let’s face it.
2019 has been a big year full of interesting happenings. In the world of video, it has been no different. We’ve seen a resurgence of video-sharing platforms and formats alike, increased interactivity, and so much more.
We’ve collected a list of trends we think deserve an extra shout-out…
This new type of content might be better described as a “hybrid.” While very similar to a still photo, cinemagraphs always feature one element in motion (i.e. the “video” aspect).
What makes them special? While some people might think these are GIFs at first glance, the’re actually greatly mistaken. Cinemagraphs are shot in HD and occasionally 4K, unlike GIFs, which are easily recognized as low-quality.
Cinemagraphs are also smaller in file size and often more efficient than GIFS, and because they are technically considered a medium, they can be saved, exported, and embedded in other file formats including MOV. GIFS, on the other hand, are a type of format themselves!
Where have we seen them? Brands like Chanel (see above), Netflix, Calvin Klein, and Coca-Cola have utilized this type of content in their featured ads.
Remember the good ol’ days of Vine? The platform which offered a wide array of 6-second videos to consume your attention for…*cough* hours?
Well, a couple years after it’s death (RIP) and Instagram’s attempt with IGTV, we have seen yet another short-video craze. This time, the culprit at hand is TikTok and it’s incredibly popular.
What’s the Deal with it?
Essentially, TikTok is an app that encourages users to record and share creative videos. These videos are almost always set to a snippet of music. In particular, TikTok has gripped a generation of young teens and its user statistics are fascinating. The app has 500 million users world-wide and holds the highest installation ranking on the App Store with 33 million downloads (Oberlo). Keep in mind, Instagram, Facebook Messenger, Pinterest, and Twitter are also listed on the App Store…
3. live video
The story behind live video and its popularity is an intriguing one – why? Because the most widely-known platform, Facebook Live, boomed right-off-the-bat with 3.5 Billion live broadcasts, after it launched in 2018. These streams included those of individual users’ as well as businesses’, looking to try it out as a new marketing tool.
With that said, there have been a few unfortunate incidents with live video in the last year. A public attack in Christchurch, NZ, was broadcast live, and soon after, Facebook was posed with the question of use and regulation.
So, why is Live Video Still a Trend, you ask?
Luckily, most live video broadcasters use this technology for building positive connections. Moreover, businesses, influencers, and marketers have begun to use live video as an effective means of marketing. For them, live video can provide a more intimate and candid look into their brand’s operation and current undertakings, increasing their exposure and transparency. Platforms like Twitch, Instagram, YouTube and Twitter (through Periscope) continue to embrace live video and encourage its integration in our everyday lives.
Moral of the story, live lives on!
4. video-based courses
Have you ever wished you could attend lecture in your pajamas? Well, all our uni-student dreams are coming true as video-based courses are have become a huge trend! LinkedIn’s platform, LinkedIn Learning (formerly, lynda.com), is a great example, making their mark as one of the biggest names in the industry.
Imagine, you can watch as your instructors tell you all you need to know in video-form: general instruction, demonstrations, and receiving other course material in a whole new way.
As a professional video production company on Vancouver Island, creating video-based online course content continued to become an ever-more predominant part of our business throughout 2019. A local example, our friends at Pacific Rim College, have launched their own video-based equivalent to their traditional campus. We’ve had the pleasure of filming hours of content for their new learning platform, pacificrimcollege.online. See all their video-based courses here!
5. podcast visuals
One of the key elements of a podcast is that they are streamed or downloaded as audio files. That being said, the world of podcasts has taken a turn this year, offering an array of visuals. This type of content has now been deemed as “videocasts.”
Podcasts with Visuals? How does that work?
Two basic types of vodcast visuals seen in the past year are those featuring behind-the-scenes footage, direct footage of hosts talking, and even some opting fully for animation (Wistia).
Watch a great example of a Vodcast here!
6. youtube’s back-to-back bumper ads
YouTube. It’s been in a lot of our lives for the past decade and has become a true source of entertainment, as standard TV wanes in popularity.
You might have a favourite YouTuber you like to watch or admitely frequent the “booping puppies” search page (just me?). If this is the case, you’re a YouTube user and you’ve likely watched a few shockingly-short ads. These, in YouTube terms, are called “bumper ads.” Don’t get me wrong – longer video ads are still out there, but this shorter type has been on the rise. More importantly, YouTube begun experimenting with stacked pre-roll and mid-roll ads in 2019, presenting multiple bumpers back-to-back. While the extra advertising may not be desirable for all us freeloaders, it’s potentially good news for content creators hungry for more meaningful ad revenue. It also has the potential to push more viewers towards YouTube’s Premium paid-service, putting it in more direct competition with streaming giants like Netflix and Amazon Prime.
Why us Marketers Love bumper ads…
Bumper ads are a better deal for everyone. Due to their briefness, brands are having to be innovative and direct. This not only increases the chance of viewers paying attention (and finding that perfect gift for mom) but in turn, help the brands get conversions (WordStream).
7. youtube’s content crack-down
YouTube also had a big year due to their newly-implemented algorithm aimed at ridding the platform of sensitive and disturbing content. Content with a high level of focus on topics like white nationalism, for example, have been targeted.
YouTube’s new regulatory practice also includes a strategy to bring legitimate and authentic sources to the forefront, especially on the topic of news (The Verge). Something that has been top-of-mind amidst all the talk about fake news.
What Does this Mean for Creators, Exactly?
With this “cleaner” approach to what YouTube will allow, we can likely expect a more direct and “friendly” searching experience. But for content creators, trying to understand YouTube’s ever-evolving algorithms is often an exercise in frustration. Thousands of legitimate current-affairs and creative content makers were blocked from earning ad revenue in 2019. On the flip side, with increasingly intelligent and comprehensive filtering criteria, the future of YouTube is bright.
all in all…
What a big year it’s been, indeed! While some of these trends are likely to carry through into the New Year, we are looking forward to analyzing the new ones beginning in 2020. In fact, we will be releasing our very own list of trends to watch on January 1st, helping you and your brand prep for the year ahead.