8 Trends in Modern Video Marketing

In 2015, Veed.me conducted a survey and found out which videos are most often ordered by marketers and business owners. This company mediates and helps businesses anywhere in the world find a videographer or crew to create commercial videos.

Veed.me has collected and summarized all customer requests and showed what works best in video marketing right now.

Live video or animation?

64% of companies want videos with live characters, and only 34% choose animated clips. This directly speaks of a change in trend: in the previous 5 years, people everywhere ordered animated videos about a company, product or service.

Real shooting has advantages: it shows real people, evokes more emotions, allows one to relate to the hero, humanizes the company or product. But animated videos are more descriptive, so they are still more commonly ordered for instructional videos and product presentations that have not yet been released.

Short or long video?

75% of respondents believe that a good commercial should not last longer than two minutes. At the same time, 40% of them prefer short videos from 15 seconds to 1 minute, and 35% agree to videos from 1 to 2 minutes. Only 25% of people consider videos over 2 minutes long to be effective.

Given the mass of distractions, keeping the user's attention for more than 2 minutes is almost impossible. Therefore, there is no reason to shoot a long video if you can make a short one.

Order a script or come up with a plot yourself?

 By the time the video was created, 44% of respondents have a script on hand. 56% admitted that they do not have not only a scenario, but even a general concept.

The need for a script depends on the company itself. If marketers or business owners are good at video marketing, they can suggest their own scenario. For those who have never worked with commercial videos, it is better to order the creation of a concept and script. This increases the chance that the video will be perceived by the target audience as it should.

Who should be filmed in the video?

Most business people and marketers want professional actors in their video. 34% of them believe that 2-4 actors will be enough for filming. 30% of respondents will have enough and 1-2 actors.

 25% of customers do not need hired actors - they film their own employees or clients.

The number of those who would like to film their employees is growing. But this is not always a good decision: someone is afraid of the camera, someone simply does not have acting data. This issue needs to be solved individually, looking at how much the person copes with the task.

Where to shoot?

60% of companies prefer to shoot on their territory. This is justified because according to the scenario, the action of many videos takes place in offices or in production. So renting a movie set can often save money.

What to put in the background?

90% of respondents order music for their video. 63% added a voiceover to the music. But the quality of music worries a few - 67% are satisfied with music from stocks and only 25% want original music.

The choice of a music track depends on the goals of the company. In some cases, you can really use music from stocks, which will cost less than the original.

Do I need to process videos?

People order not only filming, but also editing. 82% of those surveyed said this. Business owners and marketers alike favor studios that can handle the post-production process.

Thanks to the processing, the video looks finished and professional. The video is the company's image, so there is no point in making it “on the knee”.

Do you need special effects?

Despite the fact that the possibilities of shooting and video(hire 2d video animators for a quality video) processing are very wide, most business owners are indifferent to special effects. Only 25% of respondents want to see them in their videos. Another 35% said that they could do without special effects at all, and 35% would like to limit themselves to the simplest effects: pop-up words, splash screens, beautiful transitions between frames.

From this we can conclude that video for business is perceived solely as a marketing tool, not entertainment. 

So, the current trends are as follows: people want a live short video, not only filmed, but also well-edited, with voiceover or music. At the same time, the video does not require a cinematic picture. More appreciated are realistic videos with ordinary people, understandable and close to the target audience.

From an economic point of view, such trends are a clear plus, because shooting glossy ads with expensive actors, renting a place and effects is not cheap.