By 2022, videos will command 82{b35c98fb0b5373898aeb6e2d0db4f287402c3d8e7e09edb32fb78fc4e77f672b} of all internet traffic and 90{b35c98fb0b5373898aeb6e2d0db4f287402c3d8e7e09edb32fb78fc4e77f672b} of customers today claim videos help them make purchase decisions. This recent interest in video marketing began picking up in 2016.
It then snowballed quickly to reach never-before-seen levels by 2018 – the year that we now call the year of video marketing. And its growth is showing no signs of slowing down. Here are some of the video marketing trends that are all set to rule 2019.
1. The Rise of Short-Lived Content
The year 2013 saw the launch of Stories by
Snapchat – essentially, content that lasts only for 24 hours. Stories are short
messages that can be produced easily and are a great way to start conversations
with your audience. Over the years, their popularity has risen significantly
and are set to become one of the top video marketing trends this year!
Why is there so much demand for short-lived
content? The answer lies in psychology. Long story short, it’s the fear of
missing out or FOMO that kicks in when short-lived content is introduced.
You can use Stories to show behind-the-scenes
footage of your product development or to announce the launch of a new product.
Everlane, an apparel brand uses Instagram stories to showcase behind-the-scenes content about how their products are made and sometimes, even talk about the origins of the product. They use stories effectively to showcase their authenticity.
2. Explainer Video Usage Will Grow
Explainer
videos essentially describe a product or
idea in a simple, compelling manner. They are usually 1-2 minutes long and
explain how your company solves a problem for its target audience. They also
usually include a clear and effective CTA or call-to-action.
This allows you to showcase your product in a
crystal-clear way. What’s more, a majority of people would rather watch a video
than reading text to understand and learn about a product or service. In fact, 96{b35c98fb0b5373898aeb6e2d0db4f287402c3d8e7e09edb32fb78fc4e77f672b} of people claim to have watched
an explainer video to learn more about a product or service.
With all that being said, their usage is sure
to grow this year too!
Check out this explainer video by SpazioDati for their product, Atoka.
3. The Focus Shifts to Live Video
Pre-recorded video is taking a backseat
compared to live video this year. Introduced as late as 2016, they have become
very popular and the live video industry is already set to cross the $70 billion mark by 2021. And there
are good reasons why this format is going so big:
- Higher Authenticity – Compared to pre-recorded video, live video is perceived to be more authentic and enhances trustworthiness.
- Showcase Personality – Live video is a great platform to showcase brand personality. This makes the video memorable and helps to leave a lasting impression.
- Leverage Excitement – The excitement and unpredictability of live videos draw in audiences in large numbers.
These factors render live video a great vehicle to build a loyal fan base for companies big and small, hence making it one of the biggest video trends this year.
4. Subtitling Finds Broad Adoption
Consider the fact that no less than 85{b35c98fb0b5373898aeb6e2d0db4f287402c3d8e7e09edb32fb78fc4e77f672b} of Facebook videos are watched
on mute. The viewer may be at work, listening to the radio or in an otherwise
public place at the time. Also, research by PLYMedia shows that 40{b35c98fb0b5373898aeb6e2d0db4f287402c3d8e7e09edb32fb78fc4e77f672b} more viewers complete videos
with subtitles.
It comes as no surprise, then that subtitles
have become an important aspect of video marketing. Under such conditions, not
only do subtitles or closed captions help increase viewership but also boost
SEO. This
is because you can include multiple relevant keywords to improve SEO results.
Also, people who have hearing disabilities is
a market with massive potential. This section of people will greatly benefit
from subtitles, hence, unlocking tremendous potential for businesses to engage
with them. Yet another market that’s now opening up in big ways is the
population that speaks their native language alone. Subtitles make videos
accessible and engaging for these audiences too.
A great example of their use is by digital marketing expert, Neil Patel. His video blogs include subtitles and transcripts, making them more accessible.
5. Square and Vertical Video Formats Become Popular
Square-shaped and vertically-shot videos were
the highlight of 2018 and continue to gain ground as one of the social media
trends in 2019. While Instagram is responsible for the rise of the former,
Snapchat popularized the latter. The aspect ratios of square and vertical video
formats are 1:1 and 9:16, 4:5 or 2:3 respectively.
Square-shaped videos take up 78{b35c98fb0b5373898aeb6e2d0db4f287402c3d8e7e09edb32fb78fc4e77f672b} more space in a mobile feed
compared to landscape or horizontal videos. They also garner 30-35{b35c98fb0b5373898aeb6e2d0db4f287402c3d8e7e09edb32fb78fc4e77f672b} more views and a whopping
80-100{b35c98fb0b5373898aeb6e2d0db4f287402c3d8e7e09edb32fb78fc4e77f672b} more engagement.
Moreover, square-format videos are more
cost-effective to produce for Instagram and Snapchat. Having said that, it must
also be said that vertical video ads get watched to completion 9 times more than horizontal videos
on Snapchat.
Format has thus come to play a crucial role in determining the number of views and engagement generated through videos and will continue to be important this year too!
6. 360-Degree and VR Videos Gain Ground
Let’s understand these two categories of
videos, first. 360-degree videos allow you to navigate up, down, left, or right
within a space. VR or virtual reality videos, meanwhile, offer you the
experience of being present at the scene of action.
While the technology involved in the
production of 360-degree and VR videos is still evolving, it is safe to say
that they are catching on fast. The cost of production too is likely to reduce
soon.
In fact, this study claims that 360-degree
video ads resulted in a 7{b35c98fb0b5373898aeb6e2d0db4f287402c3d8e7e09edb32fb78fc4e77f672b} increase in purchase decisions on smartphones. This
is owing to the fact that these ads leave a stronger impact when viewed on
smartphones as compared to desktops.
While only 11{b35c98fb0b5373898aeb6e2d0db4f287402c3d8e7e09edb32fb78fc4e77f672b} of marketers have used VR videos – an emerging technology – so far, what is encouraging is that a majority of them have found them to be effective. With the evolution of technology, the production frequency is set to rise when it comes to 2019.
7. Influencer Video Marketing On the Rise
In recent years, influencer marketing has
become a huge trend. It has a proven ROI – it returns as much as $6.50 for every
$1 spent. But what is influencer video marketing? It refers to companies
partnering with influencers to showcase their brand using video content.
Influencers have a large social media
following and have gained the trust and loyalty of their audience. This
credibility that the influencer commands draws in audiences and aids the
promotion of the brand in question.
Jenn Im, a popular fashion vlogger and social media influencer partnered with ColourPop Cosmetics to promote their new line of cosmetics in 2016.
8. Personalized Videos For Sales And Marketing
Sales and marketing teams have used videos for
their needs for a while now. However, what’s new on this front is the use of
personalized videos.
They are being used to showcase sales pitches,
product features, customer testimonials, and behind-the-scenes footage through
videos. This is done so as to garner customer loyalty.
They showcase authentic content, often making
use of employees of the organization to achieve the same end.
Check out this behind-the-scenes look of employees from Zendesk talking about the work on the rebranding of the product.
9. Video and Email Come Together
Video and email make for a compatible pair,
and how! Given the packed and overflowing inboxes of today, video offers a neat
way to stand out from the crowd. Add some pizzazz to your email with a snazzy
video and you’ll have more of your audience sitting up and noticing.
The inclusion of the word “video” in the
subject line of an email increases open rate by 19{b35c98fb0b5373898aeb6e2d0db4f287402c3d8e7e09edb32fb78fc4e77f672b} and
click-through-rates by 65{b35c98fb0b5373898aeb6e2d0db4f287402c3d8e7e09edb32fb78fc4e77f672b}. The same holds true for video
thumbnails versus plain links.
With an ever-increasing number of marketers seeing success with this technique, this video trend is set to see growth in 2019.
10. Authenticity Trumps Big Budgets
Authenticity is overtaking big-budget,
ultra-smooth productions. Could small businesses ask for more? With this trend
picking up, we are seeing a pretty neat leveling of the playing fields for big
brands and small alike.
Moreover, videos offer a path to develop customer trust – a key component of any marketing strategy. Showcasing genuine and personal content has become a means to convey authenticity. These videos often get shot on smartphones. This conveys an embracing of one’s own flaws and imperfections, showing the brand in a light that’s more real, relatable, and trustworthy.
11. Produce Videos, Minus the Hole in Your Pocket
Today, neither do you have to be a professional nor own expensive equipment to shoot a video. Smartphones in everyone’s hands have taken away the need for these. Add to this the market need to be authentic today, and you needn’t hesitate to move away high-budget video production. Online video tools such as Animoto, Powtoon, Renderforest and Biteable help in creating good-quality videos in a cost-effective manner. So what are you waiting for?!
Wrapping Up
The technological landscape of our time boasts
smart devices capable of streaming HD videos in virtually every user’s hand.
High-speed internet has made video marketing more convenient for audiences to
engage with.
Add to this the irresistible pull of video marketing as compared to other media and it becomes clear why video marketing is, in fact, here to stay in 2019. Use the power of video to ace your marketing game today!
