Online video content is now more crucial to marketing campaigns than ever before. A recent survey by Hubspot noted that according to 52% of marketers, out of the different formats and ways in which to market a brand, video content delivers the best ROI. More importantly, 43% of consumers are demanding for more video content from their favorite brands, a demand that brands appear to be very willing to address, as development and video production take up more and more of a company’s marketing budget.

This global trend rings true in the Golden Gate City, where San Francisco video production has grown and consistently brought about buzzworthy and creatively impressive content in recent years.
With its continuously growing relevance, it’s no surprise that there are numerous trends surfacing that, according to marketing gurus and trend casters, are supposed to change and greatly influence the landscape of video content. We’ve scoured the internet to thoughtfully pick out five of the most surprising video production trends that you might find useful when it’s time for you to develop video content for your brand.

1. The rise of the video series

We’re always told that people today have much shorter attention spans than previous generations. What with nearly everything being available to us in an instant, on top of being constantly bombarded by all sorts of stimuli, it’s hard to remain focused and commit to watching just one thing on our screens at a time.
So it’s a little surprising to discover the rise of binge-watching care of streaming services like Netflix and the growing popularity of video series. Find a popular Youtuber and look through their page and you are likely to find that they are doing a video series.

From successful acts like the Try Guys of Buzzfeed fame, audiences are responding positively to content they like being turned to a video series. It goes to show that we may have shorter attention spans, but we are willing to devour content that comes from one central idea or one theme, served and delivered in different ways on a regular basis.
Take for instance the Worth It series, also from Buzzfeed. Its simple premise of comparing three versions of the same kind of food at three drastically different price points turned out to be a concept that appealed to a massive audience. It also was a replicable idea – that is, they compared hotdogs for one episode, then pizza in the next, then sushi after, and so on and so forth.

The brilliance of the “Worth It” video series lie within two factors: it had a simple but compelling concept that could be reinterpreted many different ways over, continuously appealing to its audience on a regular basis.
Such is the success formula of a video series: you find something that works, and keep doing it over and over in different ways.

But how does this apply to marketers for companies? If you’re a local travel agency, why not do a San Francisco video production of the “Worth It” series where you try out different tourist spots activities at drastically different price points around San Francisco? It’s compelling content that can bring new viewers and potential customers for your company.

2. Cause-related brand videos with “purpose”

These days, consumers want their brands to take a stand and have a firm voice on issues that matter to them. Gone are the days when brands could remain in their own little bubble, concerned only about selling their product and making it better so they can sell even more. Now brands must communicate and reach out to consumers in the context of what’s happening around them.

This social consciousness being demanded of customers from their favorite brands have led to marketing professionals developing video content for brands that did not do a “hard-sell” sales pitch of whatever product or service they’re offering. Instead, these purpose-driven videos offer a glimpse of the brand’s core values.

While jumping on this purpose-driven video bandwagon seems very enticing, a word of caution: video content produced with this intention need a very specific treatment and must be pulled off in extremely good taste so as not to come off as if your company is taking advantage of an advocacy or an issue in order to drive results for a business. Authenticity and genuine content are definitely key.

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3. Transcribed videos

Did you know that 85% of Facebook videos are watched without sound? And therein lies the source of this video production trend – without sound, viewers need subtitles. This way, wherever they are – even if it’s a crowded subway or bus stop, or if they’re too lazy to get their headphones or if they forgot or misplaced their headphones, they can still enjoy video content.
In particular for products that require explanations or deal with a lot of technical information, it’s critical that your brand videos are transcribed to ensure they can be consumed by a wider range of audiences.

Interestingly, YouTube claims 96% of their viewers still watch with the sound on. But that shouldn’t stop you from putting captions or subtitles on your brand videos.

4. Live streaming

There’s something magical about witnessing a monumental event happening before your very eyes. This probably lends to the rising popularity of live streaming. These days, a brand’s daily post on their social media accounts is not enough. Instead, consumers want to be in the heat of things. They want to know what it’s like to work for a specific company. They want little pieces of content about the things they are interested in. And what better way to leverage this than by providing snackable content that doesn’t need to be edited and won’t need you to spend too much?

This is particularly useful for brands who support events that happen on ground. These activities provide great content for live streaming because you’re making viewers feel like they’re right there with you, experiencing the event or activity for themselves.

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5. Video content optimized for mobile

It comes as a surprise to us that this is still a trend for video production when we’re firm believers that this should already be a standard.

A lot of video content online are consumed on smart phones. So it’s absolutely critical that the video content you produce for your company or brand are created and optimized for the small, smart phone screen.

As internet speeds go up and WiFi availability expands, it’s safe to say that the consumption of video content will increasingly be done on mobile devices, so as a company owner or a marketing professional, you need to be sure your video content will translate into these small screens properly.

Actually, why not make the content specifically for screening on mobile devices in the first place? Reach out to a San Francisco video production company to ask how they would develop video content that was mobile-optimized. The answer might just lead to the best video content you’ve ever developed for your brand.

 

In sharing with you these five surprising video production trends, our intent is not to convince you to follow them all immediately. It’s for you to be aware of the trends surfacing in the video content space and to keep them in mind for when you can find good use for it.