Personalised videos have ‘reel’ value in the future of marketing
Have you ever opened a webpage and scoured it for the video… (haven’t we all?). When video is executed in the right way it becomes a powerful communication asset. Traditional content platforms, like cinema and television, are premium channels of communication, but things have changed for digital marketers of today.
The “reel” value in the future of digital marketing is in combining a deeper understanding of the audience to a personally aligned and well-crafted video.
Social media has opened many doors to communicate, where video has fast become the primary asset type in the modern digital marketplace. However, there are multiple video formats like 720HD, FullHD, UltraHD, VR 360 video, square shaped, captioned content and more.
Video campaigns must consider how a video is experienced to maximize impact – a link to a finished video file simply isn’t enough. There are recut personalised versions, cut-downs to accommodate the tastes of each consumer and the various social platforms. And by adding captioning to content, you can communicate to the viewer without the need for audio or even the same language.
Facebook EMEA VP, Nicola Mendelsohn, recently said in an interview on fortune.com: “If I was having a bet, it’d be video, video, video. The best way to tell stories in this world – where so much information is coming at us – actually is video”.
Cisco’s most recent estimates backs up Nicola’s statement showing that online video is expected to account for 82% of all internet traffic by 2021.
And the creative workforce is feeling these video trends. Professional designers are increasingly being asked to create simple videos as part of a campaign and video professionals are moving into immersive VR 360 video productions. As video communication continues to grow so too are the skillsets to keep up with the trends.
Creativity is Key
Design is a competitive advantage. In today’s world where social platforms have become primary influencers, and content is king, impactful creative can be the difference between you showing a video to one person, or to a million.
Adobe’s Creative Cloud suite of video tools is inspiring designers to create interactive and personalised messaging experiences that have a real impact on the consumer.