I think there will be three changes in online video in the future, one is getting shorter and shorter, the other is interactive, and the third is personalization. First of all, I think that online videos will become shorter and shorter, because the pace of life in today’s society is getting faster and faster, and people will only become more and more enthusiastic about short videos, because online short videos are very convenient and satisfy people. Picky appetite. More and more short video platforms are emerging in China, such as ‘tik tok’. This short video software allows users to publish their own recorded short videos on the platform, while other users can also watch these videos and forward them. These recorded videos will randomly appear on your screen, and then you can choose to watch or swipe directly to the next video according to your preferences. Second, I think that future online videos will become interactive, which means that viewers can interact with the scenes and tasks in the video, such as zooming in or out of some scenes in the video. The third is personalization. I think there is a huge market for personalization. Just like interactivity, viewers prefer to participate in videos, so online videos can create unique cartoon images or personal images for viewers and then participate in the videos. For example, the personal video launched by Cadbury combines the audience ’s own content (once they agree to click on the ad) to automatically generate a video and speak directly to them(Carter, 2019).
Carter, J 2019. ‘Video marketing trends 2020’ Smart Insights. Viewed 10 December 2019 <https://www.smartinsights.com/digital-marketing-platforms/video-marketing/video-marketing-trends-2020/>
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