The same study showed that 82% of consumers prefer live videos over other types of social posts, which gives you the opportunity to connect and engage with new audiences. Live video is also a good opportunity to tailor your company’s Story and brand to the context of your platform and reinforce that what you’re offering connects with your consumers. This unique perspective provides a customized experience for viewers, without necessarily making production more difficult for the videographer and video host. VR is the unique step-sibling of 360-degree video in that it allows the customer to tailor your technology to their own experience and engage with your brand the way they want. Start thinking today about how you can incorporate VR into your Strategy and Systems. For example, Lowe’s Home Improvement implemented VR to solve a problem for their customers and delight them in the process. Named a 2018 Top 10 Most Innovative Company in AR/VR, Lowe’s Home Improvement is creating disruptive solutions that align with their brand Story. Through creative development and the demand to constantly stay on top of new technology, Disney continues to attract and delight new and returning customers at every touchpoint. Executed well, video mapping can deliver a memorable experience, helping transform an interested audience into loyal advocators of your brand. • What video techniques would best align with your Story, Systems, and Strategy?
What do you think about this?
Regardless of platform, video has become the most popular type of digital content among consumers. It has also moved to the forefront of most marketing strategies, as it balances the advancement of technology with an unlimited expanse of creativity.
According to a report from HubSpot Research, 54% of consumers want to see videos from brands they support in comparison to email newsletters (46%) or social image content (41%). Additionally, the report states that video is the most memorable content (43%) in comparison to images (36%) and text (18%).
The research is clear that producing video content is critical, but in an ever-evolving digital landscape, it can be difficult to understand all of the options. Below, we outline four trends worth paying attention to and how they can be used.
1. Live Video on Social Media
Between Facebook Live, YouTube Live, and live streaming mobile apps like Periscope, the opportunities for live video are wide enough to customize your desired experience to a specific platform. Live video also draws people in for longer segments of time, as consumers tend to spend 3x longer watching live videos than they do pre-recorded content. The same study showed that 82% of consumers prefer live videos over other types of social posts, which gives you the opportunity to connect and engage with new audiences.
Audience engagement is one of the most beneficial features of live video, as the video host is able to react and respond to the audience in real-time “on-air” and video viewers are able to interact with one another through the comment stream. Live video is also a good opportunity to tailor your company’s Story and brand to the context of your platform and reinforce that what you’re offering connects with your consumers.
2. 360-Degree Video
360-degree video is exactly what it sounds like: a video that offers multidimensional, changing perspectives to display something at all angles. This unique perspective provides a customized experience for viewers, without necessarily making production more difficult for the videographer and video host.
For example, Sotheby’s International Realty has been using 360-degree video to sell more homes. The use of omnidirectional cameras suggests a spherical video that allows viewers to fully emerge themselves in the experience. Home buyers can see every angle…