Videos are the bread and butter of the internet and we will explore the future of video marketing.
The future of video marketing is anyones guess, but I’ve put together some awesome predictions.
They’re the things users share as they laugh about a news anchor pretending to get blown over by “monstrous winds” when in fact he was just faking it.
They’re the YouTube vlogs users keep playing in the background as they do their Sunday chores, or the 3-hour-long music streams users play as ambient noise at work.
Whether it’s an advertisement from your favorite brand or a how-to video on how to fix the kitchen sink, videos will make up 82% of all internet traffic by 2021.
Understanding Video Marketing
Videos aren’t just content, they’re a means by which a company can build brand awareness, increase your lead conversion rate, and influence their user’s sales journey. 86% of digital marketers currently use video content in their online strategy and those who don’t are slowing down their revenue growth by 49%!
With these two video marketing statistics, you can see the power of video storytelling. And, despite 90% of video marketers agreeing that the online space focused on this content has become saturated with noise, 99% of marketers are adamant about continuing to produce videos for their brand in 2019.
The future of video technology is on social media, where videos also come in all lengths and platforms. They encompass a huge portion of the internet, and can be anywhere from 10 seconds to 10 minutes, or even 10 hours long.
For video marketing on social media, you can choose the platform that best suits your audience. If your target audience comprises the age range of 18 to 24 year-olds, consider Snapchat. If your audience is older and reaches those that are in their thirties, Instagram is where you need to be.
And if you’re trying to reach an older demographic of people from 34-44 or beyond, Pinterest and Facebook will be your social platforms of choice. While there are different platforms you can publish your content, there are also different ways in which your videos can be published.
Social Media Videos
Let’s start with social media. A social video post differs from a social story. One remains on your feed—video—and the other disappears after 24 hours.
Although it may seem like a huge waste to invest time and money into something that will disappear, there are huge benefits to using social stories, such as always having your audience engaged with your brand.
Instagram alone has over 400 daily active users who post and interact with their Stories, while Snapchat has over 188 million active users. Brands can use social media stories to grow their business by increasing engagement and driving traffic.
Live video on social media is another huge attraction for users because they can interact with their favorite brands in real-time. While you can prepare for a live stream, one of the best things about this medium of video is its authenticity.
Raw, uncut footage is one of the video technology trends you wouldn’t think would be popular, but is fresh for a digital world that’s overly curated.
Social media also influences the way brands approach the future of video technology because trends on social media reveal what users are currently attracted to. Be sure to pay attention to what your target audience is interacting and engaging with so you can apply those trends to your own digital strategy.
And Now, a Word from the Experts about the Future of Video Marketing
Now you understand why video marketing is important, and know the different platforms your business can leverage to post videos, we’ll go over what the experts are saying about the future of video technology and the top video marketing trends of 2019.
“Instead of trying to figure out the perfect way to start your video content creation journey, just get that first video out of the way.
Trust me, it will only get easier. You should still try to provide as much value as you can and be as professional as possible. But expecting this video to be perfect is just unrealistic.” – Neil Patel, Founder of Kissmetrics and Crazy Egg.
On Live Video
“Record a video straight from your phone or webcam. Keep it as authentic as possible.” – Gary Vaynerchuk, entrepreneur, author and internet personality
“A video of someone talking into the camera is captivating (and also super easy to create), which is why we think this will be a big trend for marketers and salespeople in 2019.” – Jenny Mudarri, Associate Director, Wistia
On Video Content
“Companies can use live video to show off new products and offer tutorials and demonstrations, webinars, question and answer sessions, interviews, live tours and more. This simple and free way to boost brand awareness is one that more businesses will take advantage of.” – Syed Balkhi, growth marketer and guest writer for Entrepreneur
“Short product demonstrations or instructional videos (try to keep them under two minutes)… consider sharing content about things you are passionate about. By posting ideas and subjects that are personally relevant to you (the business owner), you project your humanity to your online influence.” – Marsha Collier, author, radio personality, podcast host
“When you’re launching a major event, video marketing can help. Use these to promote your event. A lot of event videos will include highlight clips from previously held events.
This is a great way to generate interest in annual events. Highlight clips should feature exciting things and happy people. Make the viewer feel like they missed out on something exciting and they have got to go this year.” – Miles Beckler, digital marketing expert on YouTube
On Video Goals
“Video isn’t just an awareness play. It’s used to showcase your expertise and answer common questions for customers still deciding whether to do business with you, or close the deal with a video ad featuring a direct call to action to purchase.” – Jason Hsiao, Co-founder, Animoto
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On Video and SEO
“Video is becoming much more accessible to search engines, which will, therefore, make it even more important to effective search engine optimization and search-targeted content strategies.” – Michael Del Gigante, CEO, MDGAdvertising
“A good first step in optimizing your videos for SEO is to look at your older video content. This would help you see what kinds of videos have been successful, along with videos that might gain more traffic despite them being older.
This means updating the title and description to include more searchable terms and keywords and even adding relevant links and tags you might have missed out on before.” – Sean Si, Editor in Chief, SEO Hacker
On Video and Virtual Reality
“Virtual reality, the technology that makes viewers feel they are in or part of the video, is poised to make its mark not only in gaming, but in education, healthcare, business, marketing, social media, and more.” – Joe Rinaldi, Designer, Hubspot Design
“Native ads, video, [ephemeral] content, micro-influencers, mobile-first indexing, mobile payments – yes, they’re all growing in adoption, but no, I think none of them will have “breakout years” in 2019 or 2020 or even 2021. They’re just part of the marketing ecosystem now, churning along.”
Key Takeaways for the Future of Video Marketing
The rapid advancement of video technologies and their applications in the business world is just the beginning.
It’s an exciting space to be a part of because everything is constantly changing, evolving and improving, which means digital marketers need to always be adapting if they want to stay in the loop with the latest trends.
Here are the key takeaways for your video marketing strategy for 2019:
Therese Palmare is a content writer for Aumcore, a digital marketing agency based in NYC that specializes in video marketing services. She writes on a variety of topics that range from social media marketing to emerging digital trends.