It may seem difficult to see how something as versatile as video marketing could evolve any further. How can something so fruitful help businesses stand out even more? However, the future of video marketing points towards trends that we are already seeing taking over the scene.
Simply, video marketing is getting smoother and smarter than ever before.
To help you prepare for these future trends, why not learn about how to create the best video marketing strategy?
We’ve split this post into four main themes. These are themes we think will define the near and far future of video marketing.
The future of video marketing is… Practical ease
With the sharp rise in social media video and the even sharper fall in attention spans, short video is key.
In addition, short videos tend to have higher completion rates because they don’t surpass maximum engagement. This is before viewers are more likely to drop off.
Examples of short video include Twitter’s 6-second video ads and Facebook’s short video ads.
More places to consume
As we continue to optimise devices, it’s likely that video will be connected across all screens in the future.
Whatever a device’s size or function, streamlined video is very likely to be the focus. For example, on connected TVs or smaller personal devices.
With more places to watch video, it will make the medium even more convenient for viewers and marketing strategies alike.
Company training videos are proven to train more employees at one time for a lower cost.
This frees up time for companies to focus on other priorities. In addition, it gives them the ability to reuse the video for years to come. Lastly, video is a much more engaging way to learn. Some have dubbed this idea “edutainment”.
1:1 Smartphone video
The convenience of filming a quick video on your smartphone is hard to resist. 1:1 video is often a popular choice for video emails. This is where the sender attaches a video of their message rather than typing it.
Believe it or not, smartphone video can also work in your favour on social media. Depending on your audience, amateur filming can provide a more authentic feel to your business. With amateur filming, what you see is what you get. Some audiences embrace this.
For example, you may want to quickly show an exciting process ‘on the fly’ at your construction site. If so, don’t be afraid to get out your phone. People relate to smartphone video, so keep this in mind when considering forking out for a more professional look.
As smartphones get smarter, so do their videos.
The future of video marketing is… Viewer immersion
Live video is growing in popularity for its unique ability to create hype and engage in real time.
Even if there’s thousands of miles between you, live video can make it feel like it’s only the screen.
The future of video marketing will see even more livestream events on YouTube, Facebook and Instagram.
Virtual reality video
Virtual reality (VR) has a similar effect to live video, but is often computer-animated. VR is now extending beyond gaming into marketing.
Marketers are now taking the leap with virtual reality. As a result, they’re constructing immersive virtual worlds for their audiences to dive into.
Read about some impressive examples of virtual reality in marketing by big brands here.
360-degree video is shot so that all directions and perspectives are visible at the same time.
This is usually done using an omnidirectional camera, or a collection of cameras.
We predict this immersive video experience will make its way into the video marketing mainstream in the future.
People love to feel heard and understood. That’s why interactive video has been so successful in its personalisation for individual viewers.
When the user has control, their experience becomes less about convincing themselves and more about enjoying themselves.
Because the experience is so unique, viewers are more likely to share and rave about it. Resultingly, brand recall and association will be on an all-time high.
If that doesn’t top it off, it’s also easy to track paths users take in an interactive video. This will help to inform the cause and impact of conversions.
We already often see drone video in travel marketing content. However, the technique is extending beyond this. This is because drone videos offer a really exceptional experience.
Drone videos literally give you a much better, more expansive view of what you’re filming.
Again, this unforgettable video experience will help massively with brand recall. If you’re one of the few companies in your industry using drones to capture your content, that’s something to remember you for.
The future of video marketing is… Artificial Intelligence (AI)
With the increase in Artificial Intelligence (AI), search has become a lot more successful. AI-transcripted videos have helped in search engine ranking, meaning video can compete with text.
The same idea applies to closed captions. Through adding subtitles, video has become more visible to SEO.
What’s more, AI is clever enough to hyper-personalise your video to your audience’s content preferences. This ensures it’s as relevant as can be for the viewer’s preferences. In turn, this results in a more significant emotional response.
On top of this, AI now plays an important role in video analytics. This includes metrics like engagement, view count, and drop-off rate. Using AI, you can assess your video’s performance in real time. In addition, you are able to tweak your video marketing strategy accordingly.
The takeaway: the better you perform, the higher your conversions.
The future of video marketing is… Influencers
Finally, we cannot discuss the future of video marketing without mentioning influencers.
Your assumption about influencers may possibly be clouded by fitness models holding questionable, stomach-flattening tea. However, influencers have a lot of power in the future of video marketing.
An influencer is anyone who has a popular online presence and uses this to partner with companies. Influencers often make their income by promoting products and services.
YouTubers were probably the first ‘influencers’, and influencer marketing on YouTube is only going from strength to strength.
Influencer video marketing is successful because influencers’ messages are more trustworthy. In turn, this is because influencers build up a specific and loyal audience. This audience enthusiastically keeps track of their content, meaning guaranteed traffic.
49% of consumers depend on influencer recommendations.
We hope you’ve enjoyed this look into Stada Media’s video marketing crystal ball. As it stands, the current trends point towards convenience and ultra-smart technology.
What trend will you be taking advantage of in your next video marketing campaign?
If you’re looking for a professional, bespoke video production company to help you along in your video journey, Stada Media is your answer. Let’s talk about your video idea.
Not had your fill of video marketing wisdom yet? Have a browse of the Stada Media blog here.