By 2020, there will be almost a million minutes of video-per-second crossing the internet and 82% of all consumer web traffic will be video
It’s no surprise that video’s popularity continues to grow thanks to mobile tech and apps advancing its delivery and consumption, along with giants like Facebook and Google actively pushing it.
Most importantly, the preference for video production over other types of content continues to grow with consumers, making it vital to marketers and brands.
There are tons of stats to back this up, with one of the biggest being from Cisco, saying that by 2020, there will be almost a million minutes of video-per-second crossing the internet and 82% of all consumer web traffic will be video.
Let’s look at different trends in video marketing to expect through 2019.
Super Short Video Ads
Google originated this trend back in 2016 with the launch of YouTube’s 6-second “bumper” ads. This new format wasn’t just for shortening attention spans in general, but specifically to fit the growing trend of mobile video and shorter videos being created.
It was also to the reality that most people would just watch the countdown on a long video ad until they could click the “skip” button. And since, mobile video and short-form videos have since become the norm.
Now is a content landscape of constant scrolling and swiping, capturing attention and becoming memorable needs to be within seconds on any social network, especially on the exponentially growing and extremely competitive Instagram.
More Long-Form Video Content
Yes, this might sound like it’s going to contradict the trend above, but the distinction between video advertising and video content marketing makes a world of difference. An advertisement is more designed to catch attention and delivery a quick message.
Content marketing looks to provide value to a target audience, usually through being informative, entertaining or both, while (organically) tying into the brand’s message and product. This value is why people would want to watch a video that’s 3-5 minutes or much, much longer (that could be considered essentially a long commercial).
This can range from a company’s internal team doing a product walk-through to the popular “unboxing” video trend with an influencer opening up a product for the first time as part of a review or demonstration.
It can take fans behind the scenes to learn more about a favourite brand or be a short movie that’s made with entertaining or artistic motivations that creatively integrates a brand into the story.
Love it or hate it, vertical video is here to stay. One giant flashing sign pointing to this is the massive growth of Instagram Stories, with that feature of the app growing from 250 million users in June 2017 up to 400 million in June 2018, with no signs of slowing down.
After being popularized by Snapchat and virtually taken over by Instagram, Facebook and YouTube have also included it on their platforms.
Last June, Instagram launched IGTV, marking the first place for long-form, vertical-only video content. While still in its infancy, it’s destined to become a new standard within a couple years. New to this format? Check out 6 Tips for Creating Vertical Video on Instagram TV.
Increased Facebook and Instagram Video Ads
Over the last year or so this trend may seem obvious to most marketers, brands, and consumers, which is why it’s important to hammer it home.
Facebook has over 2.3 billion daily active users, with Instagram hitting 1 billion daily users in mid-2018. Social Media Examiner took a survey of marketers and found the majority plan to increase their Facebook and Instagram ads in 2019 compared to other platforms. This means Facebook and Instagram have the most potential, but also the most competition.
Getting More Google and SEO Friendly
Last August Google added auto-playing video previews to their search results on Android devices. This means that when people search, relevant videos can appear at the top of their search results, while playing a preview, making them extra eye-catching.
We can expect this to arrive on iOS devices this year, giving plenty of incentive to make videos SEO-friendly and not forget YouTube.
Maximizing Video Value
With so many options of where, how, and when people view videos, brands and marketers will have to get the most value from their production. For example shooting a long-form video that works in both horizontal and vertical format (or re-editing a horizontal video into vertical, if possible).
Then producing the video so that it can be cut into bite-size clips for short bumper ads and Instagram Stories, which could lead people to the full video on YouTube or IGTV.
Quantity Over Quality
Yep, you read that in the right order. Social Media Examiner also found that marketers plan to ramp up the video production over all other types of content. What they didn’t ask if said video content would be good or not.
This means the best opportunity against a rush of everyone pushing video, is to invest in quality. And by quality, I don’t necessarily mean production quality. A video doesn’t have to be fancy, it depends on the audience and delivering the message properly.
An expensive video filmed on a set and actors might resonate with an audience less than a cheaper video that’s more authentic. Such as having a internal team advocate or influencer simply share their experience or give instructions through their front-facing camera on their phone.
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