November 6, 2018

Better Than Pantone’s Color of the Year: Up-And-Coming Trends in Video Marketing

Just as Pantone’s color of the year shifts, so too are the up-and-coming trends in video marketing. Quality video is a great way to cut through the clutter. With new platforms emerging and the voracious appetite for video content, it’s no wonder that more people are consuming more video year over year. Cisco forecasts that globally, 82 percent of all internet traffic (business and consumer) will be video by 2022. How can you be on the forefront of video marketing trends to maximize ROI? Here’s a look at five things that are trending in the video marketing space right now.

1. Better Measurement
Right now, video measurement metrics are based on time or percentage of time watched. Going forward, marketers (and their clients) are going to demand more ways to measure success. As more precise metrics get rolled out, marketers will be better able to evaluate the effectiveness of their efforts. The more data points that can be gathered and connected to viewer behavior, the more likely advertisers will be able to find the right audience at the right time. Better measurement of video means a better understanding of what works and what best captures the short attention spans of audiences. The result: a win-win for both advertisers and viewers.

2. Branded Videos
Often times, consumers don’t distinguish between native (read: sponsored) content and unpaid, so it’s no surprise video should be the next emerging channel in native advertising. As more brands get savvy to the demand for video content, more content will be sponsored. People want quality: content that is interesting and engaging, regardless of the source. As advertorials and native ads have become the norm in the print publishing world, so too will more and more sponsored videos become the norm in social media feeds.

3. Live Video and Livestreaming
Live video and livestreaming offer something polished, quality videos do not – being in the moment. Live video helps viewers feel as though they were sharing a special experience. Livestreaming provides an opportunity for creators and entertainers to make a direct and impactful connection with their audience. Algorithms love to increase the visibility of live video. This is particularly true of platforms like Instagram and Facebook that have struggled to kick off their video platform offerings.

Live videos are ephemeral. People want to tune in right away so they don’t miss out. The possibility of a celebrity or famous personality answering someone’s question or comment in the moment often increases the urgency of connecting during the live stream. Furthermore, the fear of missing out (FOMO) drives people to quickly engage with these experiences. The same is true with livestreaming. People often want to interact with the community and streamer.

4. Educational Entertainment
Nearly 1 in 3 millennials has bought a product directly as a result of a how-to or instructional video. As one of the earliest video sites on the internet, YouTube has taught us that people want to learn how to do things. Content that is educational yet entertaining means more people will watch. When more people watch, more people convert. Video often explains in mere seconds what would take pages of text to illustrate. Video content will likely shift to be more educational and explanatory. A possible benefit of this shift is fewer calls to customer service and less customer frustration with products or services.

5. More Storytelling
Along with educational entertainment, videos are going to continue to move into more traditional storytelling, even for advertisements. The human brain is wired for storytelling. Some of the most popular digital ads are powered by engaging stories. In fact, videos go viral precisely because of their engaging, authentic storytelling element. Brands need to be willing to tell good stories. For example, the Whirlpool Care Counts video had more views on Facebook than YouTube, in part because of the nature of social sharing. Even though the video is a giant, subtle ad for Whirlpool (see No. 2 with branded videos), the reason the video resonated was because the heart of the story was helping disadvantaged children access basic amenities, such as laundry facilities.

Closing Thoughts On Up-And-Coming Trends in Video Marketing
As more and more people watch more and more video content, we’re going to see better measurement metrics, more branded video, an increase in live videos and livestreaming, more educational entertainment, and lastly, more storytelling within the video content. Even with these trends, it’s important to remember that quality, targeted content will always win. Being able to connect in real time with an audience is an experience that can’t be replicated with any type of polished prepackaged video content. In a world with all the information at your fingertips, people still want to observe how things are done and learn from others.