7 Video Trends to Watch in 2012

Friday, 13 January 2012

Video and social media are a match made in heaven. Video has the power to provoke long lasting emotional reactions with viewers, and social media has become the perfect platform for people to spread these feelings to others. As we say at Zeta; we must create content that can be found, loved and shared with the world.

As the social web continues to dominate and mobile rises to stardom, it could be argued that video feels like a poor relation and could easily be forgotten about. However fear not, 2012 holds some exciting possibilities in the world of video and film: here are seven of them.

Steve Jobs final re-invention: the television

As the web has guided the evolution of television (iPlayer, iTunes, etc) TV has become more and more interactive. Steve Jobs re-invented the desktop computer; portable music player; music industry and mobile phone. Jobs also stated he wanted to re-invent the TV, and 2012 might be the year he achieves this last goal – hype for interactive Apple TV is already building. Apple TV would be the last remaining piece of hardware to complete the Apple family – it makes perfect sense that I should have an interactive TV to complement my iPhone, iPad and Airbook, all running from iCloud. If Apple get the deals in place with the big content producers we could experience a new way consuming through your TV.

Brand broadcasting

Brands have been creating emotional connections with consumers through TV advertising for the last 70 years. Although highly effective, television advertising doesn’t come cheap, and involves highly complex and very expensive campaigns. However, as the cost for video production falls, brands are increasingly broadcasting their content via their own video channels. OK, so this isn’t exactly an innovation, but I think there will be a dramatic rise in the number of businesses making this a priority as well as the amount of content produced and shared. Google’s YouTube is aiming to provide premium Hollywood entertainment on a regular basis during 2012. YouTube is investing $100 million in content producers to take on the traditional TV networks. As YouTube re-aligns itself, brands will begin to publish more video content, more quickly and more targeted.

E-commerce videos

2011 demonstrated that product pages featuring e-commerce videos enjoyed increased conversion rates. Leading e-retailers such as ASOS have been using product videos for a while and reaping the rewards. Although this is not a new technique, the e-commerce video seems to have become a tried and tested model throughout the past year, and 2012 is very likely to see a big rise in videos on e-commerce sites.

Rise in video display advertising

Gone are the days of static banners and gif animations (but just in case you still love them check out http://gifshop.tv/). Display advertising has taken on a whole new profile over the last few years as ad types have evolved, but more importantly brands have discovered that video can deliver not just the positive brand experience but also clicks (yes clicks!) from display advertising. Video ads can help drive people to the new premium YouTube channels.

Interactive ‘in-video’ social and purchasing engagement

The capabilities of in-video interaction have exploded during 2011 (everyone has been to the museum of me – if not give it a go: http://www.intel.com/museumofme/r/). These are exciting times for video producers who now aim to add layers of interactivity to their videos. We will look back in years to come and find it hard to believe that we didn’t interact with video like we do a news story on a blog or website. As video becomes the dominant content type online, interactive in-video capabilities will continue to evolve and become part of our every day online experience.

Popcorn.js (HTML5 & CSS3)

Popcorn is an HTML5 Media Framework written for filmmakers and web developers to help unite video and web. Popcorn.js allows developers to link elements from across the web and multi layer motion elements on top of each other while syncing everything together into one smooth experience. Popcorn.js can handle 3D storytelling, cinema-experience film and incredible animation; whilst displaying relevant tweets, Wikipedia pages or news stories and all at the same time. It has even been used to show an analysis of a presidents’ speech.

The tool has been opened up to film makers and amateur videographers with a code-free creative tool, Popcorn Maker, making authoring interactive media pages easy.


Rise in video tool apps

Instagram was Apple’s App of 2011, and photo apps dominated mobile technology last year with a huge growth in the amount of images uploaded to Facebook and tweeted. Video is set to become the content of choice for people, so it too will become the content they create and share.