This article was last updated on July 2, 2019.
Video has been on the rise for years, and it isn’t showing signs of slowing down anytime soon. With 68% of consumers saying they prefer to learn about new products via video, it’s a no-brainer to start implementing video into your strategy. Get started by considering these five video marketing trends.
5 Video Marketing Trends to Follow This Year
Continue reading to learn about the top five video marketing trends of 2019 and why you should incorporate them into your brand’s digital marketing strategy.
Many social platforms have shifted from just telling users about your brand, to instead asking what they want to know. Live streaming can create real-time engagement with your audience and allows them to form a deeper connection. Offering live question and answer sessions with your industry experts or CEO can help people get to know them, all while allowing the speaker to answer questions and provide value. Viewers are also more likely to tune into the live video since they will not remain available forever, unlike pre-recorded videos.
Stories have become a prominent feature on social media. These tap-through videos often include less polished, bite-size content that can be produced on the fly. Not only are they great for boosting the hype around new products and services, but they also help to humanize your brand. It’s a win-win for you and your viewers. Stories are quick to produce, often don’t require a large budget, and your audience gets to learn about your brand in a casual, easy-to-digest format.
Sometimes you need more than a 6-second video to explain a product. Enter long-form video. It’s essential to make sure that these videos have value for your audience so that they don’t feel like a sales pitch. Product showcases, behind-the-scenes content that highlights your expertise, and higher-end videos that integrate your brand into a story are all great ways to creatively and thoughtfully educate (and engage) your consumers.
Mobile hasn’t just changed the way that people watch video content; it’s also changed how it’s heard. Or, more accurately, how it’s not. In 2017, the number of mobile video views surpassed desktop. With this shift, more people are watching videos in public settings and, as a result, are leaving their sound off by default. It’s no longer safe to assume that your audience will hear the audio on your video pieces.
To make sure your message still makes it to your viewers, leverage content that doesn’t require a voiceover, and incorporate text where you can. If you have interviews or news style pieces, then be sure to include captions. As a bonus, captions can make your video content more accessible for Google in determining your SEO.
With so much variety in how, where, and when people view videos, it’s important to recycle and reformat content when possible. One way to get the most out of your production cost is to cut down longer videos for reuse as shorter ads on other platforms. Keep in mind that while you might want landscape video for your website or a presentation, vertical video almost always wins out on social media. At the very least, record a little bit of vertical content that you can use to drive your social traffic to your long form, horizontal version.
Compelling video content is beneficial to both your brand and your viewers. If you’re still feeling stumped about what to share, talk to our experts! The Front Porch Solutions team is happy to help you determine a new and improved strategy to reach your goals.