By Chantal India, on 01 January 2018
We’ve all heard of the marketing trend in video, which has been gaining prominence in digital marketing. The video marketing trend in past years has been simply phenomenal. To get an idea, let’s try something, a visualization. I’d like you to close your eyes and imagine the number of videos circulating the internet in just one second. Ready? Now try to guess how long it would take you to watch all those videos you’ve just imagined.
Overwhelming? According to Cisco’s trend predictions, for 2021 it would take a full two years to watch all the videos circulating just in that one moment. Yes, it’s overwhelming, but it’s also impressive, and more importantly a huge opportunity for marketers riding the trend.
As marketers, we have to be up-to-date on new marketing trends and take measure accordingly based off data. In this post, I’m giving you the insights you need to make the right decisions for 2018 marketing trends. I’m giving you our top 10 statistics and trends of video marketing along with what they mean for you and your brand.
10 video marketing trends and statistics & what this means
Marketing trend 1: Video First
"Video First" is a term coined by Facebook to refer to a growing phenomenon: consumers not only want to consume video, but also produce it. That is, the preferred way to receive information and to express ourselves is moving from the text to the video.
As a response, social networks and other medias make it easier for us to consume and broadcast video. In the case of Facebook, this concept has become clear through its live video platform, Facebook live. Take advantage of this new way of communicating and get closer to your audience than ever before.
Marketing trend 2: Live video (or live streaming)
No less than 13% of web traffic from video comes directly from live videos. This new trend has taken strength in recent years and we believe it’s here to stay.
For brands, this trend of form of video marketing presents clear advantages:
- Live videos are more economical, as it is not necessary to invest in the production and editing phases. Also, once the broadcast is over, the video stays on the platform so you can keep sharing.
- Live streaming is attractive to users, as it transmits spontaneity and authenticity.
- Live video increases the quality of views. Users spend three times longer watching live videos (compared to pre-recorded videos).
Marketing trend 3: Square it up- Square shaped videos
The format of the videos is also changing, and this affects all aspects of production and creativity.
While we used to do video marketing thinking in horizontal terms, phones and tablets have gotten us to think vertical. That's why there are more and more brands that dare to flip things around and create vertical videos directly.
On the other hand, the intermediate solution is videos in square format, which are increasingly successful. Compared to horizontal, square footage occupies 78% more space in the Facebook News section and receives a higher percentage of engagement.
Marketing trend 4: Video as part of the Conversion funnel
As you know, content marketing can help you make users move along the conversion funnel right down to the conversion itself. But when it comes to thinking about content, we often ignore video formats. Video marketing generates greater engagement with the client and can be just the tool that you need to achieve your goals.
Marketing trend 5: Cost reduction
Video recording and production is cheaper than ever. There’s a huge variety of high quality tools at your fingertips, starting with the most obvious: your own mobile phone. With a smartphone, a microphone, an editing program and a little talent you can produce a lot of attractive videos for your brand. But if you want to go one step further and hire a professional, you also have many options at a reasonable cost. The video market is more democratized than ever. We’re entering the gig economy.
Marketing trend 6: Video and e-learning
There is no doubt that video is a powerful marketing tool, but its profits don’t end there. Videos not only capture action, but they are also a great resource when we want to transmit information in a clear and visual way.
Therefore, another trend of video marketing that I want to highlight is the use of video as a tool for training, either internally in companies or creating monetized content. For firms, this method is highly lucrative, as you can train more employees at a time with quality content. You can even integrate content training and marketing by offering a video course as a reward for users to leave their data.
Marketing trend 7: Paid and sponsored videos
The video field offers many opportunities to launch paid advertising campaigns. Video ads across platforms like Facebook ads are a great opportunity to multiply conversions, but you can also partner with YouTubers and other influencers to give your content marketing a boost. Remember that if you want to maximize returns on your investment, you will have to carefully measure the results and correct your course of action whenever necessary.
Marketing trend 8: Mobile video, social and 360 degrees
One of the reasons why video is a winning marketing trend in 2018 more than ever before, is its integration with mobile and social networks. Basically, we all have a video camera in our pockets at all times, and we can use it to share our experiences by the push of a button. In addition, there are increasingly more forms of videography that give us diverse experiences. One example are the marketing 360 degrees videos.
Marketing trend 9: Video content giving your brand authenticity
Videos (and especially live videos) can increase user confidence in a brand, as they make it easier to show the people behind it. That's why videos can help with customer loyalty.
But videos alone are not a magical solution: you need to be able to create content that transmits and resonates with your audience.
Marketing trend 10: Video is everywhere
Finally, statistics on video marketing trends reveal that it is worth thinking outside the box when it comes to video dispersion. We already know that YouTube is the social network of videos par excellence and that video is becoming increasingly more important on Facebook.
But let’s quickly identify the 7 most popular platforms that Tubular has identified for video:
Bonus extra marketing trend for 2018
To finish this post, I would like to share four short facts that have made me think about the future of video and that could also revolutionize your video marketing strategy for 2018:
- 85% of videos are played without sound on Facebook. Therefore, you have to create videos in which the audio is a peripheral, not a core feature. Don't be afraid to resort to subtitles and overprints.
- Using the word "video" in the subject of an email increases the view-rate by 19% (Source: Syndacast).
- Almost 50% of Internet users are looking for videos related to a product or service before going to the store (source: ThinkWithGoogle).
- 48% additional marketers are considering adding YouTube to their content strategy next year (Source: Hubspot)
In short, video marketing is already conquering the world of digital advertising. Don’t get left behind on this fast paced marketing trend of 2018! They say video killed the radio star.