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The 2020 Video Trends Creators Need to Know About

A look at the trends that may come to define 2020.

It’s been a fascinating year for the film industry and video as a whole. We’ve seen epic blockbusters like Avengers: Infinity War dominate the box office, while new technologies and emergent streaming services like Disney+ are forcing television to evolve. Online, TikTok has become the new destination for trending short form content, filling the hole in our hearts once occupied by Vine. With so many surprising (and often contradictory) shifts redefining what we thought we knew about video, it feels like the right time to examine some of the trends we’ll be seeing in 2020.

Integrating Video into Businesses

75% of young people watching at least one per day, and 85% of America’s Internet users streaming video every month

Video is now the most popular type of content digested online, with as many as 75% of young people watching at least one per day, and 85% of America’s Internet users streaming video every month. At the same time, consumer surveys consistently indicate that the vast majority of people would rather learn about brands and business through video more than any other medium, with 72% of people favoring it over text. Companies can’t afford to ignore such data and are already beginning to use video in new ways, including in customer support, marketing, and the social media space. Expect to see more businesses follow suit in the new year.

KNOWING YOUR AUDIENCE

Up to 72% of people are unaffected by traditional, one-size-fits-all marketing.

Businesses are increasingly relying on data to gain an edge in the marketplace, enabling them to get a better sense of what resonates with consumers and audiences. 

A recent report found that up to 72% of people are unaffected by traditional, one-size-fits-all marketing, instead only engaging with advertisements that reflect their interests. As more companies focus on creating video content, these findings highlight the important role that data will play in determining who their marketing efforts should target and what messaging will most effectively attract new customers. 

This reformed approach is already starting to pay off for companies like PepsiCo, who recently launched a new data-driven video advertising campaign in the UK—resulting in a 4.25% increase in sales, or double their traditional growth rate.

GOING LIVE

The prevalence of YouTube and social media platforms like FaceBook Live has created an increased appetite for live streaming content—a format that’s expected to grow even more popular in 2020. Unlike traditional video, live content has a unique appeal in that it creates a sense of intimacy and presence, forging a more personal connection with the viewer. This enables both greater loyalty and engagement from users—an obvious benefit when trying to establish a brand or grow your audience.

VERTICALITY

Whether due to preference or convenience, there’s no denying that people are watching videos on their phones now more than ever. Because of this, social media formats like IGTV and Snapchat have become some of the most viewed platforms on the Internet, creating an increased demand for vertical videos. 

In the past, vertical videos have been derided as amateurish, yet now, this same quality has become part of its appeal to both audiences and brands alike. Now, rather than staging an elaborate shoot, content creators can easily take out their phone and record themselves with no need for prior planning or post-production. At the same time, this form resonates with audiences for similar reasons to live content, as the authenticity and immediacy of a vertical video makes brands more accessible.

DOUBLING DOWN ON PODCASTS

Since 2018, the number of Americans who’ve listened to a podcast has increased by seven percent, with 62 million people listening to them on a weekly basis. Though they’ve traditionally aired as audio-based programs, more and more podcasts are beginning to introduce a video component. 

The rationale behind this strategy shift is obvious, as it allows content creators to double their output and tap into an additional market by simply adding a camera to their original setup. This move has been received well by podcast audiences, who enjoy seeing the discussions firsthand and engaging with their shows in a new way, but has also been a colossal success for the podcast industry itself—helping contribute to a 65% surge in monthly audiences in the last three years. 

With a podcast boom predicted for 2020 and an estimated 1000% ad revenue growth since 2015, expect video podcasts to soon become even more prevalent.

Telling Engaging Stories

Besides being the most popular form of media, video is also the most engaging. A recent content trends survey indicates that 62% of audiences attentively watch videos, contradicting the popular belief that human attention spans have grown shorter in the digital age. In fact, though close to 80% of all videos on the Internet are shorter than five minutes, studies have found that long-form content (videos 15 minutes or longer) constitutes only three percent of videos but garners nearly 50% of all online audience engagement. 

The implications of this are staggering and may well lead to a fundamental re-examination of content creation strategy, as they shatter the illusion that videos need to be short to compete for attention. Instead, though micro-content will continue to maintain a significant presence online, this new trend suggests that consumers choose content based on whether it has an engaging story—something long-form videos are better equipped for.

See our work to see some of the engaging stories we’ve told.

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    WHO ARE WE?

    We are McGill Productions, a global video production company based in the UK built around the beauty of visual content. Day in, day out, we elevate some of the most innovative and forward-thinking brands to new heights, growing their conversations and building engaged audiences with captivating, cinematic videos. We aren’t a short-term solution, we are a long term partner.​