Video communication has evolved dramatically over the past decade, driven by technological advancements, shifting consumer behaviors, and global events like the pandemic. During their keynote at Video Summit, Carl Wadmark and Viktor Underwood shared their insights on current trends, challenges, and opportunities in the video communication landscape. Here’s a recap of their key takeaways.
The evolution of video communication
Ten years ago, video was seen as an expensive, cutting-edge tool used primarily for advertising and marketing. Today, it’s a versatile medium used across organizations for internal and external communication. The pandemic accelerated this shift, making video a necessity for everything from team meetings to customer interactions. Whether it’s public sector organizations communicating with citizens or businesses engaging prospects and employees, video is now an integral part of the communication toolkit.
5 key trends shaping the future of video communication
1. Live Video
Live video continues to grow in popularity as an engaging way to communicate. It captures audience attention in real-time, drives interaction, and creates opportunities for immediate feedback. Companies like Apple have leveraged live broadcasts to showcase products, demonstrating the power of live video to connect with audiences effectively.
2. Short-form content
Short-form video, popularized by platforms like TikTok, Instagram Reels, and YouTube Shorts, has exploded in recent years. These bite-sized videos are ideal for reaching audiences quickly and effectively. However, creating impactful messages in such a short format requires creativity and precision.
3. Interactive Video
Interactivity is becoming a must-have feature in video content. Examples like Netflix’s Bandersnatch illustrate how interactive storytelling can revolutionize audience engagement. In corporate contexts, interactivity can enhance training, marketing, and live events, making content more engaging and impactful.
4. AI and Automation
AI is transforming video workflows, from automated transcription and subtitling to generating blog posts based on video content. Far from replacing human jobs, AI serves as a powerful tool to enhance efficiency and creativity. Embracing AI can help organizations achieve more with fewer resources.
5. Accessibility
With upcoming regulations like the EU’s Web Accessibility Directive, ensuring accessible video content is no longer optional. Features like subtitles, alternative audio tracks, and accessible video players are essential to reach broader audiences and comply with legal requirements.
Building a winning video strategy
To stay ahead in video communication, Carl and Viktor emphasized the importance of a solid strategy. Here are their top tips:
Define clear goals Align your video strategy with your organization’s objectives. Whether it’s increasing brand reach, generating leads, or improving internal communication, setting clear goals ensures that your efforts deliver measurable results.
Know your audience Understanding your audience is crucial. Tailor your content to their preferences and habits. For example, younger audiences might respond better to short-form social media videos, while B2B decision-makers may prefer in-depth, informative content.
Focus on quality and consistency Consistent, high-quality content builds trust and engagement. Instead of focusing all your efforts on a few big events, create a content plan that delivers value regularly, whether through webinars, live broadcasts, or video tutorials.
Leverage existing content Repurpose your video content to maximize its value. For instance, clips from live events can be edited into short videos for social media or internal training materials.
Final thoughts
Video communication is here to stay, and its potential is only growing. By staying on top of trends like live video, short-form content, and AI, and by building a thoughtful strategy, organizations can harness the power of video to connect, engage, and succeed.
As Carl and Viktor concluded, “It’s not about sprinting to adopt every new trend but about running a marathon with a well-planned and adaptable video strategy.”
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