With 2017 being declared the “year of video marketing,” businesses of all shapes and sizes are now using it to connect with their respective audiences. Using video, companies can promote their products or services, increase brand recognition and establish themselves as a thought leader in their niche. However, there are certain trends in video marketing that you need to be aware of.
We’ve talked about this before on our blog, but it’s worth mentioning again that mobile video consumption is on the rise. Statistics show that more than half of all video views come from smartphones and other mobile devices. This doesn’t necessarily mean that desktop video is going away anytime soon, but mobile is certainly trending, with experts predicting this will continue through 2017 and the years to follow.
Videos are also becoming longer and with more content. According to a report by Ooyala, just under half (48%) of all videos viewed on mobile devices are five minutes or longer, and 30% of videos viewed on mobile devices are longer than 20 minutes. In comparison, only 23% of videos viewed on mobile devices in 2015 were at least five minutes.
A recent study conducted by Minimatters sought to investigate the ideal length for YouTube videos. After analyzing the top ten videos on YouTube, they found the longest was 9 minutes and 15 seconds, whereas the shortest was 42 seconds. On average, however, the top YouTube videos were approximately 4 minutes and 20 seconds long.
A separate report from ComScore found that the average length of online videos is just under 5 minutes. Therefore, it’s safe to assume that users want longer videos instead of shorter ones. There are still some instances in which short videos trump their longer counterparts. For most purposes, however, longer-length videos yield the greatest return on your marketing dollars, as long as the content is relevant for your audience. Marketing videos are still best when kept concise, engaging and memorable. Long and boring is never good.
Consumers today are no longer restricted to watching videos on their desktop and laptop computers. They are now watching online videos using smartphones, tablets, gaming consoles and smart TVs. Furthermore, consumers today are even watching videos on multiple devices at the same time.
According to a report by Think with Google, 85% of adults between the ages of 18 and 49 use two or more devices at the same time. If a user is watching TV, for instance, he or she may also use their smartphone to watch YouTube videos. What does this mean for your business? In essence, you should promote your videos on multiple channels to reach the largest audience and generate the strongest response.
What in the world is a 360-degree video and why is it a hot video marketing trend in 2017? Also known as spherical videos or immersive videos, 360-degree videos are shot using multiple camera perspectives at the same time. When played back, the user can change the viewing direction, similar to that of a panoramic shot.
According to a study conducted by Magnifyre, users are twice as likely to watch a 360-degree video to its end than a conventional video. Whether it’s used to promote retail products, real estate, construction services, etc., 360-degree videos offer a unique perspective that’s not found elsewhere. Furthermore, they promote direct engagement with viewers, encouraging them to control the video’s viewing angle.
Another video marketing trend that’s becoming increasingly popular is the use of interactive video ads. YouTube, for instance, offers a wide range of interactive video ads from which to choose, one of the most common being the use of call-to-action (CTA) overlays.
Using this format, you can publish video ads on YouTube featuring a clickable CTA, such as “Visit our website now,” “Click here to learn more” or “Contact us today.” Upon seeing this CTA in your video, users can click it to access your content.
Another interactive video ad format for YouTube is end screens. This involves creating a custom screen at the end of your video (hence the name) to advertise your products, services, brand, etc. You can even include multiple elements in your end screen, such as links to your social media accounts as well as links to your website. End screens offer a simple and effective way to boost engagement and drive more results with your video marketing efforts.
Storytelling has always been a fundamental element of successful video marketing. Just because you’re advertising a product or service in a video doesn’t necessarily mean that you can’t tell a story. On the contrary, countless brands are using stories to sell their goods. By weaving a story into your videos, you can connect with viewers on a more emotional level, which usually yields better results.
These are just a few of the hottest trends in video marketing. While no one knows where it’s headed from here, these trends will likely be around for quite some time.