New marketing trends come in every shape and size, for every type of content and platform. Sometimes it can be hard to know which are new trends you need to follow and which will be gone by the end of next month.
But video marketing is not a passing trend, and it’s booming across content platforms. Video marketing is one of the most important weapons in any digital marketer’s armory. Why? Because consumers want video! 90% of consumers say that videos help them make buying decisions. Watch this video to learn about how video attracts customers to your business.
Staying on top of video content can propel a business ahead of its competition, so consider designing a content strategy that delivers valuable videos to your audience at a regular pace. As the end of 2018 nears, we’ve predicted 5 video marketing trends that will be big in 2019. In this article, I describe those five predictions and some tips for content creators looking to get started.
1. Video Production at Scale – Moving towards Smartphones
*Prediction: Even large brands will move towards publishing smartphone footage in 2019 to create personal video content at scale. *
Smartphone cameras and microphones are more and more sophisticated, nearing broadcast quality recording. Also, since most users watch videos on mobile, viewers care less about very-HD imagery.
Meanwhile, phones allow creators to capture unexpected unplanned moments, mobile cameras. Modern content formats like the Kiki challenge, the “I love It” challenge, or thank u, next memes take off quickly based around smartphone video, and vertical video has gotten more popular this year with the launch of IGTV. Entrepreneurs and brands that want to stay relevant and participate in hot trends will need to produce high-quality videos quickly and from anywhere. In a recent report on “Video Usage at Startups,” Wistia and Kapwing reported that 47% of startup founders have posted video directly from their phone or webcam with no edits. This competitive pressure will push creators towards smartphone cameras and away from high-end hardware.
Enabling their social media managers and fans to film videos on a smartphone is the fastest and cheapest option, so we predict that phone footage will overtake videos filmed on fancy cameras.
Tip: Behind the scenes, product unboxing, or company updates are a great strategy for marketing on Instagram and YouTube. Social media manager can apply post-production edits and optimizations – like adding music or resizing – themselves before posting to social.
2. Live Videos – Take Your Audience With You
Prediction: Companies will invest in live video increasingly as a replacement for traditional social media.
Millennials expect more personality and more experience-first content. Live video responds to this need by putting a human and personality behind a brand, making it easier for customers to connect and relate. Audiences watch Live Videos longer than they watch regular videos (up to 8x longer) and can comment/interact with a community in real time. Because Live Videos are unscripted and generally unplanned, it seems more authentic and credible to viewers and is cheaper for publishers.
Live Video publishers can respond to real-time events, get cues from an audience, and go offscript. They can invite your audience into your offices, at an event, or for a backstage tour. As such, we predict that Live Videos and temporary Stories will increasingly replace blog and traditional social media. For example, Oculus used Facebook Live to present its newest product, the Oculus Connect 5:
Tip: For an effective Live Video, users want to feel as if they are really on location with you, not watching a slick pre-prepared marketing ad. So be prepared to throw away the script and improvise. Quality content, especially on social media, is a great way to get people talking about your business and your brand. So if by ditching your script you can make people laugh or give a human edge to your brand, it will promote your business more than a flashy produced video.
3. VR and 360-Degree Videos – Keep up with the Tech
Prediction: VR and 360-degree videos’ share of all business videos will increase in 2019.
Videos can be so much more interactive and immersive when you use 360-degree videos or even virtual reality. Users can literally explore your world. 360 videos provide your audience with a sense of trust. Since they can inspect the details of your space or experience your event or your product, it helps to show you’re a trustworthy brand.
According to HubSpot, it’s likely that VR and 360-degree videos will become a standard of trust in 2019. Already many real estate agents use 360 videos to show their properties online, and local businesses use 360 videos to show the inside of their store on Facebook and Yelp. What is today cutting edge will become more common place over time.
4. Training Videos – Engage With Elearning
Prediction*: Employee onboarding and training will shift to video instead of in-person sessions.*
As video production becomes easier and cheaper, companies will move towards video trainings and webinars for staff and clients. For staff, it can be time-consuming and distracting to spend hours in a stuffy classroom. Complicated or dull topics can be far more enjoyable in an engaging video. Employees can pace their own learning and progression, pull in supporting resources, and review past material more easily with a video lesson.
Videos enable employees to train on their own timeline, rather than dealing with overlapping schedules. As a result, training videos are easier to share with new team members than in-person sessions, although they may have a higher up-front cost. For sensitive or legal topics, the executive team can review and approve a video to control the message more closely than they can in in-person training. They can also work from the comfort of their own home without interrupting their productivity.
Tip: Video learning is a versatile marketing medium. You can create great content which your clients can access at home. Webinars make for a good lead magnet on your webpage or resource for loyal clients. For topics you know a lot about, you can make these videos quickly and cheaply for a large amount of perceived benefit for your client. You can make them DIY or you can hire a firm like Disruptive Advertising to manage your social content, analytics, and site testing. Make sure to add subtitles to help your message stick!
5. Using Videos for Outreach – Get Social
Prediction:* Personalized videos will be more important than ever before for direct marketing and sales purposes in 2019.*
So, what can you do to get social with your audience (and potential prospects)? One-to-one emails and messages are common, but because content production has been slow and expensive in the past personalized videos are still rare.
With accessible cameras and new editing software (like Kapwing), it’s faster and easier to make a video that replaces some sales phone calls and cold emails. Embedding custom text into a video or graphic takes less time than writing an email, but it sticks out from other sales pitches and shows your client you care enough about them enough to put time into personalization. So, we expect to see more personalized video messages next year.
In the sea of content options, we hope this article has helped you to see what video marketing trends are good business bets for the new year. Great content ideas are gold no matter what the medium is, but 2019 promises even more ways to get crafty and reach leads with video. Good luck with new year planning!