The world is full of trends to keep up with. Which jeans are in: skinny or wide? Is your friend’s mullet cool or dated? Should I throw away my galaxy print leggings or could they make a comeback?

The latest trends in video production evolve alongside the platforms we consume them on. Before the age of the internet, you’d only see marketing videos on television in the form of adverts - this changed when YouTube was born in 2005. Since then, the way consumers view video content has continued to evolve with the rise and fall of a variety of social media platforms, ever-influenced by the age and priorities of consumers.

So, where are we now? Keep reading for our list of the most popular video production trends in 2023!

Silent videos

Nearly 80% of all time spent on social media in the UK is on mobile devices. This means a lot of your content will be accessed by people who are out and about, and therefore unable to listen to your videos as well as watch them. 

Platforms like Linkedin, Instagram, Twitter and Facebook all autoplay videos on mute. 

Videos optimised for silent viewing are becoming more popular; whether they’re text-based or videos with full sound and closed captions.

This also makes your content much more accessible for those who are Deaf, HoH or who otherwise struggle to consume sound-based media. Silent videos on social media ensure everyone gets the full story.

Example: Airbnb’s 2022 earnings report

Short-form videos

Short-form videos range between a few seconds and a few minutes in length, and are generally easily digestible, visually engaging and impactful. Platforms such as TikTok, Instagram Reels and YouTube shorts are all designed to host short videos which deliver messages to viewers in a concise manner. 

Short-form videos are particularly popular with Gen Z consumers.

Example: Starbucks UK’s airport post

360° videos

This style of video production offers viewers an immersive viewing experience by allowing them to explore a 360° environment, which can be viewed either through a VR headset or through simply using your mobile device. Viewers can move their phone around to view the area or drag on the video to change their perspective, creating an interactive experience ideal for virtual tours, travel videos or experiential marketing campaigns.
Example: Black Studio’s Lego: The 360° Experience

Interactive videos

360° videos make users an active participant in the storytelling process, but this isn’t the only way to make videos interactive. Choose-your-own-adventure style videos allow viewers to shape the progression of the video, making it more engaging and interesting. 

Personalised video messages are also more likely to catch the attention of the viewer by using information such as their name or location to tailor the video to them. Augmented Reality (AR) is another way of making videos more interactive, by overlaying digital elements on real-world footage to allow users to see how products may look in their home or on them. 

Example: Vimeo’s Video Matters

Authenticity

Influencers are out: micro-influencers are in. Instead of the millions of followers previously expected of influencers, micro-influencers usually have less than 100,000 followers and are often used to promote products or services relevant to their specific interests and audience. 

More and more, people are looking for genuine, human stories and experiences they find relatable from people or brands they trust, rather than the overly staged content more common in the mid 2010s. 

Example: Nike’s In The Wild series

Live Streaming

Live streaming allows businesses to connect with audiences in real time, building trust and rapport and creating a two-way dialogue which is highly valued by today’s consumers. Most social media platforms now offer a way to live stream, including YouTube, Facebook Live, Instagram Live, TikTok Live and Twitch.

Live streaming can be used for holding events such as product launches, Q&A sessions and live demonstrations. 
Example: The Sims 4 update launch livestream

Animated videos

Animated videos are incredibly versatile, with many styles to choose from to fit your brand, whether you’re looking for a 2D, stylised motion graphics video to explain how your service works, or an eye-catching 3D product showcase. Animated videos are particularly useful for explaining complex concepts, offering viewers a visual aid to help them understand and remember your offering and how it works.
Example: Amazon’s seaweed farm explainer video

UNBXD is a Creative Digital Agency which specialises in digital marketing and media production to create exciting, innovative solutions for breakthrough brands. We are experts in supporting brands to outline clear objectives, develop strong communication strategies and create unique content which truly engages their audience. Come and see what we can do for you!