Globally, consumer Internet video traffic will be 80 percent of all consumer Internet traffic in 2019, up from 64 percent in 2014. The sum of all forms of video will be in the range of 80 to 90 percent of global consumer traffic by 2019, according to the Cisco Visual Networking Index.
Think about that. Video will be 80 to 90 percent of global consumer Internet traffic in just a few years. Why is video paramount to our online presence?
Coles Marketing Videographer Shawn Sorrells said video is so popular across Internet traffic on a global level because while “content is king,” video is the king of content.
“Video can tell a story and capture with it emotion and sincerity,” he said. “And it also gives brands the chance to feature testimonials from a consumer’s viewpoint. Being able to see and hear that personal voice of the consumer is much more believable.”
Easier to create, faster to deliver
Aligned with the influence video has is the ease with which you can now create your own video, post it online and share with the masses.
“Even five years ago, smartphones and other mobile devices weren’t as proficient with handling video as they are today,” Sorrells said. “That’s also true of the speed of your mobile device and of the cellular network you’re using — both are delivering data more quickly and efficiently than ever before.”
As noted by the Cisco Visual Networking Index, broadband speeds will double by 2019 — reaching 43 Mbps, up from 20 Mbps in 2014.
With faster speeds and user-friendly video apps for basic effects, consumers can become their own multimedia videographer and editor. But anyone loading video to the Internet still needs to make sure it’s a video worth sharing.
Produce a share-worthy video
“The video needs to be visually captivating beyond what you see on a day-to-day basis,” Sorrells said. He offered these video production tips:
- Tell the story: As with any story, there should be a beginning, middle and end.
- Use proper lighting: Make sure the light is bright enough but the shot isn’t backlit too much. The environment needs to be free of distractions and shadows, and keep people away from walls and windows. It’s better not to use the flash — good natural lighting is best.
- Make the background interesting: Have a splash of color from a plant, wall painting, etc., to give a little pop without it being the focus.
- Make the audio a priority: Use a microphone whenever possible, whether it’s a boom, stick, lavalier or handheld mic. And if you only have the onboard mic from your camera or mobile device, get as close as possible to the subject who is speaking.
- Shoot more video than you need: Having more video will give you more options when editing and more ways to tell your story that you may not discover until after the shooting process.
It’s all about telling the story
What about once the video is shot? Depending on your operating system, Sorrells suggested iMovie and Windows Movie Maker as some of the best free video editing software applications available.
“Use a variety of different shots in your video and be precise,” he said. “Every shot has a purpose to help you tell the story and get the message across. And when you’re done, watch it — and have others watch it — before you go live. Because once it’s out there, it’s out there.”
Coles Marketing’s in-house creative team has the tools and talent for all your photography and video production needs. Learn more!