Ways to Use New Video Technology to Make an Impact
It is clear that the popularity of online video content across multiple platforms is increasing significantly. According to statistics, videos account for approximately 69 percent of total internet traffic. With such rapid advancement and growth, it is critical to capitalize on new video technologies.
Connected TV apps, interactivity, and social video have emerged as the latest technological trends, allowing you to create unique and appealing video content with a significant impact. Here are some new video technology trends and how you can use them to make a difference.
1. Social video has emerged as “the new thing!”
Only a few years ago, social videos became widely popular around the world. Previously, Facebook was thought to be a one-stop-shop for friends to connect, make plans, and share news. Previously encountering any video simply meant that the video was either infrequent or user-generated. However, a few years ago (when the pandemic hit humanity), people on Facebook began to watch videos more frequently.
Videos are now an important part of your Facebook news feed. Growing video viewership on Facebook frequently leads to increased viewership on other platforms such as Snapchat, Twitter, YouTube, and others. Today’s audience expects social video, and businesses would be wise to invest resources and time in developing a solid social video strategy.
According to one study, “roughly three-fourths of potential customers who watch social videos end up making purchasing decisions based on such videos.” “In addition, they are more likely to recommend a brand if they have a positive social video experience.”
When they have a negative and poor social video experience, these customers tend to avoid interaction with a brand. These videos have a significant impact on brand perception, so getting it right is critical.
2. Interactivity will ensure high-quality video experiences.
Gone are the days when simply putting a video on your homepage was enough to set you apart from the competition. It is now overrated. So, what will video producers do to differentiate their brand and user experience from the competition? The best solution is to cut the video to remove the unnecessary clips and replace them with interactive elements. It will ensure brand engagement and provide a cutting-edge video experience.
Interactivity can range from adding a call-to-action for lead conversion to embedding links to relevant video content. It enables you to provide engaging and relevant experiences to your target audience. This is a forward-thinking solution that considers how the audience will interact with the video. It’s similar to how embedded links on web pages allow visitors to dive deep into any brand’s digital experience.
Furthermore, interactivity provides an additional point of contact for in-depth analysis. You can even gain more profound insights into your connection and relationship with the audience by using video analytics. Checking who clicked what in the video can help you understand your audience’s relationship.
3. Brands will need access to the living room in order to stimulate engagement.
Even after more than six decades, linear television is still regarded as the dominant video medium.
However, with the introduction of new television products from Android, Amazon, and Apple, brands can seize the opportunity to expand their video reach. It will ensure the specific, engaging experience that large screens are best suited for.
It was once assumed that all brands would become media publishers. This assumption, however, is becoming a reality, with brands now requiring access to the living room and stimulating engagement through compelling content delivered via TV apps.
To accomplish this, the London-based auction house Sotheby’s has developed the latest OTT app that traverses the international art industry. It is widely expected that the popularity and significance of extending the video experience in novel ways in the living room will grow steadily and consistently.
4. Brands have begun to invest in in-house manufacturing.
Are you hoping to maximize the return on your video investment? If so, recruit and form an internal video production team to work with you on a comprehensive video strategy. Agency fees can quickly add up and still necessitate lapse. Given how we anticipate businesses will incorporate video, these skilled and knowledgeable individuals will be a very common internal resource.
These individuals will resemble your brand, business, and voice in a way that only employees can. These innovative professionals will gain valuable insights and opportunities to extend video initiatives throughout the business after becoming a critical member of your video marketing team.
5. Changes in business models
The number of businesses that operate in video has increased significantly. If you believe that the traditional media industry, which includes telco, broadcast, and OTT providers, is still the dominant content provider, you are mistaken. Today, numerous startups have begun to deliver high-quality content.
By 2025, the streaming industry will have grown and expanded its global market to $600 billion. However, only 60% of it can be attributed to traditional media and television models. You can provide excellent service to the remaining market. This perspective in business models necessitates the creation of the appropriate video, which can be published at the appropriate time.
To summarize this comprehensive guide, it is safe to say that 2022 will be the year of significant video technology innovations. The year of the pandemic was the year of new video technology introductions, whereas 2022 provides you with the opportunity to make a real solid impact with such technological advancements. This year will be cathartic: more people will participate in video experiences, social networks will become video channels, and television will regain its importance.
In the meantime, videos continue their journey across the business enterprise to go beyond virtual reality. This year will bring a plethora of opportunities, and let us hope that every marketer chooses the best ways to turn these opportunities into reality and leverage video technology to the greatest extent possible.