Josh Wardini, Editorial Contributor and Community Manager. With a preliminary background in communication and expertise in community development, Josh works day-to-day to reshape the human resource management of digitally based companies. When his focus trails outside of community engagement, Josh enjoys the indulgences of writing amidst the nature conservations of Portland, Oregon.
You don't need to question the benefits of video marketing, it's totally worth it.
Among the varying digital marketing trends of 2019, the one you’ve probably heard the most buzz about lately is video marketing. It was all the rage in 2018 and remains a very lucrative strategy today.
In fact, 88% of marketers who use it express satisfaction with ROI. And why shouldn’t they when:
- Video content can attract up to 300% more traffic.
- Organic search traffic gets a 157% boost with video.
- Video marketers get 66% more qualified leads per year and a 54% increase in brand awareness.
As for the general public, it seems they can’t get enough of video content either:
- Organic reach is at 135% for native videos on Facebook.
- Videos get six times more retweets.
- On Instagram, sponsored videos garner three times more comments than their photo counterparts.
With the market sure to be saturated with even more video content and 90% of marketers already noticing a higher level of competition than in the past year, success in 2019 hinges on making video your content stand out.
Discover the juicy tidbits that’ll guide your focus and help you gain and maintain your brand’s competitive edge throughout the year.
Some Crucial Points To Consider:
1. Going Live Really Works
This fact does not come as a surprise. However, it includes much more than just live streaming yourself to the viewers.
With its ability to capture impromptu moments, live streaming plays on people’s fear of missing out, such as the times preceding Smart TVs when watching the Super Bowl involved making a beeline to the bathroom during commercials and rushing back in time for the next snap.
Savvy marketers are using services like a live stream and social media features such as Facebook Live to capitalize on this prime opportunity and draw people in:
2.Ephemeral Is Proving Effective
Speaking of FOMO, in addition to live streaming, videos posted through Instagram Stories have proven intriguing to social media users since content is only viewable for a limited time.
There are 500 million users using Stories on a daily basis. It appears that this platform captures its appeal to businesses really well. For example, using Stories, Gap’s Logo Remix campaign saw 73% higher click-through rates in comparison to the previous ones done without it. That’s a huge bump!
3. Videos on Social Media vs. Company Websites
The success of your content depends not just on your understanding of your audience, but also on how effectively you adapt it to the platform that they’re using most.
For a better idea of how videos are being viewed on social media platforms, check out this breakdown courtesy of Animoto:
In case you have to choose just one platform to start with, you should know that the top three at this moment are Facebook, YouTube, and Instagram. Find out which of these your audience is using the most, and then build your presence there.
. Don’t Overlook YouTube
Did you know that YouTube is second only to Google in searches and second only to Facebook in monthly active users? If you choose to advertise here, make how-to videos since 65% of users turn to YouTube for ways to solve problems. Product reviews do well too.
Here’s a handy graph from Think With Google that reveals the other kinds of content you could use:
5. Search-Friendly Videos
In an announcement last September, Google revealed that through AI, videos are set to be more accessible in search results. We’ll soon see implementations like relevant video snippets being played based on user search query.
6. Mobile is The Medium
It’s no big secret that the mobile market is booming and is expected to see exponential growth in the years to come. Not only increase in use is seeing upward trends, but it is also seeing increased efficacy in reaching people.
According to Social Media Today, 92% of mobile video consumers share videos with others. That translates to a big customer base considering that YouTube alone is populated by a staggering 2 billion monthly users. This means that one single video platform tapped into more than a third of the total population of internet users worldwide.
Now top off those sweet statistics with the fact that a huge chunk of these users watches videos on a mobile device, 70% to be exact.
7. What’s Next For Video: Virtual Reality (VR) & Augmented Reality (AR)
First off, you might be wondering how these two are distinct from one another. Simply put, AR merely augments reality. It adds figments of fantasy to the existing world. VR, on the other hand, fully immerses users in the illusory experience by blocking out the real world entirely.
If you’ve ever played Pokemon Go, the concept of AR is quite familiar to you. It’s one of the most well-known and earliest examples of this technology applied in video games.
The Significance of VR & AR for Digital Marketing
So we’ve established that people love authentic content. Served together with an immersive experience, the results are bound to be amazing. Major brands like USPS and Ikea felt the same and have already begun giving AR campaigns a try.
It’s not just that both technologies provide a lot of opportunities for driving engagement and ROI. It’s also that the market is growing, and with it, the potential captive audience for brands gets bold enough to traverse uncharted territory.
Currently, VR content creation costs can start at $13,000 and reach up to $20,000.
AR is less developed than VR for now, but as with any technology, both of these are bound to become more accessible as more devices, services, and features roll out.
Even if your marketing budget can’t support the high cost of a VR campaign, this topic is a worth mulling over now. Forbes keenly points out that the incorporation of VR and AR technologies into digital marketing is certainly going to change the digital landscape and alter the rules of the game.
With all this information, we’ve certainly given you a lot to think about. So what’s your take on the future of video marketing? Drop a line in the comments section below and let’s discuss!
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