“Ten years ago, most of what we shared and consumed online was text. Now it’s photos, and soon most of it will be video. We see a world that is video first with video at the heart of all our apps and services.” – Mark Zuckerberg, 2016.
It’s been less than two years since Facebook’s CEO made this statement and most of us have already forgotten what a world without video was. Moving over images, with the help of high data speeds and previously inconceivable internet penetration even amongst smaller towns and villages, ‘motion-picture’, as video was initially known as, is taking the world by a storm, one frame at a time.
A study by Deloitte, revealing patterns of media consumption across the world predict that by the end of this year, video and audio media will take up as much as 82% of the total internet bandwidth. In addition, the variety of devices and gadgets that one can use to experience media in video have multiplied manifold – from handheld devices to phablets, to desktops to televisions, even billboards and advertising panels are now video-enabled and are aggressively innovating interesting ways of delivering short, directed content to the video-savvy user.On-demand video content providers like Netflix, Prime Video, and Hotstar have also risen tremendously and are continuing to grow both in the number of users they attract by the day, as well as the amount of time and bandwidth existing users consume every day.
At the same time, the way videos are produced has simplified drastically over time, empowering every individual with a device capable of recording video, software and tools to quickly edit it into something catchy and interesting, and a user-friendly platform to broadcast it without hassle. Take Facebook itself for the matter, the Live feature they introduced a couple of years back, made sharing live video updates, seamless and the next in-thing in social media. ‘Tangerine’, a critically acclaimed movie in 2015 was completely shot on an iPhone 5s. Just shows how far along we have come with broadcast quality technology.
While that is at the consumer level, even businesses such as Netflix – who were primarily video distribution networks are finding production ventures lucrative, depending largely on the fact that they understand the user, and consumption patterns far better than any of the conventional video producing units. Even if you aren’t a digital giant, video production and distribution processes have today become a lot more transparent, user-friendly and simpler even for a lay-user.
Given all this, it is only imperative that businesses explore newer, innovative ways to tap this paradigm’s potential to the full extent. It is upto marketers to figure out what ticks with their user, and how they could use tools in video and creative animation techniques to gain customer attention, engage them effectively and turn these investments into customer delight and loyalty.
At iGenero, we have helped many a business discover the power of video and animation to improve their digital presence, and business performance. We would love to connect with you, to understand your requirements and share how we could help you out. Write to us here