Where do trends go when they die?

If you have kids, or have ever met a kid, you are sure to have heard the constant stream of questions... "Do goldfish go to heaven?" "How does a caterpillar sleep?" "Why can't I see my own face?" You know how it goes. Well, I have one to add...where do trends go when they die? Is there an island somewhere full of Rubik's Cubes and Parachute Pants? Perhaps it's something like the Island of Misfit Toys from the Rudolph movie we all watch at Christmas time.

I have to confess something. I am not a trend follower. It often takes me a long time to develop a liking for a trend. Sometimes I hop on the band wagon late in the game and ride it until it's bitter end. Sometimes I avoid it all together and never get caught up in the hype. And every once in a while, I find that diamond in the rough and embrace it before it even becomes a trend.

There are many trends in video that come & go. Those crazy stock animations that you see in EVERY corporate video - falling $$$$$$, techno wave forms, etc. Man those drive me crazy! How about the lady who walks out of the corner of your screen and starts talking to you out of no where! I never invited her to speak, did you? And where's the darn mute button when you need it? White board videos are on my list of trends that can go away now. If you don't know what a white board video is - it's those videos that look like someone is drawing it by hand. At times it is hand drawn, other times it is computer generated. Either way, they were cool when they started, but now are so overused, I don't see a use for them anymore.

What trends will stay? Well, that's a tricky question. If it is truly a trend, it will come, stay for a while, and then go away again. Some trends do better than others. The DVD for example became so main stream that I don't think anyone really considers it a trend anymore. It may not be the current content delivery method of choice for most people, but I think everyone can agree it was definitely worth any investment you put into it, whether as a consumer or a producer.

The best test on whether or not you should jump into a trend is this...does it use tried & true methods,  did it come in like a lion, and is it accessible to all of your target audience?

DOES IT USE TRIED & TRUE METHODS?

There is no substitution for good video. Whether you're introducing a new type of animation or a new piece of equipment, if it is trying to replace good quality video, then it probably won't last long. The only video producers that are here to stay are the ones that offer a good, quality service time after time. They know how to embrace new trends, but not succumb to them completely. They don't give up their regular work to work exclusively in the newest animation technique. They continue to produce good videos and incorporate the newest trend in where necessary.

DID IT COME IN LIKE A LION?

When a new item hits the market and the market explodes, don't expect it to last forever. Give it time and the excitement will die down. This past Christmas, the Frozen Ice Castle play set was impossible to find. It was selling for 3 times it's cost on Ebay. Now, just 2 months later, you can get it delivered tomorrow if you'd like. At Christmas, EVERYONE wanted it and every child swore they would play with it every day if they had it for their very own. Now, eh. It's sorta fun. Same thing with video. When the trend comes in like a lion, EVERYONE needs to have a video like that and they're willing to pay a premium to get just the right one and be one of the first to have it. But months later, their video is now obsolete and no one really cares that they were the first. Be careful when hiring someone to do a "trendy" video for you - make sure you consider its shelf life before you buy.

IS IT ACCESSIBLE TO ALL OF YOUR TARGET AUDIENCE?

It's one thing to stay in front of your competition, but it's another to completely ostracize half of your target audience.  When a new format comes into play, it might boast better clarity, faster speeds, or perhaps it will cook you a 4 course dinner. However, if only 2% of your audience has the ability to play that format, will it really work?

As I said before, the best way to stay on top of trends is to always make sure you have a good, solid base. When looking to do a video, or any other project, make sure quality comes before the current trend.

Darcie King
Owner, E Video Productions, LLC
www.EVideoProductions.net
darcie@evideoproductions.net
732-349-4762