4 ways video has evolved since 2019
How has video evolved since 2019? At Bouche we’re always looking for new ways to enhance and innovate video for our clients. We spend a lot of time researching the latest trends to make sure we have a constant supply of fresh ideas for your content.
Like in so many areas of life, the last two years have accelerated changes in the way we watch and make videos, creating more opportunities for brands to create content even if they don’t have big budgets. Creativity and originality have been stretched and more than ever video is one of the most important tools to showcase your business and ignite user engagement.
UGC (user-generated content) is now credible and expected.
All those TikTok and Instagram videos shared in lockdown mean people now accept and want content that feels real, raw and relatable. Lockdown restrictions forced everyone to improvise with video so using your smartphone for external as well as internal communications can be a strong move.
Users appreciate authenticity and the rise in ‘behind the scenes’ type content from brands shows that you don’t always have to have perfect footage to ensure success.
A recent report from Google/Insight Strategy Group (1*) stated when choosing what to watch, content that matched their interests was more important to Youtube viewers than high production quality. It seems users aren’t expecting polished and streamlined content anymore. They want content that nurtures their passions, educates or entertains them.
Video calls and recordings have evolved into useful formats
You may be back in the office but the dreaded video calls will survive and thrive and are locked into corporate culture. They’re a flexible and cheap way to generate a lot of content, both audio and video, which you can repurpose. We used a video call interview as the narration for the story of how shared workspace The Trampery was started:
Video calls have evolved and have turned into a great way to involve international colleagues. Now, you can truly be as collaborative and inclusive as possible. Law firm Mischon de Reya have done this well with their Digital Academy sessions.
Virtual events and streaming are changing video, as well as events.
Streaming events to a remote audience and mixing these with in-person events is creating new uses for video. Hybrid events have become video events in their own right. Whether you’re watching online or at the conference, chances are you’ll be shown kick-off films and live or recorded interviews. It’s time to embrace the new normal and see hybrid events as an opportunity for new, inclusive experiences that open your brand up to a global audience.
Video has normalised e-learning
You used to do e-learning because you had to, now you want to. Lockdown saw huge growth for learning and ‘how to’ content. You can get access to the world’s best teachers and brilliant life hacks from normal people.
From Youtube lessons, self-care Insta meditation classes to online university lectures – the world of online learning has transformed. ‘Distance learning’ is now a chance for international students and lifelong learners to be virtually based anywhere.
Learn Calculus with Oxford University.
This ‘learn to code’ film, with the bare minimum of production values, has 27m views.
So what does this mean for corporate communications?
- Build a connection with the viewer. Show character and videos that aren’t polished. Spot the opportunity for a video that doesn’t fit the safe ‘corporate’ image, or what you’ve done before. But just because it’s raw it doesn’t mean it doesn’t need proper planning unless you get very very lucky, like Ocean Spray did with this customer-generated piece.
- Hybrid working means video is more important than ever. When you can’t meet face to face, video is now a huge asset for sales, virtual events, internal communications and training. With video learning so popular, look to see if there’s any of your staff training or client education material that could be more successful as video.
- Be open minded about what video means now, especially to your audience. Think about how many different types of video they (and you) watch in a week. Why can’t your corporate content be that varied? A mix of style and mediums is also important for your brand. It will help keep momentum with your existing customers and engage prospects. Produce the same message in three different formats, or different durations if that’s not possible, and see which does best. Look what Sainsbury’s did with photos, simple video and CCTV footage.
- 1* & 4* Google/Insight Strategy Group, Global, “Premium Is Personal” studies, AU, BR, CA, DE, IN, JP, KR, U.K., U.S.: n=12,000 people, ages 13–64, July 2019; U.S.: n=3,200 people, ages 13–64, July 2018
- 2* Smart Insights – video marketing trends to cut through the noise in 2021
- 3* Medium – the digital video metamorphosis