What’s trending in the video marketing world? How can you increase your potential customers by uploading some enjoyable videos online?
Having a vibrant social media presence can greatly benefit your small business. It involves not only sharing images, text, or links of their products but also engaging with your audience through short videos showcasing a product or testimonials from satisfied customers.
This approach can effectively boost engagement, drive traffic, and ultimately lead to achieving sales goals.
This blog post explores the top video marketing trends to watch for. Get ready to take notes!
- The Growing Importance of Video Marketing
- Video Content ROI
- Trends in Video Marketing: A Complete List
- The Role of Web Hosting
The Growing Importance of Video Marketing
Video consumption has been ramping up in recent years, and studies show that over 40% of US users watch online videos daily. The same study notes that social video content is among the most popular, with 38% of US viewers reporting watching viral or comedy videos on social media platforms. This shows the video’s potential as a medium to promote and engage with potential customers.
Small businesses, on the other hand, use video content way more often on their social media marketing campaigns. In a survey, 86% of marketers said they used video as a marketing tool, and 78% saw a direct increase in sales by doing so!
How Much Does Video Marketing Cost?
While it’s true that professional-grade cameras and editing tools can enhance the visual appeal of your videos, it’s essential to remember that remarkable video marketing can be achieved even with your smartphone!
With the advancements in mobile technology, modern smartphones are equipped with impressive cameras and user-friendly video editing apps. Using one of the free video editing apps you can find in your app store, you can create stunning videos right from your phone screen.
But don’t stress over quality. It’s important to recognize that most users consume video content on social media platforms via mobile devices, where the viewing conditions aren’t always ideal. These users prioritize accessibility, authenticity, and relatability over pristine cinematography.
So, in relative terms, video content for marketing purposes can be entirely free (if you follow the smartphone advice) up to a few hundred dollars, depending on whether you hire a professional or buy suitable equipment.
Video Content ROI
So, how powerful is video marketing?
Omberlo shows us that 92% of video marketers are very satisfied with the ROI of their video marketing on social media.
The most successful channel for marketing your videos is undoubtedly YouTube, with 89% of video marketers using it for that purpose.
Trends in Video Marketing: A Complete List
We’ve reached the most juicy part of our blog – it’s time to talk about the current trends in video marketing. In this section, we’ll cover some of the most popular video marketing strategies today and give you tips on creating quality videos for your brand or small business.
1. Short-Form Videos
TikTok, Instagram, Facebook and YouTube: these three platforms are a powerful vehicle for any small business that wants to expand itself. YouTube is already the most important tool in your video marketing strategy, and it also supports short-form videos. Instagram is made for photographs, and videos (now called reels), while TikTok is an instant viral content “generator”.
Short-form videos, typically spanning seconds to a minute, have taken the social media world by storm. Platforms like TikTok, Instagram, and Facebook have made it effortless for businesses to tap into the captivating allure of these micro-videos.
Here’s how to create quality short videos on these platforms:
- Keep it snappy: Capture attention within the first few seconds and maintain a brisk pace throughout the video.
- Use visual storytelling: Use visuals to convey your message effectively, as visuals often speak louder than words.
- Spend time on your soundtrack selection: Choose catchy music or sound effects that enhance the viewer’s experience.
- Include a call to action (CTA): Encourage engagement by incorporating clear CTAs that prompt viewers to like, comment, or share.
For instance, a cosy cafe might use Instagram Reels to share a mesmerising latte art tutorial, urging users to come to their location to try one. Along with chill music and sharp editing, it can sell fast.
For TikTok, the same could work for an influencer on the platform who tries the coffee and offers their honest opinion or reacts to the original Instagram post.
2. Live Streaming Videos
Since the platforms we’ve discussed support streaming, a reasonably popular video marketing strategy is sharing product information or sponsoring creator’s videos with your products on live streams. A video marketing campaign should always have a live stream lined up, and it’s a great way to advertise your product to your target audience.
Live streams have become a prevalent stage for small businesses to share their stories and engage with their customers in an authentic and immediate manner.
This level of transparency resonates with viewers and fosters trust, both in the creator and the company advertised.
Strategies for Successful Live Streaming:
Planning and executing successful live-streaming sessions require careful consideration. Here are some strategies to ensure your live streams are engaging and effective:
- Set clear goals: Determine the purpose of your live stream. Are you showcasing a product launch, conducting a Q&A session, or giving a workspace tour?
- Promote in advance: Build anticipation by announcing your live stream in advance on your social media platforms.
- Interact with viewers: Engage with your audience in real-time. Address their questions, comments, and suggestions during the live session.
- Visual and audio quality: Invest in good lighting, clear audio, and a stable internet connection to provide a professional viewing experience.
- Keep it engaging: Maintain a lively and engaging presence. Use visuals, props, and storytelling techniques to captivate your audience.
- Call to action (CTA): Conclude your live stream with a clear CTA, whether it’s encouraging viewers to visit your website, subscribe to your channel, or make a purchase.
3. Interactive Videos or Shoppable Videos
Interactive videos are a departure from traditional, linear content. They invite viewers to interact by clicking on elements within the video itself. This engagement enhances the viewing experience and allows businesses to gather valuable insights about their audience’s preferences and behaviours.
Some platforms support interactive content, while others need improvement. For example, Vimeo has video hotspots for product placement, but YouTube requires more effort and only supports placing a URL at a specific second of your video.
Tips for creating interactive video content:
- Define your objectives: Determine the goals of your interactive video, whether it’s to educate, entertain, or collect data.
- Select the right platform: Choose a platform or tool that supports interactive video creation, such as Vimeo.
- Plan your storyboard: Outline your video’s flow, incorporating clickable elements, quizzes, or decision points.
- Design engaging elements: Create visually appealing buttons, hotspots, or quizzes that seamlessly blend into your video.
- Track and analyze: Use analytics to monitor viewer interactions and adjust your strategy accordingly.
Small businesses are leveraging interactive videos to remarkable effect. Imagine a fitness studio using interactive videos to guide viewers through personalized workout routines, allowing them to choose their intensity levels and preferred exercises. This level of engagement fosters a sense of ownership and commitment among viewers.
4. Personalized Video Messages
In the digital communication era, personalized message videos have emerged as a powerful tool for forging meaningful connections with customers.
These videos go beyond generic video content, tailoring messages to individual buyers and creating a sense of intimacy and relevance. Personalized video messages allow businesses to address customers by name, acknowledge their unique preferences, and offer tailored solutions.
Tips for creating personalized videos:
- Know your audience: Understand your customers’ needs, preferences, and pain points to tailor your message effectively.
- Use personalization tools: Utilize video marketing platforms that offer personalization features, enabling you to include names, specific recommendations, or customized greetings.
- Craft genuine messages: Keep your messages authentic and sincere. Avoid generic scripts and strive for a personal touch.
- Provide value: Ensure your personalized videos offer value, whether it’s through product recommendations, special offers, or heartfelt thank-yous.
An excellent example of this type of video marketing strategy is a local bookstore sending personalized video recommendations to its loyal customers. While suggesting books for each customer individually is time-consuming, doing so based on book category is much more effective. A person who read the latest Stephen King book is more likely to enjoy Edgar Cantero’s or Kristi DeMeester’s work.
5. User-Generated Content
Let’s not neglect user-generated video content, another critical piece of the video marketing strategy puzzle.
As your company gains momentum, it becomes increasingly popular among the online community. Social media provides an effortless avenue for showcasing your products or services and allows customers to easily express what they like or dislike.
A clever way to increase traction is using that user-generated content to your advantage and using the negative feedback as a tool to make your products even better. Constructive criticism is often the most effective way to create a trustworthy and profitable business – but many people forget that.
6. Educational Videos
In 2020, we were all forced to stay indoors due to the COVID-19 pandemic and had to find new activities to occupy our time. Hence, we found it necessary to learn new skills, and that’s when educational videos became incredibly popular.
Whether it was cooking, painting your barn door, or repairing a car that has been inactive for an extended period, how-to videos became prevalent in our social media feeds almost instantly.
One of the remarkable aspects of educational videos is their ability to transform learning into an engaging and visually compelling experience. As we navigated through lockdowns and social distancing measures, explainer videos and tutorials became our virtual instructors, teaching us everything from culinary delights and DIY home projects to intricate car repairs.
7. AI-Generated Videos
In the world of ChatGPT and all the other machine learning tools, AI-generated videos have been making quite a dent in the online world.
Vimeo is among the platforms that use machine learning to create videos. Creating brand videos, marketing videos, or video ads becomes easy with Vimeo’s tool called One Take Video.
Synthesia is another great tool for turning your text into content for your video marketing campaigns.
8. Behind the Scenes: A Trend That Still Works!
Behind-the-scenes (BTS) content is popular because it shows raw footage with fewer jump cuts and reveals what goes on behind the cameras. This enduring trend is beloved for its ability to provide viewers with an authentic and unfiltered glimpse into the inner workings of a business or production.
Behind-the-scenes content thrives because it taps into our innate curiosity. It offers a chance to peek behind the curtain and witness the unscripted moments, camaraderie, and effort into creating something special. Unlike polished promotional videos, BTS content is characterized by its rawness, authenticity, and genuine human moments, and this is the perfect place to advertise your products!
One of the key reasons BTS content still works is its ability to connect with the audience personally. It breaks down the barriers between brands and consumers, fostering trust and loyalty. When viewers see the people behind the brand or production, it becomes easier to relate, empathize, and connect.
The Role of Web Hosting
While most videos will be hosted on these video platforms, your business website should be lightning-fast if you want it to succeed online. For businesses targeting a global audience, robust web hosting becomes even more critical.
Reliable hosting ensures your brand is accessible regardless of your audience’s location. For eCommerce businesses, having top loading speeds is a must because a fast website has been proven to increase conversion rates, so use it to your advantage.
It turns out that you don’t need Hollywood-like post-production to create quality videos. In fact, it’s often as simple as using your smartphone or a reasonably priced mirrorless camera to capture video footage and then editing it together to make a video that will appeal to your target audience.
Of course, for more sophisticated results, it’s best to consult a video professional. Still, all in all, getting into social media video marketing bolsters your popularity and helps get your business discovered online.
To stay ahead of the curve in the ever-evolving world of video marketing, embracing these trends and adapting your strategies is essential. The digital realm rewards those who are agile and innovative, and by implementing these trends, you’ll be well on your way to achieving your marketing goals.
If you’re ready to take your video marketing to the next level, we invite you to explore our web hosting services at HostPapa. They provide the foundation you need to host, stream, and share your video content seamlessly. To learn more about how HostPapa can support your digital journey, we encourage you to visit our website and explore the wealth of resources available on the HostPapa blog.