Aside from video trending in general, within the tactic lies many options for delivering great video content. Whether you’ve been using video for a while or need to jumpstart your strategy – here’s what’s trending right now in video marketing usage.
Super Short Video Ads
Google originated this trend back in 2016 with the launch of YouTube’s 6-second “bumper” ads. This new format wasn’t just for shortened attention spans, but to fit the growing trend of mobile and shorter videos. The graph below depicts the engagement of the audience in correlation to the length of the video being watched.
Long-Form Video Content
This may seem to contradict the aforementioned trend, but the distinction between video advertising and video content marketing makes a world of difference. An advertisement is designed to catch attention and deliver a quick message. Content marketing videos look to provide value to the target audience, usually through education, entertainment, or both, while (organically) tying into the brand’s message and product. In this strategy it may be effective to organize content marketing videos journalistically, placing the most important and essential information first, then following with supporting details. This ensures that your audience recognizes the most important features and benefits of your product.
Mobile advertising platform MediaBrix found that vertical videos see a 90% higher completion rate compares to horizontal videos. According to their data, less than 30% of users will turn their phones sideways to watch an ad, and those users who do turn their phones only watch about 14% of it. This statistic should stress the importance for brands to create vertically-compatible advertisements.
Vlogging for Business
One of the most difficult parts of marketing is developing a connection with your audience. Trust is not something that consumers easily give away, but video can help. Beyond showcasing some internal faces to go with your brand, a vlog gives you the chance to show authenticity and transparency by filming segments of internal meetings or touring the office.
Live Video Applications
What live streaming video does best is allow brands to drop the corporate veil, connect human-to-human, and allow users to participate in brand storytelling in ways that enrich the customer experience.
There is a certain vulnerability about live video that in that unrehearsed live video comes across as much more realistic, relatable and trustworthy as 82% of audiences prefer live video from a brand to social posts and 73% of B2B businesses using live video report positive results to their ROI.
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