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5 October 2015

The Future of Video is All Around Us

Written by: Frederick Haydn-Slater, Assistant Account Executive at Edelman

Consumer Trends & Insight, Entertainment, Innovation, Media

In the ever-changing media landscape, people are constantly seeking new types of exciting content. And as the world becomes ever more visual, this is impacting how all of us choose to share information and tell stories.

360 video is a great example. Here, specialised cameras and rigs let people shoot in every direction simultaneously.

Given that GoPro were arguably the first to take capturing and sharing experiences to a new level with POV cameras, it’s no surprise to find them at the heart of the new 360 revolution too.

Aside from the obvious implications that this technology may have on virtual reality and the entertainment industry, there are also some exciting applications in the world of marketing and communications.

Casey Neistat, is an American filmmaker/vlogger who has been experimenting with these cameras on his vlog, showcasing their potential in the area of content creation. Instead of passively watching video on a screen, people can actively participate and interact with it. On a desktop, you can choose what you want to look at with the click and drag of a mouse much like a live Street View; the experience on a smartphone or tablet uses the gyroscope sensor to create a far more immersive experience.

As another example, Facebook has recently announced that they are now supporting 360 video, and partnered with LucasFilm to launch their interactive 360 Star Wars video, which subsequently went viral. With the ever-increasing relevance of social media in communication, this move from Facebook will allow for brands to share these videos directly onto the platform.

Similarly to any new technology, its potential is determined in part by people’s imagination. With new content creation capabilities, we should be encouraged to take alternative approaches to the media landscape, and, quite literally, look in more and more directions.

Image: betto rodrigues / Shutterstock.com

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