The outbreak of COVID-19 has hampered the day-to-day running of many businesses but even amid the tightest of restrictions brands can still make content that entertains and engages.

The phrase ‘content is king’ is bandied around a lot, especially when it comes to content marketing, be it paid, organic or somewhere in between. But in 2020 demand for content has soared as people spend more time at home and more time on their smart devices looking for education, entertainment and connection.

Covid-19 has about brought around a change in work practices for every industry, advertising among them. Traditional ways of making video for the advertising sector has inextricably changed now that it has become problematic for people to meet and interact face-to-face.

So in a world where it is socially responsible for individuals to maintain distance, how do we continue to make content that sells products and promotes services? Well, there are a variety of tactics creators are employing to help clients continue to engage with their customers.

Many of these tactics have been around far longer than Covid-19 but have grown in popularity and complexity since the outbreak earlier this year. Here, we run through the various techniques for capturing content, the advantages and their limitations alongside examples of their use in 2020.

Animation

What is 2D Animation?

Animation is a technique that combines illustration or drawing and computer motion techniques to create flat-style moving images which are often used in film, TV, advertising and explainer videos.

Replacing: Live action capture

2D and 3D animation has been around for over 100 years but interest in the medium has risen exponentially over the past year due to the fact it requires no face-to-face contact in order to achieve. Snackable has seen a 453 per cent increase in animation enquiries since May, primarily from the fashion, PR industries who generally choose live action capture over animated content.

Animation is powerful because it is flexible. It can be used for short and long format video and its look and feel can range from the flat and cartoonish styles reminiscent of corporate explainer videos to 3D, full-character rendering more akin to a feature-length Pixar film.

They can be used for social content, education tools, presentation and pitch aids as well as television and digital commercials. Animation can also combine elements of live capture, which under Covid-19 restrictions, can still be shot in some studios under specific controls. There are some limitations to animation; it does require some time to create. Brands can’t expect 24-hour turnaround on full bespoke full-character animated videos.

Live Streaming

What is Live Streaming?

Live streaming in the process of using recording devices such as cameras or phones to send moving images streaming into the homes, TV sets or smart devices to viewers anywhere in the world.

Replacing: Live events, face-to-face selling

Live Streaming can be as simple as hitting the go live button on Instagram or Facebook with the aid of a smartphone or as complicated as custom built multi-person broadcast simultaneous cast across five channels.

Live streaming, which saw a small spike in interest after Facebook first launched its Live function, has re-risen as a useful way for brands to continue to reach their staff and customers. Set ups can be simple with just one camera operator and producer required to get a stream of someone talking up and live. Remote capture offers the ability to bring in talent from different locations and states whilst remote camera operators can beam feeds directly into a broadcast much in the same way the news does. 

Live streaming is fast, reliable and flexible and it can be as raw or as produced as the brand requires it to be. Combine pre-recorded packages with motion graphics and create your very own show or put a camera in front of a business lead and connect with staff with superior image quality.

Many companies now have security restrictions around using software such as Zoom and Skype. Live streaming enables brands to connect with their staff and customer using secure software with professional and scalable production levels.

Live streaming also affords brands the function for pre-registration, viewer data capture and chat functionality so hosts and talent can interact directly with viewers using in-built proprietary software or third party apps.

Live streaming is exactly that, it is live. This means things can go awry on air, much in the same way it can on TV. For this reason some brands can see this as a little risky however viewers are often drawn to that very fact. Its immediate, it is real. Someone is on the other end. There is a lot to be said for that in 2020. 

Remote Capture

What is Remote Capture?

Remote Capture in the process of recording moving images without a camera operator physically being in the room with talent. This is often achieved using a combination of camera hardware and remote capture software.

Replacing: Production crews

Remote capture isn’t one particular practice, it’s more of a hack or workaround in lieu of being able to send a professional camera operator to any given location. Publishers have discovered the benefits of this especially, having professional photographers or camera operators guide people through taking photos or videos using smart devices or DSLR cameras.

This captured footage is then sent to an editor wherein it is tweaked and graded to a more professional level. In this way, production houses like us here at Snackable have a way to capture content without sending a crew.

Another way we have been capturing is through capture software or software with recording functionality. Many people have started using Zoom in this way, however compression and image quality can be an issue, alongside sound quality. Recording talent in their homes or in a studio using live stream software offers for flexibility and the results can be used in all types of editing.

The drawbacks to this is that you are at the behest of the recording device quality at the other end as well as the capability of the talent being directed. We recommend using this option when you have talent acquainted with content capture, perhaps an influencer who understand the language and can work with the producer and professional to capture the best angle and best light. They often own their own equipment too.

Influencers

What are Influencers?

Influencers are people who have built a following through uploading content to personal social media accounts. Influencers have a varying amount of followers; from a few hundred to the many millions. Popular influencer platforms include Instagram, Facebook, Youtube and TikTok.

Replacing: Production crews

Although influencers have by and large been prevented from travelling for their work, they haven’t been dormant. Influencers are content creators and some of the most interesting brand campaigns to have come out of lockdown have come from social influencers with a lot of time on their hands.

Whether engaged under a brief or a collaboration project, influencers when chosen for their technical prowess can work with larger production teams and house to create extremely high quality content that can be used for multi-faceted campaigns including TV and radio broadcasts.

You are limited by the capability of the influencer themselves, sometimes remote capture is the preferred option as it doesn’t require the need for the influencer themselves more the capability they afford. This option is often more expensive than remote capture.

Motion Graphics

What are Motion Graphics?

Motion Graphics are moving effects that are used in isolation or in conjunction with other capture techniques such as live action capture. They are used to add interest or information to videos across advertising, film and television.

Replacing: New content

Covid-19 has hit advertising budgets hard in most sectors. The lack of confidence in the market means less money flowing through the economy and thus less money being put in the hands of marketers to promote wares. Motion graphics are a great way to freshen up and liven up old creative and squeeze some more juice out of work that has already run.

Motion graphics are flexible and cost effective and can be used to bookend old work or completely rebuild it from the ground up. The slowed delivery line for new TV shows have meant broadcasters have started to rerun old shows, old movies and even the 2000 Olympics. Go figure. Motion graphics offer any brand or company, no matter the size, the chance to put a little sprinkle on something that may at first appeared a little tarnished.

Looking to create content during Covid-19 restrictions? Contact a Snackable team member today to find out how we can bring your ideas to live even in stage 4 lockdown.