When I first started working at Miles back in 2007, YouTube was just becoming a “thing” and video wasn’t something most consumers were able to easily capture, let alone share in many places outside of their own living rooms. Naturally, we saw this emerging trend as having enormous potential to provide yet another dimension for the content we create for our clients.
Miles stepped into the light and created a very innovative video content creation program for VISIT FLORIDA, Open Florida, which I’ve talked about previously. Always the trendsetters, we were ahead of the curve, specializing in relatively affordable video production with a reality TV-inspired aesthetic, a departure from more traditional video creation for tourism marketing, which aspired to create video with more commercial appeal.
Fast-forward to present day: video is EVERYWHERE on the web and has proven itself as an effective marketing messenger, with 12.5% of travelers using videos to help plan their trips according to the most recent State of the American Traveler. While our aesthetic may have been trendy for the time, it’s 2015 and our aesthetic must constantly evolve to not just keep up with the times but be ahead of the game.
Here are my predictions for up-and-coming video trends that will take over the interwebs and change the face of video:
- Short is the New Long. Back in the days of yore, people thought five-minute videos were just short enough to keep peoples’ attentions and deliver all the information they were seeking. People thought wrong (us included). After extensive analytics collected on earlier videos, we discovered that people have really short attention spans. Like, REALLY short: 2.5 minutes is the ideal length, otherwise people stop watching. The rate of abandonment on longer videos was especially high.
- Petite with a Punch. While shorter videos aren’t exactly a “new” trend, what has evolved from this intelligence is more strategic use of video and more creativity in short-form storytelling. Long gone are the days when a video is simply a giant all-encompassing overview or a regurgitation of the blog displayed on the same site. Shorter videos are now seen as “complementing” the blog or other content on the site, a teaser to entice the viewer to stay on the page and learn more (by reading the blog, checking out social media, etc.). Compelling content drives visitors, so we’re becoming better at telling a destination’s story in a concise, engaging way.
- Hyperlapses… Because time lapses are so 2009. If you haven’t hyperlapsed yet you just haven’t lived. The best part is that you don’t even need fancy equipment to do it, just an app. The reasons why I think this trend has some teeth?
- Obvious cool factor.
- See above – short is the new long. The idea of expanding or condensing time is frequently used in videography, but where hyperlapse is winning is that you can fit a lot more information/ideas into a short amount of time when they are sped up.
- It’s easily accessible to the consumer, thereby making it easy for the consumer to replicate – the ability to create home videos that transcend the unappealing aesthetic of home videos makes this trend something easy to grasp onto. We’re talking cats doing cute things amplified to epic proportions here! Almost any time consumers can get their hands on an easy-to-use technology/trend that makes their contributions to social media look professional-ish, it’s likely to take off.
- Food Porn. Yup, I just said food porn. In talking about video trends for tourism specifically, culinary continues to be a really strong trend, so expect to see more destinations jumping into the melting pot with plenty of glorious videos of food. The 2015 State of the American Traveler has identified that up to 50% of travelers search for information about dining while planning their vacations. While not all travel topics lend themselves well to video, if Food Network has taught us anything it’s that food is definitely a perfect fit. As someone who eats her way through destinations when traveling, I’m a huge supporter of this trend! In fact, we just recently started a series of culinary videos for Georgia.
- Robot Birds with Cameras for Eyes. You probably call them drones (details). Drone technology has been in the media recently, mostly surrounding the fear of drone surveillance and the future fear of drones inundating our skies with potential Amazon deliveries. In video production, drones have become an efficient, inexpensive way to capture beautiful aerial footage. Lightweight and at a price point that even amateurs can enjoy, drones have become hot technology in recent years. While this technology may not seem horribly advanced, anyone else who has a father who occupied his time with flying model airplanes can relate. It’s surprising just how good the footage can be with a tiny camera and a flying device that, in some models, breaks down neatly enough to fit into a backpack. Here’s a wonderful reel of aerials captured via drone by one of my colleagues (and good friend) Arnaud Muller.
While the obvious allure is that they’re convenient, inexpensive and can capture amazing footage, drones also offer a distinct advantage over traditional aircraft when it comes to getting great aerials in that they can fly in places that helicopters and airplanes cannot. While they’re already shooting in HD, GoPro’s release of the Hero4 with 4k resolution has further secured the drone’s place as a “must have” piece of equipment on any photographer’s list.
Naturally, the FCC is trying to find some way to regulate who can fly drones legally, especially for commercial purposes, so don’t be surprised that these free-flyin’ days of drone anarchy soon come to an end. But I don’t think that this effort will fully thwart the effects of drones on the industry.