By Dany Ortiz, on 17 October 2019
It’s no secret that video marketing is a function that companies have started to use more and more for their digital marketing campaigns. Video marketing is booming right now, and integrating it into your marketing strategies is now a vital element in both getting your customers attention, and keeping it.
Video has revolutionised the way we consume content because it delivers information in a much more interactive, visual, and entertaining way. Additionally, video is a natural storytelling medium, making it an effective method of persuasion, which in turn makes advertising more compelling.
Millennials' favorite form of content to consume is video. According to a Hubspot study, 96% of consumers between the ages of 18-34 watch videos several times throughout the week, and 75% of millennials watch at least one daily video.
This same Hubspot Study also reveals that videos help with brand engagement and sales, and that they are influencing consumer buying decisions. In fact, 64% of consumers claim that marketing videos have had an impact on their purchasing decision.
Some interesting facts about video marketing include:
- 8 billion videos are viewed a day on Facebook.
- Video ads on Instagram Stories can increase the impact of the ads, purchase intent, message association, and CTR.
- Sponsored Instagram videos generate 3 times more comments than sponsored photos.
- Youtube’s 6-second ads generate an increase in ad recall by more than 30%. And 9 out of 10 videos had successful ad recall, globally.
Trends in Digital Advertising in Video Marketing for 2019-2020
#1. Live Streaming
Live videos make users feel like they are being spoken to directly. This feeling of intimacy encourages engagement since they know that their questions or comments can be answered in real time.
Today, companies can use live videos to promote…
- New products
- Make announcements
- Demonstrate their products in action
- Host question and answer sessions
The best part about live videos are that they are simple and free! No editing, special studios, or postproduction work required.
More and more social platforms are promoting live video-oriented functionality, such as Facebook Live, Instagram Live, YouTube Live, and most recently, LinkedIn.
#2. Video Podcasts
A video podcast, or videocast, is simply just a podcast or radio program that is also recorded on video. Viewers enjoy watching video podcasts to see what exactly is happening in studio, and to put faces behind the voices that they hear on the mics. Your viewers will feel closer to the brand, allowing you to better connect with your audience.
#3. Video eLearning
It can be argued that video tutorials and DIY videos are the origin of the video boom we’re in now. Tutorials and explanatory videos are highly sought after content, which can position your brand as an expert, while giving value to your users. They can take several forms, from user generated content posted to Youtube, or professional eLearning videos posted by your company to sites like Skillshare or Udemy.
#4. Video Vlogging for Companies
Vlogging is a popular video trend we see today, especially on YouTube. Companies can use vlogging to bring viewers closer to their brand, and show their company in a more human way that viewers can connect with.
Vlogging is the best way to humanize your brand because you’re letting the user take a behind the scenes look at your team, routines, and values. You can show them a new product launch, how you prepare for an event, or even what a typical day in the office looks like. This is also a great value for your company’s HR team.
#5. IGTV and Vertical Videos
As much as we hate to admit it, we spend a lot of time consuming content on our phones, even more than on our computers or tablets. This is why it is now important to produce videos in a vertical format.
This trend is in thanks to Instagram and Snapchat, with their Stories formats, and Instagram’s new IGTV (Instagram Television), a tool that allows you to upload vertical videos of with lengths anywhere between 15 seconds to 60 minutes. IGTV videos opens up the possibility for companies to branch out and begin uploading these same vertical videos to their YouTube channels. IGTV is an especially great tool for influencers, since they don’t have to be highly produced, but provide them another way to connect with their followers.
#6. Shoppable Videos
With the success of using shoppable photos, the next logical progression is now shoppable videos. Consumers will start using videos as a direct way to make purchases and be redirected to product pages. On shoppable videos, users will be able to click on a hyperlink and go directly to the online shopping process.
#7. 360 Degree Videos
360 degree videos are videos like no other. They let users consume content in an immersive, interactive, and real way. It is increasingly being used in innovative video marketing strategies and we suspect it will only continue to grow.
These types of videos are especially interesting for travel and event brands. National Geographic is an example of a brand who is successfully using this video format.
#8. Increased Augmented Reality Campaigns
Augmented reality has been around for a few years now, making it more accessible for marketers to use in their social media video campaigns. Campaigns using augmented reality are immersive and interactive, leading to an improved user experience and a higher CTR.
Additionally, augmented reality videos can be especially useful for companies in the retail space, because customers can use this format to virtually try your products. For example, using augmented reality a customer can see how a new pair of glasses would fit their face, or how a new sofa would look in their living room.
#9. Increased Video Mobile Advertising (Videos Ads)
Video ads are a win-win, since not only are they cheap to make but they also generate more engagement than photos alone. This means we can expect to see more companies incorporate video ads into their marketing plans, as well as post on more video-oriented platforms.
#10. Greater Commitment to UGC (User Generated Content)
By now we know that users tend to trust other users, more than the brands themselves. With this knowledge, more companies will begin to encourage their fans and social media communities to produce content and generate engagement that they then can share and capitalize on. This is great for brands because it involves very little investment, and yet they receive free content. Some UGC tips:
- When you find valuable content generated by users, share it on social networks. This will increase your visibility and enhance engagement.
- “Unboxing” and “review” videos are some of the best videos for your products, since they provide an objective and trustworthy evaluation to potential customers who are likely considering buying your product.
These are our top predictions for video marketing trends for the next few years. Agree or disagree? Do you think we forgot some? Let us know in the comments!