The web normally and video specifically have made HUGE strides in the 10 years between 2010 and 2019.
Consider for a second, that when that decade began, YouTube was equal to a kindergartener, not but the world’s second largest search engine.
In that house, we’ve seen some of the finest video tendencies but—and we’ve seen some of the worst video tendencies, proper out of a MySpacer’s fever dream.
Let’s check out the good, the dangerous, and the ugly of video tendencies from the 2010s and what it teaches us for the years forward.
9 of the Very Best Video Trends of the 2010s
The 2010s noticed big strides ahead in the on-line video world and, with it, some tendencies that pushed that potential to its fullest.
1. Video for Everyone
The accessibility of video turned exponential over the course of the decade.
And it’s all down to 1 high-impact video development: Equipment and instruments for capturing, modifying, and sharing video turned less expensive and considerably simpler to make use of.
This made video extra and extra accessible for everybody—not solely people, however manufacturers as nicely. Not solely was this a big video manufacturing development, it additionally democratized the video creation course of by opening it as much as non-technical members.
Plus, the proliferation of video-friendly social platforms made video extra prevalent throughout the net.
2. The Proliferation of Social Video
The 2010s did extra than simply broaden video creation past manufacturing groups. With the rise of video sharing capabilities on social platforms, this decade was additionally the one the place it actually started to really feel like video was all over the place.
Not solely did networks like Facebook double-down on their investments in video (in the kind of algorithm updates and huge bets on dwell streaming), however there was additionally a proliferation of new visual-first social networks tailored for video: Pinterest (2010), Instagram (2010), Snapchat (2011), Vine (2013), TikTok (2016), simply to call a number of.
And, of course, I’d be remiss to not point out YouTube, which positively exploded over these 10 years, rising to be the second largest search engine in the world, to not point out a massively in style video discovery and social platform.
Much of this led to 1 of my different favourite social media video tendencies…
three. The Vertical Video Revolution
Long thought-about a fake pas made by newbie videographers, vertical video out of the blue turned the format du jour in the latter half of the 2010s.
This cell video development was helped alongside by the introduction of ephemeral “Stories” codecs on social platforms.
After rising to prominence on Snapchat, the Stories format was rapidly adopted by different platforms (Instagram, Facebook, WhatsApp).
This mobile-first short-form combine of vertical video and photographs has been nothing brief of revolutionary. But why? It’s a near-magic mixture of content material that feels real-time, that’s made for cell, and that encourages creators to be scrappier, rawer, and extra genuine.
Couple that with the format’s low barrier to entry and bingeable nature and you’ve acquired a recipe for content material that manufacturers and customers alike love.
four. The Evolution of Video Storytelling
Brands actually upped their sport in the 2010s, shifting from merely placing TV commercials on-line to creating movies that inform tales.
This shift to video content material that was extra about narrative than gross sales pitches helped manufacturers construct belief with their audiences, making it a video advertising development with endurance.
5. The Rise of Niche Video Content
Video has moved from being a broad strokes, spray-and-pray medium to 1 that’s wealthy in area of interest content material. And not solely niche-specific content material, however content material that’s not afraid to go long-form as a result of it doesn’t must pander to a broad viewers.
If you’re involved in it, there’s a video about it. Guaranteed.
Want a 22-minute video of somebody fixing a puzzle field? Got it. Looking for a six-minute tutorial about moss elimination? It exists. Want to observe a seven-minute deep-dive on video search engine optimisation or video analytics? Of course you do, and it’s on the market.
6. The Shift to Lower-Funnel Video
Video has lengthy been thought-about an excellent top-of-funnel asset. In the 2010s, companies lastly began to see the potential it held for in a while in the shopping for cycle.
It turned a medium extra broadly used to coach patrons and reply questions they’ve with the intention to push them additional alongside of their journey.
Video demos and case examine movies at the moment are amongst the hottest sorts of video for companies, based on our Video in Business Benchmark Report.
7. The Expansion of Video Beyond Marketing
Digital video, like its TV business precursors, has lengthy been the sole area of the advertising staff.
Sales groups have taken to video like wildfire, including private, one-to-one video voicemails to their outreach cadences and arsenal of engagement ways to construct relationships and interact prospects all through the deal cycle. Recipients have taken discover.
Add in the growing ease of sharing marketing-created movies, and gross sales groups have grow to be a video drive to be reckoned with. (They’re not the solely ones, however extra on that in our 2020 Video Trends Report…)
eight. The Growth of Readable Video
A couple of main forces got here collectively to outcome on this video development.
First, there was the rise of video on social networks. Second, was the growing propensity of social media customers to entry these platforms from cell units. This naturally led to a rise of movies watched with out sound.
Thus, the explosion of captions. Not solely do captions make video content material extra accessible, additionally they make video simpler for all customers to eat anyplace, on any system, regardless of whether or not they need to flip the sound on or not.
From captions got here a brand new model of video with the textual content baked proper into the video file as half of the expertise. Popular on social, these are generally referred to as textual content overlay movies. Some had been silent, many had accompanying music ought to a viewer select to pay attention in addition to watch.
9. The Introduction of Choose-Your-Own Adventure Style Video Content
Like choose-your-own-adventure books earlier than it, this model of interactive video permits customers to have a alternative over what occurs in the content material they’re watching.
Not solely did manufacturers do this out of their digital video content material, it additionally made an enormous splash on platforms like Netflix, which examined out the capabilities in each TV and film kind.
This on-line video development confirmed simply how a lot is feasible with interactive content material and made an already partaking medium even harder to disregard.
5 of the Absolute Worst Video Trends of the 2010s
You actually can’t reminisce about the highest highs with out reminding your self of the lowest lows. These had been the worst video tendencies the 2010s might supply as much as companies and customers alike.
1. Auto-Playing Video Ads
There’s a cause MySpace isn’t the dominant social media platform anymore. People don’t love touchdown on a webpage solely to be met with an auditory assault.
Auto-playing video adverts, whereas probably interesting to sure manufacturers for apparent causes, current a horrible expertise for customers—particularly the ones that pin themselves to the nook of your display as you scroll via a web site.
When it involves video promoting tendencies, that is unarguably one of the worst.
2. Generic Brand Videos
Video presents a ton of potential for artistic storytelling. Unfortunately, in the 2010s, many manufacturers fell into the entice of making movies that had the identical generic upbeat background music, pseudo-exciting inventory video footage, and generic motto.
This turned so prolific that the intelligent people over at Dissolve really made a spot-on (and award-winning) parody: “This is a Generic Brand Video” (which, when you haven’t already seen it, is nicely value a watch).
three. Dangerous Viral Video Challenges
Three phrases: Tide Pod Challenge.
While this was one of the most extremely publicized examples of a video-based problem that was simply plain harmful, it’s removed from the just one.
In addition to consuming laundry detergent, viral video challenges have inspired hapless members finishing on a regular basis duties blindfolded (Bird Box Challenge, impressed by the Netflix horror movie), leaping out the window of a shifting automobile (#InMyFeelingsChallenge, impressed by a Drake music video), or dump boiling water on your self or an unsuspecting buddy (Hot Water Challenge, origins unclear).
The 2010s held no scarcity of harmful viral video tendencies.
four. Clickbait Video Thumbnails (Enough Said)
Any video maker or viewer value their salt is aware of that the thumbnail could make or break the video.
But with nice energy, and all that. Unfortunately, the energy of video thumbnails is one which was oft abused in the 2010s. Like the clickbait headlines that crammed social feeds, so too did thumbnails that misled potential viewers about their contents.
5. 360-Degree Videos
This isn’t a lot a worst video development as it’s a most disappointing video development. While the prospects related to 360 had been attention-grabbing, sensible use circumstances had been skinny on the floor.
As an interactive format, 360-degree movies nonetheless maintain a lot unrealized potential.
The 2020s could maintain one thing totally different for this model of video, however so far as the 2010s are involved, this supposed video manufacturing development quietly fizzled out.