There is no doubt that video marketing is on the rise, and for good reasons. According to YouTube, people watch more than one billion videos on its platform every day – and this is just one medium. With more than 75 percent of the American population now owning a smartphone, companies can reach a massive audience with only one video.
A recent study by Google showed that using digital video was incredibly important for any business that wants to attract a large audience and grow. They explain,
“People have always sought input from others as they’ve shopped. Today, that information is increasingly coming from digital video. From early-stage browsing to product reviews to learning how to use a product, people turn to a wide range of video content to find ideas and inspiration that drive buying decisions.”
But with this rise in video marketing also comes increased competition. To remain competitive in today’s fast-paced market, it’s vital that you stay up-to-date on the latest trend in video marketing. Here’s a look at the top nine emerging video production trends you should know.
Virtual reality, or VR, is more popular than ever in 2019. Studies show that the economic impact of VR will be $29.5 billion annually by 2020. Also, experts believe that more than 82 million VR headsets will be sold by 2020 (that’s a 1,507% increase from the number currently sold). Companies are creating VR videos to give potential customers a glimpse into how their products work or their services feel. VR is an opportunity to give a sales lead a more immersive experience, and to be more convincing about why they should want to buy.
Hubspot recently curated several examples of outstanding VR video marketing. Each organization marketing with VR created content that immersed and wowed consumers and made a more persuasive marketing case.
Rather than produce one short entertaining video, companies are producing series of videos that build on one another in order to market their companies. Video series have a similar purpose to long-form videos. Because there are many installments, they give companies an opportunity to deliver more information to potential customers, rather than having to cram all the information into one video that is short enough to hold a person’s attention.
A video series also builds interest in, and loyalty to, a brand if it tells a good enough story that keeps customers coming back for more. By using serialized videos to generate interest in your company, you can get customers paying attention to what you do and wanting to know more from you. You can also end up with potential buyers who know a lot about your product and are certain that they want to buy.
One company using video series well for marketing is Kate Spade. They created a series of videos called #MissAdventure, which they posted on YouTube. Starring Anna Kendrick, the series pulled attention to the brand and generated an audience of rapt viewers, who then became rapt potential customers.
Videos for mobile viewing are key if you want to reach the widest audience possible today. That’s because it is, no doubt, the age of mobile. Years ago, mobile internet usage surpassed desktop usage.
Social networks report that most of their users’ video watching happens on mobile devices. In fact, Twitter recently reported that 93 percent of all of the video views on the social media network happen on people’s mobile devices. Also, Google recently found that 18- to 34-year-olds reach for their smartphone more than any other device during the day. So, companies are now focused on creating video content that looks great and is easy to consume on a mobile device.
The most successful companies are thinking about the mobile platforms that people are watching video on, then creating content specifically for those platforms. For example, videos are made on mobile devices using vertical shots, because they look best on people’s mobile device screens.
Videos can be more immersive than a 2D image on a screen. Some companies are using 360-degree videos to give potential customers a more immersive experience.
Obviously, 360-degree videos are not perfectly suited for all industries. Industries that are not very visual might not benefit from 360-degree videos. For the most part, 360-degree videos are better suited for companies that want to sell the experience they offer, or that can excite potential customers by giving them a better idea of what their product looks like and all of its specs.
These 360-degree videos are sort of like virtual reality, in that a video is more than just something to watch; it is something to experience. They are also an excellent marketing tool because they engage customers and offer interactive options. Interactive marketing has been shown to be extremely effective, and 90 percent of marketers believe that it is a more effective tool than static marketing.
Some industries that are particularly well-suited for 360-degree video marketing are the automotive industry and the real estate industry since immersive videos give potential customers a real chance to experience what their purchase would feel like before they purchase it.
Livestream video is one of the most popular types of advertising with customers. A recent study by Livestream and New York Magazine showed that at least 80 percent of consumers would rather watch a live video from a brand than read a standard blog or social post. Also, did you know that 26 percent of all Facebook users have watched a brand’s live video in the last month?
Livestream videos help potential customers feel like they are part of the action. They also give consumers a chance to see the real face and personality of a brand, since livestream videos are usually unscripted and off-the-cuff, and this can help build brand loyalty.
According to Social Media Examiner, livestream video is powerful because it allows the audience to participate in real time and have some influence over the content that is being created and that they are seeing. Also, they explain that live videos can add a sense of urgency to your marketing: “Live video creates a unique, real-time experience that encourages your audience to comment and interact, turning individual customers into a community.”
There are many platforms on which companies can use livestream videos today. Facebook Live is a popular livestream video option for companies that want to reach large audiences. Instagram also offers a live video option, as does Twitter.
In order to choose the best live video platform for your company, consider where you have the largest following, and if you want your live video to be watchable after it’s done. Live videos on Instagram can live on the platform even if you’re no longer filming them. Facebook Live videos disappear once you’re done broadcasting.
To capitalize on one of the latest video marketing trends, consider creating cinemagraphs. Cinemagraphs are aptly named because they combine the photograph and the video. Cinemagraphs have moving video elements within static pictures. In a sense, they seem like magic or something you might find in Harry Potter because they look more like a special type of photo than they do a video.
Cinemagraphs play in a loop. People who are viewing them to do not have to refresh them, and they don’t have to click anything to make them play or stop playing. Cinemagraphs are normally 3 to 10 seconds long.
Because cinemagraphs seem like magic, they are captivating and attention-grabbing. This is one reason that they are a good tool for companies to use for marketing. They also are a way to make web content more interesting, so brands may consider using them in their web design, blogs, billboards, newsletters, and more.
Drones aren’t just for e-commerce companies that want to deliver packages faster. They are also commonly used to take videos that can be powerful content for marketing or advertisements.
Drones with cameras can fly above a place or a scene and take dramatic, sweeping video from above. They are also an easy way to get a great bird’s eye view shot of something.
Drone videos are a good tool for a company that wants to show off a geographic location. They are also a good way to showcase natural beauty and hard-to-reach locations since they can get to places via remote control.
Tier10 often uses drones and aerial footage when producing commercials. Check out some of our footage from Utah below!
Snow // Aerial behind-the-scenes from Tier10 on Vimeo.
Higher Camera and Screen Resolution
People are used to seeing crystal-clear images and high-quality content today. Even iPhones can take professional quality photos and videos. Companies that want to appeal to the sensibilities of today’s consumer use high-quality cameras. They also shoot videos in high screen resolutions.
One of the last and most powerful ways that companies can use video to reach potential customers is via social media platforms. There’s no doubt that social media is important today for brands, in general. Statistics show that many of the social media networks are key for building a business:
- There are more than 2 billion social media users globally.
- 90.4% of millennials, 77.5% of Generation X, and 48.2% of Baby Boomers are active on social media
- About 90% of all marketers say their social marketing efforts increase exposure for their business and 75% say they increase traffic.
- At least 33% of all consumers go to social media sites looking for information about brands to buy from.
- People favor social media content over other content when it comes to learning about a brand. In fact, 80% of consumers said they would rather consume social content than read a blog about a company.
While it’s important to simply post marketing content on your social media pages, one of the most powerful ways to harness the platforms is by using video. Video is a great way to reach potential customers on social because it is content that they want to consume and it is an easy way to get information across clearly and quickly. Here are some stats that show why social media video marketing is something that your company should not overlook in 2019:
Video is a powerful tool when it comes to entertainment, but it is also a good way for companies to tackle more effective marketing strategies. If you want to grow your business’s audience and generate a whole new crowd of potential sales leads, then video is something you should be paying attention to. Consider the above popular trends, then determine which work for you. Focus on just one tactic or tackle them all if they make sense. By producing videos that people pay attention to and use to inform their purchasing decisions, you can help sell more products and services, generate more revenue, and grow your business.
If you want to create videos that use popular technology and effective marketing techniques to grow your business, get in touch with Tier10. Our videos can harness the latest technology and great storytelling to bring more people in and convince them to become loyal buyers.