Throughout 2016 the number of companies harnessing the power of video marketing has continued to increase, and cross-platform distribution has become a necessity for all content marketers. With the ever increasing competition for user’s attention visual elements within social media have become even more prominent with infographics, GIFs, videos and images becoming the bulk of newsfeeds.
Social media has now become dominated by video content with Facebook racking up on average over 8 Billion video views in a single day. Needless to say, video has clearly been one of the biggest online trends in 2016 and most businesses now see video as an integral aspect of their marketing strategy. But what does the future of video look like and how will this medium continue into 2017?
You’re actually reading this?!
So if you’re reading this you’re probably slightly irritated by the fact I didn’t simply put all this information into a 60-90 second video for you, am I right? Well if I am, you’re not alone. One of the biggest shifts in online user habits throughout 2016 was the migration of information from blog posts to video, we’re getting used to digesting information as quickly as possible online and users are becoming less keen to read through long blog posts (like this one!) many would much rather click the video tab in google and watch a short video explaining a process or product features to them.
This trend is set to continue throughout 2017, with 2016 seeing video used to enhance blog posts, it’s quite likely that these videos will be forced to move away from their own website pages to even more embedded content on social media, therefore the need for engaging call-to-actions is going to become even more important.
Homepage & Landing Page Videos
Many successful landing pages with high conversion rates have been utilizing video for a while with the SEO benefits and engaging nature of the content, to quickly hook a user in and convince them to purchase your product or service.
Based upon the number of small and large businesses we’ve seen just starting to dip though toes into the world of video marketing throughout 2016 I believe this will also become a requirement of almost every successful landing page. I think this will also be the case for many homepages, there are still many industries that haven’t adapted their marketing strategies to include video marketing as they don’t feel as though at this point in time it is a worthwhile investment, but many also thought that about building a website 20 years ago!
The point I’m making is that it is likely over the next 5-7 years providing information to your customers in a video form will become almost mandatory, no longer will it be a way to separate yourself from the competition but just a requirement of marketing your business. I use the term ‘video’ but there are many variations upon this content, check out our previous post on how to give your video marketing campaign an edge for more information, the updated 2017 version will be available soon.
Live video streaming platforms like Periscope, Facebook Live and Youtube Live have seen an inscrease in users throughout 2016 and are becoming an authentic and popular way for brands to engage with their target market. I don’t think live streaming has achieved it’d full potential quite yet, with it still feeling quite clunky, occasionally glitchy and the interaction between user and streamer hasn’t been refined.
I think over the course of 2017 we’re likely to see more and more brands using live-streaming as a way of interacting with consumers, probably through partnering with already established online influencers and the platforms will quickly improve to cater for the growing demand – with no doubt many new platforms sprouting up over the next 12 months.
Whilst I’m confident the number of companies and individuals streaming live is set to increase, I also believe as the marketing potential of this type of content is closely monitored it may not provide as high a ROI as traditional video marketing due to the number of technical issues users will face – I’ve already witnessed a number of failed attempts at this during 2016. Although live-streaming has huge potential, it’s figures are still comparatively very low to something like a television audience, I’ll be keeping a close eye on these viewing stats throughout 2017 and it will be interesting to see how user interaction changes with this medium.
Video in Email Marketing
The use of video in email marketing hasn’t increased as much as many predicted due to the majority of many ESPs still not supporting video within emails. However, the number of brands using GIFs has increased an there is no doubt that the demand from email marketers is definitely there, with the improvements in broadband speeds, bandwidths and email service providers 2017 looks like the year for video email marketing campaigns to take off.
Apples iOS 10 is going to support video in email and mostly like google and windows will follow suit, I think it’s worth mentioning here that the potential for alternative interactive elements within email marketing is also likely to rise, I can see 360 video and interactive video both having a lot of potential with these ESP advancements.
Video for Training / Sales Teams
I think everyone is in agreement that statistically people would much rather digest information in video form than text, it’s quicker, easier to understand and more engaging. We’ve seen the demand for training videos increase during 2016 and more and more companies are realising the benefits to providing their staff with a series of videos as opposed to a long manual to read.
However, training through video is still in it’s infancy with many corporate companies looking for almost an extension of a powerpoint presentation, which really doesn’t come close to achieving the potential of what a video training experience can provide. I believe throughout 2017 many industries that have outdated training content will start to look at ways to improve their training services through the integration of high quality, engaging video content as opposed to those dry, dull videos we think of when he here the term ‘training video’!
We had the infomercial, and now we have infotainment. Infotainment is a new breed of online marketing video, it couples informative video content with entertainment, add in the fact that this is often brand driven content and you’ve got an entertaining way to inform consumers about your product, increasing brand awareness and conversion rates.
Branded video content is also becoming hugely popular, creating content that aligns with your target markets beliefs and interests is a really effective way to gain new customers, many companies are using careful product placement within online content to grow brand awareness and reach a wider audience.
Indirect marketing is likely to become more prevalent in 2017, with brands competing for consumers attention, the need to create entertaining content is a must – if users aren’t entertained they’ll soon click away!
Super-Targeted Video Marketing
Data, data and even more data! Another 2017 video marketing trend set to increase is the more specific targeting of video marketing, the biggest players (Google Ads, Facebook) are becoming more advanced in narrowing down consumers and targeting your ideal demographic.
With this in mind, consumers are becoming more choosy about what content they engage with and soon lose interest if they feel that this content isn’t for them. To stay ahead of the curve is important to constantly think about your target audience and ensure the content you’re creating feels relevant to them, think about ways to focus your content on more defined sub-groups of your demographic to increase conversions and grow a loyal customer-base.