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Ways to Use New Video Technology to Make an Impact

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It is quite apparent that there is a significant rise in the popularity of online video content across multiple platforms. According to stats, around 69% of the overall internet traffic is generated from videos. With such rapid advancemenssand growth, it becomes crucial to leverage new video technologies. 


Connected TV apps, interactivity, and social video have become the latest technology trend, enabling you to make unique and appealing video content that would create a significant impact. Here are some of the new video technology trends and how you can utilise them to make an impact. 

1. Social video has become “the new thing!”

Just a few years back, social video became widely popular across the globe. Earlier, Facebook was considered a one-stop destination for friends to connect, make plans, and share news. 



Coming across any video before simply meant that the video was either occasional or user-generated. However, a couple of years ago (when the pandemic hit humankind), individuals on Facebook started to watch videos frequently. 


Today, videos have become a major part of your Facebook news feed. The growing video viewership on Facebook often increases viewership on other platforms like Snapchat, Twitter, YouTube, and others. 



Today, the audience demands social video, and it would be smart for businesses to invest their resources and time in creating a solid social video strategy. 


Here’s a stat to support this statement: “about three-fourths of potential customers who watch social videos end up making buying decisions based on such videos.” “They are also likely to recommend a brand when they endure a great social video experience.” 


These customers tend to avoid interaction with a brand when they encounter a negative and poor social video experience. These videos greatly impact brand perception, so it becomes crucial to do it right. 


2. Interactivity will ensure next-level video experiences

Gone are the days when simply adding a video on the homepage used to do the work of differentiating you from the competitors. It has become overrated. 


So, what will video makers do to make their brand and user experience unique from others? The best solution is to cut video to remove the unnecessary clips and add interactive elements instead. It will ensure brand engagement and deliver a next-level video experience. 


From adding call-to-action for lead conversion to embedding links to relevant video content, interactivity can be anything. It helps you deliver engaging, relevant experiences to your target audience. This is a future-driven solution that focusses on how the audience will interact with the video. It’s similar to how embedded links on web pages enable visitors to explore any brand’s digital experience in-depth. 



Plus, interactivity ensures additional point-of-contact for in-depth analysis. Using video analytics, you can even explore more profound insights into your connection and relation with the audience. You can understand your audience relationship by checking who clicked what in the video. 

3. Brands will require access to the living room and stimulate engagement

It’s been more than six decades, but linear television is still considered the presiding video medium. 


However, with the advent of new television products from Android, Amazon, and Apple, brands can seize the opportunity to broaden their reach with videos. It will ensure the specific, engaging experience that big screens are ideal for. 



A few years back, it was presumed that all brands would become media publishers. However, this presumption is becoming a reality, with brands now requiring access to the living room and stimulating engagement with compelling content delivered via TV apps. 


The London-based auction house Sotheby has come up with the latest OTT app that traverses the international art industry to do this. It’s widely expected to witness steady and consistent growth in the popularity and significance of elongating the video experience in innovative ways in the living room. 

4. Brands have started to invest in in-house production

Are you looking forward to somehow getting the best ROI on your video? If so, recruit and create a team for internal video production that would collaborate with you on a comprehensive video strategy. 



Agency fees can chalk up rapidly and still require lapse. Considering every way possible in which we predict businesses will incorporate video, these skilled and expert individuals will be a significantly common internal resource.  


These individuals will resemble your brand, business, and voice with an approach that the employees could only do. After becoming a critical member of your video marketing team, these innovative professionals will gain valuable insights and chances to elongate video initiatives all over the business. 

5. Shift in business models 

There has been a significant shift in the number of businesses that operate in video. If you’re thinking that the classic media industry, comprising the telco, broadcast, and OTT providers, are still the dominant content providers, you’re wrong. Today, numerous startups have initiated to deliver top-notch quality content.  



By 2025, the streaming industry will grow and expand its global market to hit the massive number of $600 billion. However, only 60% of it is inferable to conventional media and TV models. You can cover the remaining market with great service. This sight in business models needs the right video, which can be published at the right moment. 

Final Thoughts 

To conclude this comprehensive guide, it is okay to say that 2022 is the year of video technology innovations that have a significant impact. 


The pandemic-hit period was the year of new video technology introductions, whereas 2022 gives you the chance to make a real solid impact with such technological advancements. 



This year will turn out to be cathartic: Video experiences will attract more people to participate, social networks will turn out to be video channels, and television will recommence its significance. 


Meanwhile, videos continue with their journey over the business enterprise to go above and beyond virtual reality. This year will bring a plethora of opportunities, and let’s hope that every marketer chooses the best ways to turn these opportunities into reality and leverage video technology in the best way.