There is no doubt that content marketing is becoming increasingly more visual. Posts on social media that include a visual element such as an image, an infographic, or even a GIF consistently have more shares and better user engagement.
When you consider the fact that this past was largely dominated by video, it should come as no surprise that the popularity of video will continue to rise in 2017.
To highlight the popularity of video content, here are some interesting facts:
- YouTube has over a billion users, which is almost a third of the Internet population.
- It’s estimated that content delivery network traffic will deliver over half of all internet video traffic by 2019.
- On mobile devices, users spend more than 40 minutes watching videos.
All of this goes to show that video has turned into one of the biggest trends in 2016 and that businesses both small and large, should take advantage of this powerful medium. In particular, there are five major trends you should focus your attention on this year.
Branded Video Content
More and more people opt for watching videos instead of reading blog posts. Brands that want to connect with their target audience should take advantage of this and produce content that builds brand awareness, shares their message, and otherwise engages their customer base.
A video is an excellent way to showcase your product or to promote your services. You can also use it to feature your employees, provide quick tips for your audience, and even interview industry influencers. And when it comes to sharing videos, there is no shortage of platforms. YouTube and Snapchat are both big players here, with Snapchat catering specifically to mobile users.
Facebook native videos shouldn’t be ignored either as videos consistently outperform any other type of content. Facebook even posted their own set of helpful tips for content creators and brands when they noted that video increased by 3.6x.
If you’re serious about your marketing, consider repurposing your existing content into video to capitalize on this trend.
Videos on Sales Pages & Homepages
It’s been proven that a video can significantly increase conversion rates, especially when it comes to eCommerce. However, you shouldn’t dismiss the power of video if your website is more oriented towards selling services instead of products.
Unlike images, videos are able to engage more of our senses, and it’s one of the main reasons they are so effective. It has also been proven that visitors will stay longer on a site that showcases videos targeted for the audience.
Using a video on the homepage as a manner of introducing your brand is an excellent way to establish a relationship with your audience and build trust. When you include them in your product or service pages where you can explain what it is that you do, your visitors can get a feel for your personality and this in turn leads to better conversion rates.
As video continues to rise in popularity, you can expect to see video being used not only on sales and landing pages, but on homepages, too.
Live video has exploded in popularity in the last year with Facebook Live and Periscope, both of which allow you to share videos happening in real time. You can get creative and use them for product sneak peeks, demonstrations, Q&A sessions or simply let people watch your process as a creative agency, a freelancer, or a manufacturer.
Periscope is still a young platform with a significantly smaller user base, but that smaller user base allows you to grow your following much faster. Periscope already boasts 350,000 hours of videos streamed on a daily basis and is heavily used by the top 15% of brands. You can also use YouTube to archive your scopes for replay and reuse.
Facebook Live is another platform that allows you to let your target audience get an exclusive behind-the-scenes glimpse of your business. People spend 3x more time watching Facebook Live videos compared to “normal” videos so it’s definitely a trend worth exploring and implementing in your overall marketing strategy.
Video in Email Marketing
The saying goes, “money is in the list” but what good is a list with low open and engagement rates? It’s not uncommon for many marketers to experience a drop in their open and click rates in one of their campaigns but there is a secret weapon that could change the email marketing game.
Video can quickly and effectively communicate your message, so using it in your email marketing makes a lot of sense. Many marketers who used it have seen an increase in their email open rates as well as click-through rates and number of shares.
Using the word video in your subject lines has also proven to be beneficial. The type of content that delivers the best results are training videos and product demos.
To ensure the use of video in your email marketing is met with success, focus on creating a quality video no longer than 3 or 4 minutes. For maximum impact, be sure to host it on YouTube to increase shareability and visibility.
Animated GIFS on Social Media
When was the last time you checked your Twitter feed? If you use Twitter on a regular basis, you’ve probably noticed the predominant use of animated GIFS and short videos. They are the perfect medium for telling stories in a short timeframe.
Their use varies depending on the context of the shared message but they serve a great purpose for conveying emotions, humor, latest trends, and progressive stories. Although they have been around since the dawn of the Internet, sites like Tumblr gave rise to their popularity. Some brands have even accepted them as part of their brand culture and use them on a regular basis to connect with their audience.
Best Tips to Get Started With Video Marketing
Now that you’re familiar with video trends you should focus on, use the tips outlined below to make the most out of video marketing.
- Create a series of videos – instead of using a long video, consider breaking up your content into a series of shorter videos. It helps build anticipation and makes it easier to digest the content.
- No autoplay – most users don’t like videos that are set to autoplay so avoid doing this. Allow them to click “play” when they are good and ready.
- Include a call to action – sharing a video, no matter how you do it, is not enough to get people to take action. Your videos should always include a call to action which directs users to the desired page on your website.
- Add a personal touch – your videos don’t always have to be brand related. One of the most successful marketing campaigns focused on a highly personal issue and put their brand into secondary focus.
From branded videos to animated GIFS, video marketing is on the rise. If you want to stay ahead of the competition, consider adding video to your marketing strategy.
Featured image: Julia_Tim.