There’s a whole lot of strain on marketing decision-makers to leap on the most recent improvements and video marketing trends. And typically that pays off.
But typically new tech is sort of a sq. peg in a spherical gap for your enterprise – and as soon as the novelty has worn off, you notice that you simply’ve blown your price range on one thing that didn’t deliver a return in your funding and that’s awkward.
Video stays a medium that refuses to sit nonetheless. And with the continued development of social media platforms, video marketing suggestions are extra essential than ever.
In this text, we’re going to discover crucial video marketing trends that CMOs need to know about – placing them in real-world conditions to be able to decide whether or not that pattern is a match on your subsequent massive strategic choice.
We’re going to discover how video is about to exchange different mediums of marketing communications, particularly exploring:
- Video testimonials
- Short and vertical video
- The ease of video creation
- Platform optimization
- Personalized video
- Influencer collaboration
- New media
Video is about to exchange different buyer contact approaches
Producing video could be time-consuming and costly. But it doesn’t have to be.
When in contrast with electronic mail marketing and the potential returns, the prices of making video may appear a danger too far.
But don’t write it off, simply but.
The Co-Founder and CMO of Chicago-based Orbit Media, Andy Crestodina, thinks that folks will quickly be sending video testimonials (VTs) somewhat than commendations in writing.
Think about it: In a world of knowledge overload, clients are extra doubtless to watch a video than plow by a big block of textual content.
Video testimonials have gotten the go-to approach for patrons to share their ideas and value determinations of your service.
VTs are thought of extra dependable than written suggestions. Anyone can write a testimonial, in any case – you don’t know for positive that the shopper has written these phrases or whether or not a skillful copywriter has crafted them. Hearing the phrases from individuals’s mouths is a way more convincing technique of delivering and refining a message.
VTs are low-cost to produce, a smartphone video feels extra genuine than a clip produced in good lighting and sound situations.
Replacing textual content
Crestodina goes on to assert that video will exchange textual content for high-stakes marketing communications throughout buyer companies, marketing, and gross sales.
He believes that customer support responses are extra private if delivered by a human, and with the benefit of video creation by webcam, video could be simpler than electronic mail, telephone dialog, and chatbot.
Video responses despatched by electronic mail add a personal touch that helps the shopper really feel extra valued.
Short-form video on social media platforms
Social media is about immediacy and short-form is trumping long-form for video marketing campaigns.
Ian Cleary of Razorsocial claims that long-form video is a barrier to engagement – he believes that folks simply don’t watch them.
Cleary claims that the businesses who’re utilizing short-form, teaser-style movies on social platforms equivalent to Facebook and Instagram, are seeing greater engagement and conversion charges than companies investing in long-form on the identical social channels.
YouTube continues to preserve its reputation for long-form – however the Facebook/Instagram/Twitter/Snapchat viewers is extra suited to short-form.
Instagram’s IGTV is setting itself to rival YouTube for long-form video supremacy, whereas YouTube continues to make colossal income for high creators.
So, what does this inform us, precisely?
It’s a query of platform and demographic.
According to a 2016 Nielson report, extra adults have interaction with YouTube (on cellular units) than watch prime-time TV on any cable community within the US, indicating that conventional media promoting is shedding its grip on the viewers.
The report predicts that companies will change from TV promoting to YouTube promoting to attain their audiences.
Cisco predicts that 80% of all web content material will likely be video by 2021, suggesting that video as a marketing medium is about to proceed its prevalence.
However, the Cisco report means that the numerous successes will not be essentially the area of the large gamers with the most important budgets, it’s the innovators and the disrupters who’re set to profit probably the most.
Video creation has change into cheaper and extra accessible to everybody. It’s the unique thinkers who produce probably the most persuasive tales and the emotional triggers that preserve audiences engaged, even when that video relates to a enterprise.
In 2019, extra video is being created than ever however BuzzSumo confirms that short-form (30-90 seconds) is dominating social platforms.
Virtual Reality (VR)
Virtual Reality has lengthy felt like an inaccessible gimmick that has little software aside from within the amusement arcade or in three-dimensional design.
But social media platforms have persistently embraced innovation equivalent to stay video streaming (extra about that later), 3D picture publishing, AR, and shortly to come – digital actuality experiences.
Along with the roll-out of 5G, moveable digital actuality is coming to social media platforms. The first roll-out of VR content material is thru Facebook, permitting customers to create 3D avatars managed by Oculus headsets.
But, as know-how develops, the VR prospects for video marketing are important. And getting there first is the brand new massive race for CMOs.
VR gives a photo-realistic user-universe permitting your potential buyer to strive your product in “real world” conditions.
And whereas we’re speaking appreciable price range to be the primary, like all new tech, the prices quickly fall.
Video in electronic mail
Personalized video delivered by way of electronic mail has change into a wonderful medium for sending marketing and buyer retention messages, making your content material stand out from the opposite text-based rivals.
For instance, Volkswagen sends its clients a personalised video after every automotive service. The clip recorded on a smartphone confirms the end result of the inspection, displaying the shopper what work wants to be carried out (if any).
The video acts as a everlasting file of labor to be carried out in order that the shopper can refer again to it at a later date, empowering the marketer when it comes to renewal and upsells and reinforcing the standard of service the shopper has acquired.
Embedded in an electronic mail (or perhaps a textual content message), this can be a robust pattern in demonstrating customer support excellence and worth for the shopper.
This explicit pattern marks a wider software for martech, representing a cheap manner of delivering a message.
Video marketing is rising
One of probably the most important trends in video marketing in 2019 is the continued development of companies equivalent to Facebook Watch: the platform’s personal Video On Demand (VOD) service. It gives curated and authentic content material with a excessive potential for promoting income.
But Facebook presently retains 45% of all Watch income, the remaining 55% goes to the content material creator. And whereas that’s a fairly hefty minimize, Live Video is the low-cost various, pathing the best way for brand spanking new, personalised video marketing – with out that appreciable minimize in income.
Live Video is democratizing the marketing panorama, giving anybody with a social account and a big variety of followers the chance to broadcast straight throughout nations, even throughout the globe.
Live video gives a deep connection between creator and viewers, offering a large number of the way to work together on the fly.
Audiences ship stay textual content reactions which the creator can instantly reply to, and people stay movies could be shared after the printed has accomplished.
The loss of life of company?
Large organizations who try to challenge a thought of, skilled, company picture usually alienate the individuals they’re attempting to join with by presenting too starchy a presentation coming throughout as inaccessible.
Ivory towers and all that.
Live video breaks down the barrier of the constructed company patina and will get straight to the purpose.
There are nearly countless prospects for stay video’s software in marketing and shopper relationship constructing. You can supply stay video customer support, converse straight to potential clients, broaden the potential attain of your viewers by increasing past geographic limitations.
Joe Williams of Tribe website positioning considers that going ahead, Facebook Live and Facebook Messenger interactions are set to problem electronic mail marketing as a principal lead generator.
Scripted vs unscripted
Is the period of the polished, skilled presentation over? Have shoppers change into savvy to scripted responses? Do we mistrust the protecting performances of profession politicians? Perhaps we simply need some solutions?
Live Video brings this dilemma to the fore.
Scripted presentation ensures that the presenter of your Live Video stays on monitor, maintains their confidence, and delivers exactly the proper message.
But it actually relies upon upon your goal demographic.
If you’re wanting to have interaction with a youthful viewers, watch the influencer movies that they have interaction with.
Influencer movies span from completely lit, pristinely scripted, fantastically shot movies to the semi-professional and the downright amateurish output of others.
And this isn’t a film-school evaluation.
What we ought to be is the variety of followers they’ve: this can be a direct reflection of the kind of affect they maintain.
And you’ll discover that most of the extra “DIY” vloggers are common as a result of they converse from the center somewhat than from the script.
Live video is at all times a danger – one thing can go improper, somebody may say the improper factor, and the viewers might flip towards you.
But should you’re wanting to have interaction with particular demographics, then Live video presents the low-cost, high-return manner of reaching audiences and creating a marketing technique.
According to HubSpot, over 80% of the individuals they surveyed claimed to have bought a product or a service after watching a video.
Over 75% of the video considered around the globe is seen on a cell phone, threatening redundancy with the standard panorama side ratio of broadcast media.
Video filmed in portrait (or vertically) feels pure and extra akin to Facetime/video calling when considered on cellular screens. Video for Instagram is confined to the “Insta Square”.
Video recorded vertically goes towards the norms of video manufacturing. But the viewing medium is altering, and that implies that the best way we produce video ought to change, and vertical video is the most recent pattern that CMOs ought to actually think about. It’s the ratio of Live Video, in any case.
It appears that video marketing trends in 2019 are suggesting a revolution: a problem to the standard marketing platforms, a big flip to short-form, and democratization of video creation.
Speaking from the center and providing personalised experiences appear to be the longer term – that appears to be the path that the 2019 trends are suggesting.
Maybe the world isn’t fairly prepared for the honesty of the world of Reginald Perrin fairly but. But, maybe, unscripted, stay, and interactive is the best way that martech shouldn’t ignore.
Eoin Dowdall is an award-winning Film Maker and Creative Director of Kartoffel Films, a video manufacturing company based mostly in London.