Video makes the marketing world go ’round. That’s what it feels like right now, at least, with “use more video” showing up as a best practice in a majority of blogs on marketing.
Businesses are being encouraged to use video in blogs, content marketing, social media marketing, and even email. Customers don’t just like it; they’re starting to expect it.
All that being said, the world of video marketing is changing. It hasn’t always looked like what it is now, and it’s evolving quickly. In this post, we’ll take a look at its history, where we think it’s going, and the video marketing trends you need to adopt right away.
History of Video Marketing
Video, of course, hasn’t always been in existence, but it wasn’t too long after it became available that businesses started using it to sell in one way or another. Let’s take a (brief and simplified) look at all the big moments in the history of video marketing.
The First Commercial
In 1941, the Bulova watch company spent just $4 in air charges and $5 in station charges to run the first-ever TV commercial during a Yankee game in New York City. Consider that your run-of-the-mill TV commercials now cost around $8,000, and that’s a pretty impressive jump even after you factor out inflation.
The Expansion of TV Marketing
Video Marketing Online
The Biggest Video Marketing Trends to Get On Board With Right Now
Video marketing has always been evolving, but it hasn’t been bouncing all over the place for the past century; instead, it’s been moving in the same direction. It’s been more dynamic, more personalized, smarter, and increasingly accessible. Because there’s so much content, video needs to be entertaining or valuable in some way or users will click away, and video marketing has adapted to that concept.
Let’s take a look at a few of the most important trends in marketing that will help you keep your content valuable, relevant, and accessible to your audience right now.
Storytelling will help you stand apart in today’s overwatered video marketplace. Using stories to convey your brand message, product uses, and even customer experiences is so important. It will help you connect with new users, establish a rapport, and make you more memorable.
We talk more about storytelling in video here.
2. Don’t Count on the Sound
Remember how we mentioned accessibility before? Relying on sound in your videos can actually hurt the accessibility of your video content, believe it or not. Not only does it isolate the hearing impaired from being able to view your videos, but even fully hearing individuals are watching more and more video without sound. This is partially because we’re more on-the-go, and partially because more videos are running on auto-play where sound is automatically disabled, but the point remains the same.
Use sound (including music and narration) to enhance your videos, but remember to use closed captions and video descriptions to establish context quickly. This will help get more video views and increase viewer retention rates.
Personalization in video marketing is important because the more personalized something is to your audience, the more likely they are to respond to it and remember it. With increasing competition, personalization is the only way to go.
Personalization can refer to targeting, and using buyer personas to create more relevant videos to specific niches of your target audience, creating content that feels like it’s “speaking” to them. It can also refer to creating actual personalized content for specific people.
You know those videos on Facebook that show you a quick video on a “friend-versary” with one of your friends, with some of your pictures together and a message about how long you’ve been friends? These are videos that have been personalized to the max, with Facebook automatically pulling baseline information images it has access to, compiling it into a video, but making it feel truly personalized to you.
Cadbury ran a campaign last year that did something similar. They used age, location, and interests to automatically match users with a “flavor” of their chocolate, making an emotional connection and then generating a video as a result. These videos were personalized, using their Facebook profile pictures.
Since Facebook has user security and access to apps locked down a bit, this one may be an extra challenge for the time being, but keep an eye out for opportunities to create similar content, even if you’re only doing it on a small scale for a few select customers.
4. Keep Mobile in Mind
Mobile-friendly means accessible, and that’s one of the big focuses right now. This is a pretty simple tip, so it’ll be short.
Make sure that your video is mobile-friendly. This means keeping it as short as possible, adding closed captions (I know, it’s so important I’m mentioning it again), and to not use videos and images so detail oriented it will be difficult to make out on a small screen.
5. Immersive Video
If you’ve been watching video marketing closely, you’ll have seen a lot of really awesome new features rolling out that allow video to be more immersive for viewers.
A great example of this is the 360-degree videos on Facebook. Users can click on one of these videos, and see things from all angles. It’s one step closer to getting to experience something first hand, letting you linger or zoom in on something you find interesting.
I’m going to go ahead and count live video broadcasts in here, too. Facebook, Periscope, and Instagram all have live video options that allow a business to broadcast live, and respond to user comments in real time. This is immersive because it’s engaging, and users get to participate in the moment.
Then, of course, we have the super technologically impressive types of immersive video, which incorporate augmented reality (AR) or virtual reality (VR). Thanks to mobile phones and new apps, businesses are actually able to create AR video experiences that users can enjoy without having to do anything more than download an app. You can read about this more here.
Immersive video is important because it’s exceptionally engaging. Getting users to interact with your video content will be superior to getting them to just watch, and this increases the likelihood that they’ll do so. Invest in immersive video wherever possible.
Final Thoughts: So What Now?
We’ve seen video marketing become a continually dominating force, and that won’t change. Instead, we’re just likely to see more advancements in the video marketing field that will require new strategies.
Personalization is almost certainly going to increase, and the need for mobile-friendly content will evolve as we develop more wearable technologies. We’ll also likely see new technologies like augmented reality (AR) or virtual reality (VR) start to slowly affect video marketing at some point on a greater scale than it is now.
Video isn’t just some passing fad; it’s here to stay and it’s only going to become more prevalent, so it’s time to start adapting if you haven’t already.
Are you ready to scale up your video marketing? Sign up for your free trial of Shakr here.