As each new year takes off, new marketing challenges present themselves. Marketing professionals review last year’s marketing and sales data, and keep their ear to the ground for new trends and technologies that will affect their plans for the new year. We have been doing the same thing and this year and have noticed that many communication and marketing specialists all seem to agree that video marketing will be big part of 2018.
At 8:50am (Jan 16th, 2018), the Wall Street Journal (@WSJ) tweeted an example of what we can expect to see more of this year; a very short animated video based on an infographic that draws attention to news, facts and the real objective. The company's brand.
In the past, there have been many ways to draw attention with visual media and they’ve all had a tendency to boil down to the same principles of design which are: Line, Shape, Form, Color, Value, Texture, Spacing. For example, in a poster design, you can draw the viewer's eye to the poster by having lots of empty space around it or by giving it a color of high contrast to the wall that it's resting on, etc.. We’ve mastered the static artform of marketing collateral but things times are changing.
Previously, these design principles have been taking up all the space in the designers bag of tricks because that’s what they’ve had access to or budgeted for; however, now we are seeing advanced technology become affordable, and dramatic numbers of people are heavily active, or in some cases only active, in digital spaces like YouTube, LinkedIn, Snapchat, Spotify and Instagram. This means there are new design tools available to us which are in high demand, like sound and motion. Both sound and motion have been around for a long time but have not yet been utilized at the same capacity as they will be this year.
It’s January and already Facebook has announced a change in its algorithm which filters out seemingly irrelevant posts by businesses before the intended individual knows about it. This is a result of an oversaturated ad space on a social platform, and is disheartening news for businesses. There is still hope for businesses though, since Facebook is competing with YouTube, the company is providing extra reach behind videos housed on it’s platform, and even more for the ones which are shared live. So this means, if you make a video and house it directly on Facebook, a larger audience will see it.
We will be seeing a lot more live moments through video and thus a lot more moments that would otherwise been edited out. Quantity will become more popular than quality, and other social media platforms will also follow suit and cater to video in their own ways, though it is not likely that any of them will change as drastically or as quickly as facebook.
UX & UI (User Experience and User Interface)
Applications (apps) are now an integral part of our daily life; we trust them enough to manage our finances, find transportation, monitor and track our health, and communicate with each other. There’s little doubt that apps are going anywhere anytime soon, but we will see them change quite a bit.
Apps are going to be introducing more animations in the user interface and we will likely see more video content catered to learning about their functions. We are going to see longer instances of user engagement and use tied directly to apps with more video content, and more animated actions triggered by the users. More about predicted UX/UI trends for 2018.
VR & AR (Virtual Reality and Augmented Reality)
When 3D movies came into the consumer space, a lot of people went out and tried watching almost any movie they were slightly interested in just to try the experience of artificial depth. 3D movies have died down quite a bit and it’s safe to say we’ve seen what the technology has to offer for now. AR and VR offer much more to the world of entertainment, but it also bridges into education and advertising. 2018 will likely contain a big moment for this technology but it won’t likely reach the consumer in full force until later. More from the VR and AR experts.
The marketing and advertising year of 2018 is going to be moving faster than any year before it and video is going to be the star of the show. Attention and time are going to be everyone’s top priority, and we’ll be well prepared for it.
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