I think the biggest video creation challenge for brands this year is going to be how to make a single video concept/idea actually work across all social media platforms (Twitter, Instagram Feed vs Instagram Stories, Facebook Video, Snapchat, YouTube).
People want to see and engage with more authentic (less sales-y) stories. For example, if I'm on Instagram (which is becoming the top social media platform) and I'm watching stories and I come across a video that has too much text or looks too much like an AD, I immediately swipe away. So the key here for organizations and brands it to think about how they can sell an idea in video that interacts with the viewer in a fun, authentic and relatable way.
There is, of course, a second challenge: the ever-changing technical nature of videos on social. Organizations must remember and be flexible to the variety of video aspect ratios and video duration restrictions that social media video demands and be keen on following up on analytics to see how these technical aspects affect viewership.
Instagram Stories are only allowed to be 15-seconds long and cropped in a 9:16 (1080 W X 1920 H) vertical format, so businesses must think about whether they will craft 15-second stories that build on each-other to reflect a cinematic or documentary view of the entire day (and make it clear to have a start & end point) or just post 0-15 seconds snippets of various content.
Equipment is also a factor, do you shoot a video with a DSLR or camcorder in a landscape (16:9) format and edit it down to be cropped in vertical method or do you get a Joby mobile rig or iOgrapher kit to shoot the videos entirely on an iPhone.
There is also a time challenge on Instagram, stories only have 24 hours to make an impact and then the stories are gone (unless you highlight it on the main profile).
I'm really looking forward to seeing what people come up with for Instagram Stories and I really hope to see more documentary stories that build on each other through the course of the day.
Happy video creating!
6. Leveraging video content atomization.
Colin Hogan – Managing Director at DemoDuck
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