Video content marketing trends and tips
Over the past few years, we’ve seen a massive increase in video content online, and there’s no sign of it slowing down.
From creating webinars to sending short clips to emails, a video marketing strategy is a must if you really want to connect with your audience to improve brand awareness and increase leads and sales.
According to Wyzowl, which creates animated narratives, 83% of marketers say video helps them generate leads, and 87% say it has increased traffic to their website.
Other benefits include:
- It’s good for SEO. If your stuff attracts enough Views and shares, your Google search ranking can improve.
- It’s a time saver. Creating short but engaging clips doesn’t take long compared to writing an article or blog.
- It’s affordable. Creating a short clip can be more cost-effective than producing an ad or blog.
- It gets attention. People may skim through written words, but most people at least look at interesting material.
As we head into 2020, here are three video content marketing trends you can expect to see moving forward.
- Vertical videos. Just when everyone seemed to get the memo that landscape photography is best, along comes vertical videos! This is because consumers watch a lot of things on smartphones.
Instagram and Snapchat were the first to use vertical video in Stories, and Instagram Television (IGTV) was next.
Even Netflix uses vertical digital marketing videos to showcase previews.
- Streaming. This refers to anything that is recorded and transmitted in real time. People want to feel that they are being spoken to directly and genuinely, and live streaming is also a low-cost way to generate collateral.
We’ve seen more and more social platforms implement this functionality, including Instagram Live, Facebook Live, Twitter Live, and LinkedIn to name a few.
- In-video purchases. So far, it seems that this tactic is largely used by clothing retailers. How it works: Users can click on a part of the screen (eg a skirt on a model) and be directed to a link to buy the product.
A recent study by Brightcove revealed that 23% of consumers and 30% of Millennials want links that allow them to directly purchase a product.
Now that you have an idea of what’s popular in 2020, here are some ways to incorporate engaging content into your campaigns this year.
- Use your home pages.
A study by marketing technology company Eyeview showed that video on landing pages can increase conversions by 86%. It’s a great way to improve your search rankings, as Google’s algorithms are increasingly prioritizing websites with this type of content.
Other benefits: It can lead to more social shares, build trust and awareness, and reduce bounce rates.
Shopify created an inspiring brand montage that lives on their homepage. It explains what they do, highlights different customers, and states that they now support a million companies.
- Blogs and articles.
Did you know that Blog posts can be just as valuable as your landing page? Think about photographing your post instead of writing it (or do both), and you’ve easily increased the likelihood that your information will reach more visitors.
Moz, considered an SEO authority, found that displaying a blog clip with images and text tripled reach.
One of our clients, the Financial Recovery Institute, uses it on their blog to tell a story.
- Emails and newsletters.
The digital marketing videos you create will depend on your goals and objectives. For example, are you announcing a new product, event or course that you want people to sign up for?
You can also use email to give people a glimpse of longer material on your website. Once you’ve decided what you’re promoting, you can start filming.
Note: There are over 30 major email clients, including Microsoft Outlook, Gmail, Yahoo Mail, and Apple Mail. Some of them do not support the requirement to use clips in emails.
Several popular email newsletter services, such as AWeber and MailChimp, make it easy to share a movie by using a screenshot and linking the image to the original content.
This way, the user can just click on the image in the email and be directed to your clip. Want to learn more? Check out our recommended email newsletter providers.
- Social media platforms.
A solid social media strategy is essential, and you only need to glance at your Facebook, Twitter, Instagram or LinkedIn feed (as well as YouTube and Pinterest, of course) to see how big a role video plays for business.
Some of the formats you can shoot for social media include:
Apparently behind the scenes
Unpacking (if you have a physical product)
It’s important to remember that each social media platform has rules about how long your digital marketing videos can be. Here’s a quick guide:
Facebook allows you up to 240 minutes (although you probably wouldn’t want to use all that time),
Twitter offers 2 minutes and 20 seconds.
Instagram gives you one minute if shared as a post, 15 seconds as a story, and up to 1 hour as a live or IGTV video.
LinkedIn has a 10-minute limit.
Snapchat allows 10 seconds.
Make sure your video is optimized for each social media platform. Instagram viewers expect different things than, for example, Twitter.
We can’t possibly cover every platform or video content marketing strategy, but I hope this has given you some ideas on how to use this valuable tool in 2020.
Remember: No matter what you’re creating or selling, it’s all about storytelling. It’s time to tell the most authentic and compelling stories about your products or services!
And if your organization needs help with social media marketing, it’s best to find a qualified service provider who understands the specific nuances of different social channels and what works best for each.