Visual Content Marketing Strategies in 2018 – Here’s What You Need to Know.

There’s no denying that content marketing is the lifeblood of any online business today. Content, or more specifically words are an everyday part of our lives – text messages, social media, blogs, and media sites.

There are an estimated 1.5 billion individual pieces of content online, which makes it extremely difficult for the content you produce to truly stand out.

However, there is a way you can win.

Content coupled with the right visuals can significantly give you the upper hand.

Visual content marketing catches our attention, adds context, clearly illustrates a point and even adds emotion.

While content marketers have been optimizing readability and scannability for digital audiences for years, visual storytelling is now the benchmark all marketing professionals must meet.

Use more visual content in Social media marketing, here’s why.

People root for visuals

Humans are visual creatures by nature. Visual content is processed faster by the human brain than textual content. Also, the human brain retains up to 65% if data is paired with visuals as opposed to textual content for 10-20%.

More viewership

The chances of your social media post grabbing attention is increased tenfold if it comes with a picture. Posts with images are shared 150% more than those without. According to Forbes, content with visuals gets 94 percent more views. Regardless of what exact measure companies use to measure return on investment – conversions, leads or social shares – it all starts with page views, and content will never be successful if people don’t see it.

Engaging the audience

Social media content which includes visuals is likely to generate more engagement from the viewer, and in turn, an engaging visual is far more likely to elicit a response from viewers than plain textual content.

Conceptualize your content

Visuals add weight to the content and assist in relaying the message more clearly with less usage of words.

Videos have taken over

Videos consist of 80% of the internet traffic. Videos always trump written text. Four out of five would watch a video rather than read a text. Watching a product video can influence consumers in buying a product than reading a review by 90%.

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Visual Content Marketing Tools

Your photoshop, illustrator, premiere, or even Lightroom skills may be lacking. I get it. But don’t let that stop you.

There are plenty of services your disposal to create videos and photos. Applications and solutions such as Magisto, Moovly, RelayThat and Canva help you make eye-catching images, animated videos, templates, and even infographics with ease. And what more, these services are usually available for free.

Integrating video into your distribution strategies is also an important step.

LinkedIn videos, for example, were rolled out late last year and provide a more dynamic way to engage on the B2B-focused platform.

One simply needs to find the perfect balance between time, budget, and quality in visual content.

These three points act as the pillars of visual content strategy. Get them right, and you will be at the top of your game.

  1. TIME

Manage your time wisely. It is often due to lack of time that we miss out on adding the best visual content needed for our blogs or posts. With deadlines to meet or just pure laziness, we tend to skip the images or get on with low-quality ones, not putting in efforts to source out apt material.

  1. BUDGET

You need to constantly update your content, create blogs on a daily basis, and keep up with the race to make a mark. This means you will need new visual content on a daily basis. Subscriptions are the best solution to such issues as you can get away with having to pay a higher amount every day. Unlimited subscriptions are also a viable option as they go easy on the pocket.

No budget? No problem, here are three go to services to grab incredible free visuals to make your content pop.

Unsplash – Beautiful high-quality free images and photos you can download and use for any project. No attribution required.

Pexels – Free stock photos you can use everywhere.

Pixabay – Over 1300000 high-quality photos, illustrations, and vector graphics. Free for commercial use

  1. QUALITY

There has been a drastic shift in what is a quality image. Stock images used to have the high resolution and expensive looking surroundings, but they didn’t capture real experiences and the expectations of the audience shifted accordingly.

Image quality has shifted from capturing more realistic images that are practical rather than ideal stock images set in front of an expensive surrounding.

Whatever direction you’re going—and no matter what your budget allows, both B2B and B2C marketers should be asking this one simple question…

“Does this image help tell the right story?”

The trends in visual content are quickly changing. From stock photos to bespoke photography, the definition of a compelling image is evolving at a very rapid pace.

THE WRAP-UP

Hopefully, this post helped inspire and focus you towards working on your B2B Video Content Strategy. One thing’s for sure, it’s clear you need one! Talk to us, we’d love to help you get started.

Video Advertising Trends for 2018; What Lies Ahead

Last week I had the honor of hosting this year’s Video Trends 2018 event, held on December 12th at Habima Theater in Tel Aviv.

As the end of the year draws closer, experts from various marketing and video tech related industries gathered to discuss and contemplate what the “next big thing” in video marketing will be, or at the very least speculate what it may be.

The truth is, it’s almost impossible to narrow down the myriad of thoughts and insights into one post, let alone one or two top predictions on what exactly will shape the coming year, because there really isn’t a ‘one size fits all’ answer. However, this post will shed light on video marketing trends every business owner and content marketer needs to be aware of going into the new year.

WHY VIDEO CONTENT?

Before diving into next year’s top video advertising trends, these quick insights should give you a good idea as to why you can’t neglect video advertising.

  • 74% millennials reaching the brands through YouTube
  • 86% of business video views are obtained through Desktop
  • 48% millennials watch mobile video content
  • 46% of marketers’ plan to add Facebook video
  • 9% of marketing professionals name video as the type of content with the best ROI

MOBILE VIDEO ADVERTISING

Mobile already is and will continue to be the dominant force. No surprise here really, after all mobile devices remain the most demandable device today, and it’s quickly become the bulls-eye for the marketers and advertisers looking to reach a targeted and localized audience.

If you’re going to be serious about creating video content, you’ll want to keep in mind the audience’s short attention spans, who are usually consuming content on the go.

Which leads us to…

SHORT FORM VIDEOS CAPTURE ATTENTION

The vast majority of marketing campaigns focus on capturing attention, with the purpose of pulling the audience back for more, again and again. That’s exactly what short form video do. They deliver a short hit of content that’s visually interesting. Done right they’ll you hungry for more. Targeted videos, weather used on Facebook, Instagram or YouTube ads should be short and sweet which can be the snack-able content while watching longer form content that audience are actually tuning into.

LONG FORM VIDEOS CREATE AWARENESS

There is an advantage to creating the long form of video ads. Longer ads allow marketers to deliver build brand awareness.

By most measurements, mid-roll ads offer solid returns. Mid-roll ads enjoy a higher engagement and completion rate than both pre- and post-roll ads.

The reasoning behind this is that viewers have already watched some of the video content; If they’ve watch all the way to a mid-roll ad, they’re probably engaged through roughly half of the video.

Always is perfectly in tune with their audience when it comes to their advertising campaigns. Their #LikeAGirl campaign offers a perfect example of reaching a a younger demographic by raising a concerning question about the gender bias in emojis.


As an audience we’ve become accustomed to Mid-roll ads. They fit the general TV schedule we’ve all grown up with. We’re used to television shows that are interrupted midway through by advertisements. This doesn’t bother the viewer in the way other advertisements might

TODAY’S HOTTEST VIDEO PLATFORMS

Statistics on video marketing reveal that it is worth thinking outside the box when it comes to video dispersion. We already know that YouTube is the social network of videos par excellence and that video is becoming increasingly more important on Facebook.

But let’s quickly identify the 7 most popular platforms that Tubular has identified for video:

  • YouTube
  • Facebook
  • Instagram
  • Twitter
  • ly
  • Verizon
  • Twitch

TRACKING VIDEO CONVERSIONS

Content marketing can help you make users move along the conversion funnel right down to the conversion itself. Video marketing used in conjunction with your traditional conversion funnels can put your conversion marketing tactics on steroids.

Especially for B2B, video content strategies such as, explainer videos, demos, pre-recorded webinars and case studies will be crucial to building credibility in the mind of prospects and marketing qualified leads. In fact, here are 6 Beautiful Examples of Corporate Videos that give you a great sense of how to create videos for business.

VIDEOS NEED TO ‘SUCK LESS’

One of the most interesting points made during the event came from Rafi Ton, CEO at NUVIAD who was part of the ‘Video Trends for 2018, What Lies Ahead’ panel, who suggested that short form videos, targeted to a specific audience, shown in the right context delivesr a prime opportunity to connect with their intended audience in a way that they’re much more receptive to.

NUVIAD’s goal is to make videos ‘suck less’ by being hyper-targeted to their audience, at the right place, and at the right time.

LIVE VIDEO ADS

Live is the buzz word right now, especially on the popular Social platforms. We’re starting to see more and more live video being featured on Instagram, YouTube and Facebook, which delivers an excellent opportunity to show a behind the scenes look at a company culture, or share live and timely information with your audience.

AI / MACHINE LEARNING VIDEO CONTENT WILL RISE

Advertisers have come to expect some level of digital ad fraud, but it’s getting out of hand. The Interactive Advertising Bureau (IAB) found that 36 percent of ad web traffic is fraudulent. That’s a significant amount of an advertiser’s budget going down the drain.

AI and Machine learning will continue to evolve and become the essential tools to detect the fraud activities while launching video ads.  The marriage of  AI  and Machine Learning technologies will help create a fraud-fighting system that keeps campaigns on track and puts wasted ad dollars back into driving leads and conversions.

360 VIDEO AD TRENDS

Another interesting video trend already on the rise are 360 videos, which allows the viewer to control their perspective while watching the content. While virtual reality presents some really exciting potential, you don’t even need a fancy or expensive headset to create or engage with 360 video content. Videos like these are easily created and played on smartphones and are frequently used for advertising. 360 videos are immersive, without setting you back on hefty budget.

TAKEAWAYS FOR VIDEO MARKETERS

TAKEAWAY 1 – You have roughly 6 seconds to convince viewers to watch your video all the way through. That means you don’t need a long, animated intro or fancy logo. Video is about capturing the audience’s attention so you’ll want to engage people immediately.

TAKEAWAY 2 – Include a compelling call to action. Create an offer your target audience can’t resist. Don’t forget to track the links using unique URLs or another system so you know whether your video is effective.

TAKEAWAY 3 – Add captions to your video. Facebook will autoplay your video in the news feed. Add captions so your videos can be consumed with the sound off. Captions on Facebook video ads increase view time by an average of 12%