I’m sure you don’t need me to tell you how important video content is these days. Videos account for around 75% of all online traffic, with almost a billion hours of videos watched on Youtube every single day.
Video production is moving away from traditional means and becoming more accessible, with HD quality cameras and basic video editing software available on most smartphones. Lower costs mean that more companies can rise to meet the greater demand for video content.
There’s more scope for sharing and producing video content as well; features that encourage users to share and engage with video content are increasing on social media platforms, along with support for more advanced technologies like 360° video and virtual reality.
Video is becoming a progressively more important aspect of online marketing strategy. So what can we start to expect for the future of video marketing? Here’s a few of my predictions.
As more consumers are engaging with video content, it will become the most effective way to share information online. The demand for video content will increase exponentially, and video will start to overtake the use of text for some marketing functions. On a basic level, we’re seeing more press releases, brand awareness content, and product demonstrations, for example, put out as videos.
Then, as companies get to grips with the scope of video content for marketing, they will start to use the medium in new and interesting ways. Education and tutorial videos will become more common, as a way to both show off a product or service, and share a brand’s message that engages the viewer in a more meaningful way. Brands are using video as a way to share their company culture, values, through methods like live-streaming or vlogs. Google are great at this, having produced a series of videos about their employees’ experiences of the company, like this one about an intern’s first week.
We’re already seeing this in the way that more companies are hiring social media influencers and vloggers to create sponsored content and share reviews and testimonials. This is leading to companies using informal content provided by their customers and employees to share their message. The recent Sainsbury’s campaign did this really well, asking customers to send in clips of themselves dancing in their kitchens and compiling these clips into a feel-good music video.
With methods of video production available to more people in their pockets, companies have access to a greater number of content creators for their marketing strategy. For example, consumers could be invited to post clips of themselves using a product on social media with a hashtag, which a company can then share as part of their strategy. Brands can use this blur between promotional and personal content to their advantage, building a relationship between them, their products, and their consumers that would previously be inaccessible.
Social media platforms like Twitter, Facebook, Instagram, and Youtube are already an enormous part of a marketing strategy. Video is a key aspect of the content a brand produces for social media.
These platforms mean that companies can share content and information directly to their followers, creating a space for personal interaction between them and their audiences. This will lead the marketing industry to a less formal approach to video content, at least in part; brands will rely on building an approachable image instead of one based on authority with entertaining and informative content.
Native video software is becoming increasingly common on these platforms, so companies should start to take advantage of this. Features like Facebook Live mean that the audience can engage with content directly, either with general live-streaming or more specific content like webinars.
Disappearing content on platforms, in particular Snapchat and Instagram, can also give followers a connection with the brand through the sense of exclusivity of the content they’re viewing.
More video being shared online means that creators will have to work harder to get attention. This will lead brands to start experimenting more with new video technology like 360° video and virtual reality, for example.
These technologies can be used to create experiential content; consumers can experience an event almost in person, by being given the appearance of control over the environment shown in the video. 360° video is a format supported by both Facebook and Youtube, and can be viewed as a new way to experience an event like a fashion show or concert, as well as a physical environment.
This type of virtual or augmented reality content puts the audience in the best place to experience, not just watch, the service a brand provides. When used appropriately, new video technology is a valuable tool in an online marketing strategy.
Video content is no longer an option, but a necessity for an effective marketing strategy. Brands can have greater control over the way that their story is told over video, by sharing the necessary information directly with the viewer. Make sure that it’s a part of your marketing strategy going forward.
If so, we’d love to hear from you. Get in touch for a chat about how video marketing can help your business or clients. Our MD, Dan is more than happy to come to you or if you want to test out his tea making skills then we can chat over a cuppa at our Anstey office.
Colab Creation is a video production company that specialises in telling stories through film; collaborate with us and tell yours today.