Video is the most engaging form of content online. Videos are eye-catching, they’re easy to watch, and they tell a story – which keeps audiences hooked until the end.
But with 300 hours of video uploaded to YouTube every minute, 500 million people now using Instagram Stories daily, and SO much video content floating around online, it’s more important than ever to stay on top of the latest video trends and techniques to ensure you’re ahead of the curve.
So, how can videographers and video creators put their ideas into motion and take their videos to the next level this year? We chat to the video experts to find out the video trends they’re predicting to take off in 2021.
1. Social Media Video
Over the last few years, video content has quickly become a staple of our social media feeds. And in 2021, I predict that short, snack-able social media videos will continue to grow in popularity.
The explosion of TikTok and Instagram Reels in 2020 has fuelled this trend, with brands such as Louis Vuitton and Sephora using Reels, and big names such as MAC Cosmetics and the NBA jumping on the TikTok bandwagon. Tonnes of smaller names are also creating social media video, such as bookworm brand Belletrist’s “Inside My Bookshelf” style Instagram series.
There’s no doubt that social media has totally changed the way we view and consume content online – especially video content. And as a result, both the vertical and ephemeral video trends have begun to emerge.
What Is Ephemeral Video?
Ephemeral videos are videos that are only accessible temporarily – usually for a 24-hour period – before they disappear forever. Made popular by Snapchat, Facebook and Instagram Stories, the quick-fix, limited-time nature of ephemeral video makes it effective, engaging and incredibly addictive. In fact, Instagram now has over 1 billion monthly active users worldwide, with 500 million accounts using Instagram Stories every day.
Ephemeral videos such as Instagram Stories play an important part in video marketing, as they’re a great way for brands to interact and engage with their audiences as well as share user-generated content. Plus, ephemeral videos typically see higher levels of engagement due to their time-sensitive nature.
What Is Vertical Video?
Going hand in hand with ephemeral video, is vertical video. According to MediaBrix, vertical videos have a 90% higher completion rate than horizontal videos, with less than 30% of mobile users watching videos horizontally. Once limited to our Instagram feeds, vertical videos are now everywhere – including Instagram Stories, Snapchat and, of course, TikTok.
And it’s not just social media – vertical video is even making its way into cinema. Posted by Apple, Damien Chazelle’s short film “The Stunt Double” is a journey through cinema history reimagined for the vertical screen and shot on iPhone 11 Pro.
“Over the last few years we’ve seen a shift in the consumption of media, with people now spending more time per day using a mobile phone than watching television,” says Envato Video Specialist Mark Brodhuber. “Adding to the explosive growth of video-based social platforms like Instagram Stories, Reels, TikTok & Snapchat, users now expect short, succinct and to-the-point video content. And because we’re talking about mobile consumption, the preferred orientation is trending towards vertical video.”
Like it or not, as long as smartphones and social media are alive and well, the ephemeral and vertical video trends are here to stay.
2. Interactive Video
As the name suggests, interactive video allows you to interact with the content you’re viewing. Shoppable videos are one form of interactive video that will likely change the eCommerce game. With shoppable video, viewers can select from a drop-down menu on the video they’re watching, follow a direct link to a product page, and make a purchase with the tap of a finger.
3. Live Video
Live video is quickly becoming the new normal due to its real and authentic nature. During the global crisis it’s offered an easy and affordable way to hold an event, show or gig, and connect to a wider audience. Video streaming is expected to account for 82% of all Internet traffic in 2021 and you can get prepped by exploring our latest curated collection: Going Live.
One of the most dynamic and fastest-growing industries in the world, animation is a big video trend pegged for 2021. Becoming an essential tool in 2020 when companies were unable to shoot real footage, many experts predict that animated videos will gain even more momentum in 2021, as we see a wide range of animation styles and techniques continue to emerge.
5. Video for Internal Communications
While internal video communications have been the cornerstone for employee training and onboarding for years, the use of video for employee education, communication, and collaboration is expected to grow in 2021. This content helps humanize leaders to bring them closer to their teams, and can enable businesses to share data in a more digestible format, such as infographics video templates.