As we head into 2016, we know viewers will be consuming more video. Marketers need to know the upcoming trends in video production, so they can create video content that successfully engages and retains their viewers. Here are our top 10 video production trends for 2016 – and what they mean for marketers.
Before we dive in, here's the executive summary
2016 will be another year of increased video production, but marketers won't be satisfied with just increasing the number of videos they produce. Their goals are becoming more complex, and they'll need video to help them meet those goals.These are the overall themes we're seeing as we head into 2016:
- Tailoring video for different platforms, particularly social media
- Getting more content while staying within budget
- Creating video content that engages through high image quality and visual creativity
And now, our Top 10 Video Production Trends for 2016:
1. Increase: Production of short-form videos for social media
During 2016, marketers will increase their creation of short-form videos – either as stand-alone videos or as part of a video production project – to satisfy their increasing social media content needs.
2. Decrease: One-off video projects
The popularity of video continues to increase, and marketers need to produce an ever-increasing number of videos to satisfy the demand for video content. But marketing budgets aren’t infinite. Creating videos one at a time as stand alone productions is not efficient.
During 2016, marketers will reduce the percentage of their budgets spent on projects that yield a single piece of video content.
3. Increase: Multi-purpose video shoots that yield multiple content pieces
Marketers are becoming more and more savvy about maximizing the video content they create within their budgets.
They’re creating different versions of the same video piece for different platforms. They’re accessing archived media to create new short videos that point to longer legacy pieces. They’re multi-purposing their video shoots to capture raw media for several different videos and video projects in a single shoot.
4. Increase: Multi-camera live event streaming
From graduations to corporate presentations, live multi-camera video streaming is becoming more and more popular because it’s a relatively inexpensive way to bring a live event to a wide audience. Post-event, it also provides content for a multitude of marketing pieces.
2016 will see more and more marketers deciding to invest in live multi-camera streaming for their live events.
5. Increase: Marketers' demand for higher image quality for their videos
Advances in camera gear over the past few years have allowed video production companies to produce video with higher and higher image quality. Compare the video you see on the Internet now with what was being created even a few years ago, and the difference is noteworthy.
Marketers' sophistication will continue to increase with regard to video image quality, and during 2016 they'll require their video production companies to produce video with consistently higher image quality.
6. Camera technology: no big changes
Yes, 4K video cameras are exciting. But they've been here for a while, and during 2016 we won't be seeing any new camera technology. Existing technology will be tweaked, and given incremental improvements, but 4k will not replace more traditional high def formats for most video projects.
What should marketers know about 4K video? The high image quality and expanded editing options are desirable, but 4k also brings media management issues (due to their huge files) and so they're not suited for many video projects. Video production companies will continue to film in 1920x1080, which creates excellent image quality for most videos.
7. Camera tools: no big changes here either
Video production is exciting visually partly because of the gear that allows videographers to create cinematic video shots. Sliders, glidecams, jibs - they've all been around for a while, and just like cameras, there's nothing new and revolutionary on the horizon.
That said, tools like sliders and glide cams still give you the ability to create videos that engage and retain viewers because they're so visually interesting.
During 2016, marketers will continue to require tools beyond just cameras and tripods to add visual excitement to their videos.
8. 2016 will be the year of the aerial drone shot
If you're not excited about adding drone shots to your video, you should be. Drones give you the ability to add the kind of aerial shots you used to have to hire a helicopter for. But unlike helicopters, drones are within reach of most video production budgets.
Drones have been around for a couple years, and using them for aerial video shots has slowly been gaining steam. 2016 is the year their popularity will explode.
9. Animated videos will be even more ubiquitous
Remember when animated explainer videos were all the rage? You don’t hear much buzz about them now. But they haven’t become outdated. Animated explainer videos are always going to be relevant because they solve a problem: how to explain a product, a concept, or anything else that needs explaining in a fun, engaging way that maximizes viewer comprehension and retention.
Viewer retention and engagement are becoming more difficult to attain because of ever-decreasing attention spans. 2016 will see marketers increasing their production of animation videos because they deliver engagement, comprehension, and retention.
10. Demand for 'fusion' videos will increase
There used to be two types of videos: ‘real’ videos constructed from interviews and scenes filmed with cameras, and animated videos constructed entirely from virtual elements.
Now you can add a third category: videos that integrate virtual elements into 'real' videos as a way to push the limits of creativity and provide new and interesting visuals to engage and retain viewers.
During 2016, marketers will increase their demands for creative approaches, especially for bringing the virtual world into the real world in their videos as a way to increase viewer engagement.
And there you are - the top 10 trends for video production in 2016, and what marketers need to know about them.