Video is here to stay and will continue to play a massive role in social strategies next year. By 2021, almost 80% of the world’s internet traffic will be video, and brands will have to start looking at new ways to engage with their audience meaningfully through platforms like IGTV.
Ad spend on videos is also on the increase globally: 38.2% is expected to go on online videos in the UK, 24.7% in China and 19.3% in the biggest video market by far – the US.
Let’s take a look at a few possible emerging trends in video marketing.
Live but not live
The other day I wanted to upload a short film I’d shot, to my Facebook page. Just before clicking on Publish I noticed there was another button next to it called Premiere.
What Facebook has done here is really interesting; they already know that live streams are popular with high engagements. They also push live stream content with more visibility than any other content. Facebook’s Premiere feature lets you schedule and debut videos as live moments. After the stream ends, the video will be saved to the page. During playback the video is broadcast live with a Premiere badge and, just like a normal live stream, viewers can react and comment in real time.
This helps creators to build hype by giving their fans a time to visit their pages, as well as notifications to remind them about the event. This is a big indication of what Facebook has in mind to engage us, via features that won’t let you ever miss a single video.
B2B videos on LinkedIn
According to LinkedIn, videos see 1,200% more shares than text and images combined, and 73% of B2B marketers say video positively impacts marketing ROI.
Scrolling through the feed on LinkedIn, you can already start seeing an increased amount of video content. By next year, those B2B brands that put themselves on video are able to establish greater familiarity and comfort with prospects – creating even more meaningful engagements.
We know that storytelling via video content is something that B2C brands have been doing well, connecting with their audiences on a more personal level. B2B marketers have also started building up their content in videos in a way that shows the people behind the brand are offering customers another reason to be interested in their company beyond great products/services.
Anyone can be a filmmaker
Literally, anyone. It’s now possible to shoot the next blockbuster on a smartphone. Film director Steven Soderbergh (director of Ocean’s Eleven, Erin Brockovich and Magic Mike) did exactly that with his latest release, Unsane, shot entirely on an iPhone.
And this is exactly what Instagram wants us to do since the launch of IGTV, by way of producing content in a vertical format only on smartphones, or at least edited to suit the vertical screen. In addition, they are allowing creators to produce longer videos of up to 60 minutes. The future is vertical.
What’s your story?
I still remember when Instagram introduced stories (more like copied from Snapchat). At the time, I felt really uncomfortable posting stories. It’s poor production, un-prepared and just a total mess if done wrong. Why would anyone want to watch that? Fast-forward to today and I hardly ever post to my feed and, instead, it’s all about stories.
Story videos are evolving rapidly, with updated features almost every month. Augmented reality also plays a big part in these videos, along with those endless filters.
In future, we’ll continue to see more content that’s created for “the moment”, live and real.
Finally, TV is dead…
Blake Ridder specialises in social video marketing, and is a filmmaker and actor.