7 developments & tips for online video in 2022

More than a century ago, the premiere of ‘A Visit to the Seaside’ showed the magic of ‘Kinemacolor’, a production method in which a black-and-white film was projected through green and red filters. This first true color film still fell short in many areas, but it revolutionized the film industry. Since then (and before that), video has actually undergone a century of constant innovation, and in 2022 the medium will again be used a little differently than before. In this article I share 7 developments for online video.

The only problem with evolution is that it is difficult to see if you are in the middle of it yourself. The introduction of color into cinema was a decades-long process, just as years passed from the first sound on a short film (c. 1920) to the application of narration for a feature length film (“The Jazz Singer,” 1927). Applications logically arise before their first successful use and that is what makes the video content industry exciting. What techniques, ideas and insights are already available, but may only become the standard in a few years’ time? I share 7 developments and tips.

1. From 16:9 to 9:16

We believe that 16:9 will remain the standard width/height ratio for online video for the time being, whether that is for HD, Full HD and later even 8K. However, this ratio completely ignores the fact that many people consume their video content in portrait format (namely ‘mobile’). According to RTL Nieuws, TikTok has now over a billion users, and that social media platform is fully geared to a 9:16 ratio; the world upside down.

I am not predicting that cinemas will move from horizontal to vertical content, but organizations do have to move with how their recipients want to view the message. If they see in their analytics that 80 percent of their customers watch videos on mobile (not a crazy percentage), why not consider shooting their videos in 9:16? And are they already thinking about what that new relationship does to the structure of their content?

Tip: The 9:16 ratio is ideal for shots in which your main character is fully (or largely) visible, but less good for images from an ‘all-seeing’ perspective. If you want to show a large setting, then you probably cannot avoid 16:9. If you want to focus on one person or item, 9:16 is extremely suitable.

2. ‘Hybrid’ events and video require specific attention

Corona has made it clear over the past year and a half that many business events can also take place remotely. In the future, we will retain the convenience of webcasts and webinars, which make attending keynote speeches easier than ever, but we will combine the webinars with the physical event of the past. Organizers of such hybrid events have to offer ‘physical’ visitors a unique experience, but keep their live registration of it interesting for the viewers at home. This requires a dynamic script of the event, a specific script and recording with different cameras. This keeps the viewer’s attention. Always remember: a visitor will not just get up and leave the room. But a viewer just clicked away a stream.

Tip: For hybrid events, have two schedules: online and offline. Both channels have their own pros and cons, so script for both scenarios. The biggest mistake you can make is thinking that your webinar should look like a copy of your physical event: you are doing the medium short. A live drink cannot be digitally copied. Digitally you have options (polls, a chat or a total shot of a room) that you do not have physically. Both options have their own advantages.

Quiet content

Mobile content isn’t just different in aspect ratio. The lack of sound also means that organizations have to think about what kind of content they create. In 2016, people already knew that 85 percent of Facebook videos viewed without sound. The addition of (automatic) subtitles to your online video will undoubtedly ensure that this will not be much different in 2022.

What consequences does that have? The visual aspect of your online video is yet more important and subtitles for the spoken parts are a must. If you want to keep those sentences clear, the sentences must be short and concise, and support the visual part of your video. In that regard, we’re going back to the years of Charlie Chaplin: ‘dumb’ videos aren’t that crazy after all.

Tip: Do not rely on the automatically generated texts of YouTube or Google for subtitling your online videos. Always read them and adjust them where necessary. This can simply be done in the YouTube interface. It’s embarrassing, annoying and therefore bad for your organization if audio and text in your video don’t match.

Laptop on which a video is edited

4. Video: Think SEO too

Google rates sites on how well they answer a visitor’s question. People are increasingly looking for their answers in videos, as YouTube says, among other things: Search Engine Journal is the second most used search engine after Google. Although Google does not just expose its algorithms, it therefore seems logical that Google attaches increasing importance to the presence of relevant videos. In other words, Google probably likes websites better if it has video content that helps visitors, and will rank these sites higher.

Providing your videos with the correct meta-data is therefore important, and that data must match the source code of the website. If the website is visibly about football, for example, and your video does that too, Google thinks: this site is worthwhile for visitors. In various online video platforms, you can even link the video to a URL via a so-called canonical url. This even tells search engines that the video special for that landing page.

Tip: Take a close look at your entire website and ask yourself whether you can produce relevant video content for all landing pages. It is a ‘quick fix’ that can give you a higher position on Google, as not all organizations use video for SEO purposes yet. If your landing page answers a specific, frequently asked question, and it contains a video, it can easily attract many (more) visitors to your site.

5. The bar is higher

There are countless ways to earn money with homemade content via YouTube, Twitch, Patreon and BuyMeACoffee and more providers. Trying to earn your income from video content has never been more appealing. But the competition is fierce: how do you stand out in an online media landscape with so many content creators? Two things are certain: you have to be original, and you can’t compromise on quality. An extreme example of this is MrBeast, who spent millions to Netflix’s Squid Game in real life to organise. It resulted in a video that has already been viewed 168 million times in two weeks.

Your equipment must be in order, your content must be aligned with available technologies and your medium, and so on. You’ll be able to tell the difference between people who ‘just do whatever’ and pros like MrBeast who know exactly what they’re doing. The latter group will do what they can themselves, seek help and expertise where necessary and in this way rise even further above the rest.

Tip: If you want to create a loyal group of followers for your organization online, create a persona of those followers and consider which platform these people are on. Then adapt your content to the standards that belong to the platform. Invest in the right equipment and techniques that go with your content. A YouTube video should look very different from an Instagram Reels video.

6. We learn in video format

According to Forbes recipients remember 95 percent of the information from a video message, versus only 10 percent of a text. This makes online video extremely suitable for information of which it is extra important that the meaning remains; whether it is informative, persuasive or entertaining. If you want to teach your audience something, you cannot avoid video content. Recipients can view this content faster than a (long) written text, and the message sticks better.

Tip: Online video can make visually very clear what often remains very abstract in text. Augmented Reality (AR) adds an extra aspect to this. With AR you can visually explain what is normally inaccessible, much too small or too big to display. You can see and hear ‘normal’ video. You experience AR, which goes beyond just seeing and hearing for learning purposes. You need entire textbooks to explain certain diseases. In an AR environment, a doctor can walk around an organ to point out exactly how the human body works in an AR model.

7. 5G makes video the new content standard

The arrival of 5G ensures that everyone, everywhere, can watch as much HD video as possible. Streaming video is in no-time the way we consume content. According to our own research conducted by MarketResponse, 88 percent of marketers annual video for their marketing strategies. We expect that this percentage, at least for large organizations, will creep further and further towards 100: anyone who is still not on board in ten years’ time will probably no longer exist.

It’s an exciting time in the online video industry. Where do you expect the biggest innovations to take place?

Source: Frankwatching by www.frankwatching.com.

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