Cisco predicts that video will account for 69% of all consumer internet traffic by 2017. So, it’s no wonder businesses are seriously integrating video into their marketing strategies. However, content marketing and digital technology is moving so fast that it can be difficult to keep up, and you might be concerned that any plans you make now could be out of date before the end of the year. So, that’s why it’s important to partner with organisations with the experience and specialist knowledge to help you innovate and benefit from new developments or trends in digital marketing as they happen.
Fortunately video is a very responsive and adaptive technology. It allows you to update your internal or external communications quickly and relatively cheaply – and out of all the digital marketing strategies available, it has the most impact. However, it is still a good idea to be aware of forthcoming trends, which is why I’ve been gazing into my crystal ball to give you an idea of where video content is going this year.
Video – the primary content marketing format: If you are investing in video content or are planning to do so, it will be reassuring to know that video continues to dominate all content marketing – including Business-2-Business markets as well as B2C.
Cisco predicting that video will account for 69% of all consumer Internet traffic by 2017. 1
Larger budgets for video content: A greater proportion of advertising and marketing budgets will be directed towards video production, as brands and organisations understand the value video content brings.
71% of companies with successful video marketing strategies are planning to increase their budget.2
Personalisation, relevance and targeting: With so much video content being produced it is no surprise to hear that to create really effective video communication, marketers need to make it more and more relevant to their target audience. No longer is a ‘one-size-fits-all’ approach going to work. Instead, video content needs to be created specifically for different customer avatars in the same way that email marketing uses segmented lists.
400 hours of video is uploaded to YouTube every minute. 3
Social video: It’s not just happening on YouTube either. Social media channels are also seeing growth in ‘native’ video (video that’s uploaded directly to the channel, not shared through a link to YouTube or Vimeo). Facebook has been pushing video content heavily in the last year and will continue to do so in 2016. So, don’t be surprised to see more video ads in your newsfeed and amongst your friends’ videos.
It’s not just Facebook either. Twitter introduced their video product last year – allowing users to personalise their content and engagements further. Ever thought about replying to a retweet or mention with a 30 second video?
Video is also huge on Snapchat – which adds another dimension because the video content only lasts for 24 hours or less on this platform. How about installing a sense of urgency and exclusivity in your audience by only allowing video content to be viewed for a limited period of time?
30-second video: Short video clips created specifically for social media channels are on the increase.
Snapchat has 6 billion daily video views, as compared to Facebook’s 8bn, but with only a fraction of the user base. 4
Will LinkedIn catch up? As with other social media channels, LinkedIn also has the option to upload video content to your profile – but not many people are doing it yet. But as video take up in the B2B sectors increases, I imagine that video will begin to also find a home on LinkedIn.
Half of all LinkedIn users are likely to buy from a company they engage with on this platform.5
Video is no longer a ‘marketing thing’: We’ve seen a difference in the way departments across an organisation view video in the last 12 months. In 2016 I predict that the demand for video content will come from all kinds of departments, not just the PR and Marketing team. For example, senior management using video for communicating with key stakeholders about business strategy, financials, etc.
75% of business executives watch work related videos at least weekly.6
Video content and employee advocacy programmes: I also think we will see more video being created specifically to reach potential employees with organisations creating content for their existing employees to share.
Mobile-friendly video content: Just as we’ve seen massive growth in video content, mobile use is also booming. Will 2016 be the year that vertical video takes off, the ideal format for mobile devices and apps? Time will tell…
Online video accounts for 55% of all mobile traffic.7
Demand for explainer videos: The public has an insatiable appetite for explainer videos such as Buzzfeed’s Tasty. Expect to see more growth in this area with brands reinventing the ‘how to’ video in a more engaging and social media friendly way.
Explainer videos less than 15 seconds long are shared 37% more often. 8
Curated content: Customers are increasingly expecting organisations to provide collections of video content related to products or services. Instead of browsing YouTube for content, and searching through numerous video clips, 2016 will be the year that companies find they need to curate their video content on their website, on their YouTube channel, and on other platforms, to ensure customers can quickly find what they’re looking for.
If these predictions for 2016 have got you thinking about your video communication strategy and the best routes to take, please get in touch with us here at Sightline for an informal chat about your needs.