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It’s official. 2017 is officially underway, which means the clock is ticking for many of the biggest trends expected to come to fruition sometime this year. A few months ago, we listed some of the most popular video marketing trends and gave our input from the perspective of a production company. While this is a great list for reference, it’s hard to imagine our business being affected by every single one of these trends this year. Depending on which part of the industry a business focuses on, most of these trends are related to consumption habits and placement of video, which is more closely related to technical specifications than the actual production.
With that said, we’ve decided to put together a small list of trends that we’ll be focusing on in 2017, based on what we discovered this past year. These are by no means the biggest game changers of the year, but they have the potential to make a splash at the production level. In 2016, we had the opportunity to work with some of the world’s biggest brands and learn about some of the challenges they’ve faced trying to reach their targets. As video is one of the most highly coveted mediums, it’s our job to help develop custom solutions for brands regardless of size, industry or orientation.

1. More Emphasis on Recruitment Videos

Good people are hard to find. We dealt with big and small companies this year all looking for alternative methods to attract genuine and talented individuals with the potential to achieve great things. Recruitment is an area in major need of innovation, as the millennial culture has made it more and more common to jump from job to job to keep moving toward the next big opportunity.
The advantage of using a video to target potential candidates is how easily you can reach them. Social media sites like Facebook and LinkedIn have advanced targeting algorithms to help put your content in front of the eyes of your target audience, which has never been possible before.
Traditionally, the object of HR was to attract and pursue the most qualified candidate for any given role. Their job has become increasingly difficult especially when it comes to retention, as younger professionals are more interested in the culture a company provides rather than its goals, opportunities, or ‘big name’. The goal of these videos has been about sharing a day in the life of an employee so potential hires can get a first-hand look of what an average day looks like. From a video focused on team building initiatives to words of advice from current employees, the possibilities for recruitment videos are truly limitless, as personality is the focal point of exuberating culture.

2. More Real People, Less Actors

We have nothing against actors. Trust me. We love them to death and understand that their talents can sometimes to be the make-or-break point of a feature film (if you need an example of great acting, go watch The Revenant – pretty much any character will do). However, when it comes to conveying a brand or customer story, it almost always turns out better when we’re working with a real person. There are several reasons, and if you’ve been following our blog, you might have heard them before. But mainly, it’s because they’re telling the truth. Real people don’t have to exaggerate points of a story. They speak from the heart and convey emotion on a real topic that has a special place in their lives, which is what makes them the best salesperson.
We’re not saying we don’t and won’t use actors, but if the opportunity exists, we will almost always opt for a real person, and plan to emphasize on the inclusion of real talent in all of our projects for 2017.

3. Utilizing New Technology in Production

If your focus isn’t technical, this point might seem like gibberish, but if there’s anything that was for certain in 2016, it’s that huge strides were made in developing higher quality, smaller cameras that are easier to use and don’t cost an arm and a leg, which might seem like a dream scenario.
DJI has been one of the most pivotal manufacturers when it comes to developing new camera equipment that is useful on both small and large scale productions. The best example was the new Inspire 2, which can record up to 5.2K footage in RAW, and could potentially offer a much cheaper alternative to SkyCams and other wire-based aerial cameras.
Signature Video Group is always looking for ways to increase the production value of every project, and equipment such as the Inspire 2 allows to get shots that we otherwise wouldn’t be able to get without a massive production budget. To keep things short and simple, the smallest pieces of equipment can add flare and increase the quality of a brand video for a fraction of the price.

4. Create Multi-Purpose Content

If the last few years of online media have been an indication of anything, it’s that all brands need to have a strategic and balanced attack on multiple forms of media. That certainly doesn’t mean you should replicate everything you say on one medium to the next, but it’s a great opportunity to communicate smaller messages to different parts of the online community. Whenever we speak to companies looking for a video solution, we always recommend creating multiple cuts of various lengths to be distributed on social media, as we view it as a fantastic way to capitalize on content that has already been created and can help keep your social channels populated all throughout the year.

5. Tell A Story

When it all comes down to it, we’re going to stick to what we know. Telling an effective story is the most effective way to connect with consumers, whether you’re selling a product, pitching your company a prospective hires, or sharing a brand experience. Since 2009, we’ve told the story of hundreds of brands, interviewed thousands of people and worked on over 350 projects. When it comes to storytelling, hearing real people share their own real experiences is the best way to get your audience to sit back, relax and engage with any content you create.
While these “trends” might not mention live streaming direct to Facebook or snapping on a hardcore virtual reality headset, that doesn’t make them any less valuable. When it comes down to it, regardless of what year it is or the fancy technology that exists, the most important thing is to engage with an audience and at a human level that triggers their emotions and creates a memorable and lasting impression. This very strategy is how we plan to Make Our Mark With Video in 2017.
Follow Signature Video Group on social media and start your video conversation here.

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Chris Stasiuk

Author Chris Stasiuk

Chris is commercial director and founder of SVG, a Toronto based video content agency.

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