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03 Video Trends

From Facebook Live to vertical video, explore the past, present and emerging trends that could inform and influence your video marketing strategy.

Ever since the advent of YouTube in 2005, the use of video online has grown exponentially.

6 out of 10 people prefer online video platforms to live TVTHINK With Google

As businesses have become aware that audiences are shifting away from traditional media, like newspapers, magazines and television—6 out of 10 people prefer online video platforms to live TV—they’ve increasingly incorporated video content into their marketing strategies.

So much so that two thirds of advertisers shifted budgets from TV to digital in 2018 alone. Over time, some of the new and innovative strategies for using video in marketing have resonated with viewers so effectively that more and more companies have adopted them in their marketing, thus creating video marketing trends.

Video Trends:
Five Years in Focus

Video Trends 2019:
Where are we now?

1. Accessibility First

Responsible brands are creating accessible video that provides text versions of audio content, synchronized with the video, to accommodate the hearing impaired.

2. Ask Questions

Video Q&As have become very popular for the obvious reason that they allow brands to show engagement with customers in a way that lets their personalities shine through.

3. Work the Vertical

By creating spaces dedicated to vertical videos, Instagram has established the vertical video as the video format of the mobile domain, and savvy marketers and content producers are getting on board.

Check out our analysis of Instagram Video Trends for more.

4. Repeat It

Recurring video series are becoming more and more popular because they allow brands to keep their target audience engaged over a long period of time.

5. Collaborate

In the wake of the Cambridge Analytica scandal, 2018 turned out to be a crisis year for trust on social media, making potential buyers even more reliant on product references from seemingly ordinary people. An influencer marketing survey by Collective Bias confirmed that, more than ever, consumers trust recommendations they find on social media. It’s no wonder then that collaborating with influencers, and more recently micro-influencers, continues to be a hot video marketing trend in 2019.

What Next?

Continue to the next chapter to find out all about Video Channels, or skip ahead to Chapter 5: Video Case Studies to find out which brands get video right and how they nail the format and why.