Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).
Marketers must stay ahead of the competition to deliver the next big video type at the right time to shape their digital marketing strategy better and deliver results.
While video marketing isn’t a new concept, how users consume video content always changes.
This is one of the main reasons why video marketing trends constantly come and go every year, leaving marketers on their toes to give users the best possible viewing experience for a more engaged audience.
With the constantly changing trends in the blink of an eye, it must’ve felt like a full-on video revolution for marketers each year. In this matter, there has been a cascading outburst of creativity in the business video sphere.
As the new year is here, some video trends will ramp up and become the game-changer driving the video marketing landscape in 2020.
To get your marketing grip upright, we’re about to break down those 5 video trends you can follow to leverage your 2020’s video marketing campaign to its peak.
1. Mobile-first videos as snack-size content internet users prefer
The unstoppable momentum of smartphones is almost single-handedly driving the massive growth in the number of new internet users worldwide. Fueled by the recent revolution of mobile-focused video apps like Instagram, Snapchat, TikTok, etc., mobile internet users are unstoppably growing.
Look at the mind-blowing statistics below to get more convinced:
As you can see from the statistics above, the total number of active internet users is dominated heavily by mobile-only internet users. This figure is a 2% increase (100 million new users) from 2018.
With more than 3.9 billion mobile internet users worldwide, there’s no way for marketers not to ignite the vertical video revolution to provide a more personalized experience and relevant advertising.
Today, at least 72% of millennials don’t even bother to tilt their phones to watch horizontal videos on social media. This number is convincing enough to prove that vertical video format naturally blends into users’ daily feeds.
Now that online video consumption is exclusively moving to mobile, you better optimize your video content for better reach in 2020.
2. Shoppable videos make gains
The next video trend that will rise above the clutter is shoppable videos.
For most marketers, creating their videos short and interactive is no big deal, but making them actionable has been a backbreaking task for so long. This is where shoppable videos came through the affair like fresh air.
Shoppable video allows the customers to purchase a product directly by adding them to a chart from what they’re viewing.
It generally includes links to direct customers to the vendor’s website to get more details about the products showcased in the video and even payment methods to make a purchase.
Shoppable video is already used by marketers in various industries for the past few years, from apparel retailers to fashion brands. It’s also been social media like Facebook, Instagram, and Snapchat.
Big brands, such as Puma, Nike, Adidas, Kate Spade, Ted Baker, etc., are integrating this type of video to their entire marketing campaigns. And in 2020, you should jump on the bandwagon.
That’s because shoppable videos offer you a massive opportunity to get an engagement rate twice of regular video content. Also, it can drive the average order values up by 40%.
3. Live-streaming is a boon for marketers to interact directly with their audience
Another video trend that’s picking up steam is live-streaming.
Since internet users watch live videos 10 to 20 times longer than they spend watching on-demand videos, a live-streaming video is a potent way to reach them. They most likely love it because it’s authentic and less slick than traditional brand posts.
More than half of the viewers watch live-streaming videos on social media, with the top three viewing platforms: being Facebook, YouTube, and Instagram.
The viewers of your live-streaming video can directly interact with you, making the content more sticky and boosting the effectiveness of calls-to-action.
Considering that more than 82% of internet users prefer live videos from their favorite brand to other social posts, adapting this trend in 2020 will allow you to build a strong connection with them and make them convert into your loyal customers.
4. The importance of optimizing silent videos
If your video marketing campaign immensely relies on social media (it better should), creating content that doesn't require sound is a witty strategy to drive more views and engagement.
Soundless video has become a rising trend in 2020, considering nearly 80% of social media time is spent on mobile devices. Creating your videos consumable with or without headphones makes it easier for the viewers to watch anywhere, whether on a desktop computer or even scrolling their feeds in the subway.
Verizon Media reported that more than 69% of customers are most likely to watch videos with the sound-off, and 80% say they’d like to watch an entire video when there’s a caption.
Buzzfeed Tasty, 5-Minutes Craft, The Dodo, and Business Insider are popular channels that mostly use silent videos for their content. These channels use a high visual to “silently” tell the story rather than depend too heavily on captions.
You can also rely on images, numbers, or animated graphics to set the scene of the story you want to deliver.
Adapting this trend in your 2020’s video marketing campaign will allow you to stand out in crowded news feeds where you're competing for attention, especially in the social media sphere.
5. Facebook is a killer channel for marketers
You must know that YouTube is the most popular video platform and the second-largest search engine worldwide. But do you know that Facebook will steal the spotlight by becoming a must-use marketing channel in 2020?
Facebook is the most-used social media platform, with more than 2.45 billion monthly active users. Also, at least 500 users watch an average of 8 billion videos daily. This fact alone presents an enormous opportunity for video marketers determined to increase brand awareness and engagement beyond their wildest dreams.
With all the statistics above, Buffer discovered that Facebook had become the most popular platform for businesses to share video content, beating other social media giants like YouTube and Instagram as online video-sharing platforms.
Look at the comparison below:
As YouTube isn’t the only kid on the block, Facebook is a worthwhile channel to host your video and give it the necessary exposure required in 2020.
6. Interactive 360° VR videos are the game changer
Several technological strides have made it possible for marketers to continually spark their creative genius to keep up with the viewers’ habits and stay relevant in the fierce market.
By all means, 360° VR videos are another trend that will gain popularity in 2020. This video provides an immersive virtual world format, placing the viewers within the story's context rather than presenting them as observers in front of the screen.
With the ability to give viewers a whole new viewing experience, 360° VR videos make it easier for you to grab the viewers’ attention from the first few seconds.
Based on the research by Breadnbeyond about video marketing, today, 64% of marketers who have jumped into VR trends claim that they’re satisfied with the ROI they get. In 2020, more than 11% of businesses planned to add VR video to their marketing mix.
In 2020, there will be 100 million consumers who will use VR technologies to shop online.
If you’re on tour or activity business, adapting the 360° VR videos allows your business to have a virtual walkthrough. It helps potential customers to get an experience of the destination atmosphere directly.
Also, this type of video in 2020 is an excellent way of showing that your brand is highly innovative and forward-facing. It makes it easier for you to stay ahead of your competitors.
Triggered by a shift in how users consume video content, video content marketing in 2020 looks to be undergoing a face-lift. With the ever-growing technology and massive growth of social media, video trends are always changing.
Keeping up with the latest video marketing trends allows you to create a strong online video presence, quintessential for staying firm in today's rapidly evolving market.
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