Thanks to the emergence of new user-friendly software and online tools the creation of video content became more accessible than ever. Videos are taking the internet by storm and gradually become the key marketing tool. It’s quite understandable since video content perfectly works when you want to transmit a lot of information and create strong emotional ties with customers within a limited time span. As every business realm today, video marketing changes very fast. That’s why we came up with this list of 9 major trends which will help you remain on top of the video marketing wave.
It’s far easier and faster to transmit emotions with the help of a video than via text. And the emotional connection is the centerpiece of sales-increasing storytelling. While a user can learn about the whole story of a brand from a one minute video, it will take him/her at least 10-15 minutes of reading to get the same amount of information from a text.
Today, an average user watches around 30 minutes of video content via smartphones per day. That’s more than 8 times higher compared to 2012. We think you don’t need any further explanations on why you should adapt your video content to mobile devices.
If you were following video marketing trends for the last 3-4 years, you might have observed that top promotional videos gravitate towards the balance between entertainment and education. Of course, users want to have fun, but at the same time, the majority of them treat their time responsibly. It means that they want to get some benefits from watching your videos and the best way to deliver on their expectations is to create educational video content.
Whether done on paid, sponsorship, or free-of-charge basis the collaboration with opinion leaders on social media, and other online platforms drastically increases the exposure of users to your video content. The best way to engage them is to ask them to create video pieces about your product or brand or invite them to participate in your own production. And the more subscribers they have, the more potential leads you can expect.
Instagram TV (IGTV) and stories format have proven that live video content is very engaging. IGTV actually helped to almost double the average time spent on Instagram during the first two weeks after its introduction. The thing with online videos is that it capitalizes on “fear of missing out” which makes users think that some important piece of information will slip from their attention if they won’t consume a piece of content here and now. Furthermore, live videos help users become part of the event, which brakes the ice between them and the brand creating better emotional engagement.
You should be where your customers are and you should adapt your video content depending on their needs and preferences. Videos you create for Facebook will differ from those you make for Instagram since the first target audience is more conservative than the second one. Thus, it’s very important to do proper research on your customers to be able to tailor your video content to their needs.
First of all, the production of short videos is cheaper. Secondly, nobody has time to watch your films about a new e-mail marketing application or a can of soda. Thirdly, the majority of video content today is consumed via portable devices, which also means that your videos shouldn’t last an eternity. Recent research advises to keep them under two minutes.
85% of videos on Facebook are played without sound. This trend is relevant for other social media and is explained by the drastic increase in content consumption via smartphones and other portable devices. So, when creating a video content keep in mind that very often users don’t have an opportunity to watch a video with sound. Because let’s be honest, we all like to procrastinate at work by watching videos with casts or something similar. Thus, the advice is simple - try to create your own “videos with casts” which will catch and retain attention even without sound.
Virtual reality and artificial intelligence are tools now accessible only to large companies because such video content requires heavy HR, financial and time inputs. Though, if something will put the video content industry upside down these are VR and AI. Hardly texts or images will beat videos where the user can be a part of the play. Thus, we recommend you to keep an eye on these trends to be ready to step in the game when you’ll have such an opportunity.
Some of the trends described above were gradually rising for the last several years, others are relatively new. Though, judging from what is going on in the video marketing domain all of them will continue to persist in 2019 and onwards. By capitalizing at least on some of them you’ll be able to maintain your competitiveness and increase customers’ engagement.