Original article: Barbara Loynet
As crackers and creepy singing Santas start filling our supermarket shelves, we believe now is the time to get you ‘video-ready’ for 2017. Let’s take a look at the 10 video marketing trends for the year to come.
1. Resistance is useless: embrace Facebook Video
Fact: daily views on Facebook have increased from 1 billion to 8 billion in the past year alone! In a sea of text and static images – that have been declining steadily – video conveys emotions and catches the eye. Facebook has been diving head-first into video.
Nicola Mendelsohn, Facebook’s vice president for EMEA operations said that “in five years, Facebook will be probably all video.” She added that video is “the best way to tell stories in this world.”
Facebook Live, the social media platform’s latest video feature, could mean an even bigger increase in users uploading, sharing and discovering videos on Facebook in the future.
2. Live Video is on the up
Facebook introduced live video earlier this year, and the reception has been very positive. Brands (Dunkin’ Donuts, Benefits, Tastemade), celebs including Mark Zuckerberg and Barack Obama, and consumers alike have been using Facebook Live to better interact with their followers.
Great live video includes: behind-the-stage videos, recipes, live sporting or musical events (Red Bull, Adidas), live news and political commentary (The Young Turks), etc.
Oren Katzeff, Head of Programming at Tastemade, says: “The Live experience allows you to have a direct connection with the audience. They’re commenting. They’re asking questions. They’re suggesting things to be created. They’re guessing what it is, and you can have some real fun with that.”
Following the speedy success of Meerkat, Twitter launched its own video streaming app. Twitter’s Periscope allows users to embed live broadcasts directly into tweets, giving broadcasters the opportunity to reach a massive audience.
As much as 82% of Twitter users agree that they watch videos on a regular basis.
There are great benefits to adopting the live trend: Connect, engage and inspire your fans. Followers can engage in real-time, ask questions, leave comments, etc. Live video keeps the viewers captivated as they want to uncover how the story unfolds. Live streams can also be played back once the broadcast is over.
3. Video is a ‘go get ‘em tiger’ tool for Sales Teams
Good videos are highly watchable and entertaining, and people simply like to watch videos. It’s the closest thing to experiencing things for real, especially with live and 360 degree videos.
A report from video creation site Animoto reveals that:
‘Video has an extraordinarily positive impact on consumers during the purchase life-cycle, and in driving brand awareness and engagement. 73% of those surveyed confirm they are more likely to buy a product or sign up for a service if they watch a branded video that explains the product.’
The report also states that ‘58% of respondents consider brands that produce video content to be more trustworthy.’ (Source: tubularinsights,com)
Sales teams will require more and more video resources in 2017. Note that videos are also a great way to educate your associates, whether they are your employees or partners.
4. Cross platform marketing strategy
Facebook, YouTube and Snapchat are the most popular social platforms for video content. But they are not the only players on the market.
Brands, however big or small, can get benefits from each platform, depending on their target audience (they all address certain demographics’ needs), their goals and their strategy. If YouTube is the giant video-sharing platform, it encompasses everything you could point your camera at. Vimeo, on the other hand, is considered as the creative, artsy, high quality video sharing platform.
So, when deciding on a marketing strategy, think cross-distribution. Get to know the specifics of each platform so you design a video that’s right for the platform that will host it.
Social media networks will help your brand gain exposure.
5. Increase in Video Apps
However overwhelmed you feel about apps, you just cannot afford to lose speed there. You thought the characters from Games of Thrones were bloodthirsty and heartless? Then you haven’t seen Game of Apps: they get launched, rise to stardom overnight, only to get slaughtered and replaced by a new, pimped-up one almost overnight!
But hey! Where there’s a video app, there a way… to “Generation Z” (13-24 year olds)’s heart! Combine apps and visual content, and you make your brand accessible to the new generation of consumers.
Instagram and Snapchat are at the top of a Generation Z “must-have” list. No less than 10 billion videos are watched on Snapchat everyday, whilst Instagram is becoming more and more focused on video all the time (so is Twitter).
Instagram has recently launched a new feature called Instagram stories, which is very similar to Snapchat stories, allowing users to share short videos with their followers.
6. Welcome “Infotainment”… sorry, what?
Infotainment! It’s a bit like a new genre of marketing videos. The word is the amalgamation of ‘informative’ videos and ‘entertainment’ videos.
Thought you could get away with just one of those? Nope, you see the idea is that consumers need to digest the information you are presenting them with, whilst being entertained. If you don’t entertain the viewers, they will click away and never check you out… ever… again!
Infotainment according to Huffington Post:
7. VR, from nice to have, to must-have
Virtual reality and augmented reality have caused quite a disruption in the video world this year, and we can only imagine that this trend will continue. With VR headsets becoming more accessible, marketers are taking advantage of the immersive environment to create the buzz around their VR videos.
Will VR videos will become a “must-have” in 2017? Whether it will be mainstream, we cannot say for sure, but in marketing, one thing is certain: whatever the trend, early adopters create a path to… mastery! Ommmm
8. Email & Video: the A team
Just think about it: how many emails are left unopened in your personal and your professional inbox weekly? What if you could send great content to prospects through an entertaining video?… Or include punchy short videos in your newsletter? Video is an unbeatable way to get your message across, and in turn, email is a great way to get your video in front of a lot of relevant viewers (the people on your mailing list).
We believe that an increasing number of brands will slowly kill text-heavy content (just like Facebook) and replace it with engaging videos that encourage recipients to interact with the brand.
God save the Words!
9. Relevance and micro-targeting
Ad blocking softwares cost brands billions of pounds every year. Advertising platforms are becoming more and more intelligent, and in 2017, users will almost expect all of their content to be relevant and targeted. If it isn’t, then they simply won’t be interested.
10. Video & Web Design will become inseparable
Having video content across different distribution channels is great. But having video content on your website is also important. Videos can be produce-centered, or what about a great About us video? Did you know that the About us page is the second most visited page on a website? About us videos create a real connection between you and your viewers.
But we’re not just talking about videos embedded on your pages here. Have you heard about wallpaper videos? In 2017, more marketers will be finding ways to integrate video right into their web design… and we absolutely love the cool modern look of it!
MediaBoom (scroll down to see the video)
As the video is already playing when you land on the website, it encourages users to stay, which reduces bounce rate and improves SEO… Boom!
And on this happy note…
If you are a marketer, chances are, bored won’t be part of your vocabulary in 2017. All the current trends will just shift up a gear… or a few! Competition between platforms, apps, amazingly creative videos, mind blowing website content and thrilling live videos will be fierce! Are you ready?