Amazon, Facebook, Instagram...YouTube.
Can you remember a world without them? It feels like they’ve been around forever.
A quick glance back at 2010 will reveal that, despite being internet staples, many (if not) most of the web’s hegemons had yet to assume the dominant roles they enjoy today.The past decade saw these sites, apps and platforms evolve into the powerhouses we know today. The unmistakable impetus of this development is video’s rise to the very top of the content food chain.
Today, video marketing reigns supreme. Virtually no business can afford to abstain from developing some form of video presence. This has become especially true in B2B companies; yes, even those who prioritize discretion and those that hail from traditionally austere niches.
With the 2010s having received their curtain call, a new, exciting era has begun; one that will likely demand of us to adjust the way we go about video within a marketing context.
To capitalize on its potential, video marketing in 2020 needs to be approached strategically.
Let’s examine the emerging trends and elements video marketers and business owners should pay attention to during the upcoming year:
Start thinking like a YouTube creator
The top YouTube channels and creators almost all have his in common:
Bare-minimum production expenses and an almost punk-rock, bare-bones approach toward video. For the most part, it’s them in front of a webcam.
Savvy businesses have begun taking notice. Shifting away from the go-to method of 3rd party production companies, forward-thinking marketing departments now keep video creation in-house. Expect the DIY nature of YouTube creators to become an industry staple in the near future.
If a teenager can attract millions of viewers on YouTube, there’s no reason why seasoned marketers can’t, as well. But, how should you go about applying this within your own business environment?
The first order of business should be shining the spotlight internally. You and your team members should be taking center stage.
Many YouTube creators aren’t exceptionally telegenic, and many lack what many would consider a professional broadcasting voice. The reason they resonate so strongly is the authenticity they exude. A passionate team member is far more likely to deliver the latter, than, say a professional presenter.
The footage you use should complement the human and genuine approach you will be taking.
Incorporating high-quality stock video footage has become increasingly pervasive. You can now choose from a variety of high-quality vendors and purchase footage packs that are highly-segmented and which will feel completely organic to you and your brand.
If stock footage doesn't fit what you’re aiming for, you can still turn to other DIY methods and approaches.
Think of incorporating drone videography.
A staple of company culture videos (especially in regards to startups), drone footage can give your video a cinematic feel, all for increasingly affordable price. With your footage and on-screen talent in hand, you’ll need a video editing platform.
Here too, you should fret not about breaking the bank. The market is overflowing with free or affordable video editing platforms.
Biteable, Moovly, along with Adobe tools such as Spark and Premiere Rush are just a few out of dozens of easy-to-use tools you can slap together an amazing video with.
Social media: Still a video go-to. Now more than ever
Consider the following:
Video posts receive twice the amount of comments that any other form of content does on Instagram. LinkedIn video campaigns produce 82% view rates. Tweets with video generate ten times the engagement rate than ordinary ones.
What about Facebook, you ask?
Despite all the noise and heavy scrutiny the much maligned social network still leads the pack in terms of video engagement, boasting 8 billion videos viewed per day. Finally, there is a fresh, new face that needs to be addressed:
As of December of 2019, TikTok is the most downloadable iPhone app. With it being purely a video-driven platform, TikTok can prove to be a huge opportunity for video marketers.
Among the early adopters of the platform are the NBA, Guess, The Washington Post and Chipotle. 60% of TikTok users are members of Generation Z.
If you’re hoping to win over the lucrative 16-24 demo, developing a presence on TikTok should be at the top of your agenda.
The following are video best practices that can be applied to the different social platforms:
- Instagram: B2B companies sometimes find it difficult to boil down their value add into a 15 second timeframe.
IGTV can be a game-changer in that regard.
Perfect for longer videos, IGTV can be a great way to showcase webinars, in-depth interviews and other longer-formatted video content. Even though your videos will be viewed by prospects at the top of the funnel, fret not. B2B prospects and customers care more about how your product works than what it looks like.
Remember: Instagram videos’ default mode is to play without sound.
Think of starting the video off with something more visual, and begin incorporating speaking and audio after a few seconds’ delay.
- Twitter: With 93% of Twitter videos viewed on mobile devices, it is highly recommended to have videos designated for this platform optimized for vertical viewing.
Adding a CTA to videos is always a recommended practice. On Twitter, they are all the more important.
Video Website Cards enjoy click-through rates that are twice as high as mobile video ad benchmarks.
- Facebook: In spite of all the negative press, Americans still frequent veteran Facebook en masse to watch online videos.
Like with Twitter, think mobile when creating videos for Facebook.
Creating mobile-first videos, rather than adapting existing content to fit mobile specifications can be a real game-changer; compared to the latter, mobile-first videos generate a 27% higher brand lift.
85% of users prefer watching Facebook videos while muted. Closed-captions should ideally be added to your Facebook.
- LinkedIn: %84 of marketers claim to have found success with their video campaigns on LinkedIn.
Try to keep videos between half a minute to a minute and a half.
The 2000’s was when video marketing took root; the decade that followed is when it began to rapidly grow. If only some of what industry leaders predict ends up materializing, the 2020s will see video marketing graduating to become one of the most impactful global forces.
Businesses looking to capitalize on its potential, should scan the video marketing landscape and identify emerging trends:
Video production is too often approached in a hyper-compartmentalized way. Demos, product-showcases and cultural videos are looked at as completely different categories; each created with a separate agenda and end-goal in mind.
Interactive videos enable marketers to elegantly blur the lines and blend opposing video categories in a truly unique, and lucrative way.
Coca Cola is a notable adopter of interactive videos. Cross-promoting with Marvel, the beverage behemoth created an incredible interactive video, presenting viewers with the option of bouncing back and forth between two narratives.
A man is seen playing with Antman and the Incredible Hulk figurines. By clicking on the small plastic action heroes, viewers are met with a live-action, cinematic experience featuring the two super heroes. The latter are seen wreaking havoc and/or saving the day in what seems to be footage taken from a feature-length marvel film.
Coke cans appear on screen, prompting viewers to click on them.
When they do so, the viewers’ screen returns to showcase the man(child) playing with his Antman doll, wearing a pair of green Hulk fists.
Interactive videos also include those that present viewers with 'forks in the road'. Viewers are given a number of choices and then decide how they’d like the video to proceed. Also known as 'branching', this kind of interactive video can be really helpful for companies that find their videos suffer from high bounce rates during the ‘first act’.
More than 70% of buyers only engage with marketing messages that are explicitly personalized.
However, global consumers have become far more sophisticated.
When a contact receives an email from a major corporation, he or she is more than likely going to know that it has been sent via marketing automation, even if they are mentioned by their first name.
To combat this, companies have once again begun turning to the aid of video.
More and more businesses now conduct personalized video campaigns.
Enabled by video monetization platforms, such as Idomoo, companies are able to leverage contact details to create automated, personal video experiences.
You may have seen a few of these:
An online store sending you a birthday video with your name appearing on a cake.
Or a blog you signed up to sending over a video showing an airplane flying a sign with your name on it, offering you a special deal if you go premium.
Video’s ability to immediately capture one’s attention, coupled with a contact’s name being incorporated within it creates a final product that is hard to ignore.
With these videos enjoying incredibly high click-through-rates, it might be worth exploring jumping aboard.
YouTube’s role in a changing business landscape
During its early years, major corporations, by and large, made a concerted effort to keep their videos off YouTube..
Fast forward to the mid 2010s and you’d be hard-pressed to find a business that does not prioritize cultivating a strong presence on YouTube.
With the new decade upon us, however, it is worth examining whether that still is the right move.
Think about it. Likes & dislikes and likes to dislikes ratios, along with total view counts are really the only ways with which you can understand how audiences engaged with a YouTube video.
For companies that place a premium on individual lead generation, that simply doesn’t cut it.
B2B companies need to understand how each viewer interacted with a given video. YouTube can’t show them that.
The very nature of YouTube video consumption is a significant challenge for any company, regardless of size and industry. With Google’s powerful ad and content algorithms at its disposal, YouTube sees to it that viewers of your videos will be met with similar content.
Invariably, these will include your competitors’ videos and maybe even their ads.
Having a lead land on your site is a tall enough order in itself. Embedding a YouTube video in your site can easily see the leads bounce out of it. Once down the YouTube wormhole (that we all know and love), there is little to no chance of them returning.
Too often, companies find that they are flushing their videos down the Tube...
Some companies, especially those with strong marketing acumen, have begun taking an entirely different route toward video presentation; specifically in regards to those showcased onsite. Comprehensive video hosting platforms are primed to become companies new go-to, enabling the latter to set up their own sites as video destinations.
Equipped with extensive analytical tools, video hosting platforms can paint a precise picture regarding a viewer’s interaction with any video.
You can know who watched which video, how much of it was skipped, the device he or she used to view it and where they were when they did so.
Video can be approached in a way that is far more conducive to traditional lead-gen. On-video calls-to action (CTAs) and forms are examples of unique tools used to qualify prospects, or provide an added level of security, if and when needed.
Relying on a good video hosting platform does not equate to a company putting an end to its use of YouTube. Rather, both can complement each other.
Companies can generate unique video channels and landing pages, where their audience can binge on their content, exclusively; all, while maintaining a presence on YouTube.
Want to learn more about the state of video marketing in 2020?
CLICK HERE TO DOWNLOAD CINCOPA’S STATE OF VIDEO MARKETING IN 2020- THE FULL REPORT
This post was written by a guest contributor. Yoni Yampolsky, marketing manager at Cincopa - A powerful multimedia management and hosting solution, that helps businesses untap their videos’ true conversion potential.
If you'd like to guest post for Idomoo, please contact us for details on what we're looking for.