The Top 6 Trends Shaping Video Content

Aug 17, 2015

Recognizing there is life after the :30, brands earlier this year began experimenting with different video lengths to showcase their products and connect with consumers. Now, in short order, the focus is shifting to new video formats—everything from the short animated GIF, to the six-second Vine, to long-form video and even livestreaming broadcasts through platforms like Periscope. Brand marketers are starting to see they can be effective at any unit length if the creative is compelling.

Nike, for example, is a brand that consistently pushes the limits with video. It has become proficient at deploying the right video format to connect emotionally with viewers. Nike has used looping GIFs to promote its Snkrs app, and launched a 12-second video dubbed “The World’s Fastest Commercial” featuring Kobe Bryant and David Blaine. Earlier this month it launched a two-minute video to support the launch of the Jordan Super.Fly 4 sneaker. The video already has 35,000 retweets, proving that engaging content can drive social scale.

Here are six video marketing mindsets to embrace:

Front-load excitement: Let’s face it, the connected world is cluttered. To cut through, brands should focus on creating powerful content that captures viewers’ attentions early on. There are only about three to five seconds to connect with a viewer before they decide to watch your video or move on to endless other online distractions. A recent study Twitter worked on with Dentsu Aegis Network showed videos that feature people in the opening moments are up to two times as likely to drive consumers to view. The key takeaway: Don’t romance your reveal. Spotlight top talent and highlight the heart of your message early on to earn consumer attention in the first frames.

GIFs that keep on giving: New video formats like GIFs can appear daunting, but they’re actually one of the easiest ways to effectively distribute video and tap into major cultural moments. We’re seeing brands slice and dice long-form videos to create hypnotic, shareable GIFs that often go viral. Major League Baseball pioneered the technique of GIF-based excitement extension after major moments in games. Brands are following suit. A recent video from Macy’s featuring superstar Thalía spawned a series of shareable GIFs that highlighted the video’s best moments. Samsung’s Galaxy S6 commercial was also transformed into multiple GIFs, designed to highlight the product in an unexpectedly fun way.