There is something different about the latest edition of Influence.
The award-winning PR magazine’s cover does so much more than just hold in the pages. With the help of a smart phone or tablet it can transform from printed images to moving pictures.
Sara Cooper, from Plastic Pictures, the company that made the cover come to life, tells us how it works and what other video trends to look out for in 2018.
For those who are already confidently using video content as part of comms strategies, the question is: what’s next?
1: AUGMENTED REALITY
Augmented reality takes audiences by surprise. For example, this month’s Influence cover uses augmented reality to add 3D virtual information to an image. Using Zappar, a free-to-download app, your mobile device’s camera targets and scans content. The app then triggers the device’s video mode to grant readers access to an audiovisual overview of the issue, without even flipping a page.
At Christmas, augmented reality was used by car manufacturer Honda to transform get-well cards for sick children into personalised videos with international messages of support.
In each case, what seems to be a simple design is actually packed full of technical detail, including video, photos, graphics and sound. The effect is magical.
2: MOBILE VIEWING (AS ALWAYS)
The proportion of video content viewed on smartphones will continue to soar. To be successful in this space, consider taking the following advice.
First, 85% of videos are played without sound. Therefore, you have to create videos in which the audio is a secondary, not core, feature. This means thinking about subtitles or stylish overprints.
Second, experiment beyond traditional horizontal formats and dare to mix things up: be bold and try vertical and square-framed video formats.
The authentic, interactive nature of a live broadcast helps to create a deeper emotional attachment in an audience. The more immersive the live content is, the better. Use video to conduct interviews, share important events and grant behind-the-scenes access. And remember that live content can be repackaged and released as premium content afterwards, giving you more bang for your buck.
4: 24-HOUR EXCLUSIVES
People are flocking to Snapchat and Instagram. In order to reach them, you need short, relevant content that’s only going to last a day. It might seem counterproductive to invest in videos that are the complete opposite of evergreen, but it’s an effective way to engage with a younger audience.
5: QUALITY OVER QUANTITY
Since the video landscape is becoming more competitive, user-generated videos (such as those submitted by employees) will probably become less effective at engaging audiences: people are demanding the same high-quality finish that they see on TV. This means professional videos will drive better results in a sea of digital content.
Sara Cooper is co-founder and executive producer at Plastic Pictures. The agency shapes film, graphics and photography for the world’s biggest brands.
Email email@example.com or visit www.plasticpictures.tv.