From super short (micro) video clips to live social media videos to full-featured ads and stories, we’ll take a look at some of the top video marketing trends for the coming year and how you can incorporate them into your design and marketing plans.
Interactive video parameters
Interactive video comes in many forms. It can be virtual reality or a game and related elements. One thing trending, however, is that you have to give users something to do as soon as they watch the video. Continue to participate. Don’t let them stop watching. Users who stay with you and watch your video are already interacting with your brand and content and are more likely to continue that interaction. Keep in touch with the interactive experience.
The key to making interactivity work is to match the video itself. The link or next action should be intuitive and interesting.
When it comes to video marketing, social media is a game changer. A significant number of users watch without sound. There are many reasons for this: from the unwillingness of colleagues to hear what is next to them on the screen, to watching videos in public places on their phones and general annoyance about the sound. You also need to create videos for those who don’t want to listen.
Subtitles and on-screen instructions or information are vital to ensure that video content fully reaches the audience. This can affect how you record your marketing video and how you edit it for playback. The good news is that optimizing silent playback can actually help make video content available to more people.
Depending on what kind of content you create, 360 video can be your new best friend in marketing. For travel, real estate, retail, and event sites, there is endless potential for creating videos that showcase an entire product or scene.
A big bonus to this video style is that it requires engagement. To truly see 360-degree video, users have to click and move with it. This creates a distinct user experience that can help connect the people interacting with the video and the company or brand. Plus, it’s much easier to create than you might think. No fancy hardware required. Create 360-degree video with your GoPro smartphone and put it all together with the app.
Vlogging versus regular blogging
Vlogging on YouTube (and other video resources) is the new blogging. Video diaries, reviews, and guides are a great way to help people find your product or service – it’s a best way to gain more YouTube subscribers. Plus it’s a growing marketing segment. Vlogging is becoming more popular thanks to tools like Instagram TV and the DIY nature of these videos. You don’t need high-end equipment to tell a video story on the Internet, just a phone with a good microphone, editing software (or app), and YouTube.
Some of you will cringe: vertical video isn’t going anywhere (at least for a while). We can thank Instagram Stories and TV for this. But Facebook and YouTube also support vertical video. And think about how you hold your phone – upright. Square videos are also gaining some popularity, although not to the same extent. It’s all about where you plan to publish and share. Horizontal video is still best for websites viewed on widescreen monitors and video ad formats (although some are more square). Vertical video is a social media thing.
Super short video ads
What if your video ad ends before the skip option appears? This kind of ensures that all content is visible. It is for this reason that ultra-short (or micro) video ads are gaining popularity. The challenge is to create something cool enough. But short video ads can annoy users just enough to make them want more. Use dynamic or eye-catching visuals to engage users and lure them into your website with this video marketing trend.