Video content is an important component of any online marketing campaign. Marketers are always on the lookout for the latest developments around it. Here are some of the video marketing trends 2018 is expected to offer for brands.
Social media has been integral to the growth of online video marketing, with brands steadily adopting it into their overall marketing strategies. The trend is expected to continue in 2018 as people demand more content to be delivered as videos. Expect to see more of this:
— Jordan (@Jumpman23) December 2, 2017
To take advantage of this trend, HubSpot CEO Brian Halligan suggests that marketers make videos at least 50% of their overall content. This goal is expected to become more attainable for brands as the cost of video marketing is expected to go down further. Tools like smartphones and affordable editing software are also helping make video marketing accessible to more brands.
2018 will see video content become more integrated into the sales funnel, directly leading customers to purchases. This is in large part due to the growing demand by consumers for more self-service sales processes.
Around 40% of consumers now prefer to make their purchases without speaking to sales representatives. Explainer videos like this from Wistia are expected to fill that gap.
These videos are designed to provide customers the information they need and directly convince them to make purchases.
Live streaming video has been a significant development. It gave brands more opportunities to engage their audiences in a timely manner. It is at the point where 13% of all generated video traffic now comes from live sources.
That growth is expected to continue in 2018, with more brands seeing the potential of live streams for increasing engagements. They will also be looking for ways to add more interactivity into their live streams to get their audiences more invested. A number of social media sites are making live videos more visible to encourage engagements.
Instead of creating just one set of videos and uploading it to different social media sites, brands will instead continue to focus on creating unique content for each platform. Each video will be designed specifically for the particular channel it is uploaded to. Repurposing videos for different platforms is another way that brands can expand the reach of their content.
Additionally, marketers will create video content suited for viewing on different devices. Studies have noted that around 80% of adults now use multiple devices to access the Internet. Since each device (desktop PC, smartphones, tablets) has different considerations, brands need to plan out which video content is assigned to each device they want to target.
Buzzfeed’s Tasty sub-brand relies on such cross-device strategies to make its recipe videos more accessible to its audience.
— Tasty (@tasty) December 17, 2017
When building a cross-platform and cross-device video marketing campaign, your video content needs to gain traction on all the platforms and channels that it is distributed on. For those relying on YouTube, where video marketing campaigns usually start, you will benefit from buying YouTube views from us. This will increase your visibility on YouTube, as well as every other platform you distribute the video on. A trend which will never change is people noticing success, and more views always equal more success.
Faster Internet speeds, and growing customer demand for more information, is paving the way for longer videos. Social media is another factor in the increased popularity of longer videos. Both these factors give brands more freedom on how long they can make their videos.
Another presentation style that brands are experimenting with is creating content which is not reliant upon sound. This takes advantage of the Autoplay function that social media platforms like Pinterest are employing. Autoplay typically mutes the sound of videos during the first few seconds. By creating videos that depends less on audio for initial engagement, brands hope to better catch the interest of viewers during those first few seconds.
A growing number of customers are clamoring for content, including video, which is specific to their personal preferences. On the other side of the equation, personalizing content to respond to this gives marketers benefits such as:
These increases have encouraged many brands, like Cadbury India, to explore the potential of personalization for video content.
They reported a conversion rate of 33% from the Glow personalized video campaign.
As with last year’s video marketing trends, 2018 will see the emergence and adoption of new content types. One of these new content types is ephemeral content. This is content which appears for a limited time and then disappears. The new YouTube Reels is an example.
The format was first popularized by Snapchat, which was followed by other sites. Brands are also starting to leverage ephemeral video content to get people responding immediately. This quick response can lead to greater audience engagements and conversions.
One of the goals of video marketers is to come up with a more immersive experience for their audiences. The re-emergence of virtual reality and the growing popularity of augmented reality will push more brands to do this in 2018. With VR, brands can let users freely explore products within a virtual environment before making a purchase decision.
360° videos are another immersive video technology that works in the same manner as VR. One great thing about 360° videos is that they can be viewed on both VR headsets and regular mobile devices. This makes the content more versatile and accessible for brands.
YouTube was one of the first platforms to provide support for these immersive video technologies. It already hosts a variety of 360° and VR enabled videos and has released a new dedicated app for use with third-party VR headsets. Brands like the NBA has also started offering 360° VR content for their audiences.
The NBA uses the technology to create a richer viewing experience and keep fans engaged.
Meanwhile, augmented reality is providing users with a more involved way to interact with digital content. Unlike VR, which requires dedicated equipment, AR technology is already being incorporated into mobile devices. Brands like Ikea are using mobile device-based AR apps to present their products to potential customers in novel ways.
Outside of online video marketing trends, 2018 is also going to see a lot of new ways to use videos for promotions. One of these is the growth in popularity of projection mapping. This is a technique where a video is projected onto a 3D object instead of a flat screen. Brands like Vans are using projection mapping to attract attention to their public displays.
As you can see from these video marketing trends, 2018 is going to be an interesting year for video promotions. Video marketing is just scratching the surface of what’s in store for brands next year. Check out the other digital marketing trends for 2018 and get your brand ready to take advantage of them early.