How will Content Production change in 2017?

Prediction: The year video production goes full circle

We can all agree 2016 was a big year of change. We all at one point questioned our faith in humanity and the values of unity, but while we were all transfixed with Bowie, Brexit and Trump, technology was busy strapping itself into the driving seat and putting its foot on the accelerator – preparing us for some big ticket trends in 2017.

As Content Director at International Productions, here are my 2017 trend predictions, to make the most of your content production.

1. 360-Degree video

Content is going to keep growing. We have already seen this trend taking hold but it’s only going to get bigger. With viewers constantly wanting more, the hungry beast will need to be fed more and more. Video content is the next best thing to being there in person and we are finding that consumers would much rather watch a video than have to read content.

The emergence of 360-degree video, where every direction is filmed at the same time, is transforming how immersive experiences can be created, shared and relived across the globe. What truly makes 360-degree video accessible is its integration with social media – Facebook and YouTube have both launched the ability to share the immersive visual content

As a powerful storytelling medium, 360-degree content can be used for promotional campaigns, influential ideas, as well as just placing the viewer, right where you want them…smack in the middle of the action. With the popularity of mobile technology such as smart phones and tablets, it’s convenient – expect to see more in 2017.

2. Virtual reality

Virtual reality is quickly making its way into the mainstream and is promising tremendous growth. The rise of new, affordable hardware will put virtual reality in the reach of a growing number of companies and individuals across a range of industries, creating endless possibilities. The growth of this technology will inevitably come with its challenges but overall, will change the way in which many people engage with brand content.

So what’s the difference between 360-degree and VR?

In Virtual Reality the user is in control of the experience, the story so to speak; with 360-dregree content you’re simply placed in an environment. At the end of the day, I cannot see any other future alternative to viewing content, other than 360-degree or VR (including immersive VR).

3. Marketing

As social media continues its global domination, companies are battling it out to be in prime advertising spots, increasing visibility of their brand and pushing content to their desired audiences. What this means is that advertising costs across these channels are going to become increasingly more expensive, and we can’t see it slowing down any time soon. The end of Facebook? I think we’re more likely to see snow in Australia at Christmas.

4. Series

The rise of the series! No, I’m not talking GOT, I’m talking webisodes or a series of clips – considered content which tells a story and gives the viewer that little something extra, something to follow and something to talk about. When done right, a series can help to create visitors, who will become regulars, who become subscribers, who become customers. Making an initial connection drives interest, a series can do this. Content needs to be more than just a ‘one off piece’ and we will see companies building up libraries of premium content in order to stay ahead of the competition.

5. Streaming platforms

We’re talking platforms other than YouTube and Vimeo that can deliver content in larger formats such as 4k. If 4k is a new term to you, it stands for ultra-high-definition content and we’re seeing the increase of use across devices such as gaming consoles and Smart TVs. International Productions recognised the increased use of these new platforms in its infancy, adopting 4k early to stay out ahead of the curve.

With the growth of so many different platforms, those of us in the production game are finding that we are diversifying across more and across more roles. It is now important that crew members are experienced in a number of areas from production to shooting and editing, even flying drones.

6. Corporate outsourcing

As with all marketing, how your video content is perceived is ultimately how your company and brand is perceived. Outsourcing video production to the experts who are able to ensure visual and audio quality is exceptional, will ensure that your Content not only communicates your key messages but correctly represents your brand value and personality. Poor content will only do the opposite.

International Productions Content Productions believes in the power of compelling content utilising the latest technology and editing techniques to ensure the success of your content is, your success. Whether it’s in 4K, VR, sliding or being tracked on a drone, we have a dedicated team are on hand to guide the journey from concept to content delivery. With over 15 years of creativity and expertise in maximising results for any budget or deadline.

No matter how big or small your project, our Content Production team will work with you to produce written, visual and audio content that communicates your key messages across any platform, contact us today to find out how we can help get your productions on track for 2017.

Gavin Walters

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