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While it is a constant ongoing battle determining where to best use your marketing video–though it’s clear that mobile video is winning over traditional means–video delivery is also constantly changing and evolving in order to fit the current popular platform, as well as continue to capture the viewer’s ever waning attention (and wallet).
Marketers are well aware that consumers now rely on their phones for news, shopping, and entertainment. As a result, brands have worked to make their websites, advertisements, and even services mobile-friendly, as well as use new ways to keep it interesting and reach their customer.
Here are some of the latest video/marketing trends:
An eye-catching hybrid of photography and video. They are typically a still photo that contains subtle video motion that plays in a short, never-ending loop, giving the illusion that the viewer is watching an animation.
Interactive video keeps the viewer engaged as they are an active participant, in charge of your own experience. You can make decisions, click options, answer questions, complete forms, download content,buy products, and more, without leaving the player window.
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While the advertising use of Cinemagraphs and Interactive video are quite obvious, marketers are infiltrating social video sharing apps in order to reach their customers in other ways, (though because of the popularity and reach of these apps, actual ads are inevitable.)
For one of the most popular mobile apps, Instagram has created IGTV, designed for longer-format videos. It is built for how you normally use your phone: vertical and full screen. Video starts playing as soon as you open the Instagram app. You don’t have to search or browse to get started, IGTV is curated and focused on the creators you already love and follow on Instagram. Unlike “stories” your videos don’t disappear after 24hrs. See How Brands Are Using IGTV
The latest popular application allows users to create short music videos of 3 to 15 seconds and short looping videos of 3 to 60 seconds, which often feature lip-syncing to music or popular audio. Clips can be sped up, slowed down, or edited with a filter. See How Brands Are Using TikTok