If you’re planning your next shoot or looking into a video marketing investment, you’ve probably considered this question. Over the past few years, 4K video has gained quite a bit of popularity – and with good reason.
But despite the interest, producing video at this resolution level still poses challenges. Unfortunately, those thwarted by these challenges will get left behind.
Luckily, 4K video doesn’t have to be out of reach anymore. As technology continues to advance, 4K video can be created by anyone and served to more and more audiences each year.
The TAR Productions team has mastered the techniques and challenges presented when working with 4K video. Since 2009, we’ve shot numerous projects in this format, including both commercials and documentaries for enterprise and nonprofit needs.
We’re pioneers when it comes to this format, and now, we’d like to share exactly why you should be creating content in 4K (and in higher resolutions as they become available) today.
For many years, 4K video was reserved for cinema and Hollywood budgets only. With many cell phones, tablets, laptops and desktops alike having high resolution, or retina, screens, it makes sense to produce your video campaigns in 4K resolution.
What is 4K video?
4K video is the next generation video format that has quickly been gaining traction over the last couple of years. It has approximately 4x the resolution as Full HD providing a much clearer picture with greater details. 4K video also has greater color depth and contrast, providing a much more realistic picture.
So what’s the advantage of all this?
4K video, being a higher quality picture, means greater retention among audience, increased time spent watching material and less stress while watching. This means that your audience will pay greater attention, watch more and remember more of what they see – all incredibly important factors for marketers to consider.
1. Future-Proof Your Video Marketing Efforts
4K video resolution is the future of video marketing, and within the next few years, it’s certain to become a more widespread standard of resolution.
All of the reasons for using 4K video come down to one ultimate goal: future-proofing your current content for advancements in video streaming technology.
The last thing you want is to lose out as the industry evolves.
2. Reach More Viewers Through Online Channels
High-quality video captures the attention of users. And when you combine that with an entertaining story and inspiring message, the possibilities are endless.
If you make the move into video marketing – 4K video, in particular – you’ll be able to reach more people than ever before.
Just as it did with HD video several years ago, YouTube will provide preferential treatment to higher resolution videos in search results. Keep reading for more on YouTube’s plans.
Don’t Spend Outrageous Money on Broadcasting
Traditional broadcasting costs a lot of money. And, unfortunately, it doesn’t provide a positive ROI for many small and medium-sized businesses.
If you’re creating high-quality video, you can put it to use without a hefty financial cost.
Online platforms give you access to more viewers, an engaged audience and direct access to your website from the video. That makes the sales funnel much more streamlined than traditional broadcasting.
With great insights into how your videos are performing, you can optimize and increase your video’s ROI.
Just as it did with HD video several years ago, YouTube will provide preferential treatment to higher resolution videos in search results.
Make Contact With New Prospects With Online Sharing
If someone likes your television commercial, they may laugh. Best case scenario, they tell a friend about it. But there isn’t always a clear way to make an impact in terms of social sharing.
But it’s different if you’re producing high-quality online video.
Not only can you use this new technology to reach your target audience, but they’ll be able to easily share your message with hundreds of others – all with the click of a button. That makes growing your audience much easier.
So long as you have a proper distribution strategy in place to maximize viewers and audience call-to-action, you can make this much easier, and even incentivize your audience, to do the sharing for you.
3. YouTube is Experimenting With 4K
YouTube is, undoubtedly, the biggest player in the online video market. It’s built its reputation on providing free video for viewers, so if your company is going to invest in online video marketing, you’ll definitely use this platform as a part of your strategy.
Seeing a leader like YouTube already experimenting with online 4K resolution only reinforces that this is where the future of video marketing is going.
A Look at YouTube in 4K
Currently, all of our YouTube videos make use of the 4K format, though if you want to view the videos at this resolution, you’ll need to change the streaming settings as shown below:
You’ll notice that it takes quite a while to load, which is affected by the streaming capabilities (or lack thereof) of your Internet connection.
Current Challenges and Complications
Companies making the move to 4K technology typically aren’t worried about the current challenges. They’re playing for success in the long-term.
The most prominent complication affecting 4K adoption are limitations associated with network connections. Most wireless speeds simply can’t handle the demands of 4K streaming, which is why platforms like YouTube are only experimenting with the capability.
YouTube is definitely at the forefront of 4K streaming, along with Netflix and Amazon Prime is not far behind.
What This Means for the Future
This level of content is just a glimpse into the future. Network connections and video platforms will continue to evolve in the coming years, allowing for greater adoption of 4K video.
The next generation streaming formats are right around the corner. Currently, most streaming videos online are in the H.264 format. The successor, H.265 promises the same quality at half the bit-rate, meaning less strain on the pipeline delivering the content.
Google is also concurrently developing their own next generation streaming format for YouTube, called VP9. VP9 will be open source and the main power behind YouTube, promising similar quality-to-size ratio as H.265.
It’s up to you to prepare today for the standards of tomorrow. With the rapidly changing technology landscape, doing so is your best defense against falling behind the times.
4. Tech Audience Already Expects This Level of Quality
The tech audience keeps an ear to the ground when it comes to technological developments. As connection speeds and video platforms evolve, they’ll take notice of the brands that have already made the 4K investment.
And the attention of the tech audience can do great things for your company. This includes tech-savvy consumers, too.
Keep Early Adopters Happy
If you’re creating 4K-compatible video, early adopters of 4K technology will take notice. You’ll get in on the ground floor, which will open up the doors of opportunity.
Who knows, maybe TechCrunch will feature you in an article discussing brands that are creating valuable 4K videos? You just don’t know what kind of opportunities will open up to you when you position your brand as a video marketing leader.
Customers will want to put those high resolution and retina screens to the test. Entice them with content that they can fully enjoy, and share.
Get Recognized as an Industry Leader
Customers will notice when your video quality crushes the competition. Your competitors will start to hold you in higher regard as they take note of the videos you’re producing. The media may even pick up on your brand’s prominence.
The only catch? You need to start creating this kind of video now.
5. No One Wants to Watch Low Quality Video
We’re living in the digital age.
Regardless of our current capabilities, today’s audience still expects a high level of excellence.
Long gone are the days of shoddy written content, gaudy Flash websites and low-quality video content. People expect brands to live up to high quality standards.
People Expect a Certain Level of Quality, Even Now
Consumers can create decent videos with their smartphones, which means that brands need to step up their game even more.
Investing in 4K video is just one way to prove that you’re completely committed to quality. As computers and networks become better able to handle higher resolutions, your 4K video will keep up with the changing landscape.
Not only does 4K video quadruple the resolution of Full HD, the color gamut and profile have been expanded to deliver videos that look more true to life. They increased dynamic range delivers a picture that’s more believable and easier to watch – both which will create more Likes, shares and comments.
Win the Respect of Customers Through High Quality Production
If you’re producing poor content, you’ll do more harm than good for your brand. Customers expect excellence, and it’s up to you to deliver.
When you do make the commitment to 4K quality, people will notice. And when they notice, they’ll take the time to share your video with others. It really is worth the extra effort to do it right from the beginning.
The future is now. If you hesitate to keep up with rapidly changing technology, you’ll fall too far behind. Invest in the current standards now if you want to keep ahead of the game and beat your competitors in the long-run.
Are you ready for 4K video?