7 Video marketing trends that will carry on into 2019
Since our previous post on this subject, the proportion of companies recognizing the benefits of using video marketing has risen from 63% in 2017 to 81% in 2018. These companies are clearly recognizing that Video Content is now an essential tool in their sales utility belt.
For the past two years, video content has experienced an unprecedented rise in popularity as a tool for marketing. Whether you are doing your weekly online shop, playing Candy Crush or researching the quickest way to travel to your aunt’s house, it’s there. Have you ever logged on to Facebook to catch up with your friends, and logged off an hour later having saved a tasty new recipe and bought a new, high-tech pair of socks? You’re not the only one. Such is the undeniable power of Video Marketing.
With 76% of marketers reporting that video has helped increase their company sales, its impact can’t be ignored. It’s not only companies who are reaping the benefits, though. 20 years ago, teenagers would scream with joy at a glimpse of Justin Timberlake, Tom Cruise and the stars of TV show Ally McBeal—Justin and Tom have still got it but YouTube stars, vloggers and even professional gamers are regarded with the same adoration. Without video content, this success would not have been possible.
In our previous entry, we explored some of the advantages of video over other forms of content. We will now take a closer look at the video trends that we can expect to keep growing for the rest of 2018, well into 2019.
Video Marketing Trend # 1:
Spielberg in your pocket
Do you know anyone without a smartphone or tablet? Nowadays, that’s like asking if you know anyone without a head.
If you leave the house in a rush, you might forget your wallet. Bummer. You might forget your keys. Darn it. But if you forget your smartphone…?! How will you cope? Manufacturers have got smart to the fact that users are expecting our phones to act as an extension of ourselves rather than a mere accessory, particularly when it comes to the image quality produced by the integrated cameras.
Smartphone cameras are now like an extra pair of eyes, creating images and video of such quality that online viewers can feel they are with you; climbing that mountain, browsing the mall and eating that vegan, paleo, gluten-free burger.
Steven Soderbergh, director of Ocean’s Eleven, Twelve and Thirteen, Erin Brockovich, and Magic Mike has all the film studio paraphernalia at his disposable, yet even he chose to film his latest movie solely on an iPhone.
With the ability to produce such quality literally at our fingertips, producing compelling, eye-catching video marketing content is no longer the privilege of large industry alone.
Video Marketing Trend # 2:
It’s hip to be square
Just a few years ago, glorious widescreen was where it was at. Most people have a widescreen television to get that full cinema experience at home. However, if our habits continue to evolve, it looks likely that soon those TVs will be collecting dust.
Studies indicate the average person spends 45 minutes every day watching mobile videos online, and it is predicted that the internet will catch up with television in terms of hours watched in 2019. All you need to do look around any coffee shop to see that this prediction is likely to come true; gone is the buzz of conversation, to be replaced by staring at screens while sipping a latte.
Because of this rise of mobile video, images are evolving from the horizontal, wide format we are all familiar with, to the vertical.
Thankfully, this marketing trend is easy to keep up with by creating videos in a square format. When Instagram launched it was right on top of this. At first, the new, square format seemed alien but now it’s commonplace. When it comes to Facebook, square videos occupy 78% more space in its News section and receives a higher percentage of engagement.
Video Marketing Trend # 3:
Look out! It’s behind you!
360 degree videos are on the rise, alongside virtual reality.
By providing users with a more 3-Dimensional, immersive experience via video, they almost feel like they are right there, even though they might be in their PJs, eating Jerky on the sofa.
These types of videos are particularly useful tools for those in the travel and tourism industry. After decades of tourists complaining “it’s nothing like it was in the brochure”, they can now get the full picture. In fact, if a destination or hotel doesn’t keep up with this trend, potential customers might begin to wonder what they are hiding.
Video Marketing Trend # 4:
Put your wallet away
Hands up who wants to spend more on marketing. No one? Of course you don’t! In a world of increasing costs, it is a welcome relief that cutting expenditure no longer has to mean cutting content when creating video.
As previously mentioned, quality video is easy to achieve with just a smartphone and a simple editing app. Even if you have the creativity of a potato, the rise of the gig economy means hiring professionals to design, film or voice your video is more affordable than it ever was.
Video Marketing Trend # 5:
Invite the world to your party
Videos don’t only have to focus on selling and promotion to reap monetary rewards. E-learning videos can benefit both clients and employees.
Training days can be a nightmare for employees. Having to take a day out of their busy schedule to sit in a soulless room to listen to someone talk at them about the importance of spreadsheet maintenance is far from appealing.
Video can convey so much more than words, particularly if it is a tricky or, dare we say, dull subject. In just a few frames, animations can say far more than a whole day in a stuffy training room can. Also, by using video, you can train more employees at any one time – they can even learn in the comfort of their own home, saving money for the employer on all fronts.
For clients, e-learning continues to be a flexible, accessible option for those with busy lifestyles wanting to learn new skills. You can even integrate content training and marketing by offering a course as a reward for users who agree to share their data. Win-win!
Video Marketing Trend # 6:
It’s still cool to be slick
Broadcasting live? Yes. It may seem daunting some, but if your business is to keep up with the trend, it’s something you’re going to have to consider.
The continued evolution of Social Media platforms is driving this. Look at Instagram’s launch of Live Streaming at the beginning of 2018. In fact, with 50 million more users than Snapchat, Instagram is driving many trends in Video Marketing and is certainly one to watch. Also, Facebook Live broadcasts have doubled year on year since its launch in 2016. If you are yet to embrace the power of Social Media, it’s time to get on board, make friends with it and treat it like a partner.
The desire for live content is undoubtedly growing in strength. In fact, upwards of 13% of web traffic from video comes from live videos. Here are a few reasons why:
Broadcasting live does away with any time and investment previously used in production and editing. The video then remains on the platform, ready to be shared and reposted.
Target audiences are more likely to trust live streaming. They know it hasn’t been doctored and it oozes authenticity.
Video Marketing Trend # 7
From one to a million
It only takes one engaged user to spread your message to millions of consumers across the globe. Just one. This is the potential video marketing, and social media now has.
The competition for clicks is rife. Although the production is more accessible than ever, it will always require creativity, skill and a knowledge of human psychology to launch a truly successful campaign.
To wrap it up
It only takes one engaged user to spread your message to millions of consumers across the globe. Just one. This is the potential video marketing and social media now has. The competition for clicks is rife.
Although the production is more accessible than ever, it will always require creativity, skill and a knowledge of human psychology to launch a truly successful campaign!
This article was co-written with WritingBunny.
Author: Laura Varon
Content creator, marketer, translator. I studied advertising because I wanted to know a little about everything and I am a translator because I want to know a lot about a lot. I co-write with WritingBunny.