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  • 13 Video Marketing Trends for 2020: Latest Forecasts You Should Be Thinking About

13 Video Marketing Trends for 2020: Latest Forecasts You Should Be Thinking About

Category: B2B News

Over the years, we’ve seen video marketing trends evolve from 30-second ads and viral videos to vlogs and live videos. Moreover, new technologies have paved the way for more engaging video formats such as 360-degree experiences, ephemeral videos, and shoppable videos. The only question now is, how do you incorporate these new video marketing tactics into your current campaigns?

To help you out, we’ve collected some of the most important video production trends going into 2020. From the rise of interactive videos and the emerging video formats to changing customer expectations and the increasing use of marketing platforms, we have tackled the developments critical to optimizing your video marketing campaigns.

trends for video marketing

They say a picture is worth a thousand words. So, one can only imagine the impact that a video can deliver.

Videos engage auditory and visual senses, allowing it to get your message across more efficiently than other visual content. Plus, since we’ve gotten so good at merely scrolling past images on social media, videos have become the best way to capture the attention of your audience and keep them engaged longer.

Over half of consumers say they engage with brands that use video content for distributing information about their offerings. This can be attributed to the fact that most shoppers today want something more substantial than ads.

This is further supported by a more recent study by Wyzowl that showed 68% of consumers prefer watching videos to learn about new products or services. This makes it more popular than text-based articles, infographics, presentations, and eBooks.

How Do Consumers Want to Learn About a New Product?

Short Video

Text-Based Articles

Infographics

Presentations and Pitches

e-Books and Manuals

Source: Wyzowl, 2019

Designed by

However, the same study also mentioned an increasing level of competition and noise in video marketing over the past few years. This goes to show that even if videos are at the top of the virtual food chain, simply producing them for your brand doesn’t equate to campaign success. After all, there are so many branded videos out there vying for consumers’ attention.

Also, since the heyday of TV commercials, branded video production has become more and more sophisticated. The prevalence of social media has also forced marketers to make their videos more interactive, creative, and innovative. So, to help you keep up, we will be detailing different video marketing statistics to check the latest trends in this field.

1. 360-Degree Video Experiences

Videos are great for giving customers a visual representation of what your brand has to offer. Unlike pictures, videos allow viewers to see the product or service in action. However, if you want to showcase your products and services, you might want to opt for something a little more immersive, like 360-degree videos.

This is one of the video content trends that has redefined the viewing experience for many consumers. It gives them more control over how they view a product or service. Moreover, they feel like this type of video allows them to “demo a product” before they decide to buy it. Thus, it makes sense that 98% of consumers say 360-degree videos are more exciting compared to other formats of videos.

Also, 360-degree videos have a +46% video completion rate compared to regular videos and a +300% click-through rate compared to other display ads.

One example of how 360-degree videos are used for marketing include Qantas Airlines’ Hamilton Island VR experience. With this, they were able to promote the travel destination by giving travelers a better idea of what to expect when they visit. Meanwhile, Visit Dubai created a similar campaign to promote the Dubai Mall. Here, they used the tech to give viewers a virtual tour of the mall.

Of course, these examples were done on a much larger scale, so it might be challenging to pull off for smaller companies. But, you might be able to use this tech to give a tour of your show, document an event, or even offer a sneak peek of your production line.

video completion rate

360-Degree Video Trend Takeaways:

  • 360-degree videos provide an immersive experience for consumers; thus, it is more effective in engaging them.
  • Using 360-degree videos allow you to showcase your products and services better as your target customers have more control over taking a look at them.

2. Shoppable Videos

Social media selling is perhaps one of the key eCommerce trends we’ve seen in recent years. As a solution to keep up with today’s on-demand economy, this has simplified and accelerated transactions between vendors and consumers. However, it requires many businesses to change the way they create content for social media.

This brings us to the next item on our list of online video trends–shoppable videos. These are mostly videos that allow social media users to shop on the spot. With these, shoppers no longer need to go to manually find the product they want. All they need to do is click on the product on the video that they want so that they’re automatically redirected to your site. In some cases, they can even just add to cart and go straight to checkout. Thus, you can shorten the customer journey and accelerate conversions.

A simple example of this is Maybelline’s promotion of their line of lipsticks in Malaysia. The video advertisement features two local influencers using the products. As the video zooms in on the product, a “shop now” link appears on the screen. Upon clicking, viewers can choose from the available shades and then be redirected to the seller’s online store.

If you want, you can also use this feature on other types of video content. For starters, you can embed links on tutorials and other informative videos. This way, your content can add more value to the shopping experience of the buyer.

Shoppable Video Trend Takeaways:

  • The fast pace of day-to-day living has made modern shoppers impatient. If you want your business to keep up, you have to do your best to cut the customer journey short by implementing strategies such as shoppable videos.
  • Because of its instantaneous nature, shoppable videos can yield better conversion rates than actual online store pages. With this, you give consumers the ability to buy what they want as soon as they see it.

3. Less is More Video Production

New technologies for video production are introduced almost every year. Think cinemagraphs, 4K videos, hyper-lapse tools, and high-speed cameras. However, it seems that businesses don’t need to keep up with these complex, not to mention, expensive trends.

The trend towards simple video production is expected to continue, if not surge further ahead, into 2020 as more businesses double down on releasing more content to stand out in the crowd.

Just a few years ago, luxury car brand Bentley shot an entire ad using an iPhone. They could have used expensive Gimbal stabilizers and lens adaptors, but all the footage was recorded using a phone. Other brands have followed since to record short videos for social media marketing.

Take Code.org, for instance. The organization has interviewed professionals to speak about creativity and its role in computer science. As you can see, most of the videos are filmed in the format of a vlog with what seems to be smartphones or digital cameras. Meaning, you don’t need fancy equipment to create content that can grab the attention of your audience.

Granted, Code.org might have interviewed quite a lot of high-profile personalities. But, you can always put your own twist on it, depending on the resources available to you. You could perhaps compile interviews from your customers, employees, and the like. In addition, you can use it to provide behind-the-scenes footage of an event that you organized.

The point here is, businesses can decide to stick with simple video production for marketing. As long as you put more focus on substance, there’s a good chance that your message will be heard.

Video Production Trend Takeaways:

  • Producing a video for your brand doesn’t have to be expensive. Nowadays, some brands have gotten away with using only smartphones and digital cameras to create their videos.
  • With more consumers demanding more authentic branded content, you can opt to invest more in the substance of your videos than how it’s produced.

4. Search-Optimized Videos

As search engine algorithms become more intelligent and more businesses wise up to these changes, optimizing video content will continue to be central to your video marketing strategy.

Back in 2018, Google added a “Featured Videos” card to their search engine results. This particular update will play short parts of certain videos that are related to your search keywords. For example, if you look up “Nara, Japan,” you’d probably see featured vlogs showcasing the area or travel agency-sponsored videos, which are supposed to give you a quick tour of the place. After this, you can simply hover over each video to get a preview of its content or click on it to watch the whole thing.

In addition, if we backtrack a little bit, video SEO has already started way earlier than this through the YouTube search engine. After all, in recent years, an increasing number of internet users have relied on the video-sharing platform for their daily dose of interesting, educational, and entertaining content.

Of course, where there’s demand, you can expect an increase in supply. Thus, as more content pops up, the more it is necessary to optimize your videos for search so that it stands out in the noise.

Some tips that might help you do this include:

  1. Using video file names, titles, and descriptions that contain your target keyword.
  2. Adding relevant tags, particularly popular keywords, related to your video’s topic
  3. Adding subtitles and closed captions.
  4. Creating original thumbnail images for your videos.

Search-Optimized Video Trend Takeaways:

  • Video content needs to be optimized just as much as your website, blogs, and other written content does.
  • As video viewing on YouTube, Vimeo, and similar platforms become more prevalent, it’s more difficult to make your branded videos stand out. As such, you need to strategize your video SEO to make sure your videos rank on the search results.

5. Live Videos

Social media has changed the business landscape drastically. It has bridged the gap between brands and consumers by providing them with a platform through which they can interact on a more personal level. This is great for engaging existing customers and leads that are highly interested in what your brand has to offer.

The only problem here is, this is not enough to reach out to new prospects. Back then, regularly posting on your feed, replying to comments, and sharing substantial content are surefire ways to build a strong online presence. However, with social networks focusing more on meaningful social interactions between individuals, brands are having a harder time than ever to land on their target audience’s news feeds without paying.

One thing that can help you change this is through the use of live videos. Live video events are often prioritized by social media algorithms because they’re happening in real-time. This way, users can join in as the event is taking place. Meaning, you not only increase the chances of getting your content noticed, but you also engage people instantaneously.

What’s more, live videos can hook viewers three times longer than pre-recorded videos and can produce six times more interactions. This can be attributed to the fact that many feel live videos offer a more authentic experience for audiences (79%) and that it adds a human touch to digital marketing campaigns (63%).

With these data, you’ll be hard-pressed not to include live streaming in your video marketing strategy in the coming years.

Perceived Benefits of Live Videos

More Authentic Interactions

%

Adds Human Touch to Digital Marketing

%

Content Can Be Repurposed Later

%

Real-Time Audience Feedback

%

Source: Go-Globe

Designed by

Live Video Trend Takeaways:

  • Shoppers perceive live videos as more engaging and authentic than recorded and edited content. As a result, more of them prefer consuming this type of content over other branded materials.
  • Social media algorithms have recently changed to prioritize content from individuals over brands. However, these algorithms also prioritize real-time content. Thus, you can utilize live streaming to your advantage.

6. Educational Videos

Videos are great as learning tools–there’s no doubt about it. Touching both auditory and visual senses, videos make it easy for educators to produce effective and compelling instructor-led lectures, how-to tutorials, and simulations. From a marketing perspective, however, you can leverage this to draw leads more effectively.

Right, now we’re living in an era of advertisement overload. Whether you are watching TV, browsing the internet, scrolling through social media, or just commuting to work, you will see ads. Not only are there too many ads, sometimes, but they are also too intrusive and even slow down page loading times. As a result, consumers are blocking ads wherever they can. In fact, according to GlobalWebIndex, 47% of internet users now utilize ad-blocking applications.

As a business, you can avert this by investing in informative content. For starters, these aren’t ads, so as long as you are diligent with SEO, your content has a good shot at getting noticed. More importantly, this type of video aims to educate and not sell. Thus, if your video is interesting enough, leads are bound to click on them.

One brand that you can draw inspiration from when it comes to this is HubSpot. Like other well-known companies in the SaaS industry, HubSpot has plenty of resources on popular strategies in their field. So, they decided to share this knowledge through tutorials on their blog and YouTube channel. For example, they have a how-to video on creating how-to videos, which you can check out below.

As a result, they are not only known for offering software solutions; businesses have also come to know them as a thought leader in the industry.

Educational Video Trend Takeaways:

  • Educational videos add value to the customer experience. With these, shoppers don’t feel like they’re being sold to so they are more likely to feel that your brand has more to offer than just your products and services.
  • Posting videos that educate your target market can help you bolster yourself as a thought leader in your industry. This is particularly helpful for B2B businesses.
  • Most consumers avoid video ads (or ads in general) as much as possible. That said, the only time they would most likely click on branded videos is when the content is interesting or informative.

7. Vlogging for Brands

As online viewing habits go, vlogs are perhaps one of the most popular forms of video content among internet users. As of 2018, 34% of social video viewers watch vlogs on YouTube at least once a month. This comes in third after how-to videos and educational videos.

More often than not, individuals use vlogs, or video blogs, to document day-to-day life, share their expertise, showcase their talents, or simply to express themselves. However, in recent years, we’ve seen celebrities and micro-influencers leverage this to interact with their fan base. Similarly, we have seen several brands following suit.

Take, for example, Gwyneth Paltrow’s lifestyle brand, Goop. Currently, the brand curates a YouTube channel where they publish updates on their brand and how to use their products. On a more personal level, Gwyneth uses the channel to share her skincare routine, favorite recipes, and daily activities. They even have content featuring their company’s staff members as well as customers (who are also influencers, of course).

The question now is, how exactly does this kind of content reinforce your marketing strategy? The best answer to that is it allows you to humanize your brand. The raw and unfiltered feel of vlogs allow you to connect with your target audience on a more intimate level. Thus, making your brand more approachable and authentic–this is especially important now that many consumers seem to distrust brands.

If you want to start incorporating this but have no experience creating vlogs, don’t worry. There are plenty of video editing tools for beginners out there.

Brand Vlogging Example

Goop is a lifestyle brand that uses vlogging to educate about their products as well as to interact with their customers.

Brand Vlogging Trend Takeaways:

  • Vlogging is an important tool among celebrities and influencers when it comes to reaching out to their fans. Similarly, brands can use this to connect with their most loyal customers.
  • Vlogs offer a more raw and unfiltered view of your brand, so using it as part of your video marketing strategy can help you humanize your brand and build consumer trust.
  • Vlogging is a more interesting way of introducing your brand. With this, you can show how to use your products, provide behind-the-scenes videos of your operations, and the like.

8. Interactive Videos

Customers have higher expectations now more than ever. Gone are the days when providing good services and offering quality products are enough to build a loyal customer base. Now, customers gravitate towards brands that can provide them with unique, tech-forward shopping experiences. In fact, 75% of consumers expect brands to leverage new technologies to build better experiences for them.

One of the emerging trends that aim to solve this problem is interactive video. After all, with the rise of augmented and virtual reality technologies, creating this type of videos is easier than ever. So much so that almost 1/4 of video marketers have started using interactive video as a channel. Experts even predict that by the end of 2019, this number will go up to 50%.

Among the brands that have already used this as part of a marketing campaign is the beauty brand Maybelline. To launch their product line in North America and Europe, they produced an interactive step-by-step make-up tutorial featuring their new products.

A more recent example of this includes Disney’s promotion of their live-action Jungle Book movie. There, viewers can take a sneak peek of the movie, and if they wish to do so, they may move the video slider to uncover how Disney filmed it. They can even click on the characters to open up short descriptions of each character.

These are only two examples of what interactive videos look like now and how it’s changing video marketing in 2020. Keep in mind that AR and VR technologies are still developing. So, as these technologies get more advanced, we can expect interactive videos to be more multifaceted in the near future.

Interactive Video Trend Takeaways:

  • With AR and VR tech made accessible, brands can easily produce interactive video content to engage their customers better.
  • Interactive videos tend to be more engaging than regular videos and informative videos. Thus, it is a great option if you are looking to pique the interest of customers and leads alike.
  • By leveraging AR and VR, you bolster yourself as a tech-forward company–something that is very important to modern customers.

9. Longer Ads

When social media platforms like Twitter and YouTube introduced the 6-second video ads, many brands braced themselves for what they thought would be the age of micro advertisements.

For starters, Eggo waffles launched the L’Eggo Your Eggo commercial, where they simply poured syrup on freshly cooked waffles. Meanwhile, Halls released a short video for Halls Kids Throat Pops that featured a kid taking the candy for cough relief. Aside from these, there are countless other similar ads from popular companies like Dove, Subaru, and Doritos.

At that time, it seemed like micro-videos were about to overhaul the video marketing game. After all, by keeping ads short, they can boost video completion rates and increase their reach more efficiently. What’s more is because these ads are so short, there was a slim chance that prospects will find them annoying.

However, it seems that even with the benefits that these 6-second ads bring, many companies are opting to produce longer ads. In a study by Digital Content Next, they found out that 40% of all online ads launched from 2018 to 2019 had an average of 15 seconds. 0-5 second ads only made up 3% of the total online ads during the research period.

That said, we can conclude that longer video ads are not going to be obsolete any time soon. If anything, it might even thrive as more engaging and interactive types of video formats emerge.

Length of Online Ads in 2019 by Popularity

15 seconds

%

30 seconds

%

0-5 seconds

%

Source: Digital Content Next

Designed by

Long Ad Trend Takeaways:

  • While most platforms allow users to skip ads after 5 seconds, an increasing number of brands are opting to produce ads with an average of 15 seconds. This only goes to show that video marketers need not be afraid to create longer ads to get noticed on different platforms.
  • However, micro ads might return eventually as younger generations tend to be more receptive to shorter advertisements.

10. Videos Go OTT

With the cord-cutting movement in full swing, over-the-top (OTT) media services such as Netflix, Hulu, and Amazon Prime have surely become one of the go-to sources of video content. In fact, eMarketer predicts that OTT service users will climb to 197.7 million by 2022. That said, it makes sense for video marketers to utilize OTT platforms and devices for their campaigns.

In fact, if you haven’t done this yet, you might be a little late in the game. Just recently, Hulu earned over $1 billion from OTT ads alone. Meaning, quite a lot of companies are already leveraging these platforms to their advantage.

However, before you join the bandwagon, you should know that there are things you should consider. For example, OTT content is streamed not only on desktops and mobile gadgets; they are also watched via smart TVs, game consoles, and streaming boxes. That said, you’ll have to make sure your videos will be responsive to all these devices.

Moreover, as most OTT services rely on algorithms to provide users with the most relevant content (and ads), you might want to use highly targeted video content for this platform. If you’d like other ideas on how to maximize this channel, a good place to start is this guide on how retailers leverage OTT from Hubbard Chicago.

OTT Video Trend Takeaways:

  • More individuals are consuming OTT content and using OTT devices. If you want to capture this audience, creating OTT videos is a good place to start.
  • OTT platforms are streamed on different devices; therefore, you will need to create content that can adapt to all of them.
  • Most OTT services leverage algorithms to sift the best content for each user. Thus, marketers can easily use this for their targeted videos.

11. Changing Social Media Video Specs

Just as there are many devices on which you can watch videos, there are various social media platforms that can be used for the same purpose. For the connected brand, this can only mean something positive–having more channels to reach target audiences. However, it does come with one downside. That is, the difficulty of keeping up with video specifications.

Different social media sites have different layouts. For example, on Instagram, you’ll see most videos are displayed in a square video format. Meanwhile, on Facebook, Twitter, and LinkedIn, the videos are either in landscape or portrait. That said, marketers will have to be mindful of the sizing of their video content if they’re going to publish them on multiple social networks. Otherwise, their content might not play or might end up displayed wrong.

The point here is, before you publish a video on social media, you have to know their specifications first. If you want to play it safe, you can choose to use vertical or square videos. This is because more platforms can accommodate the format. In addition, it is less likely to be cropped on the display. In fact, 39% of video marketers now opt for vertical or square videos over horizontal videos.

On the other hand, if you want to play by the rules, there are many sites that keep tabs on these video specifications for you. To learn more about how to format your videos according to different sites, here’s an always up-to-date social media video specifications guide from Sprout Social that you can refer to.

Social Media Video Specs Trend Takeaways:

  • The way shoppers consume video on social media is changing. With the increased use of mobile phones, the emergence of OTT devices, and the different requirements of social networks, we can expect that there will be different video specifications for various platforms.
  • Many marketers now use square and vertical videos to accommodate mobile viewers.
  • If you want to make sure that your videos are being viewed as you intended, you should make all of your videos fully responsive.

12. Videos in Stories

FOMO or the fear of missing out is an effective tactic to get the customer engagement you want quickly. For starters, an Eventbrite survey revealed that 7 in 10 millennials experience FOMO. Moreover, it can influence purchasing decisions. In a more recent study by Credit Karma, they found that a quarter of Millennial shoppers FOMO-spend several times a year.

If you want to leverage this, one of the best ways to do so is by publishing ephemeral content. These are those social media “stories” that automatically delete themselves 24 hours after posting. They often include text-based posts and photos. However, considering videos are increasingly popular, we should expect that more people will use it for this format.

This is great for posting product announcements and real-time updates. After all, because of its temporary nature, individuals tend to check it out immediately because they might not have a chance to view it later. Plus, millions of people interact with this type of visual content daily. There are 450 million daily users of the Stories feature on WhatsApp alone. So, you can be sure that there will be social media users who will interact with your content.

This compilation of social media trends will help you learn more about ephemeral content and how you can use it to your advantage.

Daily Users of Ephemeral Content in 2019

Data sorted by network (in millions)

WhatsApp

Instagram

Snapchat

Facebook

Messenger

Source: SocialMediaToday

Designed by

Ephemeral Video Trend Takeaways:

  • Millennials have a fear of missing out. Thus, ephemeral content is highly effective in engaging them.
  • Adding videos to your ephemeral content not only gives your social media Stories more variety. It also allows you to ensure that your followers will view your content within 24 hours of publishing. This makes it great for urgent announcements.

13. Soundless Social Videos

Silent films may not be as popular now as it was in the 1920s. However, a modern version of these videos is now all the rage in social media.

A few years ago, Facebook released a video autoplay feature that lets users stream without sound. This helped people prevent watching something with the sound on full blast when you’re in a public place. To paint a clearer picture, just imagine how embarrassing it would be if while you were riding the train, people suddenly hear a screaming goat–yes, you know the meme–coming from your phone.

This is why it’s not surprising when Verizon Media revealed that 92% of people watch videos with the sound off when they’re using their mobile devices. What’s more, is as other social sites start to utilize this feature, captions have become a standard among social videos. According to the same Verizon study, consumers want to find captions on videos about tips (55%), food (53%), and news (52%).

This just goes to show that a lot of social media users now prefer to consume videos sans sound. So, it would be a good idea to utilize captions or make videos that don’t necessarily need sounds to be understood. NowThis, a social media video news brand, is one company that uses this technique extensively. Just look at how they edited this report on the Hamilton Education Program.

silent video statistics

Soundless Video Trend Takeaways:

  • Many social media users prefer watching videos without sound, especially when they are at a public place.
  • Creating videos with captions will allow you to accommodate social media users who want to watch without sounds as well as those who do.

Start Updating Your Video Marketing Strategy

Content is king; we’ve heard it a million times before. However, it seems that not all types of content are created equal.

Among the different digital marketing trends, video arguably has an edge, and for a good reason. Modern consumers want information, and they want it fast. Thus, video allows you to give them what they want. It’s also harder to overlook videos compared to other types of content.

Furthermore, the future of video marketing is only bound to get even more immersive and interactive as the industry leads towards the use of more advanced technologies. So, it will become more effective in engaging leads and keeping customers hooked to what your brand has to offer.

Of course, this is not to say that you no longer need to leverage other forms of content for your marketing campaign. Using text-based articles, images, videos, and other types of content together will allow you to yield better results for your campaigns.

That said, to help you manage your overall marketing efforts, be sure to check out our compilation of digital marketing trends. This should help you align your video marketing efforts with a broader marketing strategy.

By Jenny Chang

Senior writer at FinancesOnline who writes about a wide range of SaaS and B2B products, including trends and issues on e-commerce, accounting and customer service software. She’s also covered a wide range of topics in business, science, and technology for websites in the U.S., Australia and Singapore, keeping tabs on edge tech like 3D printed health monitoring tattoos and SpaceX’s exploration plans.

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