As we move into the 2019 year, it’s important to take note of the emerging trends in video marketing that we will see continue into the new year. While 2018 brought new innovations and tools for video marketing, in 2019 we can expect an increase in technology surrounding video marketing. Also, its impact on how video content works towards implementing stronger sales funnel and organic marketing.
Throughout 2018, video continued to prove to be the favorite option in the business world. It was also a preferred type of content choice. According to a Cisco report, approximately 82% of the Internet traffic would be dominated by video content by the year 2021. Whether you are expanding digital marketing efforts, evaluating a new video marketing strategy, creating corporate or business promotional content, or other forms of marketing, you will need to know what to expect to remain competitive in your respective market. Here are 5 video marketing trends set to impact video marketing in 2019 and beyond.
AR/VR and 360 Degree Technology
In 2018, we saw a rise in the utilization of innovative technology like augmented reality, virtual reality, and 360 degree videos. We saw BBC Today Programme take us inside a RAF Tornado flight using 360 degree technology. The video allows the viewer to zoom in and out and look around the flight cabin and the views outside. While companies like Sephora brought new grounds to the world of make up artists using augmented reality applications for trying new products. Moving into 2019, we will see more companies racing towards finding new ways to use AR/VR or 360 degree technology to engage their audiences.
Vertical vs. Square Filming Accessibility
While social media platforms have expanded their usage of video content, participating in the video marketing production process will be as easy as pulling out your smartphone or tablet. Social platforms like Instagram and Facebook have reframed their approach to making vertical video content more appealing through the use of Live streaming and stories to help anyone interested in marketing themselves or their business. Other platforms like Twitter, Reddit and LinkedIn have also moved towards video-friendly approaches. Hence, allowing different internet users to have new ways to promote and share with video marketing. Plus, there are plenty of apps and tools for the novice videographer to edit their video content directly from their phones. You can disburse the responsibility of video content production to just about anyone on your team. They just have to use a smartphone, tablet, or recording device.
Short Form Content
Throughout the internet, we have seen a mix in the length of video content being used in different digital marketing strategies. Short 6-second advertisements are gaining popularity on streaming channels. And also on the platforms like Facebook, YouTube and Vimeo as well as the storytelling component on Facebook and Instagram. Studies showed us that the majority of the 6-second advertisements drive ad recall and enhance brand awareness. Bounce, the brand known for dryer sheets and fabric softeners, had a brilliant 6-second advertisement that utilized the short timeframe by making a humorous connection to the brand. Storytelling is another form of short content. It allows brands to create clips around 15 – 30 seconds, depending on the platform, and share with their audience. The story videos have expiration at 24 hours. This makes them a commodity for viewers to catch the story before it disappears.
Long Form Content
On the other side of the content spectrum we have long form content. Elaborate video content that can range anywhere between 3 to 15 minutes. It is used to pull brands into bigger story lines that capture their audience. We find Game of Thrones actor, Peter Dinklage, making a cameo in Spanish beer brand Estrella Damm’s 16-minute video advertisement production of “La Vida Nuestra (Our Life).” This is an example of a longer timeframe and more dramatic productions towards a video marketing strategy.
Instagram introduced their new IGTV feature in the summer of 2018. Since its inception, users have jumped on the opportunity to create long form content in the form of their own streaming channel using the social platform. The IGTV feature is designed specifically for vertical filming using a smartphones and tablets. It allows users to upload content up to 1-hour in length. The videos are aggregated into different channels based on specific topics and categories. This helps users in easily finding videos and channels based on their interests. IGTV is in the running to become a top performing video platform compared to its competitors like YouTube, Vimeo and Facebook Watch.
Video content will continue to disrupt the industry of digital marketing. Businesses, corporations, entrepreneurs and solopreneurs can all benefit from having a strong video marketing strategy that is up-to-date with market competition. There are so many ways you can ensure making an impact and expanding your audience reach. For example, by including a mix of short-form and long-form content, IGTV videos, etc. You can also do it by constantly producing content through mobile devices and tablets. Finding ways to incorporate immersive technology like AR/VR or 360-degree videos can also help.
These tips will help you improve your reach and gain some brand visibility. Moreover, it won’t take much effort to implement them either. Take the initiative now before the video marketing trends 2019 catch on. This way you’ll surge ahead of the competition and stand out.