Branded videos are among the most powerful tools in the arsenal of a marketer today. Videos that do get the traction are often liaised with content that have an engrossing narrative.
A single successful video campaign can catapult a brand, making it the most discussed topic in this highly crowded market and taking the brand ahead of multiple competitors trying to target the same audience.
Thanks to smartphones, marketing videos have found a place in every step of the customer’s journey. According to a report by ReelSEO, 71% marketers believe videos to be a better means of conversions than alternative tools.
However, when you intend to use video as a marketing tool, it is also vital to have a clear objective in mind. You should be working on a “snackable” output that can be accessed across all kinds of devices, including smaller screens.
Product and ecommerce videos started getting attention as early as 2010 and retailers who were able to come up with engaging content shot to the top. In 2010, Overstock ranked 1st among video marketers with more than 95,000 videos under their hood.
The primary reason why product videos have got so popular is better accessibility and connection. Mobile devices of today are capable of displaying video content with a smoother experience. Treepodia’s A/B Tests showed that videos can increase the conversion rate of product pages that previously used static images to present information.
Here are some mind boggling statistics that will make you consider video marketing more seriously:
- In 2015, it was estimated that more than 204.2 million users in the United States alone watched videos and this number represents about 78.6% of the internet using population (Source: EMarketer).
- In the past couple of years, users are spending 38.5% more time accessing video content (Source: Nielsen).
- Today, over 64% of internet traffic is video content and this expected to increase to 69% by the year 2017 (Source: KPCB).
- Video content is reported to generate 3 times more monthly visitors as compared to alternative marketing tools (Source: Buffer).
- Product videos can increase conversions by as much as 85% (Source: Buffer)
- 4 out of 5 shoppers seek videos to do their research on a product they are looking to buy (Source: Animoto)
- Video reviews have the capacity to increase viewing sessions by 340%
Until a year ago, YouTube was THE platform if you were searching for video content. However, Facebook and Instagram have joined in the game and this just adds more reasons why a modern marketer should be looking to invest in video content.
There’s enough data on the internet that would compel a marketer to invest on videos. However, if you are just starting out, here would be the video marketing trends to follow and target in 2016 and beyond.
Video Marketing Trends to follow in 2016
Video ads are nothing new, but with social platforms like YouTube and advertising or social platforms like Facebook, Instagram and Bing hosting billions of videos, things have become easy for the advertiser.
Facebook launched its Facebook Native Video Ads which gather almost 4 billion views in a day.
2016 will also be marked as the year when Google will finally be streamlining SERP video advertisements. This is a clear indication that users are accepting video content and it wouldn’t be a surprise if they pop up in the most unexpected places.
The possibilities with video marketing are only limited by your creativity and marketing strategy.
App indexing too has been around for a while now, thanks to Google. But as app ranking is getting more and more complicated, this will be the year when product marketers realize the potential of having a dedicated app.
Investing in a website optimized for your mobile can work wonders to cater to the mobile crowd. Apps could be the best way to provide more intuitive, accessible and convenient content for video marketing.
Mobile Dominates Desktop
2015 was a big year for mobile, with Google launching its ‘Mobilegeddon’ algorithm and apps replacing all kinds of websites. However, 2016 is going to be even bigger.
Just having a mobile friendly site will not be enough to drive traffic. Marketers will have to look towards a more mobile focused online marketing strategy. Instagram would be a great place to start.
Optimization For Digital Assistants
PPC and SEO have been the most popular marketing strategies to boost visibility and introduce your website to thousands of new visitors. However, the rise of digital assistants will bring in a newer form of optimization.
The best examples of digital assistants today would be Cortana and Siri. The key to success is ensuring that your business or product information is easily accessible to these digital assistants and this optimization will include video content.
The Rise Of Virtual Reality
In the next couple of years, dozens of new VR devices will be launched. Among the most hyped is Oculus Rift, which is touted to take online advertising to a whole new level.
VR platforms like Oculus Rift will integrate video channels, social platforms and platforms for direct messaging and it is better for marketers to prepare themselves for the changes to come.
Wearables and Internet of Things (IoT)
Smart devices will gain a lot of traction throughout 2016. We have just seen the Apple Watch, but more are in the pipeline, and this means that wearable devices will penetrate a healthy segment of the market.
Creating video content that caters specifically to these wearable screens would be a huge advantage to marketers looking to gain in competition.
Advertising Will Get More Expensive
Maybe, not quite an impressive trend to know, but advertising will get more expensive in 2016 and beyond. However, this would be complimented by a rise in demand and a change in the ways the consumer seeks information. The one positive to look forward to is that a single successful video campaign can replace a dozen traditional advertising assets.
In 2016, more than 50% of shoppers will decide on a purchase after browsing through supporting video content. It’s time to be prepared with your video marketing strategy or get lost in the crowd.