2020 Video Marketing Trends – Today & Tomorrow
Without question, video has become an integral part of digital marketing. If one year ago companies were still hesitant whether they should commit to video marketing, Today, it’s not a question of whether to start or not. It’s a question of how to do it more effectively.
TREND 1. Videos will replace other forms of communication
Video is shifting from being a complimentary visual tool to becoming the main piece of content. Instead of sending an email or written testimonial, people will simply start recording videos. Most likely, video still won’t substitute more traditional forms of content, like blog posts. However, we expect video to take an even firmer stance throughout 2020.
1) Short form video on Facebook – It’s very difficult to get people on Facebook to engage with long video. YouTube is a much better channel for long form video content. So on Facebook (and LinkedIn) we see more companies creating teaser videos to promote longer form content on other channels.
2) Virtual Reality – It will become cheaper and there will be more tools available that will help you create virtual reality videos. For example, if you’re doing a big house makeover walking through the ‘renovated’ house before it’s done, would be a great experience.
3) Videos in email – Often email boxes are over loaded and getting a short personal video in email can be so powerful. It is such an under used tactic at this stage but we think now is the time for this to increase.
4) Testimonials – These days people usually lack the time and certainly don’t have the interest to read written testimonials. They probably won’t even believe most of the written stuff displayed on some company website’s testimonial page. But if instead of text they could actually see and hear what customers are saying about a business, that would be a whole different scenario. An incomparably more credible scenario and, thus, much more effective for the growth, promotion, and notoriety of your brand.
TREND 2. Video to Continue Growing?
A whole generation of teenagers and young adults have grown up on YouTube videos, Snapchat clips, viral GIFs and Instagram. People, in general, don’t want to read as much and static images aren’t nearly as dynamic.
Facebook Watch has grown rapidly and will only continue to get bigger. Facebook-owned IGTV will also expand even more to take on YouTube for long-form video supremacy. Top YouTube Creators will enjoy continued success but lower-tier You Tubers will struggle to earn significant revenue from videos alone.
Unfortunately for advertisers, organic reach will be stagnant on most platforms and actually decline significantly on Instagram. Paid advertising for videos will also be more expensive as more large corporations jump on the social media marketing bandwagon, especially Instagram. Take advantage of the organic reach and low prices while you can!
Recent studies show all signs point to an upward trend of short (30-90 second) videos dominating social media.
Why? Because it’s extremely hard to hold people’s attention for longer periods of time. While videos that are between 3-4 minutes long have the highest engagement percentage, the abandonment rate begins to escalate 20-30 seconds in if you haven’t hooked the viewer’s interest.
This is both good and bad news for content teams. Good news because they don’t have as much “production” to do since shorter videos tend to be easier to complete. But the bad news is that it’s much more difficult to cram all the information you want to convey (in a powerful, compelling way) in a shorter amount of time.
1. According to a Nielsen study, YouTube reaches more adults (on mobile devices only) each week during prime time than any cable network.
WHAT IT MEANS: More businesses will start switching from using TV ads to using YouTube ads to reach their target audience.
2. According to Cisco by 2021, 80% of all online content would consist of video.
WHAT IT MEANS: The adoption of video as a marketing medium will continue to rise rapidly in 2020 and beyond. However, the winners in this race won’t necessarily be the biggest brands or creators who have the most expensive gadgets and studios.
Instead, it would be the misfits, the rebels and the original thinkers who can come up with great stories and excellent emotional triggers to keep their audience engaged, informed and entertained all at the same time – even when it’s a video related to a business.
Live videos will continue to grow and will be at the heart of many online communities. Whether it’s Facebook Lives, teaching live courses or something new – this opens up a deeper connection to the viewer and something that large corporations will struggle to do authentically. Facebook Lives and Facebook Messenger combined will challenge email marketing as the number one lead generating channel by some savvy digital marketers.
As businesses begin to understand more and more how effective video can be to establishing Know, Like and Trust, watch platforms like Facebook Live and YouTube Live see increased usage. And as a result, other platforms, like LinkedIn, will add Live Video functionality to continue to stay relevant.
Which means if you aren’t yet integrating a live video aspect into your overall marketing plan, now’s the time! Create a strategy for live video and then use that recorded video to fuel the rest of your social media and content marketing efforts. Use snippets of those videos to build all-new videos using tools like Wave, or transcribe the videos and turn them into blog posts, and so on.
Video SEO will be competitive edge.
We are already seeing a very large increase in vlogging (video blogging) from organisations of all sizes. Those same organisations are already used to blogging, and the easiest step for them is to turn that writing into a script and start filming.
With more companies than ever before realising the value of video to build trust, educate, generate leads and foster loyalty, video will continue to play an even larger role in the buyer’s journey tomorrow. In fact, according to Hub Spot, more than 80 percent of people purchased a product or service after watching a video.
The big trend I believe we will see in video marketing is really just growth. As people move away from traditional TV viewing habits and move online then brands are more than ever targeting their ads at online video platforms like YouTube.com. On the surface, this is a no-brainer as YouTube ads are cheaper and reach more people. Factor in the advanced targeting options and ways of tracking performance and video marketing on digital platforms is just a safer and more sensible option.
We will see smaller businesses move into video as well. I have always felt that content marketing helps your audience to build a relationship with you and your brand. This is true with written content but even more so for audio and video content like podcasts and marketing videos. Given that near enough everyone has a video camera in their pocket now the barrier to creating small, informative marketing videos is lower than ever before. As with all content marketing, there will be more good than bad, but those that put the effort in and create videos that are truly helpful for their target audience will reap the rewards.
TREND 3. The Rise of Short & Vertical Videos
More than 75% of world video viewing happens on mobile, according to eMarketer. Naturally, we might expect to see the rise of vertical videos, as it’s the way we hold our phones, after all. With more information pushed out there for people to consume and shorter attention spans, videos will become shorter, too.
We’ll see a lot more vertical video as well as platforms giving us vertical formats to play with and prioritising vertical video.
We’ll also see the continued trend of “Netflixed” video content or content that is serial in nature. We love to binge watch entire series, so smart brands that think like a producer of a Netflix limited series will see audiences gobble up their content.
We will likely see a continued divide in where short form and long form content works best. YouTube will continue to be the King of long-form video content and Facebook will continue to be the place where we share short, engaging video that can capture attention on the fast moving newsfeed. So… empower your entire team to be able to capture and create short, social video and use tools like Wave to edit and publish them quickly.
Instagram example: One form of video marketing that we can expect to see become even more popular is the use of video ads in Instagram stories. Ads in stories allow you to jump right to the top of users Instagram feeds. Your ads will appear in between the stories of users friends. And because users are already focused on the content, these full-screen ads will be quite effective at grabbing- and retaining – their attention.
In order to create Instagram story ads that successfully convert, content creators will need to put their focus on creating quick, eye-catching videos with sharp design and convincing CTAs. When properly executed, you’ll find that targeted story ads will play a huge part in converting and engaging users on the platform.
The biggest trend in 2020 has to be vertical video. As more and more consumers watch video on their phone and become more reluctant to twist it around to the horizontal format we need to adapt.
Take a look at your analytics and social statistics. If your audience predominantly visit from mobile you need to adapt at least some of your videos for that format.
The second trend for 2020 will be even more stories. Instagram, Facebook, Whats App and Snapchat. When you create video elements for these platforms video editing and movement are hugely important to keep your audience’s attention. If you can get creative here you’ll get better results.
The rise of short form content. 30-second videos will dominate, boomerangs, tiktoks, etc… will fill the news feeds and people will absolutely love it. We’ll see business owners and entrepreneurs CRUSH new sales with short videos rather than longer sales videos.
Now that IGTV and YouTube do allow vertical videos, small and large brand alike will include them in their advertising strategies of 2020, and see brand awareness and user engagement rise further.
Instagram was already an excellent platform for travel Vloggers, public figures and entrepreneurs. But the introduction of Instagram Stories, IGTV, and Live Videos took it to a new level. Especially Stories (which was copied from SnapChat for sure) saw everyone who may not have great photos leverage Instagram for pictures adopt to Instagram.
As of August 2018, Instagram Stories already have had 400 million daily active users (and surely lots of them must be using video as well).
This rise of video creation on Instagram is bound to increase in 2020.
5 years ago, good content based videos around 3-4 minutes were performing very well. More recently, it’s become very very short, as short as 10 seconds on some channels. I believe the longer form content is coming back slowly due to the ‘The Second Screen Phenomenon’. We’re all guilty of it – scrolling through Facebook or Watching YouTube while the TV is on. Brands are finding ways to capitalise on this idea, with video being at the forefront. Researchers are suggesting that the second screen could become just as, or even more influential in online habits this year.
TREND 4. Creating videos will become easier
More B2C brands will use videos in 2020. I read video will be a mandate and not an option for marketers, and I agree.
Here are the reasons videos will be more widespread in marketing than ever before:
1. Consumers trust people they can see. You can see people in a video.
2. In a video, you can show how to use a product and get people excited about using a product.
3. Social media marketers have more access to videos than ever before. For example, Instagram has Instagram Live and Instagram Stories both of which use video. Facebook and other social media sites use recorded and live videos as well.
4. Tools exist which allow marketers to make their videos longer despite the time limitations on social media sites like Instagram.
5. Making videos is relatively inexpensive. There are tools that enable marketers to make videos for free.
TREND 5. Videos will need to be optimised for every platform
The one-size-fits-all approach might not work anymore in 2020. Videos will need to be optimised for every platform. Creating a video for YouTube and simply re-posting it on other social platforms is not the most effective video marketing strategy. Instead, when creating a video, keep the distribution platform in mind.
The KEY difference between video on Facebook compared to video on all other platforms, including YouTube, is the potential for creating unique, interactive engagement experiences for your community.
Facebook’s CEO, Mark Zuckerberg, and his team are on a mission to prioritise content that sparks meaningful social interaction. To this end, Facebook Watch Parties will be one of the primary features marketers incorporate into their 2020 social media strategy. Facebook will continue to improve the Watch Party product, adding more and more features to improve engagement and distribution, as well as offering key insights.
In addition, the main feeds on both Facebook and Instagram will take on a new look and feel, emphasising video and the Stories format even more and most likely with a horizontal swipe and tap navigation. YouTube just launched a new horizontal swiping gesture that lets users easily move forward and backward through videos. Facebook will continue to prioritise video content and strive to compete with YouTube.
What’s becoming clearer is the same video re-posted on different platforms is becoming less and less effective. The same video that works on YouTube isn’t going to work on Facebook, and we can’t take that Facebook video, put it in a frame and upload it to IGTV, or LinkedIn.
Users are consuming video differently on the different platforms, and as marketers we need to get use to re-purposing smarter, by editing our videos in a way that works for the platform it is being posted on, rather than doing a lazy re-upload job. Looking at things like the aspect ratio, style, pacing and objective, and maybe realising we can’t be everywhere – but where we are posting regularly, we’re putting our all in.
2019 we saw the use of video grow substantially across all platforms, including being able to upload native video to LinkedIn, which is one platform that is currently experiencing a bit of a renaissance and I predict it will continue to innovate throughout 2020. This is definitely one platform that business owners need to pay attention to.
Facebook will continue to heavily invest in video across all Facebook-owned platforms and Marketers are really going to have to up their video game. To capture and retain the attention of viewers, people will need to be very strategic with the video content they create. Videos will need to be:
1. Extremely relevant to a particular target audience.
2. Created to suit the platform that it is being shared on – one size does not fit all.
3. And our recommendation when creating the majority of your video content is to keep it short, under 1 minute if possible. (There are exceptions obviously!)
Video for Every Stage of the Funnel
It’s easy enough to say that video is absolutely necessary for every business. But why exactly do businesses need it? Many marketers believe that video serves one and only purpose – getting your brand in front of customers. I expect this long-lived myth to be busted in the 2020s, because video is a powerful marketing tool that has many uses cases beyond the obvious.
This year, we’ll see brands incorporating video into every stage of the buyer’s journey, from awareness, to consideration, conversion and beyond. Businesses will use video to promote their special offers and events, give sneak peeks at upcoming collections, educate customers about their products and communicate with the audience in a more engaging way than ever before.
TREND 6. Personalised and authentic videos
In 2020, viewers are expecting to see a personalised and unique approach in videos, as if the video was created specifically for them. Videos will need to be authentic and interactive.
For 2020, I think we’re going to see a lot more intelligent re-purposing. Video content will be absolutely key in 2020, but I think we have to be a lot more intelligent with how we use it, as part of our overall marketing. Video isn’t replacing everything. I still think blog posts work really, really well, but putting video within that content really helps. And something that I’ve been experimenting with a lot is creating content video first and then, from that, you can then re-purpose into loads of different pieces of content including blog posts, podcasts, infographics and more.
For example, live video is a great way to start to create your content. But I think we’re going to have to be more intelligent with how we use it. Whether we create the blog first, or create live video, then the blog. Then, within that, we can then create more video from that content using the likes of Wave.video. A lot of people are watching video silently, so I think we have to grab those users, who are watching silently, using captions, using services to transcribe the video, the captions for the videos, adding show notes, things like that.
We’re also seeing much more of a need to be authentic in our videos. The word, “authentic”, is being used a lot. But I think, in 2020, there’s going to be more of a call to show our faces, and to be authentic, and share the bad as well as the good, the ups as well as the downs, or the downs as well as the ups, as well, to enhance our personal branding. I think we’re going to see more of a growth in live video, particularly with other platforms other than Facebook, such as Twitch and YouTube. I do think we’re going to see more of the likes of Premiere – Facebook Premiere, or YouTube Premiere, which is the ability to stream prerecorded content live.
That brings me onto the other thing which is going to be more interactivity. I think we’re going to have more polls and quizzes. We’re going to have the ability to bring in people who are watching that content and to chat with them, and bring their thoughts into the conversation, into the videos. Finally, I do hope that LinkedIn is going to add LinkedIn Live. Video on LinkedIn is working really, really well for many of us, so we wouldn’t be surprised if 2020 is the launch of LinkedIn Live, maybe, in collaboration with Vimeo.
We know many brands trying to chase virality, memes and a lot of video views, but for me the best results in 2020 will come to those who actually focus on the quality rather than the quantity. We see the trend being smart brands caring more about their target audience and putting more effort into building that relationship rather than hoping that they go viral with some meme.
The brands who actually understand the needs of their audience and create valuable, entertaining or educational video content that answers questions real people have will win. They may not have any big overnight hits but they will create a bigger impact to their bottom line.
It’s all about authenticity, more than ever before:
1. Quick short video “snacks” – 15 seconds and under. Informative, amusing, but not salesy.
2. Optimised for mobile devices and placement (newsfeed and stories) (Wave.video makes this easy to do).
3. In an era of fake news and information manipulation, people are looking for transparent and meaningful engagement – so a return to a more personalised, less polished and realistic connection.
4. Don’t ignore YouTube. Great for long form. Be careful with advertising, people don’t like interruption. Mid roll over pre roll is my preference.
5. More “social” ads from Brands. Campaigns will continue to embrace causes or contain a bigger message than just sales (think recent Gillette). Most people want to see Brands having a social consciousness and demonstrating that they care about the environment, the social environment over just selling.
6. Maybe 3D video will appear. We have augmented reality and 3D photos..it’s the next step!
Personalisation is the new kid on the block with marketers seeing the value in making specific videos for individuals or certain segments of the market.
Rather than “BLASTING OUT” a very generic video to all your followers at once, we are now seeing an increase in very targeted campaigns designed for specific people or groups.
Sure it takes a little extra time but these are is “HIGHLY TARGETED” so the return on your time (and money) investment is likely to be much higher from these campaigns.
Many now believe this is a better strategy than the generalised videos designed to reach as many people as possible all at once.
There are a lot of trends coming to video marketing: 360-degree videos, virtual reality, augmented reality, etc. However, I believe authentic videos will be the trend in 2020. Videos that might not be the best in terms of technology or quality but that are original, raw and authentic.
Captioning, leaders being driven to becoming thought leaders through video, personalised 1-1 videos & growth of webinar and podcast video content.
TREND 7. Collaboration with influencers
Influencer marketing is booming. In 2020, it’s fair to expect marketers collaborating with YouTube influencers to co-promote their brand. Other underestimated platforms like LinkedIn might get marketers’ attention, too.
1. Increased Emphasis on Leveraging YouTube Influencers
We all know that influencer marketing is booming, and while most of the attention seems to be on Instagram, I believe we will see a new renaissance of brands working with a new generation of influencers that have large audiences on YouTube. While Instagram has an active audience, YouTube has a larger one with videos that last forever and a built-in search engine that does its best to help users discover your content. It also doesn’t have the one minute constraint that videos on Instagram profiles have. Yes, Instagram released IGTV to steal this YouTube audience, but they have a long way to go. Thus, as influencer marketing and video marketing spend both increase in 2020, influencer marketing on YouTube should see a big increase.
2. Increased Emphasis on Curating User-Generated Social Video
In the past video equalled YouTube. Not anymore. Even Facebook is pushing advertisers to re-purpose static images into moving videos. Consumers engage with video, so if brands want better engagement with their organic social, they simply need more video, especially in the Stories format. As brands have been challenged to make photographic images that can compete with content creators on visual social networks such as Instagram, the challenge to create engaging in Stories is an even greater one. Thus I see more brands leveraging user-generating content not just for photos but also for videos and Stories.
The above two points tap into what we see is the next revolution of social media marketing where brands don’t look at social media as a place to sell to consumers but to collaborate with content creators and its fans and users to cut through the noise and incite word-of-mouth.
Some people still think B2B means “boring to boring” but luckily the increased use of video is changing that perception. Whether it’s B2B marketers posting native video directly to LinkedIn or creating online shows like the LinkedIn B2B Dinner for Five series by Jason Miller, more B2B brands are trending towards video as part of their marketing mix.
Another video trend in B2B is the integration of influencers through video in B2B content. Examples range from embedded video on interactive micro-sites to embedded influencer video within Virtual Reality experiences created to promote events and build community.
TREND 8. New forms of video
Virtual reality, live video, storytelling — all these are not just new marketing buzzwords but some of the video marketing trends for the 2020s.
Now that marketers and businesses have truly started to understand the power of video in marketing (not just when it comes to social media, but in email marketing and content marketing in general), I think we’ll see a lot of experimenting with new forms of content this year.
For one thing, we’ll see a lot more interactive videos this year, particularly 360-degree videos. I also believe that with many marketing videos in 2020 there will be a much bigger focus on storytelling. This is a trend that I’ve noticed more and more when it comes to video ads, as well as to social media videos – a good story captures people’s attention and imagination and most importantly, it gets them to take action.
So, what will make the difference this year?
It certainly will be the quality.
This is how the brands will be able to stand out from the crowd.
The quantity of videos will be so massive in the future that it will be more and more difficult to catch the attention of your internet users, for obvious reasons.
As such, qualitative videos will be able to make the difference: videos which are able to capture the mood, videos with great special effects, videos with a better lighting technology, a better sound engineering, a better story-telling, a better scenario, a better product-market fit – and better actors.
Films, TV series and TV spots already showed the way. And there is still an abyssal gap between what we see in cinema and what we see in the digital space. This is obvious.
Film-making specialists will definitely influence video marketing specialists, more and more.
In the future, they could also be involved in the whole process.
One of the key decisive factors will be the budget: it is much more expansive to create a great video than a great article.
Video Is Already King
The first reason is that video is already king, and has been for some time. As highlighted here, 64% of consumers are more likely to buy a product after watching a video. 90% of users report that seeing a video highlighting a product in action helps them make a buying decision. 96% of IT and tech leaders watch videos for business purposes.
We Expect Characters in Advertisements
We’ve already come to expect memorable, humorous, and recognisable characters not only in TV spots or lead-in commercials at the theatre, but for YouTube explainer videos and within social media.
Marketing Is Getting More Customer-Centric
Marketing is already far more customer-centric than ever before. Today, all digital marketing begins with a target audience and persona, whether you’re relying on email, social media, or video to help spread your message.
Ultimately, entertainment marketing is here to stay. That’s supported not just by user trends, but by current and emerging technology. For instance, consider the fact that 5G mobile networks will finally be a reality in 2020, with a projected 250 million subscribers expected in the first year of availability alone. Combine 5G speeds with mobile capabilities and you get unparalleled opportunities for video advertising to consumers on the go.
Speaking of “on the go”, there’s also the fact that OOH (out of home) advertising provides placement for video that cannot be skipped. Whether consumers are on the bus or the train, the front seat of their own vehicle, or walking the sidewalk, OOH digital video advertising provides an ideal way to engage, entertain, and connect with Generations Y and Z, both of which spend less time consuming digital media than Millennials, Gen X, or even Baby Boomers.
AR/VR is going to only give us a more dimensional experience. Its not enough to have a “cool” augmented reality experience, it needs to have context so that the marketing aspect of it will actually produced the results you want.
In the end, the entertainment marketing trend is here to stay, and will be a powerful tool for years to come.
In-App Video Marketing has exploded! It is one of the best ways to reach your niche market for your product or service while receiving a huge ROI!
Live streaming is becoming main-stream, as is micro-content, so if you’re wanting to maximise engagement with your brand, be sure to include this in your marketing mix.
Wider adoption of live video including the use of 360 degree immersive video and drone footage.