The future of video is bright. More and more businesses start to see the power of using video to engage with their clients. But that also means that it will become more and more difficult to differentiate. And in the way companies are able to involve their target audience in the creation of that story. But another method of differentiation is to make sure that you explore the boundaries of innovation in the video. There are lots of frontiers to explore. From a video application point of view, like stories and live streaming to a software and technology point of view, like augmented and virtual reality.
By the end of this lesson, you will be able to understand what to look out for in video marketing, explained the concept of 360 video, identify opportunities to use virtual reality in a retail environment and talk about how virtual reality can help in building brand awareness. For many years futuristic video technologies were limited to big screens in the cinemas from Back to the Future to Minority Report showcasing flying cars and robot assistants. In amazing virtual worlds. But now things are changing, driven by increased power and powerful screens in the palm of your hands 360 degree videos, augmented reality and virtual reality are no longer revision.
They are here today and they fuel some of the most innovative applications in retail e-commerce and manufacturing. Add on top of this the growth in stories, live streaming of video and the declining cost of video creation. And you can see the business case emerging for using video as a major channel of communication and engagement in the online marketing efforts of businesses today and tomorrow.
Future trends in video marketing
Future trends in video marketing. One of the most popular new features in social media networks is to stories posts that sit outside the newsfeed and last for only 24 hours. Increasingly, these posts will take the format of video. It is even expected that stories will be taking over the newsfeed in the near future. The disappearance of the newsfeed is also fueled by the fact that we now have the tools to make content more personalized and can share it in more personalized ways like stories or messages.
We also see that more and more people watch video on their mobile, which leads to a growth in fertile or square video formats and optimization of video for no sound. We have also seen that video advertising is a very powerful tool and in the future we will see a wider variety in video ad formats. With this growth of online video, we will also see your growth of the role of video in search and it won’t be long before the content of the video. Whether it’s the visual, the text overlays or the spoken words will be fully indexed for search. And finally, with the declining costs of video creation, new technologies like 360 video, augmented reality and virtual reality will become within every marketer’s reach.
so let’s look at 360-degree video. These are videos where you can pan around Facebook and YouTube can show 360 video in the news feeds and the power of 360 videos is that they create more intense viewing experiences. Google did some research and found that 360 video ads have a higher click through rate because viewers are more engaged from a technology point of view.
360 videos are very easy to make. For example, the Insta 360 video camera can be clipped on your iPhone, and it turns your iPhone into a 360 camera. There are many other 360 cameras available. Here is an example of how Ford uses 360 videos to promote the Ford Mustang. When you watch the video it is almost like you’re in the car which gives you the nearest driving experience as you can get from the comfort of your chair. When you watch this movie on YouTube, in the comment section, you will find all the details about Ford Mustang like specifications and links for more info. A great example of creating engaging content to drive people to your website.
look at this video was an example of augmented reality pretty amazing, isn’t it? Augmented reality is a technology that superimposes a computer-generated image on your view of the real world. And with cameras in smartphones getting more and more advanced. Not many people realise that they have an augmented reality device in the palm of their hands. Brands. This adds a whole new way of engaging with the customers wherever they are.
Virtual Reality Virtual Reality takes you a little longer to go mainstream for the simple reason that you need a special headset to experience it. Once you wear the headset the experience is phenomenal. Like you are in a three dimensional worlds. Facebook put high stakes on virtual reality. With the acquisition of Oculus Rift a few years ago, Facebook is developing many apps using virtual reality technology.
Here you see two examples of how they come together in an art environment. First is a virtual reality journey into a painting of Vincent van gock which was a massive hit in China.
And second, an online 360 degree VR exhibition of Bangkok’s five sunflower paintings that you can explore with the Oculus Rift mobile headset and an app. The interactive exhibition was a huge online success with millions of views and many publications print and online writing about it. Let’s take a look at the first and earliest painting. We see for instance, sunflowers, but as a matter of fact, this one was not his first painting of sunflowers. Vincent actually made four paintings of sunflowers in Paris, of which two were exchanged with his friend, the painter. So watch this space, we are only scratching the surface of what is possible with video from an entertainment and the business perspective.