Guess, no one would dispute the fact that the role of video in digital marketing is growing, and is growing rapidly. Nevertheless, here are just a few figures about online video that speak for themselves:
- over the past year, 66,7 million users uploaded 654,7 million videos to 30 video platforms (Tubular Labs). These videos were watched 2,8 trillion times (an average of almost 4,4 thousand views for each video);
- by 2019, 80% of internet traffic will come from the video (as estimated by Cisco);
- the number of traditional (cable) television users has been steadily decreasing since 2010, and the decrease is speeding up steadily (for example, only one US cable TV provider ESPN lost 7 million subscribers over the last 2 years).
Everything indicates that 2016 will be the year of the explosive development and prioritization of digital video in general and in marketing mix as well. We offer you an overview of the main video marketing trends for the current year.
1 Social Video Marketing
The essence of the trend of using video in social media can be expressed in the following words: everything will be video. Judge for yourself: every minute there are approximately 500 hours of video being uploaded to YouTube (proof); Snapchat is talking about 7 billion daily video views, Facebook - 8 billion. By the end of 2016, this figure is projected at 20 billion (which will allow Zuckerberg's brainchild overtake YouTube). Let me write it once again: 20 BILLION VIEWS DAILY. Throw in Twitter, Instagram, Vimeo, Periscope, Meerkat, Coub, Vine, and even LinkedIn - and you'll see that very soon the social networks and online video will virtually become synonymous.
To make maximum use of video marketing in social networks potential, always keep abreast of new functionality. The fact that the social and video platforms are constantly introducing new features, such as auto-run (with or without sound), videos, 360-degree streaming, etc. Choose and use social video marketing features that will allow you to cover your target audience as much as possible and achieve your marketing goals the most efficient way.
2 "Mobile, mobile, mobile" (c)Susan Wojcicki
Not so long ago, when one was talking about the mobile trend, smartphones and tablets were called "the second screen" after the PC and laptop, that is. When we're talking about this trend today, the situation has changed dramatically. Perhaps, mobile has not yet become a full-fledged "first screen", but continue calling it "the second" is not an option either.
- you will ask. Here they are:
- during 2012-2014 watching video on mobile devices increased by 400%;
- it is expected that 50% of video views in 2016 will occur on mobile devices (proof);
- the expenses on mobile advertising over the last year increased by 75% (from $1,5 to $2,7 billion)
Not convinced? Then also mention the fact that, according to Google, in a dozen countries mobile search exceeded web search. And Google today prioritizes mobile-optimized sites in search results display.
You might think that some figures can hardly be applied to Ukraine, in particular, due to the low penetration of mobile Internet to the masses. Well, at some point the very implementation of 3G in Ukraine seemed impossible, but now it's operating successfully. And over six months, 8 million subscribers started using it. Thus, conclusions are yours to be made.
PS. Section's title is an actual response by YouTube CEO Susan Wojcicki when asked a question on YouTube three priorities for the nearest future.
3 Programmatic Video Advertising
In the western markets, the use of programmatic video buying technology that allows delivering video to the highly-targeted audience is gaining in popularity steadily. According to eMarketer.com, 39% of the video advertising in the US is delivered via programmatic. The forecast is that this will rise by 65% in two years, amounting to almost $7,5 billion.
The key to such boost is improving the technology of "understanding", interpreting and implementing user data (Big Data) by robots. This will allow targeting video (which is relatively expensive to produce compared to other forms of advertising) to the desired target audience with laser precision.
Bright future of programmatic video advertising is very much based on the fact that this technology can be successfully applied to several channels simultaneously, including social networks (see section #1) and mobile (see section #2). Merging online video marketing trends can provide quite significant synergistic effect :).
By the way, here is good infographics guide to choosing the most suitable programmatic video marketing strategy:
4 Native Video Advertising
Native video ads are not new. On YouTube, Facebook and Twitter, this tool is already available to advertisers for quite long. But the launch of native video advertising in Google SERP – that's definitely something new. Yes, I know that the corporation hasn't officially confirmed the move so far, but the tests of the new feature already were carried out. Guess, the wait wouldn't be too long now…
Another factor, driving the growth of the native online video advertising, is the expansion of ad blockers. According to PageFair, publishers lost somewhat around $22 billion because of ad blockers. How can one fight them? Well, you can, for example, beg visitors to disable ad blocking, and if this doesn't happen – block their access to your content. But the effectiveness of this method is under big big big question: experiment by PageFair showed that only 0,33% (!!!) users add an exception to their ad blocker list.
On the other hand, native advertising is a much more effective way to deal with this problem. Since native ads look natural, they pass ad blockers in most cases. To sum it up, we can conclude that native video ads are a must have in one's marketing campaigns.
5 Email Video
Yes, email – in spite of all vibers, whatsapps, slacks, and other messengers – is still very much alive, and by default remains the main channel of communication between a brand and a customer. Moreover, we expect that due to the increased use of video in email marketing, its importance will only grow.
Traditionally, a few figures to prove the point:
Infographics by HighQ.com
The huge increase in CTR is easy to explain using the words of video distribution guru Andrew Angus, saying that PLAY button is now the most compelling call-to-action on the web. The key to success in video email marketing is the length of the clip (ideally, no more than 60 seconds), and – surprise! – its quality.
Also, we can't ignore such trend in email marketing as the use of so-called bit videos, for example, GIFs. Actually, this trend can be attributed today to the entire video marketing; in addition to GIFs, it also includes coubs, vines and other short videos lasting no more than 6-10 seconds. They are becoming increasingly popular in social media too.
6 Interactive Video
Interactive video has the great potential to become one of the trends of video marketing in 2016. Just in case you've somehow missed it, interactive video is when the user not only watches it but interacts with it; and what he sees on the screen greatly depends on how he interacts. And "doing" is a more memorable action than just watching, which is very good for brand awareness. Also, interactive is a great tool for viral video marketing.
The concept of the interactive video is known for quite some time now but because of many restrictions, it still hasn't become generally accepted. Times, however, are changing, technology is developing, production and distribution of interactive video are getting simpler. This opens up new prospects for marketers in terms of increased user engagement. Here is a couple of examples of nice branded interactive video:
Interactive video marketing will most likely find its way into these areas:
- Choose-your-own-adventure – these videos let viewers influence the plot, greatly increasing the relevance and interaction.
- "Fitting" – this type of video can be widely used in the fashion industry and any area related to appearance or design. For example, when choosing clothes, the user can see how it looks on the model walking down the catwalk. Or "try on" the new popular hairstyle.
- Purchase – with these videos the user can instantly purchase products/services featured in the clip.
At the same time, any type of interactive video allows marketers to collect very precise data about users, based on the choices they make. The use of this data for lead generation and subsequent their conversion into customers is purely technical.
Marketing without Video – Pouring Money Down the Drain
These are the major video marketing trends. Well, sometimes you can see live streaming, vertical videos and even virtual reality also being mentioned.
IMHO, among them, only vertical video comes really close to claiming the trend title – Snapchat's 7+ billion video views every day is a very impressive figure. Possibly and maybe, this format is the future – it suits mobile devices ideally (remember, mobile is about to become "the first screen"?). But the turning point is definitely not going to happen in 2016 - the area where vertical video can be used is today very limited, and the resistance of the major video content producers is very high. Habit and economy are terrible things :). Anyway, we suggested you watch the video below, it's a bit outdated, but still relevant:
By the way, vertical video is often mentioned when talking about the rise of live streaming services like Meerkat and Periscope. BUT: even among the "advanced" US Internet users, there are only 9% of those who has heard something about Meerkat and 6% - about Periscope. Now, what numbers could you possibly expect if the same research is conducted in Ukraine and the CIS?..
Virtual reality... Perhaps, Google and Oculus will be able to sell a 10-20 million of their devices, but the prospect of technology's mass acceptance by marketers is purely virtual, pardon the tautology.
And regarding the main topic of this article, we can point out once again that the use of video in marketing will expand explosively. So if you haven't considered how to incorporate video into your strategy, what budget to allocate on this, and where to order video marketing services – now is the time to add it to your to-do list. It will pay off.
Creative Copywriter at DIGITAL BEE
LinkedIn - https://www.linkedin.com/in/alexsakhno