How video marketing will evolve in the next few years
Charles Darwin said it right: the species that knows how to adapt to changes, survives. These extraordinary folks thrive even better than those who rely on strength alone.
Online video is moving rapidly that most on-demand pieces of information, like company announcements and product updates, are now being livestreamed. This mainly unscripted material is still uncharted territory for some businesses and organizations. However, a live video presents itself quite well to the “authenticity” factor consumers look for.
Here are three marketing advances that will play huge roles in the changes that will happen with video marketing in the next couple of years.
A Leap from Platform to Platform
Video marketing flourishes online, especially on social networking platforms such as YouTube, Facebook, Twitter, Snapchat, Instagram, and Pinterest. But marketers now couldn’t produce a single video, like a standard TV ad, and expect it to thrive – or even stick out – on every social platform.
These days, creating a YouTube video and putting it on Facebook would no longer work. Along with planning on what the story and the content are about, marketers also need to look into the format of the video.
Also, online users don’t watch videos on various channels in a similar fashion. Case in point: marketing analysts claim that over 85% of all Facebook videos are viewed with no sound, which makes adding captions more crucial than using background music. Lots of people watch Facebook videos while commuting to school or work.
Also, the first few moments (particularly the first 10 seconds) of the video are critical in grabbing the attention of the viewers. As such, marketers need to know what features and elements work for each platform. These include the length, quality, and tone of the piece.
There are still a lot of marketers who say that their video marketing doesn’t work. The reality is that their campaign will not be sufficient if they create a ten-minute video and upload it in as many sites as possible. Instead, marketers need to invest time and resources to research and uncover what type of content their audience will respond to.
Data-Centered and Reactionary Strategies
Staying engaged with the audience takes a considerable chunk of time. However, it also makes for instantaneous reaction and real-time data collection. Creating video content centered on consumer feedback can better resonate with the target market over a more strategic plan.
In the past, marketers could create a video and not be concerned much with the story. They’d share it on YouTube, and the video would most likely rank on Google. They could set annotation links on the video for the company website and blog, and straight away, they’d see people buying products from their site, thanks to their strategic planning.
This still happens now, but it’s undeniably more difficult to achieve the same success as it used to be.
These days, the ROI for video marketing comes with a more substantial network and better brand awareness. The reality is, much of the platform’s formula for social marketing success conspicuously thwarts actual sales.
For example, the algorithm of YouTube is drawn from “view time.” However, merely counting the views to measure a video’s success is inaccurate. With the audience engagement, which ranges from the number of views to posted comments, the quality of the video could be of higher value than its view count.
Think about this: a thousand viewers from the brand’s target market could be worth more than a hundred thousand people from various demographics who may not need the brand’s product or service.
Identifying the metrics for success is a top priority for most video marketers. The future of video marketing comes with a stronger link to measurement, video creation, and distribution approach.
Marketing techniques and platforms are changing in this age of “digitalized everything.” Consumers now engage in businesses on the various networks that didn’t even exist not too long ago. As such, a modern marketer has to be agile and tenacious. He needs to know how to adapt to changes that happen in the video marketing world.