Top Video Marketing Trends To Watch Out For In 2019

The use of video in marketing is not new. Bulova was the first brand to ever telecast a TV commercial on a billboard of a baseball game in 1941. Developments in the digital space have led to newer ways to reach and engage your customers.

The growth of video within digital marketing has been the fastest — the recent move by Instagram, who launched the IGTV service. This feature enables users to upload 60-minute long videos.

Additionally, people have started spending more time online. As the new trends are replacing the traditional ones. Building a video marketing strategy is no more the same. Let us highlight some of the trends which are getting traction.

In the year 2016, the use of video in content marketing became popular. The year 2018 witnessed video dominating marketing strategies for businesses.

It is essential to stay up to date with the video marketing trends that are all set to dominate in 2019 because this will help you adopt the best video marketing strategy.

Video Marketing Statistics

• 81% of companies are using video for marketing as of the year 2018, up from 63% in the year 2017. This number is expected to go up to 90% by the end of the year 2019.
• 81% of people tend to buy a product or service after watching videos.
• It has been predicted that by 2021, video will account for nearly 82% of all internet traffic.
• 65% of executives have navigated to a vendor’s site after watching a marketing video. (Forbes)
• Companies that use videos in their marketing have 27% higher click-through-rate and 34% higher conversion rates than those that don’t. (Buffer)

1. Short-lived video content on social media

An example of short-lived videos are the stories uploaded on platforms like Snapchat, Instagram and Facebook. These are short messages that disappear after a short period, usually 24 hours. Snapchat popularized it, and then it moved to Instagram and Facebook.

Snapchat allows you to record videos up to 10 seconds that stay in the timeline of your followers for 24 hours. You also get to choose the people you want to share the story with.

This type of content creates a sense of urgency and can engage viewers better. Creating stories which connect with the audience will get more traction. Hence, it is necessary to know your audience and their interests to be able to produce good content.

With less than 8 seconds you can convey how your company addresses a problem. Showing behind-the-scenes footage of product development or promoting a product. For instance, Zendesk is one of those firms, who actively use the Insta stories and update the activities.

2. Focus on streaming live video

Brands today are focusing on streaming live video content. Pre-recorded video content is taking a backseat this year. Introduced in 2016, the live streaming industry is set to be valued at more than $70 billion by 2021.

It has taken the video industry by storm. This is due to certain important factors. Firstly, consumers find live-streamed video content authentic and trustworthy. Live videos of events, question-answer sessions or product launches carry more authenticity.

Secondly, it is a great platform to reiterate your brand’s values and build awareness. It helps to showcase your brand’s personality and create an impression.

Thirdly, the element of unpredictability and excitement in live videos which attracts viewers. Smart devices streaming HD videos and the High-speed internet has made streaming videos more convenient. Any company, big or small can use this feature to create a loyal audience base.

3. Square-shaped and vertically shot videos

Square and vertical videos were the highlights of 2018. The aspect ratios of square and vertical videos are generally 1:1 and 9:16, 4:5 or 2:3 respectively. Instagram popularised the square video format, and Snapchat popularised the vertical video format.

Square videos take up 78% more space in a mobile feed compared to landscape (horizontal) videos. They attract 30-35% higher number of views and 80-100% more engagement.

Additionally, it is cost-effective to produce square videos for Instagram and Facebook. At the same time, vertical video ads have been watched to completion 9 times more than horizontal videos on Snapchat. Video format has come to play a crucial role in generating views and engagement.

Google used a square video to celebrate 10 years since the release of Android.

Google used a vertical video to promote a feature of Android One

4. Influencer video marketing

Companies have started partnering with influencers to showcase their product or service using videos. We name this trend- influencer video marketing. The credibility of the influencers helps in engaging the target audience. They have a large social media following and have gained the trust and loyalty of their audience.

Companies work with influencers to create exciting and relevant content. Exponential growing social media presents a massive opportunity for influencers.

What's more, influencer marketing delivers 11 times the ROI compared to other digital marketing methods.

Tech influencer Marques Brownlee reviewed and promoted iPhone XR with a video.

5. Closed captions or subtitles in videos

Increasing viewership and boosting SEO was never this easy. Adding subtitles or closed captions can help you close this deal.
Research by PLYMedia indicates, videos with subtitles were watched fully by 91% of people compared to videos without subtitles being watched fully by 66% alone. 85% of Facebook videos are watched on mute.

People might not turn on sound for a video if they are in public or doing an activity like reading or listening to a song. A video with subtitles is likely to engage these people too. They help people with hearing disabilities and those whose native language is different from your video’s language.

Nothing better than helping viewers understand the content. Adding subtitles or closed captions helps you accomplish this task.  Hence, it is safe to say the subtitling profession will never go out of business.

Google launched the app Neighbourly using a text animation video.

6. The growth of usage of explainer videos

The goal is to simplify communication. You will have more sales if you can turn more heads. Achieving this is easy with explainer videos. Showcase your product or service in a simplified manner.

A 1-2 minute video about what your company aims to do. How can they solve a problem for the audience and includes an effective call-to-action (CTA)?

Majority of people would rather watch a video than reading the text to learn about a product or service. These videos describe a product, service or idea in a way that your audience can understand in two minutes or less. 78% of marketers have stated that using video gives them a good ROI.

SpazioDati made use of an animated explainer video shown above to explain their product, Atoka.

7. 360-degree videos and VR videos gaining momentum

Using 360-degree videos to convey brand messages is catching on fast. The technology is still evolving, but with time, production costs are likely to reduce. As per this study, 360-degree video ads brought about a 7% rise in purchase decisions on smartphones.

These ads had a stronger impact when viewed on smartphones when compared to desktops. Don't confuse between 360 video and Virtual Reality (VR). These are two different experiences. 360 videos allow you to navigate up, down, right or left within a space. Virtual Reality (VR) videos give you the feeling of being present at a scene of action and experiencing it.

It gives a simulation of real experience in 360 degrees. Though only 14% of marketers have used VR videos, a majority of them have found it to to be effective. With technology evolving, the frequency of production is likely to increase in 2019.

8. Personalised videos for sales and marketing needs

The use of video ads and product teaser videos by brands is not new. However, in recent times, the trend to use personalized videos has caught on. Videos have become a common ground to showcase things like a sales pitch, product features, customer testimonials. Even behind-the-scenes product development is shot to establish trust in customers’ minds.

A majority of customers tend to trust companies that create authentic content. These personalized videos are often featuring employees of the company. The testimonials from the customers help brand gain credibility.

Zendesk created behind-the-scenes footage of their team working on a new product in the video above.

9. Video production getting wallet-friendly

The reduced cost of video shooting and distribution has helped marketers make a move. It is no longer necessary to hire studio professionals to shoot videos. Smartphones today come with great-quality cameras. You don't have to be a professional; you have to be authentic to connect with your audience.

Cut a deal with professional video editing software like Adobe Premiere Pro CC and Final Cut Pro. You can also consider Do-It-Yourself animation software. Widely used software in this category are Animoto, PowToon, Biteable, Animaker, and VideoScribe. These two have made producing good quality videos a cost-effective affair.

Depending on your objectives, you must decide on a budget for video production. As the goal can be anything;

• building brand awareness,
• generating leads,  
• launching a new product or recruiting new employees.  
  

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And it's a wrap...

There is no denying that videos are an essential marketing channel. Customers prefer watching videos much more than reading the text. Progressing technology and growing expectation has made companies focus on content and video quality. The icing on the cake is the personal touch which you can add in these videos. Why not make use of the power of video to get on top of your marketing game? Do it today!