10 Nov 2022
There has been huge growth in the demand for content, which we expect to continue into 2023. We watch films on all devices, and having an evening in with Netflix or Prime is the norm, exacerbated by streaming during the pandemic. Netflix’s original programming has more than doubled since the beginning of 2020. Subscriptions for video on demand is set to rise to 2.5 billion by 2025. Video and film content isn’t going away.
Short form is here to stay
But it’s not all long form. Started by Snapchat, now Instagram and Facebook allow users share short, vertical videos that disappear after 24 hours. We want content that feels fresh, and in the moment. This means brands and organisations need to be coming up with new content on a regular basis. One smart move is to refresh and reuse content in different formats – splice up your long form films into short social media posts, multi purpose your online with your television ads. But always bear in mind the audience and platform, and what is unique about it. Evolving forms and platforms can be daunting, but also present new creative opportunities that film makers and film producers need to be ready for.
UGC goes beyond the bedroom
User Generated Content is a big thing, as more people push towards authenticity in what they view. Brands can curate content from their users, ambassadors and supporters and weave it together to craft a message that is on brand yet feels real. This authenticity can extend to behind the scenes content, which reveals the people and their passions behind the brand or content. Invite people into your offices, speak to your beneficiaries, take them on a journey – whatever it is that shows who you are. Our video for Control Risks does this nicely, presenting the people and places that make the company.
Accessibility will improve engagement
Accessibility is super important, and subtitling now the norm. Not only does it open up your content to more people, it’s the right thing to do. But incredibly, research has shown that 85% of Facebook videos are watched with the sound off. The addition of closed captions and subtitles is not only necessary for those without hearing, but can also boost views. Our Sense video is a great example of how subtitling enhances the experience, and works well with the scrapbook animation feel.
Immersive storytelling will develop
Artificial reality and virtual reality are excelling, as people want more immersive content. We’re seeing a growth in AR and VR in the cinema, and expect more to come into branded films and video marketing. It’s a challenge for film production companies, but good ones will stay ahead of the curve. The global VR market size is expected to grow to USD 60 billion by 2025. As it becomes a normal part of consumption of content, we need to keep pushing boundaries and delivering what people want.
None of us can predict the future (pandemic, recession, Brexit anyone?) but as experts in film production we can make a pretty good stab at it. A few things for you to think about for 2023’s film and video marketing plans.