The future of video marketing

When it comes to interactive marketing videos, the future is here.

Images we once only saw in movies are now coming to life through our phones, headsets and tablets. Companies are no longer showing consumers who they are – they are engaging them by altering reality. And, if you aren’t incorporating motion graphics, augmented reality or virtual reality into your marketing videos then you are missing the mark on how to engage with your modern customers.

I recently had the pleasure of meeting Josh Crist at a Crew Connection sponsored Colorado American Marketing Association event in Denver. Josh is a Video Growth Hacker with V3 Media, a Colorado-based video marketing agency. With experience in helping clients impact their audiences and get better video ROI, he was just the guy I wanted to talk to about the future of video marketing and how our clients can stay relevant in this fast-changing technical world. Josh had a few very helpful insights about the future of video marketing and beyond:

 

1. Trends in Technology and Video Marketing

According to Josh, the trends businesses need to focus on for the best video ROI are more interactive. “Trends that are starting to really come into their own are interactive videos, 360° videos and augmented reality, with virtual reality soon to follow.”

These terms may seem futuristic and intimidating, but they are more accessible than you think. Your favorite companies are using these technologies daily. Snapchat filters are a great example of AR being used every day – how many doe-eyed-deer filtered photos have you seen in the past month? Just take a look at Tinder. It’s all the rage.

 

2. Virtual Reality is the Future

When I think of VR it catapults me back to the early 90’s and I’m suddenly watching Demolition Man thinking I wouldn’t live long enough to see VR become an accessible technology. But, now, here we are in the future and businesses recognize they “can create a completely immersive experience for viewers [with] applications [far] beyond just traditional marketing” such as internal video training, education and experience design. Virtual reality is revolutionizing the branding experience. It “allows you to bake the marketing into the product (or experience) by doing cool and crazy/exciting things as a brand that delights your customers.”

A company that isn’t sitting on the sidelines, waiting for VR to become an easy, everyday marketing tool is Toyota. They are using VR to teach teens how to drive. After being stuck behind a student driver in traffic last week, I can all too easily see the benefit of a program like this.

 

3. The Best Way to Engage Your Customers Today

Josh doesn’t pull any punches when it comes to video marketing. In this world, if you aren’t ahead of the curve, you aren’t even in the race. An area he sees a lot of growth in and one companies should be jumping on now is augmented reality. He says, “AR keeps growing and seems to be a really strong way brands can create content that delights their customers. AR is expected to grow to $117.4 billion by 2022 and more and more applications for its technology keep showing up.”

A ridiculously awesome and practical way I’ve seen AR used is by the company Jura. They have an app that allows customers to virtually try on watches and compare before they buy. Why doesn’t every accessory brand have this? Pretty soon, Millennial consumers are going to expect all their favorite brands to provide them with an AR experience. Will yours be one of them?

 

4. Wow Them With Motion Graphics

We are living in a world that now blends reality and computer-generated images everywhere we turn. Your basic corporate video with the khaki-wearing spokeswoman isn’t going to engage the fresh talent you want to bring on board. If VR and AR are outside the scope of your budget and need, what else can you do to stand out?

Josh says it’s all about the graphics, “adding more visual elements to [your video] through graphics and overlays is a way to up the user experience. It also makes the video feel more interactive and engaging by supporting what the speaker is saying through different mediums within the video.”

Post-production is a key element to a great trending video. If you need to go with a simple video approach then let a talented motion graphics designer bling out your project with stylistic lower thirds, moving charts and fresh overlays to set you apart from the competition.

Don’t know any master graphics artists? That’s okay. We do. We have a massive amount of talented post production professionals in our database that can take your video to the next level.

 

About Crew Connection

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Crew Connection puts a suite of marketing tools at your fingertips. Get your demo reels, stills, gear, awards, and more in front of the biggest clients all over the world—for free. At Crew Connection we pay video and post production providers within 30 days of receiving your invoice so your work and your life are never interrupted. Need live assistance or want to add quality jobs to your pipeline? Our crew coordinators are on call around the clock. Sign in to Crew Connection, call 303-526-4900, or email info@crewconnection.com.

Everything you need to know before hiring 360 video crews

Every latest and greatest innovation becomes old news at some point. With the last big thing—unmanned aerial vehicles or “drones”—more accessible than ever, the next frontier is 360 video and virtual reality. Are you ready?

 Here are 8 things to know before diving in to the world of 360 video:

 

  1. 360 video is not VR

Virtual reality is to 360 video what the Model T is to the vehicle sitting in your driveway. We think that this article from Wired describes the relationship perfectly when it says “It’s a decent first taste, but 360 video is as far from real VR as seeing the Grand Canyon through a Viewmaster is from standing at the edge of the canyon’s South Rim.”

   2. Viewers don’t need a special device

Put away the Google Cardboard. With the right browser or app, any old computer or phone screen works since you’re only scrolling through a standard video that just has more angles.

  3. It takes some getting used to for producers

To date, those behind the camera have been able to direct viewers’ attention where they want it. Effective storytelling is a whole new challenge when viewers can choose where they want to look.

Also, there is no “behind the camera” anymore. Unless they want to be a part of the story, everyone on set better hang tight to the shooter or get the heck out of the way.

  4. It also takes some getting used to for viewers

Viewers aren’t used to choosing what they want to look at and may not know what to do with that level of control. It might be helpful to include some ideas for how viewers should (and shouldn’t) interact with your video.

  5. It’s easy to make people sick

VR uses sensors to track your head’s movement and create a new reality around that. Ideally you won’t be able to tell the difference between what is real and what isn’t. 360 video isn’t there yet, so poorly-done video is sure to induce motion sickness. Get around this by making videos that don’t suck and including a warning (or a humblebrag!) anywhere you share a 360 video.

  6. Nature is calling

The great outdoors offer an amazing playground for shooting 360 video, especially if you’re ever wondered what it’s like to be surrounded by wild elephants or encounter a shark. It also provides unmatched perspective for things like being in the middle of a political rally, feeling like you’re on stage with a musician, flying in a hot air balloon, and more.

  7. 360 video best practices don’t exist yet

Traditional techniques for framing, lighting, capturing audio, and producing go out the window with 360 video. The new norms are being formed as you read this, but here are some basic tips on everything from shooting to directing to editing from a production crew who’s already diving in.

  8. It’s the new frontier

In any field, new frontiers are both challenging and exciting. Genres and techniques that don’t exist today will bloom from this new medium. Hiring any video crew is a big commitment, but hiring one with vision in a brand new speciality is a real leap of faith. Crew Connection makes it easier by offering only vetted crews with a solid work history and quality demo reels. If you’re ready to dive in, so are they.

About Crew Connection

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Crew Connection puts a world of video service providers at your fingertips. In just a few clicks you can search, chat with, and book vetted crews local to your shoot—all on your own schedule. Rely on Crew Connection’s team of media experts to organize the crews and gear you need for multi-day and multi-location video projects anywhere in the world. Our crew coordinators are on call around the clock if you ever need live assistance. Visit CrewConnection.com, call us at 303-526-4900, or shoot us an email at info@crewconnection.com.