Video marketing is a dynamic field, and continues to be more so as technology evolves and advances. In the last couple years, video has completely taken off as a key tool in any marketing strategy. So what should you be on the look out for in 2016? Here are a few video marketing trends to keep an eye on.
Interactive Video
Also referred to as choose-your-own-adventure video, interactive video gives users the opportunity to interact with what they are watching and affect the outcome. This type of video already has an advantage over traditional video because it keeps the viewer actively engaged by requiring the viewer’s input to continue. This also means that instead of one long video, the end result will be broken up into shorter clips. This directly caters to the ever-decreasing attention span of viewers and will engage them longer than most traditional videos could.
Not only can interactive video be used to tell a story, but it can also be used as a sort of video survey. Companies can gain insight from customers by showing them potential new products and services and have viewers respond to questions about how they would like to see the product or service used, and if they would prefer this option over another option. The following videos could be more information about the viewer’s choice. In this way, the customer learns about your company and you can gather feedback at the same time.
Major video sites like YouTube and Vimeo already have the capability of hosting interactive video, and the concept is relatively new and untouched. This leaves open a world of opportunity to innovate within the realm interactive video and is one of the growing video marketing trends.
360° Video
This type of video, while not entirely new, is still somewhat uncharted territory and continues to be one of the popular video marketing trends to utilize. To capture this type of video, you need a 360° camera. The distinct advantage of this type of video is eliminating a narrow viewing field and being able to show every part of the scene on one screen. This video can also have an interactive element, as viewers can scroll left, right, up, and down to see the landscape like they are standing in it. This technology is great for showing rooms, buildings, and entire properties in the real estate field, especially when the interested party cannot make it to the physical location. When selling or promoting a product or service to clients far away, 360° video could be the solution to sharing that in-person experience without the cost of travel and time, and could be an unique feature to live stream from events. Want to know what the view is like when skydiving? GoPro’s got you covered with their 360° video below.
Virtual Reality Video
Similar to 360° video, virtual reality technology gives the viewer a chance to fully immerse themselves in the virtual environment of the video they are watching. With this type of video though, typically the audience views the video through a set of goggles or glasses. The video is then propelled by the viewer’s movement and the scene changes accordingly. Virtual reality essentially takes 360° video to a fully interactive level and is already becoming increasingly popular as a tool to boost viewer retention rate. This type of video is incredibly dynamic and is expected to make a massive impact on the way video is used. Already, it has been used at events and trade shows and has been massively effective in capturing the attention of potential customers. From a marketing perspective, this technology could take product promotion to a whole new level, allowing customers to see a product or service used within the virtual environment they occupy or providing an inside look into a company. Coca-Cola used virtual reality video to spread holiday cheer with their virtual sleigh ride in the video below.
Coca Cola Virtual Reality Campaign from lemonorange.pl on Vimeo.
What types of video marketing trends are you expecting this year? Let us know in the comments below!
