By 2020, online videos will make up more than 80% of all consumer internet traffic.
Savvy marketers already know this. But are they bold enough to turn to a video-first marketing strategy? One Facebook exec predicts that the platform will be ‘probably all video’ within five years, suggesting that video is ‘the best way to tell stories in this world’ and ‘helps us to digest much more information’.
She’s right – videos are processed by the brain 60,000 times faster than text. Yet in the past year, 46% of internet users reduced their time spent on social media in 2018. Nearly a third have deactivated or closed a social media account in the past year.
This doesn’t signify the demise of social media. Users are more interested in seeking out entertainment, news and other experiences over social connections. What does that mean for businesses? How can we go ‘all-video’ when consumers are turning off on social?
Folks, we’ve glanced into Skylark’s crystal ball and reckon these are the 5 video trends that’ll get you through 2019:
The rise of VR and 360-degree videos.
Are you ready, player one? Immersive video experiences, VR and 360-degree videos will become the norm as brands seek out ways to keep viewers engaged, providing them with a sense of trust and transparency as the experience puts viewers in the driving seat. Those in property, motor, retail and tourism are some of the sectors taking advantage of this immersive storytelling approach.
Periscope and Meerkat may have tested the waters back in 2015, but live streaming will take centre-stage as channels such as Twitch and IG TV take on YouTube. For businesses, collaborating with influencers for live-streaming, hosting live Q&As, Ask Me Anything sessions and presentations brings brands even closer to their audience.
A golden age of TV advertising.
AI is transforming the video ad-buying process through automation, targeting specific audiences in real-time. After a controversial year for tech giants, brands may be inclined to explore addressable TV advertising. With little impression wastage and granular targeting, it may well disrupt the digital video buying process. ROI is improving across TV too. Platforms such as Adalyser providing cross channel analytics to give ROI on TV spend.
Since more users watch video through mobile, this presents an exciting opportunity for brands to connect with people in an informal and intimate setting, Make sure video is formatted appropriately for each channel. Skylark’s Creative Director, James Sampson says, ‘Optimise content for different platforms, vertical for mobile, square for Instagram, tailor your content to either fit the device or the platform so it looks great on the newsfeed.’
Influencer marketing is evolving.
In the past, celebrities with broad reach and minimal engagement enjoyed endorsements galore. However, this has evolved to include influencers of all shapes and sizes. Nano and micro influencers – those who have a modest following but possess plenty of engagement with likelier conversions as a result – are popular with both B2C and B2B. Adds James, ‘They may not be a household name but within their industry, whether it’s engineering, retail or tech, that name resonates. It means something to their audience’.
Want more? Hop on over to our vlog on video marketing trends for 2019 here.
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