Video Marketing: 10 Trends to Watch
- What is UGC and why do so many people love it?
- What is the best format for video marketing delivered on mobile?
- When was the last time you tried on a new hat, online?
Beginning in the mid-19th century, when photographs of the US Civil War began appearing in newspapers around the world, few saw the potential of putting these images in motion. The exceptions were American Thomas Edison and his British associate William Dickson who invented the “Kinetoscope,” and two French brothers, Auguste and Louis Lumiere, who invented the Cinematographe, both of which projected moving pictures on a screen.
Even these visionaries could not fathom the impact video presentations would have on the world, including and especially the business of marketing. With the internet and massive penetration of mobile phones, video can reach billions of viewers every minute.
Now, when brands and their agencies think of video marketing, Instagram Reels, Facebook ads, TikToks, shoppable video, live streaming video, webinars, and hundreds of other applications come to mind. The stats are stunning.
- 88% say video is an important part of their strategy.
- 52% of companies say they create videos to educate their audience.
- 75% watch short-form videos on their mobile phone.
What This Means for You — For brands that want to reach any demographic, of any gender, in any language, or any economic group, video marketing, delivered digitally, has become the preeminent marketing tool. Trying to keep up with this tactic is challenging because its variations mutate daily. If your brand or agency uses video marketing to engage customers, this might be the most important article you read today.
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Knowledge Is Power: 10 Trends to Watch in Video Marketing
The speed of change among digital media along with the increase in the number of social media platforms, combined with improved algorithmic models and now artificial intelligence (AI) make predicting the future of video marketing challenging. It’s possible to observe the “megatrends,” but each of these can spin off myriad other, seemingly smaller changes which under the right circumstances can become game-changers in a very short amount of time. The rise and potential fall of TikTok comes to mind.
Here are 10 trends in video marketing that will affect brands in the coming years. Just remember, any of these can evolve into another trend that could reshuffle the digital deck.
#1 Keep It Real: Authenticity Rules Video Marketing
According to the scrappy, but always insightful daily marketing newsletter, “Please Advise,” “Gone are the days of overly-polished, studio-quality videos. Audiences now crave authenticity. Think raw, relatable content that resonates on a personal level.”
Marketing website, 90-Seconds adds, “Authentic, relatable content created by real users resonates more deeply with audiences compared to polished, professional campaigns. Brands are increasingly collaborating with influencers and ordinary creators to showcase real stories and experiences.”
This trend towards authenticity has been important to brands for several years and it includes factors such as cultural sensitivity, real images of real people, immersive storytelling and a willingness to accept mistakes when they occur.
#2 Short and Sweet Reels Rule
Unfortunately, we all have developed teeny, tiny attention spans. Whether it’s due to Google or all that soda and junk food we consumed as kids, nobody can sit still for some opus. Give us the goods. Quickly.
TikTok, Instagram Reels, Facebook stories showing your girlfriend falling into a fountain at midnight make short-form videos irresistible and will remain so for the foreseeable future. Please Advise warns, they must be “quick, catchy and to the point.”
The smarty-pants at 90-seconds note, “This short form format is ideal for brands to craft lightning-fast, attention-grabbing content. It’s not just about creating videos; it’s about storytelling in a way that resonates within seconds. The rise of smartphones as new studios and the use of editing apps emphasize the need for authenticity and spontaneity in video marketing.”
Stock video from companies like SuperStock can add some spice to the short-form video gumbo, and do it for a very small fee.
#3 It’s Still on Mute: Captions Anyone?
To the surprise of no one, almost no one watching digital videos has the volume on. There are at least three reasons for this. One is courtesy for fellow road warriors on the subway or train. The other is the growing recognition of disability rights, especially those who are hearing-impaired. And finally, there is a recognition of a multilingual audience.
One thing is certain, good captions make for better marketing efficiency. As this source notes, “Globally, 75% of people often watch mobile videos with the sound off. It’s critical that you use subtitles or captions so that your video is always accessible.
“Companies are increasingly recognizing their responsibility to be socially responsible, ensuring their content is accessible to all. The aging global population is also a contributing factor, as there is a corresponding increase in rates of hearing loss. Additionally, the presence of multilingual audiences has underscored the need for content that transcends language barriers.”
#4 User-Generated Content Is Exploding
Encouraging potential customers to submit content goes beyond getting them to engage with the brand. It also builds trust – one of the holy grails of marketing. This trend owes part of its panache to the first trend featured (above): the rise in authenticity.
According to this source, “These users should be your actual customers, and they should give genuine feedback about your brand. Your objective should be to get branded content that’s clear, informative, funny, but also insightful and inspiring.
“This can include photos, videos, social media posts, and customer reviews. Once this form of content gets to the original users’ audience, they’ll see your brand in a new light and hopefully, drive them to purchase.”
For more tips on UGC, click here.
#5 Let the Search Begin: Video That’s Optimized
Whether it’s Bing, Duck, Duck Go, or the big kahuna of search engines, Google, these massive directories of content are very smart and with AI, they are getting even smarter. Videos are now being designed to pull their weight in the SEO tug-of-war.
Using standard practices from these search engines, marketing videos should always be designed to generate search engine indexing.
#6 Going Mobile? Stay Vertical.
Most videos are consumed from a mobile device and common sense suggests a good format for this medium. It’s vertical. Like it or not, we’ve evolved into a mobile-first world and it’s weird that many brands have not figured this one out yet.
The experts at 90-Seconds note, “Platforms optimized for mobile viewing favor vertical formats, requiring content creators to adapt their storytelling and visual composition strategies. This includes understanding the nuances of vertical framing, ensuring clear audio, and creating content that is concise and engaging for mobile users.”
#7 Meet the Team – Allowing Employees to Humanize Brands
Perhaps you’ve been in one of those “all hands on deck” meetings when the CEO said something like, “Here at Flapjack, Inc. we’re ALL salespeople!”
Cliche? Yes. True? Of course.
Video has allowed marketers to use their secret weapon, the team behind the brand. “Highlighting the human side of the business, employee advocacy through video strengthens trust and relatability,” according to 90-Second.”
Use this trend in your marketing. It works.
#8 Immersible and Shoppable Videos Sell Product. Lots of Product.
For many, the best kind of reality is virtual reality. It’s so ephemeral.
Technologies such virtual reality (VR) are transforming the way audiences engage with content. This shift towards immersive experiences allows viewers to step into videos, offering a more engaging and memorable experience.
Brands, especially those that are in the luxury category, are leveraging these technologies for product demonstrations, virtual tours, and interactive storytelling.
#9 Interactive Videos Let Customers DIY
There is a BIG difference between active and passive marketing. Legendary direct mail copywriter and later CEO of one of the world’s most famous ad agencies, David Ogilvy, knew how to use words and a few tried-and-true gimmicks to get prospects involved. Brands are well-advised to follow his example.
Interactive videos where potential customers can click, drag, or otherwise make choices are being used by brands that understand the power of engagement.
#10 Video Podcasts Are Hot: Listen Up and See Why
According to Backlinko.com “There are more 464 million podcast listeners worldwide, which is projected to reach 504.9 million by 2024. The average listener spends a whopping 7 hours per week glued to their favorite podcast app.” These numbers explain why video podcasts have become hot properties.
As the newsletter, Please Advise notes, “Combining the personal touch of podcasts with the visual appeal of video, they offer the best of both worlds.”
Combining Technology and Experiential Storytelling
Each of these trends reveals a combination of technology and experiential storytelling, and this makes them powerful marketing platforms. Plus, digital advertising media placement options such as “pay-per-click” and others, allow brands and agencies to better evaluate the ROI and adjust these media.
With traditional, linear broadcasting and cable struggling to maintain market share and most print media hanging on for dear life, video marketing should be considered by almost every brand. But don’t wait too long. These pictures are moving in reel time.
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An important part of the video marketing equation is the cost of production. Stock video and photography is more economical than original production and it is available in any style. For your next project, hit us up for our FREE research among our vast archives.
