Online video consumption has skyrocketed in the last five years. As video continues to be a content medium of choice for many consumers, brands will invest heavily in online video as a way to connect and engage with potential customers.
2018 is shaping up to be another big year for video. Here are five video marketing trends to watch.
Budget Allotment for Online Video Marketing Continues to Rise
The growth of online videos is at its peak after years of consistent, increased growth. Today, video is dominant to the point that businesses of all sizes are including it in their marketing strategies.
A 2017 study by Hubspot revealed 43% of consumers prefer seeing more videos from brands. 51.9% of marketing pros branded it the strategy with the biggest ROI. Currently, the most popular platforms where videos are being integrated are Facebook and YouTube. Nevertheless, all major social media platforms are integrating video into their user’s experience.
Greater Integration of Virtual Reality Marketing
As the video technology field continues to expand, the direction of how brands plan to use it will become more clear as well. Virtual reality (VS) is met with mixed reactions regarding its marketing potential. Many commentators are confident it will take off while some are cynical about its future promise.
VR has a lot of potential in the hospitality sector. Of course, VR involves wearing a headset. This brings into question how popular VR headsets will get. Will people don one to watch a VR marketing video? In this sense, the marketing reach is intricately tied to the popularity of VR as a medium in general.
VR is being used to close the divide between experiencing something in real life and on a screen. This is perfectly suited to industries reliant on giving people unique experiences.
If you plan to use VR marketing for your own business, get out of the advertising mindset and create an experience that immerses your audience but still creates a convincing brand narrative. In VR, the viewer controls the frame of reference. This makes it unlike any other video-based marketing medium.
360 Video Content Strengthens
One of the best things about 360 videos is that it requires no tools or equipment to watch. Although evidence suggests it has slightly lower view rates, its click through rates are still higher than average content.
More retail and real estate businesses will start using this technology this year. It allows a better browsing experience when it comes to checking out products in a more immersive and realistic manner.
The 360 degree experience is used by several hotels such as the Atlantis in Dubai.
Brand Videos That Are Purpose-Driven Rising in Popularity
Another trend is brand films based around social or political causes. In divisive times, with populism on the rise across Europe and America, brands are trying to appeal to their core demographics.
There is, however a risk to this approach. If you come across as anything but genuine, there can potentially be disastrous consequences or backlash. You may champion a cause that doesn’t sit well with a large proportion of your consumer base. But the rewards for nailing your flag to the socially responsible post could be years of brand advocacy and customer loyalty.
Guinness’s strong connection to rugby and the messaging and sentiment behind their “Never Alone” advertising campaign with Gareth Thomas is bold, progressive, cause-drive marketing.
Transcribed Video Content Gets the Eye of Marketers
If you use Facebook regularly, you probably noticed many videos are automatically muted unless you turn them on. Such is the nature of watching mobile video. It’s often in public, and as a result, we transcribed video content is on the rise.
Adding transcriptions to your online videos, whether they’re on YouTube or Facebook, allow them to be watched and seen without sound. The growth in popularity of mobile video means content marketers must change their approach. They have to also suit a more ‘silent movie’ framework. In this world, visuals are everything.
It’s a win/win for video producers who transcribe their video content. Not only does transcribed video content have a higher likelihood of being watched, but it also helps boost SEO since it gives Google more information on what the video is all about.
Which of these five digital video marketing trends do you think has made the biggest impact?
About the Author: Evelyn Timson is the Managing Director of UK video production agency, Aspect Film & Video. She has years of experience working with brands like The British Museum, The National Trust, Nationwide, Shangri-La Hotels and Etihad Airlines.