Finally, in 2017 we saw video become embedded in most brands marketing strategy, but will the video trend accelerate so that we see an adoption of A.R/V.R, Live and 360 Video?
Presently, YouTube is the second largest search engine in the world, next to Google, but if the video trend continues, will we see YouTube dethroning Google as the lord of search engines in 2018?
We shall see!
For now, let’s have a look at what 2018 has in store for video content production and marketing.
3 Video Content Marketing Buzzwords for 2018.
Buzzwords do become legitimate trends. Take “omnichannel” for example. What started as a term thrown around retail circles soon became a big trend, and eventually the “the new norm”. After experiencing seamless experience from all channels and touchpoints, both in brick-and-mortar and digital stores, customers now expect it to be a standard from brands.
In video content marketing, here are three buzzwords to watch out for:
Augmented Reality (AR) and Virtual Reality (VR)
First, some differentiation. What’s the difference between augmented and virtual realities? While both are used for interactive customer experience, they differ in their creation, application, and usage.
“Virtual reality offers a digital recreation of a real-life setting, while augmented reality delivers virtual elements as an overlay to the real world.” – Augment
AR can be viewed on screens without wearing gear, while VR requires it, particularly headgear or goggles and a controller. An example of AR is Pokémon Go:
And Google Daydream for VR:
Why are AR and VR creating a buzz now? Their creators and the market weren’t ready for them back in 2016. From missing components and the steep prices to people’s general aversion to wearing glasses (remember 3D TV’s failure?), 2016 just wasn’t AR/VR’s time.
But all that changed when Pokémon Go smashed both the iPhone and Android markets with $600 million in revenue. Google Daydream didn’t do so badly either and is projected to sell over 14 million units by 2020.
Other popular VR brands trying to woo the market are Samsung Gear, Sony PlayStation, and Oculus Rift.
Beyond Entertainment and Gaming
By 2021, the projected value of the AR/VR market is $108 billion, as startups start to develop AR/VR applications for different industries, including education, healthcare, and medicine.
Here’s a sample application of AR/VR in medicine:
What could this mean for marketers?
It means more business! If AR/VR succeeds, it’ll provide unique ways to showcase and share content. It’ll generate a lot of excitement as a new advertising platform – just look at what Pokémon Go did for businesses on and offline.
Here’s TechCrunch’s AR/VR-enabled business models by 2020 chart:
Marketing these days is all about creating experiences, and AR/VR is a powerful tool to take customers to other dimensions. Watch how IKEA and the Marriot used AR and VR to raise brand awareness:
IKEA 2016 Catalogue
360 videos are actual, or real-life scenes taken using multiple lenses pointed in different directions at the same time.
This medium gives customers a new and delightful opportunity to experience a place, product, or a story from virtually all angles.
It was the travel industry that started the ball rolling with 360 views of exotic destinations and travel sceneries. It’s such a success that other industries such as entertainment, retail, real estate, education, and sports are following suit.
What could this mean for marketers?
Tech and social media giants Facebook, Youtube, and Twitter are all supporting 360-degree videos. That means 360 has gone mainstream and might soon become the norm.
360 has what it takes to push the limits of audience engagement. It can even be inserted at every stage of the marketing funnel. There’s so much 360 content ideas waiting to be produced. From showcasing your products and spaces and promoting destinations and experiences to creating immersive TV programming and more — imagination is the limit.
Live streaming isn’t new, but live streaming across multiple platforms, live streaming from a bird’s-eye view, and other tech-enabled improvements/expansions should be.
Why the need to improve and diversify? Because live-stream is about to be a $70 billion industry by 2021.
- Ephemeral Content – Content that is short-lived, meaning not lasting more than 24 hours, is something that’s mind-boggling to marketers, but makes so much sense to the millennials and Gen Zs. The younger set craves authenticity and fears missing out on anything (FOMO). So, with 10 billion daily views, Snapchat reigns supreme in this category.
- Broadcast Station – People’s insatiable appetite for live video isn’t lost on US TV news publishers. Fox News live streamed President Trump’s inauguration using Facebook Live 360 and ran away with 300,000 user interactions:
It’s not just professional broadcasters that are broadcasting. Just armed with their handy dandy smartphones, regular citizens are also turning into instant broadcasters reporting about serious and not-so-serious happenings on Facebook Live, Periscope, Instagram Live, and Meerkat. Gamers also have their own broadcast channel on Twitch.
- HQ and 4K – No one wants to watch pixelated videos, so expect the future of live streaming in HD 720p and 1080p and UHD 4K (2160 -3840p). YouTube is already on it.
What are the most popular live streaming social video platforms?
Facebook reigns supreme in video live streaming followed by YouTube and then the millennial magnets Snapchat and Periscope (which Twitter acquired in 2015). In the fourth quarter of 2016, Twitter streamed more than 600 hours of videos, 52% of which are news, politics, and sports-related. It’s the single reason why Twitter has a growth resurgence and could very well be Twitter’s future.
What could live streaming mean for marketers?
If people are watching, expect lively conversations and debates, and shares and all sorts of engagement to follow. There’s never been a time when broadcasting is this democratized. So, marketers can go crazy with original content featuring celebrities or new talents alike. They can go live with webinars, behind-the-scenes tours, press conferences and interviews, games, and a whole lot more.
The video trends to watch out for in 2018 are:
- Augmented Reality (AR) and Virtual Reality (VR) – Pokémon Go and Google Daydream have paved the way for the relaunch of AR and VR in the market. But AR/VR’s potential goes beyond entertainment and gaming. Other industries such as retail, education, medicine, and others are starting to take a page out of the gamers’ book and are exploring real-life application using this technology.
- 360 Video – Eyes everywhere. Still, in its early stages, 360 video’s potential across industries is limitless. People want not just one, three, or five angles, but all. Paired with AR/VR and live streaming, content marketing hasn’t yet seen the best of what 360 can offer.
- Live Streaming – People like their content fresh, authentic, and a bit raw, and they want it anytime, anywhere. Live streaming has always been popular, but this time, people want to watch their live videos in higher resolutions, simultaneously across platforms.
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