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:
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%