Essential Video Insights ??
These are heartening times for video marketing. Despite concerns around Omicron, video budgets have risen and marketers are increasingly seeing good content translate into a positive impact on sales.?
Alongside some insightful industry stats and sound advice on ramping up video production for maximum impact, we have several offbeat stories to share with you this time around. Surely you want to know more about plans to build a production studio in space, the record-breaking YouTube success of Baby Shark and trends such as Cyberpunk Is Not Dead.?
Happy reading, video fans!
?? VIDEO IN THE NEWS
Budgets strong in Q4 despite Omicron challenges?
A net balance of 7% of marketers told the IPA that they increased their video budgets in Q4 2021, as reported in the latest Bellwether Report. Video was the strongest performer out of the media categories measured by the IPA. The quarterly report asks marketers to break down their budget spending over the past three months. A net balance of 6.1% of marketers reported that they are revising up their budgets, a slowing of the growth from the previous quarter (Q3 2021), which saw a net balance of 12.3% of marketers upping their budgets. In terms of individual categories, “other online media” was the only category apart from video to see a net increase in spending (4.5%).?
[Source: Videoweek]?
Baby Shark becomes first YouTube video to reach 10bn views
It’s as much an infernal ‘ear shark’ as an earworm, but you have to hand it to kids’ favourite Baby Shark, which has become the first-ever video on YouTube to hit 10 billion views. Apologies if the hard-to-shift “doo doo doo doo doo doo” refrain is now lodged in your mind. That’s the power of video.
[Source: Guinness World Records]
Instagram now allows creators to ‘remix’ any public videos?
Instagram will allow users to remix any video content on the app, not just short-form Reels videos. The company officially launched Remix, its version of TikTok Duets, last March. The feature lets users record their Reels video alongside a video from another user, as a means of interacting, reacting, collaborating or highlighting other content on the Instagram Reels platform. Now Instagram says any public video on the app is fair game for a remix. But this only applies to videos published publicly from this point forward — the feature won’t work on older content. The company said it wants to offer more ways for creators to “reinvent their content” and collaborate with others. When remixing a non-Reels video, creators will still have access to Reels’ set of creative tools, including Collabs, Voiceover, Effects and Audio Tools.
[Source:?TechCrunch]
Brands perpetuating racial stereotypes in China face a growing boycott movement
Online consumer boycotts accusing brands of disrespecting Chinese people by showing models with “slanted eyes” are overwhelming social media. International brands have in recent months been reprimanded on the subject by Chinese consumers demanding greater cultural awareness about how they appear to the world. In December, Mercedes-Benz responded to public pressure by removing a video from Weibo that featured a model with painted slants on her eyes. And a Twitter campaign published by Gucci met with criticism after a model with small eyes was perceived as a stereotype of Asian beauty.
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[Source: Campaign Asia]
?? TALKING POINTS
The Macabre one of six creative trends for 2022, says Shutterstock??
Shutterstock’s Creative Trends Report 2022, based on analysis of what its users are looking for, has identified six trends – all of which sit within the two broad themes of Time and Space. “There is a sense of wanderlust and a desire to explore the fantastical and the uncanny, and this year’s trends captured just that,” Shutterstock creative director Flo Lau told MediaWeek. The six trends for this year are: Fantastic, The Macabre, Way Out West, On The Road Again, Cyberpunk Is Not Dead and What’s Cookin’.??
High hopes? Plans to build a production studio in space
Come 2024 it might be a case of starlight, camera, action! Space Entertainment Enterprise (S.E.E), the company co-producing Tom Cruise’s upcoming space movie, plans to launch a sports arena and production studio in zero gravity by December 2024. Named SEE-1, the module is intended to host films, television, music and sports events as well as artists, producers and creatives who want to make content in the low orbit, micro-gravity environment. Axiom Space, which has NASA approval to build a commercial component of the International Space Station (ISS), will undertake construction. “SEE-1 will showcase and leverage the space environment in an unprecedented way,” Axiom chief engineer Dr. Michael Baine told Variety. “The inflatable module design provides for around six metres diameter of unobstructed pressurized volume, which can be adapted to a range of activities — including an onboard state-of-the-art media production capability that will capture and convey the experience of weightlessness with breathtaking impact.”?
86% of marketers say video has helped them generate leads…
...and 81% say it has helped them make sales. These statistics come from The State of Video Marketing 2022 report by Wyzowl based on research among marketing professionals and consumers. Among the other interesting findings are that 86% of businesses now use video as a marketing tool (up from 61% in 2016) and that “explainer videos” (74%) are the most commonly created types of video.?
[Source: Wyzowl]
Short format video is a trend to watch out for
Writing in Exchange4Media, Sujata Dwibedy, Group Trading Director, at Amplifi, the media innovation and investment arm of Dentsu Aegis Network, identifies short format video as one of the big marketing trends for India in 2022. “Undoubtedly, short-format videos will be a major trend in India. This trend will continue to move up the popularity scale and not only among the younger target groups. Its power cannot be undervalued, especially from a business standpoint.”
WOOSHII SAYS...
Humour can convey serious messages
Sometimes the best way to get your message across is to make your audience smile…before hammering home a serious point. That’s the approach of this excellent animated short from New Zealand on career-limiting moves.?