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%

B2B VIDEO CONTENT STRATEGIES YOU NEED TO KNOW

Video content marketing; Literally every brand under the sun knows that they need to be utilizing video content as part of their marketing distribution strategy, and yet the vast majority of brands have no solid plan on how or where to start. On one hand, working with large-scale production teams may get expensive, while on the other hand creating something quick and easy may be perceived as cheap by your intended audience. But there are a few things you can do to make sure your video content strategy works, regardless of your budget.

For the rare few who are still wondering what the big deal is…

HERE ARE THE FACTS

Over 90 percent of the B2B customers love to watch online videos.

Over 40 percent B2B customers watch online videos reaching relevant products for business purposes

Nearly 76% of the smart marketers already include video content marketing as a major part of their overall marketing strategy

If those stats aren’t a sign of a serious marketing opportunity, then what is?

Basically YouTube video content works for one simple reason. It’s much more interesting and convenient to watch an informative video on a product or service than to read multiple pages of lengthy texts. If you produce an engaging video content in a professional way, you increase the chances of generating more business in the B2B industry. It’s really that simple.

I actually wrote two other posts about video content that shares more about why video content marketing is a crucial part of your marketing mix.

6 BEAUTIFUL EXAMPLES OF CORPORATE VIDEOS

POWERFUL CONTENT MARKETING STRATEGIES FOR 2018

Now, when you’re all set to deploy effective B2B video content marketing strategies, the main question that arises is what are the video content marketing strategies that will be most effective for your business? The answer to that usually starts with what are you trying to achieve? What’s your end game? Your goal? Are you aiming for an increase in sales, leads, new employees, or simply branding in the B2B industry? Identify your goal and work from there.

STORYTELLING NOT SELLING

Telling your brand story in a professional and articulate way can provide a lot of credibility to your brand. If you’re creating the first video for your brand, or your YouTube channel has been suffering from a serious lack of strategy, now would be a good time to start at the top. Create a video that tells the story of your business. Share its heritage and background with your customers. Push that ‘selling’ part of your brain aside for a moment, and focus on your creative, storyteller side. If you’re having trouble with this, hire someone (Side note: BIGINTRO would love to help with this).

A beautiful example of this is a video from General Electric which shows a child imagine what her Mom does at GE.  It marks the journey into the imagination of a child as to how she imagines all the amazing things created by her Mom working as GE employee.

WHAT’S IN IT FOR THEM?

Videos take up valuable time from your audience. Even the shortest minute and a half videos are still time you’re taking away from your viewer’s daily routine, so there better be some serious value in your content. whether that’s entertainment value, historical value, visual stimulation, or business related value, whatever it is, give your audiences something to reflect on, even after they’ve finished watching the video.

Before you start recording your first moment of footage, ask yourself these important questions:

  • Why would anyone want to watch this video?
  • Are we creating something unique?
  • Would I find value from this video?
  • Is this something the audience would want to share?

If you don’t have a solid answer or a resounding YES to these question, go back, refine the concept and come up with something you would personally find awesome.

Remember you’re not in a hurry. Take your time, get it right, and they’ll subscribe for more.

NEVER BE BORING

Thinking that B2B videos can’t be entertaining or funny is a huge misconception.

Zoom.us partnered with YouTube sensation Tripp and Tyler who are famous for producing videos of typical office pitfalls using a dry, simple, and sometimes controversial sense of humor to widen the video audience for B2B marketers.

Put it this way; with more than 900,000 views, the videos has generated an insanely wide reach and if only 10 percent of these viewers convert, a relatively inexpensive production budget will have generated a massive return.

Comedy in video content helps you connect with your audience, feeding off of the challenges they face, or sometimes silly corporate culture only they could associate with.

KEEP IT SHORT, SWEET, AND REPEAT

Statistics show that 94% of the online shopping customers watch videos and most of them commit that watching products explainer videos make them feel more confident to buy the product. Keep the videos short but should focus on the benefits of the clients.

One of my favorite personal favorite ways to start creating videos for clients is through the use of “How To” explainer videos. These short videos can be one of the most effective B2B marketing tools your sales team can have at their disposal.

They should focus on one aspect of your business or one specific target market, and deliver important information on how your business helps them solve a problem they’re having. SaaS businesses take note, your platform may have multiple features, each of those features can be showcased in its own video quickly and inexpensively.

ACTION WITH A CALL TO ACTION

Generating leads is the ultimate aim of video content marketing efforts, and yet we still see videos that are fantastic but fail to ‘seal the deal’ with a clear call to action at the end. It doesn’t have to be more complex than a URL to your website, or a unique URL specifically for your target audience. Make sure you guide your potential customer into taking the action you want. This can be done by done by adding an annotation to your video with a link to your website, a product landing page, a newsletter sign-up or another page URL triggering any action you choose. The last thing you want is to miss a huge opportunity of converting your audience into potential customers.

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.

YouTube Content Marketing

Going Big With Video Marketing in 2018

If there’s one thing I’ve learned about being a part of the digital marketing industry for the past 15 years it’s that the industry is in constant evolution. The tactics and strategies that may have worked just a few short years ago are completely different today. Yes, content marketing is still highly important, and for the most part, Google ranks you based on your content, and what’s being shared about you. But there’s so much more to it now, and time is limited, you can’t do it unless you either have a massive team behind you, or you outsource tasks.

I’m notoriously bad at outsourcing work, in fact, that’s one of the biggest goals I’ve set for myself in the year ahead, so if you know great content writers, hey, by all means, send them my way.

In the meantime, BIGINTRO’s NUMBER ONE main focus is creating incredible visual content marketing for our clients. To break it down a little more, I thought I’d drop a new vid to answer a few questions about my visual content creation agency and tell you more about why I’m betting BIG on Visual Content Marketing.

WHAT IS BIGINTRO AND WHY I’M BETTING BIG ON VIDEO CONTENT

Enjoyed this video? Awesome! Watch more and SMASH that Subscribe button.

6 Beautiful Examples of Corporate Videos

If there’s one thing I take very seriously here at BIGINTRO it’s the production of corporate videos. Whether it’s a short explainer video or a more elaborate launch demo video, I’m constantly keeping my eyes open for captivating and inspiring corporate style videos to learn from, and up my video content creation skills.

Done right, corporate and brand videos have the power to keep your audience’s attention, empower your sales flow, deliver your company’s messaging, or help your HR team hire the right people. And trust me, getting it right is no easy task.

WHAT MAKES A GOOD CORPORATE VIDEO?

I recently discussed this topic with a friend (and colleague) of mine, when we tried to get to the bottom of why certain videos stick, while others are just as quickly forgotten.

You don’t have to look much further than Old Spice’s Muscle Music video to get a hint of what works. People generally love to laugh.

A little humor certainly goes a long way, but humor alone can be a tricky thing, as it depends greatly from one area to another, along with individual tastes.

So if there was one element or one factor that defines what makes a good corporate video, it would have to be ‘Heart’.

Videos that speak from the heart, and engage the viewer to take action are definitely the ones that stand out above the rest.

WHY ARE CORPORATE VIDEOS IMPORTANT?

One of the main goals of a corporate video is to successfully communicate company’s products, services or a company’s culture. There are TONS of statistics to prove that visual media is the most profitable way to do this. For example

  • Consumers remember 10% of what is heard.
  • Consumers remember 20% of what is seen.
  • They remember about 50% of what is heard and seen.
  • 82% of Twitter users watch video content on Twitter
  • Social video generates 1200% more shares than text and images combined!

Oh, by the way, did you know that…

  • 85% of Facebook videos are watched without sound!?

Ironically, there are still dozens of businesses today that fail to see the benefits of corporate video production.

For those who still need a little creative inspiration, here are great examples of corporate videos; each with a different approach that is specific to their business.

MINDSPACE DANCE BREAK
One minute can change your workday

FMC Technologies Frac Flowback – Recruitment Retention Film
Who knew that working in the oil industry could be so cool?

SQUATTYPOTTY
Yes, this is a real product, and their video is AMAZING!

PRACTICUS: ANOTHER WAY
There’s something incredibly simple, yet strangely hypnotic about this corporate video

STARBUCKS – A YEAR OF GOOD
Starbucks did a lot of good with their earnings last year. Here’s how they gave back.

GOOGLE ASSISTANT
A lot can be said with just a simple series of images, here’s how it’s done!

There you have it!

Some of my personal favorites and all around great examples of promotional videos pulled off really well, in a variety of ways, with incredible creative flair, and heart.

Hopefully, this list helped inspire you to get started on your corporate video. Come on, it’s clear you need one. Talk to us, we’d love to create your awesome corporate video.