The evolution of video marketing isn’t likely to slow down during 2018. We can expect to see more captivating content than ever with the current rate of creativity and technological innovation. Marketers are putting more time and effort into their video content from live streaming to virtual reality.
Consumers can experience both the real world and fantastic otherworldly experiences that brands are creating like never before. The way users consume content and the way businesses produce them is likely to change considerably in the coming year. Here’s what we can expect to see in 2018.
1. Creating a video strategy will be a priority for brands
Most marketers agree that video content gets the best ROI. However, creating content blindly without an effective strategy may not deliver the expected returns. As popular as video marketing has become, many content creators don’t have a proper plan in place. But creating random videos without thinking about your strategy is futile.
However, during the remainder of 2018 we can expect this to change. Many businesses have discovered that video content gets the best results and returns only when it is backed by a well-planned strategy.
2. Live video streaming
Live streaming is becoming more accessible to every type of marketer with tools like Facebook Live, Wirecast and OBS Studio. For beginners, there are streaming apps like Zoom and BeLive. Live videos are an excellent platform to showcase events, behind-the-scenes, Q&A’s and interviews.
Expressing a more human side of a brand is a great way to connect with customers. Live videos are expected to get more interactive and intense in 2018. They will become immersive video experiences, where viewers can control the content and express their views by clicking on icons.
3. Video quality will take precedence over quantity
As the video landscape becomes more competitive, the quality of videos that marketers put out will need to become more of a priority. People have short attention spans and are likely to click out of the video if it doesn’t capture their interest. Nobody wants to watch low-quality videos, and they will be unable to get the results that businesses are looking for.
As competition becomes stiffer, marketers will need to invest more time and effort into creating quality content. High quality, engaging videos, stand out from the rest, get better engagement and better results than other types of digital content.
4. Personalized video will be used by sales and PR professionals
Customized videos are being used in the sales and PR fields as a way to build connections with potential prospects. Videos also stand out in people’s inboxes. The concept of video marketing is really simple. Customer service reps or sales people can record short videos with details of a products or service that they are offering and urge customers to take action. They can also introduce themselves as the point of contact for any follow-up questions the prospers may have. These “video voicemails” are becoming an effective way to build deeper personal connections with a business or brand and stand out among the clutter.
5. 360-degree videos will gain popularity
More and more businesses started using 360 videos in 2017, and the numbers are likely to increase in 2018. These videos are considered to be another form of immersive content since, with 360-degree video, the viewer can decide on their perspective when viewing. These can be viewed simply on the screen of a computer or smartphone or with a VR headset for a more immersive experience.
360 video technology is likely to alter the way customers experience online shopping. Marketers are finding new and creative ways to harness this potential for their brands.
6. Higher proportions of ad budgets will be allotted to video
It is estimated that the amounts spent on online ads will soon surpass TV ad spending. And most marketers have plans to increase their budgets for video ads in the coming year. Initially, video ads were dismissed as just a trend, but now most businesses have realized that they need to budget their money towards forms of media where people are actually spending their time. Many viewers are tuning in online to watch their favorite shows and big events rather than watching them on TV.
7. Engagement is key
Engagement is not just a buzzword, but one of the most important factors to consider when creating video content. Videos that can hold your audience’s attention are likely to rise to the top. Engaging videos will keep them interested and get them to continue the conversation. They may even take the next step and make a purchase.
One way to create engagement is through a call for action. For instance, you could ask viewers to share the video with a friend, leave a comment in the comments section or subscribe to your feed.
8. Videos will be designed to be effective without sound
An interesting video marketing statistic is that 85% of the videos on Facebook are actually played without sound. This offers a unique challenge to video marketers. Those who are savvy have tapped into this and are designing more and more content that can be viewed without sound. Since many of these videos are auto-played, content creators will need to create their videos accordingly.
The use of on-screen graphics and captions to grab attention is becoming more common. This way viewers can enjoy these videos silently, whether it’s in the doctor’s office or on the subway.
9. Consumers will expect video content
Creating video content has become a necessity rather than a luxury. Today customers are likely to lose interest in your brand if you don’t engage them with videos about your products and services along with other interest content. There is an expectation for videos to be a part of the purchase experience.
Apart from simply enhancing consumer experiences, videos can also help your brand start apart from the competition. With the intense competition that most brands face today, marketers need to do what they can to attract the attention of customers.
10. Video as a storytelling device
Combining storytelling with video is a great way to develop a video marketing campaign. This is a great way to get your message across to your customers. People respond extremely well to videos and nothing can generate as much excitement while creating awareness.
So, put together a campaign that expresses your brand’s story through video. If this is executed well, your video could even go viral, creating a lot of publicity for your brand. Weaving a story through video marketing is a great way to tell the world about your business.
11. Upsurge in video apps
Apps and visual content are extremely popular among Generation Z. Therefore, combining the two can make brands reach the younger generation in the most effective way possible. This is where apps like Snapchat and Instagram come in. They have exploded in popularity in the last few years.
When Instagram launched its new feature called Instagram stories, users used it to share short videos with their followers. Millions of videos are watched on these platforms, and Instagram is becoming more video-focussed with each passing day.
12. Video will be accessible on multiple devices
Marketers have realized the importance of making their video content accessible on a number of devices. So, customers will be able to access their videos whether they’re using a mobile device, tablet or laptop. Studies have shown that a majority of adults aged between 18 and 49 years access multiple devices at once.
If businesses are looking to communicate with their target market effectively, they cannot afford to rely solely on a single video platform. No matter the device of choice, it is all about variety and being able to get your message across. Your video when viewed on any device should make customers want to stop what they’re doing, listen, watch and engage with your brand.
Final thoughts
Today, visual content is an important aspect of customers’ lives. But in order to capture people’s attention, it needs to evolve continuously and become more engaging. The last few years have been all about video marketing. The collective time spent on YouTube is over one billion hours a day! The creative minds in the industry are likely to take video marketing to new heights in 2018. It is more important than ever for marketers to offer engaging video content while adopting the latest trends and technology in the process.
Author
Michael Overell
Michael Overell is a seasoned entrepreneur and business leader with a proven track record in building companies, products, and teams in both startup and hyper-growth environments. Currently, he serves as a key executive at ClassDojo, where he is responsible for driving revenue growth and helping children around the world access quality education. Michael is also actively involved in investing and providing support to promising foreign founders looking to break into the US market through his work with Antipodes.
