10 Video Trends to Watch in 2019

Posted by Nick Francis
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2018 was a rip-roaring ride in the land of video content, as it was pretty much everywhere else. With a new year dawning, we thought we’d take a minute to look at the Top 10 trends we’ve seen developing to help you understand how people will be using video in 2019.

If these gives you a few ideas that's great - we'd love to discuss them with you. Drop us a line or let us know your thoughts in the comments section at the bottom of the page.

1. Making video go further

Video is the most effective way to get a message across online. Because any video done properly represents an investment of money and time, it is essential that we maximise the mileage on anything produced. This has seen an increase in the amount of ‘atomisation’ of content – splitting projects into a large number of outputs. These can then be optimised and shared on different social/owned platforms. This optimisation includes varying the content, the length and the aspect ratio (using square video for Facebook/Instagram).

Breast Cancer Now Square VideoSquare video works particularly well for Facebook and Instagram

We recently delivered a follow-up series of 10 to 20 second soundbite films edited from material which hadn’t made it into the original project’s outputs. This gave that client a series of cost-effective videos which worked well on Instagram Stories. This added another phase to the campaign without having to pick up a camera.

2. Quality content wins

The last year has seen our clients work with us on some of the best films we have ever made. The importance of pace and brevity has definitely caught on. It is now accepted and understood that shoehorning additional messaging into films does not increase the amount of information that the audience takes from them.

This is an important step towards better, more impactful work. There is so much content pollution out there, it is increasingly important for the material you share to be of a decent standard. This does not necessarily mean spending huge sums, but it does mean that you should take the time to consider what you are trying to achieve.

From here you can assess the best way to get there. The days of poorly produced, shaky user generated content being acceptable for global brands to share are thankfully numbered. That said…

3. We're all filmmakers now

We all have the means to shoot high quality video in our pockets. This makes the format even more accessible than it was before. Whether it’s a company news update or explaining a new advertised recruitment role, it’s never been easier to share video content. Coupled with how much more engaging video is, this is an excellent way to make sure that your message is heard online.

 jakub-gorajek-188614

To keep in step with this, it’s worth helping your staff to use their equipment properly and developing video branding guidelines and packs which can help to standardise the look and feel of your output.

4. Increased personalisation

This increase in the ease and speed of video production means that the next development we should expect to see is better personalisation. Whether you are creating video specifically for an individual or for a small targeted group, your audience want to engage with content which is perfectly aligns with their worldview. The most effective communicators should be looking at ways to tailor their content to the audience in order to do this.

 5. Going live

Live streaming on the various social platforms has really come of age. It’s growth over the last three years has been really significant. It works because it feels personal, immediate and engaging for the viewer. This contributes to the increases in engagement that those sharing live video can enjoy. This is a trend which will run and run.

6. Getting techie

Virtual reality, 360 and Interactive have all continued to come of age, they give communicators an excellent opportunity to excite and interest audiences. This is particularly true at trade shows/conferences, where the spectacle of the equipment being used can add to the buzzy nature of the technology. Beyond this, we have seen uses of new technology used as a tool to enhance the message, moving significantly beyond the gimmickry of some of the early adoption.

Casual Films Vodafone VR HeadsetStill from Vodafone EVP

7. Inherent content value is more important than ever

Your audience are more distracted than they have ever been. With more of them accessing your content through their mobile devices than ever before, they are empowered to choose how they spend their time. This means that communicators have to offer content which carries its own inherent value. As marketing guru Seth Godin says, you should aim to create material which your audience would "miss if it wasn't there."  This is a high bar, but an essential one to clear if we are to stand a chance of standing out and landing our messages with the audience.

8. Brands move closer to operating as media companies

Given its accessibility and the online audience’s preference for video, it’s not surprising that more and more brands are thinking far more like traditional media companies. For some time now, there have been outliers - RedBull, GE, Volvo Trucks - who have used video to communicate and develop significant additional brand value. This is a trend that looks set to continue and accelerate over the coming months and years. To capitalise on the opportunity that this represents, brands should have a coherent content plan, which serves their audience the material they are after in the form that they prefer.

Alfa Romeo No Longer a California DreamBrands as media companies - Alfa Romeo: No Longer Just a California dream (with WSJ Brand Studios)

9. The evolving role of the production company

Given all this change and the requirement to create more content than ever, it’s not surprising that clients expect their supplier relationships to evolve. To help clients get the most from the relationship, production companies are moving into the role of content partners. This means working seamlessly together, supplementing each other’s resources and abilities as necessary, allowing each party to play to their strengths.

Whether that is some communications consultancy or the creation of some animated stings to make some internal user generated content look more professional, the relationship of the future will be based on flexibility and understanding.

10. Storytelling remains the cornerstone of effectiveness

Whatever the purpose of your video or how it is are executed, storytelling and narrative remain central to landing creative messages with any audience. New tech and evolving approaches should be used to enhance storytelling, rather than as a crutch for poorly thought through creative. Used properly though, they make 2019 the most exciting year to be a corporate/brand filmmaker yet.


New call-to-actionWe’d be really keen to hear what you think about this list – please leave a comment below. If the pace of change feels intimidating, you can console yourself with the fact that you don’t need to do it alone. Book a call with one of our producers and we'd be happy to discuss how you can make 2019 your most successful year yet.

Topics: Repurposed content, Atomised content, Being a better commissioner, News

The Casual Films Academy charity comes to Oakland!

Posted by Nick Francis
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We have recently completed the first outing of the Casual Films Academy Charity in our new spot in California. We worked with a number of young people from Guardian Gyms to make a series of films to help the non-profit to expand into a second larger space.

Back in 2012, we realised that the process of producing films gives the opportunity for a double win. On the one hand, the film itself can be used as a valuable promotional tool for a local charity that wouldn’t otherwise be able to afford one. On the other the process of making the film gives the opportunity to give access to young people to experience the many benefits of working in a creative team and making something. Since then we have worked with well over 100 young people. This year, with the help of our excellent staff, we brought the idea to Oakland, San Francisco Bay, CA.

Casual Academy Oakland

The Cause

The local cause we decided to work with was Guardian Gym - a non-profit martial arts gym based. They offer free classes to kids in the community, where they practice Brazilian Jiu-Jitsu and boxing and are mentored, gain self-confidence. This helps them to develop important life skills like discipline. It works in a similar way to Tom's Shoes - one paying adult membership also pays for a young person’s membership. 

Guardian Gym’s model has been so successful that they have outgrown their space. They need more funding to help them to open a second, larger facility to accommodate more members – both adults and kids. The videos we made with our academicians (if we can call them that!) are intended to promote and raise money for this second location. 

15s Instagram teaser of Diego's film

The Films

We created five 30 second videos, each focused on a different young person. They filmed and edited these with minimal direction and guidance from CF resident filmmaker James Fair. That's worth repeating - these films were shot and edited by our Academy students. Each video tells the story of how Guardian Gym has helped them overcome a challenge they faced. You can see the films by clicking here.

The young people seemed to really enjoy the community atmosphere and collaboration of the production. They got proper hands-on experience and were really able to take control of what they were making. Watching them, you wouldn't guess that they were shot and edited by kids between the ages of 10-13 (and 18). They turned out to be amazing, and showcase how committed and dedicated these five kids are to both Guardian Gym and the Academy. 

 

15s Instagram teaser of Kadijah's film

"Capturing some of our kids while they participate in a project to learn how to film, edit, and tell a story with the Casual Academy. Such a great learning experience for them to find a potential passion early in life. We can't tanks James, Lydia and Sanica enough."

- Guardian Gyms 

A massive thank you to everyone involved in the the project. It wouldn’t have been possible without the time, effort and energy that our Oakland team put into it. If you want to make a donation please click here.

If you want to learn more about the Academy - if you have a local cause you think would benefit, or a young person in one of our home cities who is interested in getting involved then do please let us know. If you want to make a donation to the Academy - nothing is too small (or too big!) - to help us to help more special cause please contact us on hello@casualfilms.com

Topics: Purpose driven video, News, Casual Academy

Casual picks up UK Board of Trade Award for contributions to transatlantic trade

Posted by Nick Francis
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This week we were thrilled to receive a Board of Trade Award, or ‘BOFTA’, which was given out by the Rt Hon Dr Liam Fox, President of the Board of Trade and UK Minister for International Trade. We were aboard HMS Queen Elizabeth in New York Harbour to receive the award “celebrating the best in British innovation and entrepreneurship” for our contributions to Transatlantic trade.

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Barnaby picks up the award from Rt Hon Dr Liam Fox and US Ambassador to the UK, Woody Johnson

As a production company we tend to pick up awards for our films. It’s therefore rather nice to pick one up for the business side of things. We first set up in New York in 2011. Building the business up in the US has been an amazing adventure and continues to challenge and engage us.

 

The Queen Elizabeth is the UK’s newest aircraft carrier, costing the taxpayer a handsome £3.1 billion. We’re pleased to report that the money has been well spent and it made for a cracking backdrop to an award ceremony.

 All Bofta Winners

Barnaby and Nick with other award winners, the Secretary of State, Ambassador and the Captain

We were ferried to the warship flanked by NYPD helicopters and machine-gun armed patrol boats – which certainly built our anticipation for the event. The ship cut an impressive silhouette against the darkening sky. Having arrived we were saluted and piped aboard by the assembled sailors and marines. It was the first time the Board of Trade’s flag had flown above a warship in New York Harbour since the War of Independence.

 

Inside the hangar, flanked by Merlin helicopters, we were treated to G&Ts (with tonic from fellow award winners Fever Tree), a greeting from the commander of the ship, Captain Kydd - no relation - and a selection of tunes from the band of the Royal Marines. This was followed by a fair bit of photographing and discussing how we had come to end up on the boat, award in hand.

pIyicznQThe Band of HM Royal Marines perform for the assembled guests

The award comes at an excellent time for Casual too, reflecting our ongoing dedication to our relationship with the US. A new fully equipped 5,500 sqft studio in New York, a new office in San Francisco along with some of our best work ever in London, have made 2018 one of our best ever. Thank you to all our amazing clients and staff for sticking with us and making it such a success. A massive thank you to Richard Powell at the Department for International Trade in New York - and everyone from the UK government - who has helped to make our business in the US such a success so far.

 

 

Topics: Awards, News

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