Over the years, we’ve seen video marketing trends go from 30-second ads and trending videos to vlogs and live videos. Moreover, new technologies have paved the way for more engaging video formats such as 360-degree experiences, ephemeral videos, and shoppable videos. The only question now is, how do you incorporate these new video
marketing trends into your current campaigns?
Keeping in mind that visual contents are more comprehensible i.e. people understand what they watch faster and it tends to stick longer in their memories.
1. 360-Degree Video Experiences
Videos are great for giving customers a visual representation of what your brand has to offer. Unlike pictures, videos allow viewers to see the product or service in action. However, if you want to showcase your products and services, you might want to opt for something a little more immersive, like 360-degree videos.
This is one of the video trends that have redefined the viewing experience for many consumers. It gives them more control over how they view a product or service. Moreover, they feel like this type of video allows them to “demo a product” before they decide to buy it. Thus, it makes sense that 98% of consumers say 360-degree videos are more exciting compared to other formats of videos.
Also, 360-degree videos have a +46% video completion rate compared to regular videos and a +300% click-through rate
compared to other display ads.
One example of how 360-degree videos are used for marketing includes Qantas Airlines’ Hamilton Island VR
experience. With this, they were able to promote the travel destination by giving travelers a better idea of what to expect when they visit. Meanwhile, Visit Dubai created a similar campaign to promote the Dubai Mall. Here, they used the tech to give viewers a virtual tour of the mall.
Of course, these examples were done on a much larger scale, so it might be challenging to pull off for smaller companies. But, you might be able to use this tech to give a tour of your show, document an event, or even offer a sneak peek of your production line.
2. Shoppable Videos
Social media selling
is perhaps one of the key ecommerce trends we’ve seen in recent years. As a solution to keep up with today’s on-demand economy, this has simplified and accelerated transactions between vendors and consumers. However, it requires many businesses to change the way they create content for social media.
This brings us to the next item on our list of online video trends – Shoppable Videos
. These are mostly videos that allow social media users to shop on the spot. With these, shoppers no longer need to go to manually find the product they want. All they need to do is click on the product on the video that they want so that they’re automatically redirected to your site. In some cases, they can even just add to cart and go straight to checkout. Thus, you will shorten the customer journey and accelerate conversions.
A simple example is Maybelline’s promotion of their line of lipsticks in Malaysia. The video advertisement features two local influencers using the products. As the video zooms in on the product, a “shop now” link appears on the screen. Upon clicking, viewers can choose from the available shades and then be redirected to the seller’s online store.
If you want, you can also use this feature on other types of video content. For starters, embed links on tutorials and other informative videos. This way, you optimize the use of content marketing software tools to add more value to the shopping experience of the buyer.
3. Search-Optimized Videos
As search engine algorithms
become more intelligent and more businesses wise up to these changes, optimizing video content will continue to be central to your video trends for marketing strategy.
Back in 2018, Google added a “Featured Videos” card to their search engine results. This particular update will play short parts of certain videos that are related to your search keywords. For example, if you look up “Nara, Japan,” you’d probably see featured vlogs showcasing the area or travel agency-sponsored videos, which are supposed to give you a quick tour of the place. After this, simply hover over each video to get a preview of its content or click on it to watch the whole thing.
In addition, if we backtrack a little bit, video SEO has already started way earlier than this through the YouTube search engine. After all, in recent years, an increasing number of internet users have relied on the video-sharing platform for their daily dose of interesting, educational, and entertaining content.
Of course, where there’s demand, expect an increase in supply. Thus, as more content pops up, the more it is necessary to optimize your videos for search so that it stands out in the noise.
4. Live Videos
has changed the business landscape drastically. It has bridged the gap between brands and consumers by providing them with a platform through which they can interact on a more personal level, with posts and live videos. This is great for engaging existing customers and leads that are highly interested in what your brand has to offer.
The only problem here is, this is not enough to reach out to new prospects. Back then, regularly posting on your feed, replying to comments, and sharing substantial content are surefire ways to build a strong online presence. However, with social networks focusing more on meaningful social interactions between individuals, brands are having a harder time than ever to land on their target audience’s news feeds without paying.
One thing that can help you change this is through the use of live videos. Live video events are often prioritized by social media algorithms because they’re happening in real-time. This way, users can join in as the event is taking place. Meaning, you not only increase the chances of getting your content noticed, but you also engage people instantaneously.
What’s more, live videos can hook viewers three times
longer than pre-recorded videos and can produce six times more interactions. This can be attributed to the fact that many feel live videos offer a more authentic experience for audiences (79%) and that it adds a human touch to digital marketing campaigns (63%).
With this data, you’ll be hard-pressed not to include live streaming in your video trends marketing strategy in the coming years.
5. Educational Videos
Videos are great as learning tools–there’s no doubt about it. Touching both auditory and visual senses, videos make it easy for educators to produce effective and compelling instructor-led lectures, how-to tutorials, and simulations. From a marketing perspective, however, you can leverage this to draw leads more effectively.
Right now, we’re living in an era of advertisement overload. Whether you are watching TV, browsing the internet, scrolling through social media, or just commuting to work, you will see ads. Not only are there too many ads, sometimes, but they are also too intrusive and even slow down page loading times. As a result, consumers are blocking ads wherever they can. In fact, according to GlobalWebIndex, 47% of internet users now utilize ad-blocking applications.
As a business, you can avert this by investing in informative content. For starters, these aren’t ads, so as long as you are diligent with SEO, your content has a good shot at getting noticed. More importantly, this type of videos aims to educate and not sell. Thus, if your video is interesting enough, leads are bound to click on them.
One brand that you can draw inspiration from when it comes to this is HubSpot
. Like other well-known companies in the SaaS industry, HubSpot has plenty of resources on popular strategies in their field. So, they decided to share this knowledge through tutorials on their blog and YouTube channel.
6. Interactive Videos
Customers have higher expectations now more than ever. Gone are the days when providing good services and offering quality products are enough to build a loyal customer base. Now, customers gravitate towards brands that can provide them with unique, tech-forward shopping experiences. In fact, 75% of consumers expect brands to leverage new technologies to build better experiences for them.
One emerging video marketing trends that aim to solve this problem is interactive video. After all, with the rise of augmented and virtual reality technologies, creating this type of videos is easier than ever. So much that almost 1/4 of video marketers have started using interactive video as a channel. Experts even predict that by the end of 2019, this number will go up to 50%.
Among the brands that have already used this as part of a marketing campaign is the beauty brand Maybelline. To launch their product line in North America and Europe, they produced an interactive step-by-step make-up tutorial featuring their new products.
A more recent example of this includes Disney’s promotion of their live-action Jungle Book movie
. There, viewers can take a sneak peek of the movie, and if they wish to do so, they may move the video slider to uncover how Disney filmed it. They can even click on the characters to open up short descriptions of each character.
These are only two examples of what interactive videos look like now and how it’s changing video marketing trends in 2020. Keep in mind that AR and VR technologies
are still developing. So, as these technologies get more advanced, we can expect interactive videos to be more multifaceted in the near future.
7. Video testimonials
To encourage the targeted audience to patronize your products and services more, at times it is advisable to get an already existing customer to run an ad like video, where he/she gives their honest opinion about your products and services. They could get to talk about how they got to know about your services and how those services have helped in improving the lives or how it has really been what it was created to be.
In running video testimonials
, one has to keep a close tab on one's consumers so as to make it easier to get in touch with them when the testimonials have to be made.
Potential customers tend to believe what they hear from other already existing customers, it tends to be more believable coming from someone who has already used the product.
Bearing in mind that it is no longer enough to simply create a short video for social media, you need to make sure you’re making use of videos across your marketing funnel, as well as making use of the latest video formats and methods in order to beat competition and live videos.