Video Marketing: Trends to follow in 2018
The second quarter of the year is just around the corner. And what could be a better way to step into a new phase than with video marketing ruling the roost.
Over the past few years, videos have ushered in a very unique and popular method of storytelling. And if predictions are anything to go by, global consumer internet video traffic will account for 80% of all consumer internet traffic by 2019. Don’t believe it? You can watch the trend live in action on any social media feed.
Think of all the videos you saw on the internet over the past one or two years, and calculate the total time you spent watching them. As a marketer, that’s the opportunity you’re gunning for in 2018: tap into the time your current or potential user spends watching videos on the internet.
So before you sit back and scribble your video plans with your team, make yourself some coffee and check through these video marketing insights that could help you go a long way in 2018:
My 10-second glory
Remember the time when Instagram only allowed you to upload 10-second videos? Instagram knows their audience loves consuming video content so much, that they:
· First extended the video duration limit from 10 sec to 1 min
· Then added a separate section for just videos on their explore feed
· And finally made video stories larger than Snapchat ever did, and extended them to DMs
Instagram is the marketing clover leaf that SMEs have been looking for. Marketers have realised the vast potential the app has, which is why you’ll see some really popular faces promoting brands of all kinds. The result? Instagram now has 800 million active users, and we all know we make up for that humongous figure.
The only way to really crack Instagram marketing is to post the right kind of video at the right time. And you know it’ll help if your videos don’t look like hard pitch selling ads.
Live to tell the story you love
Stories: Snapchat brought them. Facebook tried to work them. But Instagram owned them.
What first seemed ripped off, Instagram Stories are now surpassing its competition by acquiring 250 million daily active users comparing to Snapchat’s 173 million.
Stories are pictures/videos that last upto 24 hours for people to view, post which they expire. What really pushes people to view these stories while they travel to work/eat meals/feed dogs/walk the beach/literally do anything, is the fear of missing out on it before it expires in 24 hours. Some brands have undoubtedly played well on the temporary nature of stories and made sure people are watching them, in action.
However — as is true for all populated social media platforms — brands would need to invest more in creating the perfect stories that people don’t tap through, if they really want to claim an undivided share in a crowded market of raining videos.
Going live in 3…2…1
Instagram, Facebook, and now Youtube. Why are live feeds everywhere? Because first, they establish instant connection, and live journalistic streaming on television is a passe. Also, with internet and live streaming access to anyone who signs up on social media, there’s a lot of personal interaction that is taking place between the story-tellers (in our case, brands) and the listeners (the viewers, if we may). This personal interaction accounts for immediate feedback for the brands.
Suppose you’re an already established name in the business of producing tea. But one day if you were to start manufacturing coffee, you can just hit live on your social media channels and ask your followers whether they’d love for you to innovate in a certain direction. People can leave comments on live videos and express themselves for an immediate sense of gratification.
Of course, live videos play on the FOMO angle too because you’re most likely going to miss what your favourite influencers and brands have to talk about once the video is over. To improve customer relationships, expect brands in 2018 to logistically prep up and step up for live feed sessions.
Oh, did you hear about Instagram helping you go live with a friend? We think it’s going to bump up video collaboration among brands and influencers to a whole new level.
Wait, video or ad?
A small research by Hubspot suggests that a whopping 80% of users recall a video ad they viewed in the past 30 days. Marketing done right?
Video ads are all on platforms. What’s the identification of a good ad? When you can’t tell until the end whether you were being sold something to. Youtube has ads strategically placed between songs. For a moment, you could be confused whether it’s really a song or an ad before the song even begins. Facebook recorded a 47% surge in ad revenue in their earnings in early 2017, increasing their ad revenue to nearly $9.2 billion and much of this came from video ads. Clearly, according to both Youtube and Facebook, short-form advertising is all about effectively competing for user’s attention as they scroll through their home feed.
Ads have become a necessary evil in the world of digital marketing. But you can always work out a way to make them look less cringy and more pleasant. Here’s a list of top performing video ads curated by the king of videos, Youtube.
Learning in action
2018 will take the trend of explainer videos further than where it stands today. From learning how to change a tire, to how to use an app, video is the best medium to explain anything. This will give space to brands to experiment with different kind of videos. Explainer videos can be made interesting with the use of sound, light, music, and interaction technique.
Interactive videos prompt you to click on a specific section in the video to move forward to the next. Instead of just being a lecture for a passive user, interactive videos actually engage a user in the process, to provide an immersive video experience. While interactive videos aren’t really a new trend, to say they’re going to become immensely popular in 2018, would be to aptly sum it up.
Ahead of their movie, Focus, Warner Bros launched this video as a clever interactive campaign. Brands that make slightly complicated products can use interactive videos for their walkthrough, for both internal training and communication, and external.
Quora jumped on the bandwagon of making explainer videos last year when it attempted a beta video QnA for their website. Because it’s obviously easier to understand why or how certain things work when it’s in action.
AR and the future of video marketing
Augmented reality (AR) provides an opportunity for brands to garner organic reach on social media. Now that AR is a possibility, brands must consider how they can develop branded augmented experiences for customers.
AR captures the essence of video marketing in its truest form, by providing high quality interaction experiences with the customers resulting in durable brand-consumer relationships. It began with popular apps like Snapchat rolling out 3D bitmojis and face recognition techniques. 2018 may see better use of AR across multiple industries.
We think 2018 should not be your business’s year to be camera shy. As Seth Godin once said, “Marketing is no longer about the stuff that you make, but the stories you tell.”