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Are you Missing Out on 2021 Video Trends?

The explosive growth of volume and variety in video for sales communication brought on by the pandemic last year is not slowing down. In fact, among marketers recently surveyed by UK video producer Wyzowl, most (67%) who were not using video last year, plan to start using it this year.

Trends worth considering

An interesting perspective on video trends is that of Envato, a subscription service popular with millions of creative types who use their stock footage, photos, video templates, etc., to come up with marketing content. 

Among trends they see taking off in 2021 are these:

1. Social Media Video

Snackable content, much of it in smartphone-friendly vertical format, that stops people scrolling and keeps them watching.

2. Interactive Video

Videos that respond to viewer input (e.g., choose your own path, take a quiz, click-to-buy).

3. Live Video

20% of Facebook videos are live streams — and so is a Zoom meeting. Viewers respond to authenticity — so “prerecorded” videos are effective, too.

4. Personalized Video

The “personal” here generally means on-screen text drawn from consumer data. It’s been shown to increase engagement for consumer brands. But, this might be pretty tricky for technology products.

5. Animation

A lot of production shifted to animation in 2020 because the pandemic made shooting live video problematic. (But there are intriguing new developments in live action production. See below.)

6. Searchable Video

The more you rely on video, the more important it is to make it easy to find. Well-crafted titles, thumbnails and captions can make a big difference at very little cost.

7. Video for Internal Communications

Businesses have become so dependent on Zoom, Google Hangouts, and the like, the “Zoom fatigue” is a more common than the common cold. To fight it, try Zoom’s excellent Mindful Meeting Checklist.

The future of production

Broadcast-quality live videos, across multiple sites, can be shot using contactless camera systems, remote video communication, autofocus facial detection, and professional sound and lighting. Drop Kits™, developed by Hayden5, can be set up by non-professionals on-site and remotely controlled by professionals on the other side of the world. Here’s an example.

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Bruce McKenzie

A writer with a background in public broadcasting and corporate marketing communications, Bruce McKenzie pioneered the “2-Minute Explainer®” brand video for technology businesses in 2004. Customers have included numerous enterprise technology companies (Cisco, IBM, BMC, Brocade/Broadcom, Software AG, CA Technologies, CompuCom) as well as B2B startups. Rebranded “Technology Business Video” in 2017, the company today produces a variety of “tactical” videos to reach buying team members throughout the sales cycle. We take everything marketers want to say and transform it into short videos that communicate stuff buyers want to know. It’s basically what good writers do, made visual. Visit www.techbizvideo.com to learn more or set up a chat about tactical videos with the Technology Business Video professionals.

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