Video Marketing Trends To Follow 2018
If you have been keen about current digital trends, you may have observed that videos have gained a lot of popularity in the last three years. In fact, more than a billion people are watching Facebook videos daily, 58 percent of Twitter users open videos that appear on their walls and millions of new videos are being uploaded on YouTube every hour. It is actually estimated that by 2020, video will be the main form of content being shared across digital channels. What this informs the brands that want to connect with their followers is that video is the way to go. Here are a few of the video marketing trends that have been prominent this year.
Video streaming has become mainstream
When video content marketing started, people would spend hours shooting videos and even more time editing and making sure everything was just right. However, there has been a shift lately, and people are preferring to go live with their video content as opposed to recording and editing. Followers like live video streams because:
- They promote the authenticity of the brand, which makes them very attractive to consumers.
- They are economical as you do not have to spend time, money and manpower in post-production.
- Its time-sensitive nature attracts a lot of curious audience.
If you have social media pages with a following, or if you are trying to create that following, invest in live video streaming for current and important events related to your brand. This way, you get one on one interaction and feedback from your audience, making your marketing more effective.
The cost of video advertising has become easier to manage
Due to the rise in the popularity of video content, the cost of advertising on digital channels is on an upward trend in 2018. If you are thinking about running a successful video marketing campaign using videos, you will have to be willing to strategize a lot to avoid paying too much for the same. The good thing about spending is that you can control your budget through:
- Targeting only those people who you are confident you can convert into buyers.
- Utilizing pay per click modules where you only pay depending on the engagement.
- Setting budget limits which your advertisements are not allowed to surpass.
If you are not sure about your effectiveness as a marketer, think about hiring a digital marketing expert to help you set the goals as this will increase your gains from video marketing while lowering the cost.
Another trend that has been gaining traction over the past few months is sponsored videos. This is achieved through the paid advertising programs that have been set up by Google and social media pages such as Facebook and Twitter. On Facebook, you post a video, choose a demographic or geo-target that you would like to see the video and promote it. The payment depends on people reached, engagement and other agreed upon parameters. The social media pages know how to target users who are likely to engage with the video content, and once the content is promoted, the algorithm which limits audience does not apply so more people get to see.
These videos have become extremely popular, according to research done by Google. In fact, users engage more with 360-degree videos than any other content type. They are an interesting way to show off destinations or experiences, which is why they draw in such a huge audience.
The rise of square shaped videos
Another trend which has become very popular this year is the use of square-shaped videos in advertising. There was a time when video content was meant for laptops and TV screens, which is why the dimensions leaned towards vertical. However, things have changed a lot, and brands are making videos fit for the phone screen because normal videos normally look awkward when displayed on the phone screen.
Other trends that are worth looking out for include using videos as part of the conversion funnel and using videos as a central part of the e-learning process. This is the best time to use videos as a way of giving your brand authenticity by using video content. Incorporate the trends in your strategy for better ROI this year.