The Future of Social Media Video Content Beyond Vertical Video

Sep 15, 2023

Vertical video took off around 2012 when Snapchat introduced an app where users could capture video by holding their phone upright. It saw another massive jump in popularity when TikTok introduced the current popular short-form video format that pervades all social media apps.What happens next? Is there another technology lined up and ready to take the place of vertical video and transform modern social media marketing?Take a look at what current news and trends suggest for the future of social media video content and how it will impact your marketing strategies.

Is the Vertical Social Media Video Content Trend Coming to an End?

Currently, social media content marketing using vertical video is on a steady incline, with apps still adopting the necessary technology to support upright video. As long as smartphones are in use, vertical video will have a place in social media and marketing as that’s the primary way consumers shoot video.However, it will not always be the most popular platform as new technology comes into play and offers fresh ways to create and share content.One of the most significant factors to TikTok’s success was its coinciding with COVID. Since consumers were quarantined at home, they found alternative ways to connect. TikTok provided that alternative solution by connecting people through video.Now that COVID restrictions are no longer an influencing factor, consumers might not be as willing to invest as much time in content consumption and creation. This opens the door for new technology to arrive and provide a creative new experience.------------------------------------------------------------------------------------------------------------------------------------------

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What Potential New Trends Will Replace Vertical Video?

What does the future of social media look like beyond vertical video? Here are several advancements that will influence the next few years of social media based on trending social media news.

1. TikTok Will Get a Facelift

Even if new technology arrives, TikTok still has a large following and will remain relevant for several years. Some of the most significant changes to TikTok were the addition of ads and business profiles.Those two adjustments changed TikTok from a teen’s app to a real contender in the social media business world and a valuable source for social media marketing, especially if you want to reach millennials and Gen Z.TikTok will also need to adopt more features for online shopping, similar to what Instagram and Facebook offer, as the rise in social media influencers continues.

2. Ecommerce Will Play a Significant Role

One prediction says that by 2040, consumers will make 95% of their purchases online. Currently, ecommerce is growing by 23% each year. In addition, 74% of consumers in the U.S. look to social media for purchase recommendations.Currently, Facebook is the leader in social media sales, accounting for 85% of social media ecommerce orders.Social media apps will transform into business worlds where consumers can purchase and network in addition to socializing and connecting with friends.

3. Social Audio Is Rising in Popularity

Social audio is an online chatroom where people can connect without video. It also includes podcasts. The app Clubhouse is already starting a stir with its new app launch in 2020.This audio-based social media app allows users to join chat rooms where they can connect with live audio instead of text or video chatting. If you don’t want to talk, you can also sit in a conversation and listen to podcasts.Podcasts have a significant following, with the average podcast listener spending over seven hours each week listening to podcasts.

Image from BusinessInsider

4. Augmented Reality Joins Video Apps

Augmented reality (AR) is overlaying a virtual object in the real world. Currently, you can use augmented reality through your phone’s camera when using supporting apps. However, the future might bring the technology consumers to need to project virtual items in the real world for a more immersive experience.Here are some examples of augmented reality currently transforming social media:

  • Stickers in social media video
  • Appearance filters that transform your features
  • AR games like Pokémon GO
  • Shopping experiences that allow you to try on clothes virtually
  • Furniture stores that will enable you to view furniture in your house through your phone

About 67% of consumers want to see augmented reality in marketing. In addition, 70% of consumers believe AR will improve their life.

5. Virtual Reality Prepares to Launch

Virtual reality is a fully immersive experience that takes place entirely digitally, unlike augmented reality, which also uses elements from the real world. Virtual reality often uses headsets that block out the surrounding world so you can fully join your online experience.However, you don’t need headsets to use virtual reality. Some games allow you to use virtual reality to role play in a digital environment. This technology is paving the way for the future of social interactions where people can meet online in virtual reality.Before virtual reality becomes as commonplace as vertical video, it must overcome a few barriers. For example, more content creators must use it in their apps to give users more experiences. In addition, more technology must improve the user experience before users can fully enjoy virtual reality.

Images from FinancesOnline

6. Metaverse Begins to Grow

Ever since Mark Zuckerberg mentioned his transition to Meta, the internet has been humming with talk of the metaverse as people each provide their explanation of what they believe it might be. However, since the metaverse is yet fully realized, no one has an exact answer.This is what you can know now. The metaverse is a connected virtual world in which you can fully immerse yourself. It is like the internet, except you won’t access it through a desktop or phone. Instead, you can access it by going into the metaverse using headsets and other VR equipment.Inside the metaverse, you can play games, check your social media apps, connect with others, shop, and virtually attend events. Beta versions of the metaverse already hosted concerts, built towns, and held remote meetings.The metaverse has the potential to transform the way people use social media. However, adopting the metaverse is years away as the technology has yet to catch up with innovators’ ideas of what it could become.

7. Radio Frequency Identification Tags Connect People

Radiofrequency identification tags (RFID) are computer chips that consumers use as a form of identification. Because it is a computer chip, it can store more information than a physical ID and allows you to connect more easily with others.For example, you might use it to enter events instead of handing in tickets. You can also use it to connect with new friends you make at the concert to easily friend them on Facebook or your other preferred social channel.Some social media platforms integrate RFIDs into their apps to create a more connected user experience.

8. Artificial Intelligence Personalizes Social Media

Artificial intelligence will have some of the most significant influences on the future of social media. It already plays a vital role in social media today. It’s how social media platforms can recommend videos based on your interests and match you to potential friends.Some specific examples of how social media apps use artificial intelligence include:

  • Facial recognition on photos on Facebook
  • Job recommendations on LinkedIn
  • Overlaying filters in Snapchat and TikTok

Artificial intelligence will only become more intelligent, offering more personalized offers and advanced filters for your video and social media experience.

9. Blockchain Becomes a New Currency

Blockchain tracks digital objects and allows users to own digital property. Currently, blockchain can help social media creators prove ownership of their content. However, there are much more advanced uses.For example, when users purchase non-fungal tokens in games or on social media platforms, the blockchain will track the transfer of ownership.Financial experts say blockchain will grow at a rate of 73% between 2022 and 2026. By 2030, it could have a global GDP of $1.76 trillion. In addition, 52% of experts say blockchain will become a primary method for identifying customers.

10. Communication Will Remain at the Heart

Social media has, first and foremost, been a place of connection. No matter what new technologies come into play, it will remain a place to connect and talk with friends. However, how you communicate will change as new technology emerges.Right now, social media allows chat communication, video communication, instant messages, audio messages, and more. Without communication, social media will cease to exist in its form. Communication allows users to develop relationships and connect with others in meaningful ways.

How Are You Preparing for the Future?

While some of the technology is just in the early stages, many of these concepts are already available in certain formats and are part of social media video content. Preparing for the future starts now. If you know what technology and advancements will influence the future of social media and marketing, you can start learning how to use it in your business.Contact us to talk with experts about how you can future-proof your social media content strategy.

David Ledstrup
Chief Strategy Officer

As Chief Strategy Officer (CSO) @ Kubbco, I lead the global strategic efforts and oversee the research and planning, community, content strategy and paid social teams.

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