January is a special time for lots of businesses as it’s usually the month where marketing managers and business owners plan for the year ahead. Video marketing in 2020 is set to be even more exciting than it was last year so keep reading for the latest updates.
If the last decade was all about the emergence of video as one the most effective ways to inspire your audience, the next decade will be about building your brand by telling more enriching stories.
In this blog we will focus on the emerging trends in video marketing for 2020 so you can make the most informed decisions when implementing video into your integrated marketing strategy.
1. Social Platforms
It’s no secret that social media platforms love video. It’s easy to see why too. Video is the most effective medium for engaging audiences thereby keeping users on those sites for longer. Don’t think Facebook, Instagram, LinkedIn and Twitter are all old hat now, just because new social platforms such as TikTok, Lasso and Byte have all recently arrived on the scene.
Social video is essential because it’s important to put your video where your customers are. Social is all about discovery and awareness so you should treat your video content here a little like bait.
2. Embedded Video
If your video content on social media is your bait, then you should think of the video content on your website as a means of aiding conversions or generating enquiries. Video is great for this because it feeds all of the senses we as humans rely on (with the exception of smell but that may well be a technical evolution for another day).
You can use free or cheap tools such as YouTube or Vimeo to host the videos on your website however this isn’t always in the business interest. We’ve written extensively about why you should be hosting the videos on your website using an online video platform such as TwentyThree or Wistia. Take a look at our blog here about why your business needs a blended video strategy.
Content that targets everyone, focuses on no one. The great thing about social media is that it is easier than ever to locate, identify and target your audience.
Sadly a lot of the more established social media platforms are now expecting businesses to pay for the reach they used to enjoy through more organic means. That said, there is still a lot of scope to reach new audiences via LinkedIn.
If you would rather not pay for eyeballs, one of the exciting and attractive features many of the new and emerging social media platforms offer is that they don’t yet have the same restrictions on organic reach that the more established players have. The obvious flip side is they often don’t have the equivalent number of users meaning the organic reach is likely to be smaller. On the plus side though, at least you won’t have to pay for it.
4. Personalised Video
All of the main social media platforms have become increasingly video focused, this means as part of your video marketing strategy for 2020 there is more room for personalised video outreach using the native messaging tools contained inside of each of the platforms. In fact this can also be a technique used to get around the curbs on organic reach imposed by the established social media giants. Personalised video or 1:1 video as it is also known, isn’t restricted to social media platforms either, it can be used in email too.
Since adopting a strategy of personalised video around email, we have experienced a 34% increase in booked meetings to discuss video marketing with our clients.
5. Brand Identity
You can use video to harness the power of your brand identity. Once upon a time producing a video to promote a product or service online was something of an after thought. Now, it’s video first
The trick here is to be consistent. Consistent in your message, consistent in the time of posting and consistent in the look and feel of your content. Marketing typically works in three ways; what do you want your customer to learn, what do you want them to feel and what do you want them to do. Being consistent in each of these messages means your video strategy will be not only easier to measure but easier to manage too.
5. Critical Mass
A little bit of a follow on from the previous point but effective video marketing is also about critical mass. In order to post regularly you need to have a certain amount of content in order to keep it consistent. It’s easy to fall into a rut when you’re trying to manage so many things but one of the things you can do when producing any video content is try and create some derivative content too. Bloopers and shorter versions are great ways of extracting more material from a given production.
Thank you so much for reading this blog. I hope you found it useful and informs much of your planning for 2020. If you would like to discuss your plans and how you can maximise your video effort for the coming year and beyond please do let me know. You can ping me a message on LinkedIn or alternatively if you would like to have a chat, please book a meeting with me by clicking the button below.
Wishing you all the best for 2020.