Video Marketing Trends You Need to Keep an Eye On
When it comes to the future of video, we know what we’re talking about. We are following the news, trends, and industry-backed statistics that show us what’s working and what isn’t in video marketing, and there’s some interesting stuff happening, either just on the horizon already taking place.
Needless to say, there’s some interesting stuff taking place already – here are some future video trends to keep an eye on this year.
Instagram is the new king of video.
According to Bloomberg Intelligence, Instagram’s estimated worth is over $100 billion after surpassing 1 billion monthly active users in June. Analysts found that at the current rate, Instagram is on track to exceed 2 billion monthly active users within the next five years.
This is important. As advertisers are pumping more money into Facebook video ads than ever before (despite some serious security concerns raised earlier this year), the data seems to be moving in Instagram’s favor. In fact, a recent study from eMarketer estimated that Instagram currently accounts for nearly 30 percent of Facebook’s net mobile ad revenue, and that number is projected to grow up to 40 percent by 2020. That means Instagram could make up close to 16 percent of Facebook’s total ad revenue over the next year alone.
It means brands and advertisers CANNOT afford to sleep on Instagram video marketing any longer. And the great news is there are a lot of options to work with when promoting video content on Instagram’s platform, including traditional timeline videos, Instagram stories, or direct video messaging followers, the last two of which we’ll cover slightly later in this post. Instagram also just launched Instagram TV, which allows users and brands to upload up to 10 minutes of video.
Short story style video is here to stay.
More than 250 million active users view Instagram Stories every day. While a lot of these users are going to Stories to check out what their friends and family are up to, a lot are also following brands they like, and those brands are missing out on easy exposure by not creating Stories as frequently as possible.
Plus, don’t forget – Instagram isn’t the only social network with skin in the “story” game. The function was popularized by Snapchat and Facebook has even created its own version to stay relevant.
There are a lot of unique ways companies can take advantage of the 24-hour lifespan of “Story” content. Some include:
Limited Time Offers – The short-term nature of Stories give brands a unique opportunity to share a time-sensitive opportunity using discount codes and links that expire within 24 hours.
Behind the Scenes – Try using the 24-hour window to share exclusive content, give a backstage tour of your facilities, or offer sneak peeks of upcoming products still in development.
Influencer Takeover – Invite influencers to take over your Story for a day and bring over some of their followers to boost your brand.
Influencer-boosted branded vlogging combines the best of three worlds.
You have heard plenty about influencer marketing, even if you haven’t attempted it yourself. When it comes to the future of video, influencer marketing is only going to get bigger. However, it’s not necessarily about size, but how you use it. So what trend should you be following when it comes to maximizing influencer partnerships for your company or client?
The answer: branded vlogging. Your company has a blog, now it needs a vlog. It’s not enough to put up a blog and expect leads to pour in. Viewers retain 95 percent of a message after watching it in a video compared to 10 percent when reading it in text, so if you want your message to stick with your audience, you’re going to want to start repurposing your written content into video.
Since you’ll be turning your blog into a vlog, what better way to drive more traffic, achieve higher engagement, and earn more conversions than through video influencers? Companies have a golden opportunity to maximize their SEO and increase their leads by engaging influencers to help create their video content. By working with influencers to create these co-branded vlogs on topics that both appeal to the influencer’s core audience and attract the partner-company’s target demographic, they can create quality evergreen content with a heightened SEO rating.
AR and VR are off to the races to re-imagine reality.
Between augmented reality (AR) and virtual reality (VR), the future of gaming is going to be sweet. But AR and VR isn’t just for games. Between health care, education, occupational training, research and development, social media and marketing, construction and manufacturing, it’s hard to think of an industry or business on Earth that won’t benefit in some way with VR and AR technology. Hubspot even predicts the economic impact of virtual and augmented reality should reach $29.5 billion by 2020.
With more developers and exhibitors than ever, this year’s Consumer Electronics Show featured over 350 VR and AR companies strutting their stuff. This means that as technology advances, incorporating VR and AR into your company’s video marketing are becoming more and more affordable and accessible.
Video is becoming more searchable than ever.
Developments in artificial intelligence are enabling technology to better scrape videos and transcribe their audio tracks using voice recognition software. This means video has never been more searchable. That, coupled with the added SEO benefits of having videos on your webpage, your video’s entire audio track will add to your company’s SEO. That means you’ll be even further penalized for not using video in your businesses’ marketing.
Plus, YouTube is currently the second largest search engine in the world. To keep up, Google recently announced the rollout of a new video preview feature that can help viewers assess whether a video meets their needs before clicking on it, showing how invested they are in the growth of video marketing.
With technology advancing so quickly, there’s only more exciting opportunities for video on the horizon. Whether you’re branching out into video marketing for the first time, or looking to dramatically improve your video content efforts, reach out! Schedule your call with one of our producers today and we can go over everything you need to know to master the future of video marketing.