Video Marketing Trends That Will Carry us to 2020
Video has been in a constant state of change due to the rise of mobile, social media and the increasing accessibility to create high-quality video. Keeping up with video trends will help marketers continue to develop their online presence and deliver the content that viewers want to see.
The world of online video is being reshaped by increased bandwidth, which allows consumers to access video whenever and however they please. It’s estimated that U.S. Internet users will spend more time online than they do watching TV by 2020. Content creators and video providers need to adapt if they wish to deliver value or entertain without interrupting a user’s online activities.
Here are four essential components you should integrate into your video marketing strategy now to meet the expectations of tomorrow’s viewers.
Delivering nuggets of content to educate or entertain your audience prevents your campaign from becoming invasive and helps you get your point across before viewers lose interest. Studies have shown that videos that don’t last more than two minutes generate the most engagement on social media.
Marketing experts claim that the average attention span is somewhere between eight and 12 seconds. For bite-sized videos, you need a strong opening to grab viewers’ attention, and you need to deliver value in under two minutes.
Your viewer retention rate is going to drop quickly if you fail to deliver value immediately or if your video lasts longer than it should.
Raymond – We Build The Best
Live streams are a powerful way for brands to connect with their audience. These videos can also create a shared experience between viewers if you decide to have a live comment section. Live videos can be used to deliver exclusive behind-the-scenes content or to make announcements for new products.
Think of Apple and their product launch livestreams. Use the announcements of livestreams to build anticipation, and get consumers engaged before they tune in to watch.
Did you know that 65 percent of the population are visual learners? A good explainer video should use visual storytelling to deliver your value proposition to viewers. These videos have quickly become the most valued method for collecting information, and are favored over blogs and other written types content.
An explainer video is a great way to grab visitors’ attention on your homepage or to generate awareness for your products when shared on social media. You can use explainer videos to show how your products work, to demonstrate their benefits, or even to create a visually engaging FAQ.
Yo Instructional Video
Since more than 75 percent of videos are watched on mobile, you need to tailor your content to this audience. A majority of your viewers are going to see your content on a small vertical screen. Vertical videos are instantly more engaging since they fill a user’s screen.
Expecting a user to rotate their phone to finish watching your video in full screen is not a realistic expectation. You can also tailor your content to mobile users by adding subtitles in post-production. A mobile user who is browsing YouTube will likely have their earbuds plugged in, but a user scrolling through Facebook or Instagram will start watching your video content with the sound muted. Providing subtitles will increase the retention rate for these users.
Kate Dabbs – Vertical
To effectively communicate and engage with your audience, develop a comprehensive video marketing strategy that takes into consideration different video formats and styles, then aligns these qualities with the goals of your video messaging. Think of your videos as communication and education tools you can use to engage your audience, generate interest in your products and build a relationship with them. Striving to create straightforward goals for your videos will help determine the optimal formats and styles for your video messages.