Video manufacturing is a crucial half of your marketing in as we speak’s world, so it’s extra needed than ever not solely to be making top quality movies for your corporation but in addition to learn about traits in order that your content material can attain the most individuals in the best approach.
We spoke to Matt Middleton, inventive director at a neighborhood manufacturing firm, Glowfrog Video, to get his knowledgeable perception and predictions for the world of video.
“With 689 million lively month-to-month customers (DataReportal 2021), TikTok has actually modified the best way that persons are watching content material within the final couple of years. It was essentially the most downloaded app in 2020 and, for anybody who doesn’t know, is a sort of video and social media integration app whereby folks can add brief movies and different customers watch them inside a steady carousel of content material.
“TikTok naturally prefers portrait content material, in order that the video fills the cellphone display totally with out the viewer needing to rotate their cellphone. Facebook and Instagram had been already encouraging this, too. It’s a transfer away from the normal broad 16:9 facet ratio we’re used to seeing on our TV’s (and certainly when your cellphone is flipped horizontally).
“These broad movies nonetheless have their place, and can proceed to take action effectively into the future in my view, however content material creators and enterprise homeowners should now severely think about the facet ratio they select to make their movies with.
“Or, somewhat, have a particular intention of the place their video might be uploaded, earlier than the digital camera begins rolling, to make sure the video might be ideally suited to be used on any given platform or medium. Are you creating movies that most individuals will watch on a cellphone? Increasingly, portrait orientation is preferable. This is a pattern that may solely turn out to be extra prevalent as time goes on.
“Even YouTube has felt the menace of TikTok, this 12 months implementing a brand new ‘Shorts’ part which is extraordinarily related in type to the TikTok “carousel” of content material and encourages channel homeowners to add shorter movies. TikTok has a video size restrict of both 1 minute or 3 minutes, relying whether or not the video was created throughout the app or externally, whereas Instagram has for a few years now had a cap of 1 minute (assuming you don’t need to power viewers to press ‘preserve watching’ and enter IGTV).
“This is driving a brand new necessity for brief, snappy movies that get your message throughout rapidly. Personally, I discover this one thing of a disgrace – usually the extra creative parts and the ‘respiration’ of the video are subsequently sacrificed, as there’s not time to incorporate pauses and cutaways for data digestion, or to incorporate arty sections, or to actually get into the bones of the subject that’s being mentioned/defined throughout the video.
“An overview, delivered rapidly, is now the order of the day. This is of course nonetheless dependent upon the place you plan for the video to be proven – it isn’t so true in case you intend to add or present the video in a spot that isn’t geared in the direction of brief movies – for instance if you will be importing it to your web site homepage, or displaying it on screens in your retailer. Hence once more, the elevated requirement for forward-planning of the place you may be posting the video. But largely, movies not than 1 minute will proceed to turn out to be an increasing number of widespread.”
Matt then defined how this pattern for shorter movies can be inherently tied with one other few ‘traits’, or somewhat, as he put it, necessities for efficient on-line movies in latest occasions – these being “shock worth”, shareability, and viewers retention capability. All of that are essential and well-considered when Glowfrog start a brand new consumer mission.
“Can we actually interact the viewer right away – as a result of if not, likelihood is they gained’t be watching till the tip.”
“Not solely do movies for TikTok and Instagram must be brief, punchy and ideally in a portrait crop, additionally they want to supply the viewer with nearly rapid ‘repay’ within the kind of shock or intrigue, such that the viewer then feels compelled to maintain watching and share it with their buddies.
“It’s far too simple now to simply ‘flick away’ from a video that hasn’t grabbed your consideration throughout the opening 5 to 10 seconds. In our opinion, that is successfully an important half of any edit now – can we actually interact the viewer right away – as a result of if not, likelihood is they gained’t be watching till the tip. But of course, the video then must proceed to be shocking or fascinating sufficient all through.
“There’s simply an excessive amount of different content material on the market already so that you can count on anybody to have the persistence to get via an uninteresting video. Over 20 days’ value of movies are uploaded to YouTube each minute (Blog.YouTube, 2021) – so it’s very important to think about how we will obtain “viewers retention” with any video we’re producing.
“This means not simply being conscious of the place the video might be uploaded and adapting it to be optimum for that platform, but in addition making certain the general matter of the video is shocking and/or fascinating sufficient for somebody to even give it an opportunity. Logically, viewers retention is simpler to realize with a shorter video, which is why another excuse why the brand new pattern for shorter movies exists.”
“Sometimes, our shoppers have a really particular concept of what they need, however haven’t thought of these traits or whether or not their concept will end in an interesting, efficient video that folks really need to watch. We are experts in marketing movies, thanks largely to my former position as a marketing supervisor for over ten years earlier than founding Glowfrog Video Production. So it’s nice once we’re given the chance to work extra carefully with the consumer to realize the absolute best video for them, that may ship the outcomes they need.
“Literally each enterprise can profit from efficient movies and we’re more than pleased to debate concepts with shoppers, regardless of whether or not the consumer is model new to us or long-standing. If you need impactful movies which are made to skilled requirements and might ship actual outcomes for your corporation, you can provide us a name on 01332 492465 or contact us via our web site at www.glowfrogvideo.com.”
