The Recent Growth of Video Content
We see it everywhere in our daily lives. It’s engaging, interesting, and constantly moving- it’s video. From watching your favorite YouTuber to watching a live event on Instagram, video is constantly growing and making our lives more interesting. In the recent year, there have been major changes in the way that video is delivered to an audience and used to engage people. Keep reading to learn more about how video features, live video, vertical video, and VR have helped improve video content and user engagement.
1. Creative Video Features
The next level above getting people to “leave a comment below” is here. Video has become more interesting with things like overlaying voting polls, Q&A boxes, and rating scales that help boost user engagement. These features are seen mainly throughout social media platforms like YouTube and Instagram with “cards” and “stickers”. YouTube gives you the opportunity to place “cards” over your video that could be used to motivate people to vote on something, give a donation, visit a website, or check out a product. It is best used near the end of a video where a call-to-action would be. Instagram, on the other hand, gives you the opportunity to add “stickers” over your videos with things like polls, Q&A boxes, and emoji scales to give users the opportunity to engage and give feedback. Using these features are a sure way of increasing user attention because they allow the viewer to be involved and heard by brands and influencers they love.
2. Live Video Over Pre-Recorded
Going live on social media has been on the rise over the past year. According to a Livestream survey, 80% of people would rather watch a live video from a brand than read a blog and 82% prefer live video from a brands social post. This survey proves just how much more of an impact a video has over text to deliver information. Brands and influencers have used live video to show events, product launches, and stream Q&As. Delivering video live does a good job at retaining the viewers’ attention because it is “in the moment” which makes people feel like they are included in this real time experience. It also allows for user engagement. Instagram & Facebook Live gives users the opportunity to comment with questions and reactions while videos are happening in real time. This allows for instant feedback and real time responses which is beneficial for brands to improve and form positive relationships.
3. The Vertical Video Buzz
Vertical is the new horizontal. Watching video vertically has become increasingly popular because of how much more people are using their mobile phones compared to desktops. Vertical video gained more attention in 2017 with social media apps like Instagram and Snapchat using vertical video for stories. Instagram is now changing the vertical video game, to compete with platforms like YouTube, with their new IGTV feature that gives users the opportunity to upload videos that are up to 10 minutes long or 60 minutes long for verified accounts. This duration is so much more significant than the 1-minute users have for videos they want to post to their profile or 15 seconds for an Instagram story. Recently, YouTube has also made changes to now allow vertical video to show on desktops without the annoying black bars on the sides of the video. Improving the user experience is what vertical video is all about. By improving the experience of video, increased user attention can be a result.
4. Taking a Step into Virtual Reality
VR has been on the rise throughout the years with the goal of helping people connect and communicate with each other. It is currently used for things like video gaming and shopping to put the user in an artificial location to interact with a game’s storyline or to look at things you would potentially like to purchase. One brand that has used VR to enhance the shopper experience is IKEA. The popular furniture giant used Steam, the gaming platform, to give users an interactive VR Kitchen experience which gave them the opportunity to look at different counter finishes, cabinets, and navigate the kitchen as a whole. As IKEA has done, most brands will end up using VR to give customers the opportunity to interact with different products before committing to a purchase. Even though VR is still in development, its potential has been proven in the ways that people use the popular VR headsets created by Sony and Oculus that are now owned by Facebook. The relationship between VR and video proves that video will be taken to a whole other level by having an audience become the participant rather than the viewer.
The changes in video content have been so significant in such a short amount of time. From social media’s video features to the use of VR, video content will not stop changing in the future. The growth of video will continue to draw people into a brand’s messaging, purchasing products, a storyline, and so much more. We will just have to await what new things will come next.