They say a picture can tell a thousand words. So, only imagine the impact a video can have.
In 2019, according to data from Wyzowl, 87% of marketing professionals used video as a marketing tool. Surprising? It shouldn’t be because videos have the power to engage the audience and deliver your message better than any other visual content. That is why video marketing is booming right now.
Thus, now, more than ever, it is essential to integrate video into your marketing strategies to attract and retain your customers. Here are the hottest video marketing trends for this year:
With social media selling on the rise, shoppable videos are gaining momentum in 2020. Data shows that nearly 8 billion videos are viewed on Facebook only every day. Yet, Facebook is only one of the social media platforms that represent a marketing channel for brands. Platforms like Instagram and YouTube can both also increase conversions through video ads. To be more precise, video ads on Instagram stories can increase purchase intent, whereas sponsored Instagram videos can generate three times more comments than sponsored photos.
However, what about using videos as a direct way to encourage customers to make purchases by redirecting them to product pages? Sounds good? That’s where shoppable videos come into the scene.
What are shoppable videos, and what is the buzz about them? Shoppable videos accelerated transactions between customers and brands by redirecting customers on the link of the product they want. In some cases, they can even just add the product to the cart and take the customers straight to checkout.
Shoppable videos increase the chances of making a sale by shortening the customer journey. Plus, they also improve the customer experience by eliminating the need for the customers to go to manually find the product they want to purchase.
In general, videos are great for offering customers a visual representation of what brands are offering. And, their most significant advantage is that they engage the audience more than pictures by allowing them to actually see the product or service in action. But 360-degree videos are videos like no other because they engage customers in a more immersive, interactive, and almost real way.
Interactive 360-degree videos are a massive trend at the moment. Through them, customers can experience iconic locations, come inside your business’s location, or experience your products using nothing more than their smartphones. And, data shows that this video format has a 46% more video completion rate compared to regular videos. Moreover, they have a +300% click-through rate compare to other video ads.
360-degree videos are particularly interesting for brands in the travel and event industry. For example, National Geographic is one of the most reputable brands that successfully use this video format to take their viewers to iconic locations. So, if you are a tourism agency, for example, 360-degree videos are a great way to set your product videos apart from your competition and really captivate your audience.
User-generated video content
It’s no longer a secret that users tend to trust other users more than they trust brands themselves. Simply put, consumers prefer to make their purchase decisions based on the reviews and feedback of their peers rather than based on what they see in ads. So that is why user-generated video content is a trend that already started to gain momentum and will continue to do so in the near future.
But what exactly are user-generated videos? They are the positive reviews and feedback that satisfied customers have to say about your business and products, only that now, they will do so through videos. More and more brands have started to encourage their fans and social media communities to produce video content, such as unboxing and review videos, which include their thoughts on their products.
There are two major advantages of using user-generated video content. First of all, it involves very little investment for brands. Simply put, since your customers will be producing the content, you only have to share it all over the Internet. Secondly, this type of user-generated content will generate more engagement since your audience will get real feedback on our products from real people they are more likely to trust.
Company culture videos
Corporate video production for marketing is also expected to thrive this year. Unlike all other video marketing strategies, corporate videos don’t necessarily focus on selling a particular product or service. They, however, serve multiple purposes, including company promotion to attract top talent or to help their audience get some insights about what is happening behind the scene.
Corporate videos are a great choice when you want to increase brand awareness, improve brand reputation, and build trust in your company. Therefore, if you are a new player on the market, a corporate video marketing strategy is a must to let the word out about your brand.
On existing social media platforms, videos rank higher than any other type of content because they naturally encourage the audience to engage with the post. And, with billions of active monthly users, platforms such as Facebook, Instagram, LinkedIn, or Twitter already bring a lot of advantages for brands in terms of video marketing.
However, it seems that in 2020 we will see more social media platforms that focus solely on video content for better engagement. YouTube, for example, is already a platform that does wonders in terms of bringing conversions to brands. But, starting this year, YouTube won’t be the only social media platform brands can use for video marketing. Snapchat, TikTok, or Lasso are only a few of the video-driven apps that are flooding the marketplace. But, since video content continues to rank as one of the hottest digital marketing trends, we are expecting to see even more platforms that prioritize this type of content.
These trends for this year prove that video marketing will only continue to grow. More and more brands will include video content in their marketing strategies.