Video marketing cannot be ignored as it continues to be one of the most popular marketing tools available.
Video marketing continues to evolve and predicting upcoming trends helps companies with making the right marketing decisions. Here are the top 10 predictions of future trends in video marketing and what they could mean for your brand.
Live Video (Live Streaming)
The live video trend is powerful and continues to grow. Live video is more economical to produce and attractive to users because of its authenticity and spontaneity. Individuals now have so many quality tools at their fingertips.
With a smartphone, a microphone, an editing program, and some creativity, almost anyone can produce attractive videos for a brand. With smartphones everywhere, video content can be captured nearly every second of every day.
Facebook has found that live videos have six times the amount of engagement as other videos. Moving forward, we’re likely to see brands experimenting more with live streaming across all digital mediums.
We used to think about video in horizontal terms, but this has changed because of the huge number of videos are watched on mobile devices.
As per a study by Cisco, by 2020, online videos will make up more than 85% of all consumer internet traffic in the US (80% worldwide). We’re continuing to see more investment than ever in vertical videos, simply due to the ergonomics of how we hold our phones.
Today, most individuals hold phones upright when capturing content which they share on Instagram and Snapchat stories. More and more brands are following suit and creating vertical videos directly. In line with this trend, we’ve seen Facebook, Snapchat and Instagram embracing the vertical video format.
Micro-Moment, Storytelling Videos
People are short of time today and tend to go on the internet in short bursts from their mobile devices. They go online to look for recommendations about what to eat, where to go, what to do and what to buy. These are opportunities to connect with storytelling in micro-moments.
The most popular videos on Instagram and Snapchat stories are more intimate, edgy ones. Certain social media platforms that are more fluid, like Twitter, make content easier to share, but that content is often short-lived. Short form and live blast video is more effective. Brands are likely to continue to invest in the type of content that do well on these platforms.
Virtual 360-Degree Videos
Marketing is taken to a whole new level with 360-degree videos which provide viewers with a more immersive experience. They can view up, down, left, right, or behind, and explore every part of the frame.
The real estate industry was one of the first to adopt 360-degree video, but most companies can find some benefit from using 360-degree video, especially on social media – they can show products, destinations, and experiences in an interesting way
With stronger location and metadata, marketers can deliver more relevant content. Location is starting to play a larger role in how people discover video at events. Facebook Message is building on its Live Location feature, and YouTube allows brands to deliver localized videos in a campaign by using Google Maps data.
Say, for example, a prospect is searching for some new skis. The store can show a video shot showing someone skiing in the local area.
In the same way, well-timed targeted videos could help consumers find local retailers with the product they want in stock. The trend is likely to grow, driven in part by a practical need to bridge a gap between digital marketing and physical stores.
Sales Funnel Videos
As sales teams realize how much video can influence viewers at every stage of the marketing funnel, they’ll be clamoring for more video. A 2018 survey by Wyzowl revealed that 81% of individuals have been convinced to purchase a product or service after watching a brand video. Videos are the next best thing to personally guiding a lead through the sales funnel.
From awareness to consideration and on to making a decision, video can be tailored to guide audiences based on their behavior at every stage of the sales funnel.
For example, short, entertaining videos can be produced for initial awareness and longer videos, such as case studies, can give the most qualified buyers the chance to learn more about a product or service.
Press Release Videos
The purpose of a press release is to inform the media about an event, educate the press about a business and to gain publicity. What better way to do this than to include a video in a press release.
A well scripted, entertaining video can communicate a message and make people excited about it. In the future, videos are likely to be included in press releases.
Nurturing Campaign Videos
For an email nurturing campaigns, businesses are creating customized videos that personalize their message. Similar to a trailer being released for an upcoming movie, they are releasing a teaser video to current customers to announce new products, etc.
Training & Educational Videos
Another trend is to use video as a training and educational tool. Videos can be used to train employees internally or to educate customers about products and services.
Businesses are offering video courses to customers because they realize that the more successful customers are with using their products and services, the more likely they are to remain loyal and to share with others.
Increased Use Of Analytics
For a competitive edge in the growing video market, companies realize the importance of using metrics to refine their campaigns. Video marketing platforms can help by providing detailed, accurate analytics. Data on all phases of viewer engagement is influencing marketing strategies.
So many ways exist to embrace video as part of a marketing strategy. Some of the best videos cost little time and money and appear more authentic to an audience. Different types of videos are suited to every aspect of marketing a business – company overviews, announcements, demos, event promotion, customer testimonials, Q&A’s and more. Using analytics can help companies to determine which social media channels and types of videos work best for them.