Since video marketing appeared on the scene it hasn't shown any signs of slowing down.
With the goldfish outranking humankind in having any capacity for attention or focus (not to mention our rank having decreased again recently), video marketing has proven to be a quick and effective way to communicate your message while keeping your audience’s attention through dynamic visual elements.
Countless companies have been scared away by the outdated and over-the-top rates set by production agencies without realising that a “marketing video” doesn’t have to mean “IMAX quality feature film”. Modern trends include cheaper looped videos, quick ads adequate for Youtube - or simply - a dynamic Facebook banner. So before you dismiss the idea, here’s a quick article about the importance of video marketing and why it should form part of your marketing strategy in 2019.
Get in the water or get left behind!
Don’t buy it yet? Did you know that 70% of consumers say that they have shared a brand’s video after watching it online? And that 39% of consumers tend to call a vendor after watching one of their videos? Videos are a powerful marketing tool and are most likely to increase in utilisation when considering the years to come with 83% of respondents to the Demand Metric’s report ‘The State of Video Marketing 2018’ in agreement. This is great news, not only because videos are convenient and efficient for the consumer, but because the possibilities of use are endless.
"You mean, I have more affordable options than television?"
Thanks to the internet and smartphones we have more options than ever before. Think Youtube, Twitter, LinkedIn, Facebook, Instagram, Vimeo, Live broadcast and the list goes on! Choosing the right platform and ensuring a valuable message is, however, key when considering video marketing. Keep in mind that nearly 50% of all video is watched on mobile devices - so platform management becomes critical
What are the top video marketing trends?
1) Video is going ‘live’
Live video is gaining popularity and has proven to encourage higher audience engagement in addition to increased viewer retention. This naturally translates to Live videos receiving better results than pre-recorded content (especially when considering Instagram, Facebook and LinkedIn). A number of businesses are using Live video for interviews, product demos, “behind the scenes” glimpses of events, life in the office, how products are made - you name it.
2019 marks an important moment for brands to embrace authenticity and kick big-budget productions out the back door. So don’t be afraid to shoot on phones and embrace imperfections. Share content that’s real and connect with your customers online.
“Going live has everything to do with customer relationships and earning your consumers’ trust online. Your client’s trust is directly equated to your capacity to be real.”
2. Video is going 1:1
1 to what? One-to-one video marketing is a trend made possible through the use of high-quality smartphone cameras - “thank you, constant tech upgrades”. This allows businesses and marketers to move away from the old-school use of emails and phone calls towards a more personal video messaging approach. When would I use the 1:1 video approach? To showcase your expertise, thank consumers, or to answer common questions for customers who are still deciding whether to do business with you or not.
“Save time, impress and close the deal with a video message, featuring a direct call to action to purchase or make use of your services.”
3. Video is getting search-friendly
This is the best news we’ve received all year. YouTube and other videos are now being displayed on the SERPs (Search Engine Results Pages); which means video SEO is becoming much more important. Meanwhile, AI (artificial intelligence) is playing its role through transcribing the audio tracks of video with voice recognition and making a video more search-friendly.
“It’s time for brands to seriously consider their use of text overlays and closed captions, in addition to the video description, title and file names.”
4. Video is turning 360
This is older news for those in the know, but if you haven't seen this new trend on your friend’s Facebook cover page, then we’re sure you will soon. Keep an eye out for the circular symbol in the top left corner and start sliding the moving image left or right as it’s playing. 360-degree video content enables viewers to control their perspective and allows for a more interactive video experience.
“Use it to provide a less intrusive and engaging tour of your offices, building sites or team building exercise.”
Final thoughts before the memory fades
Communicate value! Taking into account that your audience is a group of per-second-memory goldfish, it’s important to keep your messaging as succinct and interesting as possible.
Always provide some type of value. This value can be a number of things and is easily identified by asking yourself - what do I hope to achieve with this video? Is it to entertain, to educate or to inspire? There are a number of ways to do this, which should be carefully considered when incorporating your brand’s tone of voice.
"Visual. Vivid. Victorious. Video."
From standard television commercials in the 1960’s to our modern day use of social media and technology - video marketing doesn’t have to be bigger or expensive to be here to stay. It can easily be short, affordable and the best decision you’ve made this year. By the end of 2019, internet video traffic will account for 80% of all consumer Internet traffic. So there’s no better time than now to hit the ground running!
Successful video marketing is all about being able to deliver the right content at the right time. We fully believe in this strategy and have a hard-working team of creatives to properly execute the job. Say yes to video by saying “ja” to JA. We'll direct, shoot, edit and produce your video content from start to finish at affordable rates!
Kind Regards, The JA-Team