When running your own business, it is imperative to stay up to date on the best ways to market your business to increase brand visibility and engagement with your audience. However, we understand how hard it can be to keep up.
Video marketing is a trend that has been growing rapidly over the past few years. We’ve seen a massive increase in video content on the internet, especially on social media platforms. If you want to maximise the way customers engage with your brand, you might want to try taking advantage of some of the new trends in video content.
In this post, we’re giving you information on the latest trends in video marketing and how you can use them in your business strategy.
1. “Video first” strategy
“Video first” is a term coined by Facebook to reflect the mentality that people now prefer watching content rather than reading it. The evidence of this is clear as you scroll through your social media channels. Facebook videos dominate the news feed, Instagram features video “stories” at the top of their app and people are watching billions of hours’ worth of video content on YouTube.
To give some more solid statistics, 43% of consumers say that they want to see brands produce more video content. In fact, 50% of people on the Internet are looking for videos about a product or service before they visit the business’s official website or store.
Producing video content is becoming more of a priority for businesses, as 51.9% of marketing professionals claim it brings the strongest return on investment. You’ll soon find out how powerful of a tool video content can be for your business as you continue reading through this post.
2. Live videos
You now have the opportunity to showcase your brand in a more raw and human way through live video streaming. There are statistics which show that 13% of web traffic from videos comes specifically from live videos. We believe that this trend has many benefits for your business, should you choose to use it.
Firstly, it is effortless to use. You do not need to invest in the production and editing of these videos because you can film directly from your smartphone. So, if you’re a small business and you’re not looking to invest much in the production of video content, live streaming may be up your alley.
Another advantage of live video is that your audience can connect with you in real-time and, even after the video is over, it is available to view for 24 hours (if you’re on Instagram) or indefinitely (if you’re on Facebook). Live videos can also help build a better sense of authenticity between you and your audience.
3. Video themes
Perhaps you’re interested in utilising video content for your business but don’t know where to start. Some of the most popular themes for video content are explainers, product demos, how-to videos and testimonials. These four topics can be easily adapted to suit your business.
Explainers are short animated videos that explain an idea in a clear and engaging way. They use concise language and eye-catching visuals to attract attention. Product demos show your audience what your product can do. If you’re a business that provides services, showcasing testimonials are suitable for validating your services.
4. Shorter videos
In 2017, 56% of videos published were under 2 minutes long. While there is nothing wrong with long-form videos, short-form videos are keeping viewers engaged for longer, according to statistics.
Shorter videos, specifically, videos under 90 seconds have an average retention rate of 53%, while videos over 30 minutes long only have a 10% retention rate. This may be something to keep in mind when you start posting video content for your business.
5. Mobile optimisation
It has become popular to scale videos into square formats, instead of the usual horizontal format. Results from tests show that square videos are more effective at keeping viewers engaged for the entire duration of a video and view-through rates are 54% better for square videos than horizontal videos.
What we are seeing more and more of is that businesses are putting out less content aimed at selling a product to a customer, and more content aimed at generating genuine connections and conversations with their audiences.
At our networking breakfast (this week), our guest speaker Cam Watt had this to say about video content for businesses. “It is the thought that goes into it: How do we not sell this product? How do we tell the story of this product and connect with our audience? That is the power of video and film.”
In this new age area of marketing, we as businesses need to keep ourselves up to date and on top of trends to make sure we are using the appropriate platform to communicate with our ideal customers. It is without a doubt that video is worth using to generate and deliver content to your consumers. How will you be using video in 2018?