The numbers say it all when it comes to video marketing. Placing a video in an email can boost click-through by up to 300 percent. Adding a video to a landing page can improve conversions by up to 80 percent.
The list goes on and on. With figures like this, it’s easy to see why more companies are using video marketing in 2019.
In this rapidly advancing arena, though, it’s important to stay on top of trends. What worked in video marketing in 2017 and 2018 may not work any longer. You need to make sure you’re working with the latest information.
We’ve rounded up some of the latest trends so you can stay on top of all the video marketing news.
One of the Hottest Video Marketing Trends Gives You a 360-Degree View
Business leaders are excited about the possibilities of augmented reality and virtual reality. These technologies are everywhere, from HR training videos to your latest ad campaign.
One popular way to incorporate AR/VR is to create what are known as 360-degree videos. These videos let your customers test drive your product.
The automotive industry loves them. These videos let would-be car buyers take a virtual tour of a vehicle. You can check out the interior of the latest model, or even perform a virtual walk-around to inspect it.
More marketers are adopting this strategy. It lets your customers get up close and personal with a product before they buy or even head to the store.
Other VR techniques are making their way into corporate training videos, webinars, and more.
YouTube Ads Come into Their Own
In the past, you had to have a huge budget to bother making ads on video. That’s because the only outlet for them was TV.
Unfortunately, TV ad spots can cost thousands or even millions of dollars. The Superbowl is a prime example: a 30-second spot cost a whopping $5.25 million during this year’s event.
That doesn’t even factor what you’d need to spend on the ad itself. It’s safe to say small business owners usually find more economical ways to use budgets.
YouTube ads are changing that stance. These ad spots, which play before a user’s chosen video, are much more affordable. Like TV ads, they’re short, often no longer than 30 seconds.
There are more advantages to YouTube advertising. First, there’s more spot selection. People upload 300 hours of video every minute, and people watch five billion videos on YouTube every day.
There are more spots and more eyeballs on YouTube than traditional TV at this point. With a lower cost, it makes much more sense to get your video there.
The Latest Video Marketing News Says It’s Cool to Be Square
Video aspect ratio is an important consideration. Current preference among mobile viewers is for square videos, also known as 1:1 aspect.
There’s a technical reason for this. Square videos adapt better to different screen sizes and orientations. Most mobile users watch video with their devices held vertically. This is the opposite of TVs, which are generally landscape format.
The square video solves the issue. Instagram currently uses square videos, and Facebook reports square videos receive higher engagement.
The moral of the story here is that if you’re not already using square format for your videos, you should be.
Of course, experts also predict that we’ll see some new aspect ratios trending, so you’ll want to keep an eye on this.
The Rise of Long-Form Video
Last year, Instagram launched IGTV, which allows brands to add videos that are up to 60 minutes long. Companies making documentaries or “webisodes” could be one of the new video trends of 2019.
Smaller businesses may worry about the costs of producing long-form video content. The good news is that you’re still in control of the length of your content. As more brands hop on the bandwagon, there may be more demand for longer-form content.
For now, though, many viewers are content with shorter videos. It will be interesting to see what effect initiatives like IGTV have on video marketing.
A Video for Every Purpose
If you look at larger video trends, marketing is going beyond the traditional ad. This means there are more types of videos businesses can choose to produce.
We already talked about 360-degree videos and long-form video. Live video is another popular choice. It allows you to interact directly with your audience, something people love.
Other choices include:
- How-to videos
- Shoppable videos
- Explainer videos
- Thought leadership videos
As video production becomes more affordable, videos don’t always have to sell things. Even the smallest business can use video for time-limited promotions, such as a trade show or a flash sale.
Finally, video is moving beyond marketing into customer service, training, and more.
Long Live Short-Lived Video
Another video marketing trend for 2019 is the popularity of short-lived video content. You know this from the stories feature on platforms like Facebook and Instagram.
Snapchat first introduced the idea of disappearing videos, which caught on almost immediately. It was possible to send a video message which would disappear after someone watched it. Stories on Instagram disappear after 24 hours.
This type of short-lived content lets you give quick updates to your audience. It also means you’re not cluttering up your feed with several posts per day.
If your team is at a trade show or running a 24-hour contest, a short-lived video might be the right tool. Your team can post it during the show or at the start of the contest. When the event is over, it disappears.
Video Search Will Impact Your Marketing
If you’re a marketing professional, you’ve heard all about search engine optimization. You want your content to be easily searched and categorized. When people look up information on a product or subject, SEO helps your page rank high.
Searching videos through search engines like Google has been some time coming. As video search improves, you can bet it will have an impact on how you think about and produce videos.
SEO for videos will become part and parcel of any video marketing strategy. In fact, video is already important for your SEO strategy as a whole. Google already boosts a site’s ranking if it includes video.
You can imagine some of the other changes that will follow as video search becomes more common.
More Platforms Will Emerge
Right now, brands using video marketing are likely to spend their budget in a handful of places. YouTube is an obvious choice, as is Instagram. Facebook has also dominated video advertising.
Other platforms aren’t far behind. LinkedIn’s adoption of video has been rapid and continues to grow. If your company is B2B, you should be looking at LinkedIn as a platform for video content.
If you’re customer-facing, you’ll want to take a look at Amazon’s videos initiatives. The online shopping giant has been rolling out some new video capabilities. Brands can now optimize their listings and reach more of their audience in one fell swoop.
Platforms like Twitter will also look to capitalize on the boom in video advertising. It will be up to businesses to decide which platforms benefit them the most.
Video Becomes Accessible
There’s been a lot of talk about how the web needs to become more accessible. Good design on your website, for example, can help those who have trouble reading. Alt-descriptions on images help your SEO and provide descriptions to the visually impaired.
Video needs to be accessible as well. In fact, in some places, the law requires some businesses to provide accessible video. This includes closed captioning and auto-describing video.
This is an excellent innovation. It helps you reach more customers, as well as making your content available for as many people as possible. It’s important for how-to videos, which may help your customers use a product or solve a problem.
Strategy Arrives in Video Marketing
As video marketing has become more common, it’s also clear most businesses are flying by the seat of their pants. No one is quite sure what works in video marketing, so experimentation is everywhere.
That’s going to change in 2019 and beyond. Video marketing trends are already showing emerging best practices. As a result, using video as a marketing strategy is going to become more codified.
Strategies are becoming more common. Marketing tools like the video funnel are showing up in boardrooms.
Another reason for this is increasing video marketing budgets. With more money in hand, marketers will need to show why they’re investing in some initiatives and not others. Metrics and measurements will take on more importance.
Stay on Top of What’s Hot and What’s Not in Video Marketing
As you get ready to prepare you first or your next video, be sure to check in with our blog.
We have all the latest video marketing news on tap for you.