Anyone who uses the Internet every day can see that the use of videos—and, by extension, video production—in marketing is rather prevalent. It’s one of the better forms of consumable media since it can show someone information they need to know in less time than it takes to read that same information. Throw an interesting concept and perhaps a good script into the mix, and it’s easy to see why it’s still in use in marketing these days.
With video content taking up 74% of all Internet traffic in 2017, video has officially taken over the digital landscape. That means video marketing is an even more crucial part of any marketing strategy, and marketers need to pay more attention to trends so that they don’t get left behind. If you want to take your strategy to the next level, here are several trends you’ll want to consider.
What started as a simple curiosity has now grown into a highly engaging trend. Video streaming allows you to instantly interact with followers, giving them immediate connection and feedback.
Even though humans now have a shorter attention span, the fear of missing out keeps them glued to the screen three times longer than with regular videos. This holds true for any kind of live video, whether it’s a live Q&A session, a product launch, or a behind-the-scenes video.
360° Videos and AR
Some brands experimented with 360° videos a while back, but their use slowly died away. With Augmented Reality or AR entering the picture and people becoming more interested in such immersive technologies, these videos have started making a comeback.
360° videos still have a view-through rate that’s somewhat lower, but Google has found that they have almost a 50% higher click-through rate compared to standard videos. This cost-effectiveness with a lower cost per view makes the video production that goes into such videos well worth it.
While AR can be implemented in various ways such as interactive print or live activations, you need to find out whether it will suit your brand’s overall marketing strategy or not.
Transcribed Video Content
Video transcripts have a big SEO advantage, with YouTube ranking videos higher if they have a full transcription. Well-written transcripts help search engines detect keywords, which means they’re more likely to be included in search results since they’re practically guaranteed to provide users with relevant information. You also
As if that weren’t enough, since Google purchased YouTube a little over a decade ago, your video ranking higher on the latter also means a higher rank on the former.
Square Video Formats
If you’ve seen videos by BuzzFeed Tasty, you’ll have noticed they’re not just bright and eye-catching – they’re also quite square in shape. This 1:1 video format ensures a better fit for mobile users, not to mention leads to a higher chance of such content showing on someone’s Facebook News Feed.
As you can see, these trends in video production and marketing can have quite the impact on your strategy, and there’s really nothing in at least considering incorporating them. It’s all down to your brand, and how well these trends can fit within your overall strategy.