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Continuous Creation: the answer to video consumption demands
1 month ago
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90 Seconds
5 years ago・3 min read
5 years ago・3 min read
If you have yet to notice a recent surge in video content – especially content made by brands and businesses, you must have been living under a rock.
With a whopping 91% of marketers having experimented with video content, you would be hard-pressed to not scroll past a video on social media platforms. In fact, videos will likely take over your entire feed – after all, another 74% stated that they planned to make videos in the future.
2019 is an exciting time to be creating videos. From new social media tools to innovative technological advancements, there’s plenty of scope for marketers to experiment.
As a creator and producer of video content for brands and businesses, we wanted to share with you a list of key video trends we think are likely to define this year:
1. Transcending borders
There is an emerging phenomenon of global videos being adapted to suit local contexts. While this practice is common for other assets such as product designs, brand logos, websites, and social media channels, we see companies with global audiences making region-specific videos.
A video we produced for Kellogg’s Korea was adapted to suit the tastes of Thai audiences. While we kept the general vibe of the original Korean video intact, we reshot the video using a local Thai crew. Then, we switched up the languages and modified the dance to appeal to a Thai context.
Korean
Thai
2. Cinemagraphs
More and more marketers are turning to the use of cinemagraphs, which are a fascinating hybrid of photography and video.
These are different from a gif. While gifs are animated images, cinemagraphs are mostly static images except for one very noticeable dynamic element which repeats itself in a continuous, magical loop. This is very similar to the moving images made famous by Harry Potter films.
Brands such as Netflix, Chanel and Mercedes-Benz have all used this image format to create visually-appealing content for Instagram. We created multiple cinemagraphs for food delivery service Deliveroo, which featured food from multiple locations.
The example highlighted features a dynamic drop of melted cheese dripping down the side of a burger in an infinite loop. This visual certainly makes us crave some juicy burgers, how about you?
Deliveroo’s cinemagraphs
3. ASMR (Auto Sensory Meridian Response)
Where video has traditionally always been about the visuals, ASMR content makes sound the hero and the center of attention.
Described as a “pleasant, tingling sensation” which might even cause goosebumps, ASMR-related videos can be found all over YouTube.
Brands that have experimented with ASMR have experienced success. Dove Chocolate’s ASMR ad for the Chinese market featured Angelababy consume a chocolate bar while providing commentary in a gentle, lilting tone.
The video was widely lauded for its efforts in helping consumers “experience” the chocolate and imagine its texture.
Our work with Yahoo Oath was a five-minute-long ASMR video of a local dish in Singapore, kueh pie tee being prepared from scratch. Sounds such as cutting, chopping, peeling, slicing, and frying of ingredients were the main highlights of the video.
We recommend wearing headphones to get the full effect!
Yahoo Oath
The next time you need to create videos for specific audiences, consider utilizing any of these video trends to help your content stand out. Several strides made in technology, specifically social media have made it possible for marketers to come up with innovative, niche content to keep audiences hooked. Video, owing to its high consumption rates, has become one of the most important parts of the marketing mix.
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