Paul Gowers, Creative Director, Buddy Ltd

Paul GowersWith brands increasingly switching their focus to digital, the demand for videos watched on the predominant social platforms will continue to grow. Film content will evolve into longer and shorter formats that are adapted to specific platforms and designed to engage relevant audiences.

Analytics will play a larger role in how we work. Traditionally, we received a brief and delivered a lovely film. We had little real understanding of how well the film was delivering on its aims and objectives. Now it’s possible to see playback fall off rates, engagement and comments immediately. This can inform our creative. We’ve always believed that a successful film needs to deliver on emotion, now we have the tools to prove it.

Marketing automation finally integrates video

Jeremy Stinton, Chief Operating Officer, Buto

Jeremy StintonMany brands in B2B have invested in complex and expensive marketing automation systems and have struggled to get them up and running. We see 2018 as the year they crack this and start using contact capture / lead scoring within video.

Greater use of animation. Many professional/financial services firms are over-using the talking head format and need greater variety to engage their audiences.

We’re seeing an increased use of UGC video as clients struggle to balance budgets with demand for content. Freshfields Bruckhaus Deringer are a prime example: UGC video is now snowballing within their business after the huge success of their first campaign.

Augmented reality grabs the audience

Sara Cooper, Co-Founder/Executive Producer, Plastic Pictures

Sara CooperAs tech evolves, the way we see and experience video content continues to take audiences by surprise. AR is a good example of enhancing the natural environment by adding magical 3D virtual information. 

A mobile device and free apps like Zappr give the audience access to content that blends the natural environment and all forms of media, even print. AR is more accessible, avoiding the inconvenience of needing a headset. For example, an in-house magazine can be brought to life via AR by including video, AR graphics, photography and sound as one, exciting package.

Cross-platform strategy

Nick Francis, Chairman, Casual Films

Nick FrancisThis sounds buzzwordy, but stay with me: more immersive cross platform narrative experiences.

As an industry, we moved beyond the single deliverable some time ago. We need to think more about how to bring our stories to life across social, web, experiential etc. The audience don’t make distinctions between the different places that they see a brand, so neither should we. For maximum narrative impact, we need to get the right people around the table to increase the scale and impact of our work.

All these contributors are included in Moving Image Directory, the unique invitation-only list of verified brand video specialists. Video partner search, made easy.