Disclaimer: our 2020 trends aren’t much different to other articles and blog posts, but we hope ours will help explain how to integrate them into your own marketing strategy.
The biggest trend is an ongoing one: people are watching more and more video content. Online video viewing for the average person is estimated to rise to 100 minutes per day by 2021, up from 67 minutes p/d in 2018. And as more video is consumed, the average associated ad spend is also increasing. Which leads to our first 2020 video marketing trend…
- Video marketing gets more competitive
It wasn’t that long ago when many of our clients could call themselves innovators or early adopters of brand video content. Within their markets not many of their competitors were investing in video. Whether it was because they couldn’t see the opportunity or because of lack of budget, that’s all changing now.
Online video marketing is maturing and in 2019 we’ve seen the late adopters catch up and start developing their own video marketing strategies. That means it’s getting competitive out there and so those innovators and early adopters now need to step up and do what they do best, use video marketing to really differentiate their brands.
- Personalised video content
This next trend can help you do this – differentiate. Personalisation is a huge buzzword in marketing circles and video isn’t exempt from the call for more tailored content.
Now’s the time to stop creating one-size-fits-all video content that’s shared across all your online channels, and to think about creating more personalised content for different groups. Your Instagram fans deserve a video just for them, whereas your LinkedIn followers want content that makes them sit up and take notice when scrolling through dreary corporate updates.
Thankfully (your finance director will appreciate this) personalising your brand videos doesn’t necessarily mean having to produce lots of separate videos. It’s possible to work with your video production team to create content that can be filmed on the same shoot, and in post-production create multiple versions for different audiences.
You could also go a step further and explore personalising content using the viewer’s own content. Many brands are using technology to generate personalised videos using the viewer’s social media content (with their permission.) These videos use the viewer’s own photos or videos to create a personalised experience. Engagement levels are high and you only have to look at your own social media feeds to see that this kind of content is popular and frequently shared.
- Data driven video content
As our clients build their online video libraries they’re also collecting a wealth of insights and data that will help them produce even more effective videos. Even if you’ve only invested in a couple of brand videos, your metrics can help you deliver the right message, at the right time, on the right platforms and to the right audience.
However, making sense of the data is not as straightforward. With so many variables it can be hard to pin down what is successful and what’s not. Perhaps the message was right but it was delivered on the wrong platform or at the wrong time of day? A systematic approach is needed to explore what works and nail down the key elements that deliver a successful video marketing campaign. Once you know this you’ll be able to brief your video production team and create new content much more effectively.
- Short and long form videos
Brand videos don’t have to be a certain length. They just need to be the right length for the platform you’re sharing them on, and your audience’s personal preference. A short snippet is ideal for social media, particularly for Stories on Instagram and Facebook, as well as for sharing via email. Whereas a longer version works well on your website or video channel (YouTube or Vimeo.)
However, it’s not a question of simply showing the first 30 seconds on social media with a CTA to watch the full version by clicking on a link. Really effective short form videos still tell the story, get a clear message across and engage viewers by themselves. As with personalisation, creative post-production can develop different versions of your brand videos that work effectively in isolation as well as part of a multi-video campaign.
- Videos for every stage of your marketing funnel
If you want your videos to form part of your customers’ average daily video consumption, you can’t rely on just one brand video to do the trick. Customers want more than top of the funnel or ‘about us’ type content designed to attract them to a brand. Every step of the marketing funnel has scope to create a video.
Advertising videos: social media making it more affordable to reach highly targeted groups with sponsored ads. An advert is great to build brand awareness and engage prospects at the top of the funnel.
Explainer videos: more top of the funnel content, providing an introduction to your brand, product or service and to help customers self-qualify.
Demo videos: for further down the funnel when a prospect is exploring their options and wants more info on how your product or service works.
Tutorials, training, and FAQs: these kinds of videos are beneficial for both prospects and existing customers. They can be in the conversion – close stage of the funnel, but also in customer support (post-sale). These types of video help prospects see how easy it is to use your product or service, and also reassure them that support is available when needed.
Customer testimonial videos: these videos sit at the close stage of the funnel and are often instrumental in closing a deal or making a sale. Make sure the customers featured in your testimonial videos are aligned with your customer avatar – prospects need to identify with them and trust their opinion.
I hope you’ve found these video marketing trends insightful and that you can see where they might fit into your video marketing strategy. If you would like to discuss this further, please get in touch with NRG.