Video marketing never stops evolving so it’s vital you stay on top of the latest trends. We’ve picked out four to add to your marketing mix next year to keep you ahead of the competition.
What can we expect from video marketing as we head into 2017? The short answer is more of the same, a lot more. Video’s explosion in popularity over the last couple of years is showing no sign of slowing down, quite the opposite in fact.
"75% of executives watch work-related videos on business websites at least once a week."
There are any number of facts that confirm video as the number one medium for online marketing and it’s hard to pick out just one. From a business viewpoint, though, we like this one. According to research by online agency Insivia, 75% of executives watch work-related videos on business websites at least once a week. This supports what we and our clients both know: video is as crucial for B2B as it is for B2C. Here are our four marketing video trends to look out for in 2017:
Live video streaming has only just started
Facebook Live is a game-changer for video streaming. As we pointed out in our blog 9 simple tips for getting the most out of Facebook Live, people comment 10 times more on Facebook Live videos than they do on normal video.
Given that Facebook receives upwards of 8 billion views daily, anyone not streaming on Facebook Live is missing a trick. (We should point out that Facebook Live doesn’t have a monopoly on this. YouTube Live and Periscope – which allows live streams through Twitter – are among others you can try).
Why do people engage more with live streaming? We think it is because it feels natural and less contrived. It gives businesses a more human and authentic face.
That is not to say you should just throw your live videos together. Far from it. They need to be put together carefully and planned as part of a proper campaign. That means promoting them and using good quality video and sound equipment. Plus, adding one crucial ingredient – personality.
Video email marketing
Until recently, video and email marketing have made for uncomfortable bedfellows. This was mainly due to delivery and playback issues. Video files were often too big or would get caught in spam filters. Even if they got through they needed a third party plugin such as Flash or Quicktime in order to play, which not everyone had. All in all, they were too much hassle.
This is no longer a problem. Faster connectivity, smartphones and new video formats mean there is no longer a barrier to using video in emails. This is a marketers dream. Video grabs people’s attention far more quickly that the written word, which means they are more likely to engage with your email.
A report by Syndcast, a US TV and video company, found that just using the word ‘video’ in an email subject lines boosts open rates by 19% and click-through rates by 65%.
And research by marketing agency Wyzowl has revealed that 80% of businesses that use video in email campaigns believe it to be effective.
Viewing across multiple devices
Be honest now, when was the last time you watched TV or Netflix without scrolling through social media on another device? We all do it. One channel of entertainment isn’t enough to hold our attention anymore. Research by Google shows that 85% of adults aged between 18 and 49 use multiple devices at the same time.
Even more interesting for video marketers is the fact that two-thirds of YouTube users watch YouTube on a second screen while watching TV at home. And half of 18 to 34-year-olds will stop what they are doing to watch a new video by their favourite YouTuber.
The take away from this is that businesses should be marketing across as many channels as possible. A video posted on YouTube should be promoted through social media channels and timed to coincide with events your audience is likely to be watching – the Bake Off final or a big football match, for example.
Google has been pushing virtual reality (VR) hard, launching a VR channel on YouTube (owned by Google) and selling its Google Cardboard headsets for under £10. That’s one reason why it is estimated that VR will be a $30 billion dollar business within three years (Digi-Capital).
If video is immersive, VR is immersive on steroids. (If you haven’t yet watched a 360-degree VR video, we highly recommend you do. Dreams of Dali is as good a place to start as any).
Big brands are ahead of the game on this. BMW, Coca-Cola and Samsung have all launched 360-degree videos and gained huge exposure as a result. BMW’s Eyes on Gigi Hadid went viral and Samsung’s Get Barreled in Tahiti has had more than 17 million views.
Another reason why VR is going to be one of the trends of 2017 is that the videos are not that difficult to make. You simply need a special 360-degree camera (available from between £250 to £500) and some editing software such as Final Cut.
To stay ahead of your competitors in 2017, contact us now.