Video marketing is one of the most innovative ways to capture your audience's attention. There are many video trends that successful brands have used in their marketing campaigns, ranging from silent videos to live 360-degree video experiences and beyond!
If video isn't already a substantial part of your marketing strategy, you need to integrate video immediately. How can video be used in your campaigns? Let's dive right in.
What is video marketing?
Video marketing is the act of using online videos for business purposes. It has become increasingly popular because you can reach large audiences through platforms like Facebook, Instagram, or YouTube.
Video marketing has been a trend for the past few years. In video marketing, video clips are used to promote products or services. Video is an innovative way of capturing your audience's attention.
However, video marketing isn't as easy as it looks! You should know many things before shooting videos for your marketing campaigns.
Why video marketing is important?
In 2021, 86% of businesses indicated using video as a marketing tool. So video marketing is not just a trend, and it's what people want.
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Video marketing is one of the best ways to connect with your audience. Video has been a critical factor in driving traffic to websites and making sales for quite some time now. Video marketing is predicted to become more significant than ever before because it allows your company to show its personality and engage with customers on a deeper level beyond the written and spoken word.
From video ads on social media platforms to video reviews, consumers continue to seek video content more than ever before. Here is why video marketing is essential:
- Video marketing allows you to connect with your audience in a whole new way.
- Many businesses overlook the power of video marketing because they consider it just another trend or fad that will be gone soon. But video is anything but a trend, and video marketing has the power to make your company more successful than ever before.
- Video marketing can help you stand out from the competition.
- Video marketing will always be among the essential methods of communication because video is an emotionally evocative medium.
- Video marketing allows you to provide customers with video content that is dynamic, engaging, and shareable.
- Video marketing can be personal, authentic, and relatable when done correctly.
- When you break it all down, video marketing can help your business reach people in a way that no other type of content can do.
How video is used in marketing?
With video being one of the most powerful mediums for an online brand to promote its campaign or a new product, there are many things you should know before you start shooting videos for your marketing campaigns.
Video marketing has been around for a while now, but video marketing is still a new and ever-changing field. It's important to keep up with video trends to stay ahead of the competition.
There are more video marketing statistics out there than you can imagine. One report from the video advertising network Unruly Media found that video advertisements have up to a 56% higher click-through rate than static ads. Video ads generate 1,200% more shares on social media platforms like Facebook.
So video is an innovative way to capture your audience's attention. But video trends are constantly changing, and these things can make a big difference in video marketing.
Let's look at what video marketing entails and some of the top video trends that brands have used in their marketing campaigns that you can implement into your video strategies.
Video and the Purchasing Decision
Consumers are more likely to purchase a product after watching a video than after reading text or looking at photos of the product on a screen or in print. Video allows marketers to show potential consumers what their product does and how it's used, but video can also help define a brand. The numbers are evident:
- 94% of consumers who watch explainer videos regarding products have decided to purchase a product or service
- 84% of consumers bought products after watching videos about them
- 80% of consumers have purchased an app or software after watching a video of them
Understanding the customer journey of consumers was always a must for marketers. Today it's all about integrating the suitable video format to influence the purchasing decision. According to HubSpot, the pandemic will increase the significance of video marketing as 96% of customers claim to have spent more time watching videos.
Social Media Goes Video-First
According to Social Media Examiner's video marketing report, "65% of marketers plan to produce more video content this year than last." This number speaks for itself!
Video marketing on social media is predicted to continue its rapid growth over the next year. So if you're not already using video on social media, it's time to jump on board!
Short video format
People's attention spans are decreasing, so it is vital to ensure your video is engaging and does not exceed a couple of minutes. You can always produce longer videos, but they need to be relevant and targeted for specific audiences.
Engagement platforms analyze video length for brands, but most people will only watch the first 30 seconds, so make sure you grab their attention right away!
Another short-form trend is live video. Live videos are the new, millennial form of 'real' TV. Brands have switched from pre-recorded to live videos to more authentic interactions with their audiences. This allows brands to connect with customers on a more personal level and build trust in a way that scripted shows cannot.
YouTube is the second largest search engine after Google
Video marketing is a valuable way to increase brand awareness, reach new customers and achieve higher rankings in the SERPs (Search Engine Results Pages)
Millions of videos are uploaded on YouTube every day, and more than a billion users! This high traffic volume is a perfect opportunity for you to take advantage of this social media platform's wide range of viewers.
The social media giant has announced that "82% of internet traffic" will be dedicated to videos by 2022, so it's essential for you to start including them more prominently.
YouTube is the second largest search engine after Google. Optimizing your videos for search engines is just as important as optimizing your web pages for SEO.
Search-Optimized Videos
Most marketers know that their community will often share videos with higher rankings. However, they don't realize that search engines are ruthless in their algorithms. Google's update focuses on creating high-quality content that matches users' interests and intent.
Google has also stated that "this change allows us to highlight better the videos that matter most to users." Google is focusing on results that match the intent of the searcher. If your video only contains keywords and does not answer a question or solve a problem, it will be further down in search engine rankings.
What does this mean for marketers?
Focusing on keywords and inbound links when creating your video is not enough anymore, and you must also answer the search query of the viewer in your video content. Doing so will be a compelling search-optimized video because users can watch it and get what they want instead of visiting another website.
If you are smart about your video content, it will also be shared more often and increase the number of backlinks links to your company's website.
Educational Videos
People usually prefer educational videos compared to long blog posts. Videos can grab the attention of your audience better than plain text. Consider, for example, a video revealing how to tie a shoe correctly. It's much easier and more convenient than reading step-by-step instructions in text form.
You can use educational videos to explain your product or service and how it works. Creating a few educational videos is a great way to start if you want to make a name for yourself in your specialized field.
User-Generated Content
User-generated content is the future of marketing. People are interested in what other people like them think about products and services, not what some paid celebrity says to promote a product they didn't even use or care about it at all. There's just too much advertising for people to handle these days. So companies are taking action by starting campaigns that allow their customers to create and share videos about them.
The growing trend of UGC is the main reason why we should take video seriously as a marketing tool, especially if you're trying to appeal to younger audiences. Millennials and Generation Z are more likely to trust user-generated content over professional advertisements than older generations. More importantly, UGC tends to share user-generated content with their friends if they like it. So if you use UGC in your marketing campaigns, you may increase the likelihood of getting more views on your videos, and… want to guess what happens next? More shares.
Soundless Social Videos
According to Forbes, 92% of people watch videos with the sound off when using their mobile devices.
Social Media Platforms have introduced silent autoplay videos to boost engagement from their users. The soundless autoplay option removes the initial step of having to play sound at the beginning before viewing the video. This makes it easier for users to watch videos on their mobile devices, significantly increasing viewership rates.
This trend forces marketers to introduce captions into their videos. Captions are valuable to viewers since they allow them to consume the video content without playing audio. Captions are beneficial to viewers but also to marketers. Captions help with SEO, as Google will index the words on YouTube videos.
It would be best to implement this trend in your marketing campaigns because of its high engagement rate among consumers.
360-Degree Video Experiences
360-degree video is a new, innovative way to have viewers feel as if they are a part of the scene that is being filmed. It's a fun experience that can be told from a first- or third-person perspective.
There are many benefits to using this type of technology in your marketing campaigns. For example, 360 degrees videos allow you to capture your audience's attention more completely. Instead of having their options limited by multiple camera angles, they can view the video however they would like.
It's also a unique way for you to engage with them by allowing them to explore the scene on their own. You can enable viewers to choose which part of the 360-degree scene to watch next. This option makes it more likely for people to be involved with your video and stay engaged because they feel they have control.
According to Greenlight VR and Touchstone Research survey, more than half of the respondents (59%) said they were likely to share a 360-degree video. According to the same study, more than half of the respondents (56%) stated that they would like brands to use this format for marketing purposes.
Augmented Reality (AR) and Virtual Reality (VR) Videos
Augmented reality videos are becoming more and More popular as marketers look for new ways to innovate their campaigns. Users can be brought into a virtual world and interact with everything from products to characters through augmented reality. These technologies are emerging quickly, so get ready for marketers to implement them in their campaigns more than ever before.
AR and VR videos can create an unforgettable immersive experience for viewers. However, they require extensive technical knowledge to produce appropriately. Marketers looking to include this technology should beware of the high production costs and complex post-production processes.
Conclusion
Video is a powerful way to capture your audience's attention. You can use it for everything from customer testimonials and product demonstrations to educational videos that help potential customers make decisions about their purchases. This article has compiled the top 10 video trends marketers should consider when starting their digital strategy. We hope these tips will help make your next campaign more successful!
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Most marketing teams still use e-mail to exchange and approve their marketing content. In the end, it works, the content is delivered, the marketing campaign is up and running, but the process wasn't efficient, right?
And then? You are already planning and creating the upcoming video content, and the whole process starts over again.
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