If you’re reading this, I assume you’re either a content marketer or someone who works in video production. If not, then maybe it’s time to consider becoming more involved with video.
The thing is, not everything that’s “new” with video is positive, and that’s something you need to keep in mind when creating content. Here are some of the newest trends and what they mean for content creators:
Vloggers Become Trendsetters
Did you know that vlogging is one of the newest and most popular genre of videos on YouTube?
Vlogging is short for video blogger, and it basically means you’re creating videos for your own personal brand or business. The videos can be anything from a brief explainer video to a how-to guide on a certain topic to an interview with someone influential in your industry. Typically, you’ll find vloggers covering a variety of topics, ranging from beauty to lifestyle to business and more.
What’s interesting is that some of the most influential vloggers have become quite popular not only because of their videos, but also because of their blogs. For example, YouTube’s very own, Taylor Swift, often makes references to her blog in her videos. In one of her videos, she mentions how much she enjoys her blog and that it’s helped her to find her voice as a musician. Similarly, YouTube’s Zoella started off as a fashion vlogger before transitioning to a lifestyle blog and podcast.
Short-Form Videos For Massive Impact
Did you know that people are much more likely to engage with shorter videos? According to HubSpot Blogs research, people are 45% more likely to watch and 18% more likely to share a video that’s less than three minutes long. However, if you want to grab someone’s attention, you should probably avoid using expletives and adult language. If you’re worried about your video being censored, try blurring out parts of the image or using a private profile, which means viewers can’t leave comments.
Vloggers Take Over The Industry With Inclusive Language
One of the most striking things about the videos on YouTube is how much they reflect the personalities and the sensibilities of their creators. It often feels like the personalities and the voices come through far more in these short-form videos than you’d expect from a typical marketing or sales video.
For example, if you compare Taylor Swift’s “Bad Breath” to that of an H.D. Womenservice ad, you can see how the former came across as a more personal, almost exclusive video. In H.D. Womenservice’s case, there’s no denying that the kind of woman the brand serves usually wears a diamond stud in her nose and has a gold tooth.
Similarly, if you compare Megan Jayne Crabbe’s “MJC Skincare Routine” to that of a drug company’s ad, you can see how the first comes across as a bit more genuine and the second as something you might expect to see in a magazine (albeit with a bit more polished production value).
The Rise Of Video Content Curation
A lot of people are doing their very best to keep up with the never-ending flow of content on YouTube. Many creators are finding that it’s difficult to keep up with, and so they’re choosing to rely more heavily on content curation.
What is content curation, you ask? It’s basically when a content creator looks for interesting and/or valuable content that they can repurpose and use for their own channels. For example, if you’ve got a YouTube channel about fashion, you may decide to curate some of the best fashion videos on your channel to use as “inspiration” for future fashion videos.
The advantage of content curation is that not only will you be able to use top-notch videos to inspire your own content, but you can also include some of the values of the channel you’re curating for. For example, if you’re creating a medical channel, you may want to include some of the best explanatory videos about medical conditions so that your viewers know what to expect when the topic comes up in real life.
Deep Inferrence In Video
Have you ever watched a video and thought to yourself, “I felt like that too, but how did they know that?”
Well, it’s all about the inferences that the creator makes based on the content that they show. If you want to create content that someone will remember and connect with, you need to make sure that the content is relatable. For example, if you’re creating a how-to video for beginners, you may want to show someone at home trying out your new routine. While that may be valuable information for the person watching the video, it could also imply that you’re not very good at following directions. So, you might end up making the video a little insulting.
To avoid this, make sure that you’re not broadcasting too much information about yourself. Instead, you can create a character and make the viewer connect with the character’s story. If you’re finding this difficult, then maybe it’s time to consider creating a video with a different narrator. Of course, there’s also the infamous “talking head” video, where the videographer just shows up and films the subject without any interaction from the camera operator.
Embrace User Generated Content
I think we can all agree that the world is a lot better when it comes to digital marketing videos. Not only are they easy and affordable to create, but they’re also much more engaging than most traditional videos.
Thanks to platforms like YouTube, where anyone can upload and share content, the world is your oyster when it comes to marketing videos. While it can be difficult to know where to start, just remember that with each new channel you create, you’re opening up another world of potential content creators. Whether you want to create an explainer video or you want to interview subject matter experts, there’s always someone out there who can help.