I’m sure by now you’re getting fed up of hearing about how important video is for your brand. Marketers have been talking about the importance of incorporating video into your marketing strategy for a good while now and 2016 certainly saw a big rise in branded video content being produced and shared. It was predicted that online video will account for 74% of all web traffic this year, so with that in mind here are a few of the video trends we think you should be experimenting with in 2017.
Brands that are looking to cut through the noise and add real value to their audience interactions need to be using personalised content that is more likely to resonate. By identifying, segmenting and targeting your ideal viewers this personalised video content can really deliver results.
These highly personalised, targeted videos are more likely to engage and prompt a response from the viewer meaning they should easily recoup their production budget in leads and sales.
When it comes to getting these personalised videos in front of your audience the best way is via email, putting the word ‘video’ in the subject line boosts open rates by 19% and increases click-through rates by 65%.
There was a lot of buzz around VR in 2016 with many brands and agencies investing in the tech. 2017 is likely to bring cheaper options for VR headsets and the 360 degree camera allowing even more brands to experiment with this immersive video style.
Facebook and YouTube have already embraced 360 degree video giving viewers a simplified taste of what VR could be like. This type of immersive marketing is a game changer and the potential of VR is enormous. Travel brands can now let potential customers experience their destinations and advertisers can craft creative, interactive ads that put viewers off hitting the ‘skip’ button.
Temporary and imperfect video
Snapchat continued its rise in dominance last year and many brands got on board with the idea of temporary, imperfect and authentic content.
Instagram attracted a lot of attention for releasing its Stories feature which many saw as a copy of Snapchat. The appeal of both platforms to marketers was that the 24 hour-only content allowed brands to take a more authentic, unedited approach to sharing video and photos with their audience.
Authenticity is key to the success of brands marketing on these platforms, people are tired of being fed polished, edited, ‘branded’ advertising and crave a more ‘real’ view of the brands they interact with. Show behind the scenes glimpses, teasers of upcoming launches and daily life in your business. If you are having a TVC filmed get a team member to film the goings on on-set on a phone too. Many brands are using Snapchat and Instagram Stories to share their blog content in an innovative way, in fact why not make a fun video to announce news instead of a press release? This content is about being raw and honest with your viewers.
The great thing is that because the content only lasts for 24 hours you can use these platforms to experiment with different types of video content, refine what works and give you audience more of that they like.
We wrote about ways to use Instagram Stories in your marketing here.
Livestreamed video was a big deal on social media in 2016 but we think this will be the year that so many more brands get on board with it. While pre-recorded video is still important, brands who use real-time video to target their engaged audience at relevant times will reap the benefits.
In 2016 live streaming was a bit too new and people were a bit scared of it. The perceived lack of control and editing possibility seems to go against what many marketers know and love. However, brands that are brave enough to take the plunge are seeing boosted engagement amongst their viewers as well as more word of mouth marketing by their interested fans.
Like temporary video, live streaming shows your viewers your authentic, unedited side which they appreciate. Facebook Live and Periscope make it so easy for any team member to hop on their phones and start live streaming from your brand account. Whilst we recommend you be spontaneous we also think you should plan your streams out roughly so that you don’t end up rambling off on a tangent.
Like with Snapchat and Instagram Stories showing behind the scenes videos, live streaming events or using it to announce news content gives your viewers an interesting insight into your company.
These are just four 2017 video marketing trends we’ll be keeping an eye on but there are many more. Now more than ever it’s essential for brands to embrace video marketing and start using it in innovative ways.