2018: Predicting the Future of Video Marketing

There’s no way around it: Any business that wants to elevate its marketing strategy must get serious about video marketing. The latest video trends suggest that soon, the majority of consumable content on the internet will be in the form of video.

 


So how do you create and incorporate engaging video content into your marketing strategy and not get left in the dust wondering why no one’s engaging with your static, text-only page? Let’s take a look at a few predictions for the future of video marketing to help ensure that your content is well made and well marketed moving forward in a competitive marketplace.

Authenticity Is Everything

According to Appnovation, authenticity is one of six major trends impacting the future of brand survival. Authenticity just means portraying your brand accurately. By presenting your brand’s true culture and values, you’re creating trust between you and your customer. If you don’t appear authentic in your marketing efforts, no one will want to engage with your brand.

The distance and boundaries between brands and their customers is slowly closing. Today, people expect a personalized experience that feels real. If they don’t get it, they have the option of taking their business elsewhere.

With so many options available, people today are more and more likely to seek out a personal relationship with a brand that feels authentic. Being authentic could be as simple as replying to customer comments on social media channels, personalizing newsletters, and using video to show the people behind the brand.

By presenting yourself as a real person talking to other real people, you’re giving consumers a reason to choose you and your service over everyone else in a vast and overwhelming sea of options. Authenticity is essential for being successful in the future of video marketing.

Living In a Livestreamed World

Livestreaming has become an extremely popular form of video marketing. With many tools available to make it a quick and easy process and more being developed every day, livestreaming is likely to continue to be an effective way for companies to incorporate video into their marketing efforts in the future.

Apps like Zoom and Crowdcast, as well as social media features like Facebook Live and going live on Instagram, make it easy to record and stream video in real time, helping your customers and audience feel more connected to you. As more and more consumers take advantage of livestreaming, they’ll want to see the brands they support doing the same.

Livestreaming is a great way to interact with your audience. Be sure to define a clear goal before going live so that you’re aware of your livestreaming objective. Maybe you want to answer customer questions about a new product, or inform your network of a new project or venture. Whatever the purpose, livestreaming can help get the word out.

The Importance of Interaction in Video Marketing

People are no longer satisfied with simply reading text on a page. They want to engage on the internet. Luckily for marketers and businesses, new technology is making it possible to engage creatively and dynamically in new ways every day. This technology can help you come up with creative ways to interact with and personalize your content. The more you do this, the more audiences will respond.

Chatbots that pop up when you visit a webpage provide a personal customer service option, for example, while the use of artificial intelligence and virtual reality create compelling ways to engage with a website, from virtual online stores to personalized shopping experiences.

Companies are even using virtual reality to study their audiences and conduct research.

“It has been found that shoppers make approximately 70% of their brand decisions when they are already inside the store,” says Rutgers University. “Some wait until the last minute to decide … A lot of factors influence their choices. Accurate simulation is required to conduct reliable research. VR technologies can provide this accuracy.”

It’s clear that the appeal and application of video marketing is beginning to go beyond customer interaction. Companies are likely to take advantage of this trend in the future and utilize video paired with new technology to carry out market research that will better their companies.

Closed Captioning/Subtitles

The only thing worse than not having a video marketing strategy is creating great video content and not optimizing it for SEO. What good is a great video if no one sees it? Spoiler alert: No good at all. There are many things you can to do increase the visibility of your content, from keyword research to link building.

Using subtitles or closed captioning is one trend in video marketing that’s predicted to continue and that can help your content get more engagement. When text appears on a video screen, users are getting information from the video regardless of whether they have the sound on or off.

Prioritizing Video

It’s no secret that marketing directors have the difficult job of always staying up to date on the latest and greatest practices and collaborating with other departments to achieve success for a brand or service. And marketers can’t be savvy unless they place video media at the forefront of their content marketing strategy.

By prioritizing your efforts to address the predicted importance of authenticity, immersive interaction, livestreaming, subtitles, and personalization in video marketing, your company or brand will surely feel a positive impact.

6 Ways Video Impacts The Ecommerce Industry

The ecommerce industry hasn’t been around for all that long in the grand scheme of things, yet it has changed enormously in that time. Who could have envisioned the level of fast retail accessibility we now have with 24/7 internet-enabled devices?

As technology has matured, UX practises have gone from cluttered desktop interfaces to fledgling mobile designs, and then ahead to clean, minimalist mobile-first responsive designs. Buyers now take options and convenience for granted — and ecommerce video has assumed dominance.


But why is this, exactly? If we get a little more granular, how has video left its mark on the ecommerce industry, and what can we expect in the future? Let’s go through it.

#1 Video Drives Up Presentation Standards

What do you think of when you imagine a product array from a retail site? A decent image for each one, perhaps some additional images from different angles to provide some more information for the user. Video blows that kind of detail out of the water, and thanks to the march of technology, the barriers to entry have all but disappeared.

Until just a handful of years ago, high-quality video wasn’t viable online: the hosting infrastructures weren’t there, recording equipment was expensive and unwieldy, and internet connections couldn’t handle large files.

But today, YouTube and comparable sites will store as much as you want, just about everyone has a smartphone capable of shooting decent footage, and mobile data connections are perfectly adequate for streaming in HD.

Because of this, the ideal product listing has changed significantly, with users expecting so much more and more often than not being disappointed when there isn’t some kind of introductory video displaying a product. I know I find it invaluable, especially when I’m looking at electronic products.

#2 Video Provides Creative Options

You can accomplish a lot with page text and imagery, but you can do so much more with video, and retailers have steadily come to understand this. As an ecommerce video maker, you can provide commentary on an item, talk directly to camera, narrate product construction or a guide on how to use it. To add to this, you can also shoot footage in different places and in different styles, then bring in post-production elements to make it even more stylized.

With video, you’re not limited to some basic photos of a product and a couple of paragraphs about why someone should buy it. You can get really creative and develop a tone and aesthetic that really makes people want to buy while feeding into your overall brand identity.

#3 Video Saves Screen Space on your Ecommerce website

Suppose you want to offer a full installation and setup guide for a new speaker system. You can painstakingly list all the steps in text, but it will take a long time and various illustrations to make it clear enough to be worthwhile, and that will cause the page to drag out. You could lean even more heavily on high-quality images, but that would take up even more space. Going down that route, you end up confining the guide to a downloadable document, which then means that relatively few people will ever actually see it.

If you make a video guide, however, you can fit the entire thing into a small embedded window near the top of the page. If the user isn’t interested in it, they can ignore it completely, and if they want to soak up all of the information, they can watch entire thing without having to leave the website or even scroll.

By focusing on video guides and reviews, you can fit a vast amount of relevant information into a very small space on a product page.

#4 Videos Make Stories More Viable

We’ve looked at how video offers so many more creative options, and this really makes a difference when it comes to storytelling, something that has traditionally been used for dedicated advertising campaigns but little else.

If there’s a fun little story about how you came to sell a particular product or product line, you can put it in the copy, but it won’t catch the eye nearly as well. Turn it into a punchy short video with animation, transition effects and narration, and you’ll see engagement levels skyrocket.

And think of the effect this has on blogging options. Corporate stories are more important than ever before because customers increasingly expect sellers to be transparent and openly ethical, and what better way to explain what drives your ecommerce business than by filming a video about your entire team?

#5 Video Dominates Social Selling

Social media feeds fly by at a rapid pace, and most of the posts get lost in the blur of activity. It’s the elements that really stand out and command attention that get users to stop the scrolling and focus their interest, and video is the undisputed leader for this, especially with the prevalence of high-speed data connections and autoplaying options.

Retail companies that want to get the most out of social selling need to take inspiration from how companies like Coca-Cola mix regular videos with animated GIFs to create eye-catching, digestible, and highly shareable content.

#6 Video Guarantees Conversions

This one should seem obvious, but let’s confirm it: video drives conversions in a massive way. By next year (2019), a massive 80% of web traffic will consist of video, and coincidentally it’s been found that the inclusion of video on a page increases its conversion rate by 80% on average (there’s something about 80%, clearly!).

And if you think it’s too complex or expensive to use in your case, you’re wrong. You can easily build videos from image and text resources you already have, and then it’s just a matter of embedding them on your product pages.

Big players in the Ecommerce industry use Rocketium to make product videos and then embed them onto their website. You can embed the videos  manually, if you have a custom site, or if you have a DIY webstore build, you can find add-ons, plugins or extensions such as EasyVideo or Product Video Gallery.

Video is already positioned at the top of ecommerce selling methods, and it’s only going to become more important as technology develops and always-on data connections get cheaper and faster.

By finding a place for video in your ecommerce strategy, you can start taking advantage of its incredible conversion-driving power, make your website work more efficiently, and enhance the image of your brand. Sounds good, doesn’t it?

How to Make An Engaging Video for Social Media in 2018

The trend of daily video views around the globe is very dominant. It is all over the internet, and you don’t need to look into the statistics because it’s not a secret as to how viral a good video is on social media.

So, how do you make a good video? That is the question that this article will answer through its six guidelines.

1.Identify your end goal & video statement

Marketing is one of the objectives existing right now in all social media. To let you know that we are on the same page. This write-up is about how you can use video for social media, in the best way as a marketing tool.

Now that you are acquainted with the true objective, it is essential to further break it down into more specific objectives.

Do you want to make people aware of your product? A new gadget came out, and do you need to promote it well? Or are you determined to show to the world your company culture so that it will ensure everyone that whatever product your company has is an absolute quality?

BONUS READ: How to setup goals for videos at every stage of your marketing funnel

Focusing on a single objective one at a time will help you get your point across while preventing your readers from being confused and too overwhelmed, and through this, your video will also be shorter, because it is more concise and more direct to the point.

People in social media, who are usually busy and have small patience with a long video, will surely love it.

2. Keep the camera steady

Since we are talking about social media, it is not uncommon that handheld smartphone cameras are usually used. However, your shaky hand is always the culprit here.

Don’t worry the solution is quite simple, one which does not require for you to dismember your hand and replace it with a mechanical one.

On a serious note, to have a smooth quality in your video, you do not need a fancy or expensive camera gear to do the job. Sometimes, all you need is a simple ingenuity.

There are different solutions to make your video look professional. One is investing in a tripod. Another one is utilizing the stabilization settings on your smartphone.

If you still want to take it to another level, you may also use an external lens that can fit your smartphone. This will significantly enhance the quality of your videos, which we all need aside from keeping the camera steady.

The thing is, they are all very cheap but very helpful in making great videos for your business.

3. Focus on a strong message when creating video content

Structure your video wherein all parts work hand in hand to achieve a very clear and compelling message. To do this, incorporate narratives to your video content, whereby, it is also an effective way of strengthening your connection with your viewers.

A good narrative has an easy to follow setups, where a problem is stated in the beginning and eventually gets solved in the end. It must be healthy to the heart, because it shall resonate with people, making them relate to the struggles you’d like to champion.

An intense message will always provoke a strong reaction. It is good to note that this results in your video leaving a memory to your viewers and a call to action to influence them.

By being memorable here, your narratives can be funny videos where people will find their giggles irresistible and contagious to others nearby. It can also be a motivational video that taps their energy to be instantly inspired.

Whatever it may be, a strong message in your video content will help you achieve people’s attraction to your brand, the way you have always dreamed of.

4. Take advantage of trends on social media

It is a basic human need to feel a sense of belongingness. This is a feeling that you are socially accepted in a group. This concept has some small changes in the passing of times, especially now in the modern world.

Social acceptance nowadays is also gauged in trendy things that you wear or use. To put it simply, everybody wants to be kept up to date, and nobody in his right mind wants to be left out as the odd member of the society.

What is trending, has significance to your end goal, and has relevance to your audience, is something you should consider in incorporating into your video.

The result will be an extremely engaging content and we all want that!

5. Try to connect with influencers

Influencers or trendsetters are very valuable people in social media marketing. They influence a lot of followers, and for business owners, these people are indispensable to the success of their brands in the market.

Thanks to them, you’ll no longer feel the pressure of staying on top of the social media trend, as you can just be updated to what keeps influencers busy. This is due to the fact that these people are very proactive and talented in exposing their preferences and opinions in such a way that many will follow them.

It is your job to befriend them. Follow their social media channels and who knows, you can maybe ask them on how they feel about your brand.

If not, you might consider hiring them, or you can always just study them, and learn from their actions on how to engage the audience the best way. With that, it is also possible that you can start being your own influencer.

6. Optimize your video content

To make your videos as perfect as possible, you should not forget some basic but essential principles in videography first, especially in the context of social media marketing.

First of all, your camera should be appropriate for social media. Then, avoid digital zoom and just try to move closer to the person or the object that your lens is trying to capture. Always choose a well-lighted area for your videos. Make your videos mobile friendly, that is, it takes a few seconds to load in smartphones.

Now, to finally put the final touch to a video, making sure that it will suit the general aesthetic need of the people, editing is an integral and important part which should be strictly observed.

An editing application will be your friend here. It will help you make an artsy, yet clean and easy to understand video.  

A YouTube video editor will do the trick for simple editing. But if you are into a more complex edit, you might want to try other programs available in the market. There are a lot to choose from.

Final Words

You won’t lose anything if you will follow these six guidelines in making engaging videos for social media.

You’ll never know if they are effective if you don’t apply them!

           

How Video Marketing Can Boost Your SEO

With all of our talk about the importance of content, video marketing is a sorely overlooked subject.  Visual storytelling has proven to be an excellent marketing tool. Therefore it’s very important not to miss the opportunities it can offer you.


Let’s just start with some facts:

  1. YouTube is the arguably the second largest search engine and the third most visited site on the web [source]
  2. Internet video will account for 79 percent of global web traffic by the year 2020 [source]
  3. Video content has the highest retention rate [source]

That said, it may or may not be surprising to you that videos typically leave a longer-lasting impression as well as improve your chances of ranking on the first page of a SERP. However, as with any useful tactic in the marketing world, it can be misunderstood and abused. Here are the ways video marketing can help your SEO and some tips to help you avoid the ways it could hurt you.

Good vs. Bad SEO Marketing

As with all kinds of online marketing strategies, there are good ways of doing them and bad ways of doing them. Make sure that your site and its individual pages are all totally optimized for their maximum ranking potential. You will need to utilize technical SEO tools such as keyword usage, title tags, H2s and H3s, and proper metadata. It requires effective page optimization.

When you begin link building to your website and specific pages, you will find that it’s important to not only produce good content but to get it in front of the right people talking about it. A lot of companies build up their link portfolios with low-quality directories and sometimes pornography websites — and this often gets them penalized. It doesn’t do much for ranking either. So utilize good and healthy SEO tactics, because although a video can propel your content farther, it won’t cancel out your bad SEO techniques.

Optimizing a Video for SEO

Since video is under-appreciated among marketers, optimizing your YouTube videos with SEO tools is also under-appreciated.


In Search Engine Land’s 2015 article entitled “Do Not Underestimate the Power of Youtube,” they laid out a checklist of four ways to optimize your video content for Google and YouTube:

  1. Create an optimized title.
  2. Use tags wisely.
  3. Create a full description, and fill it with keywords and synonyms of keywords
  4. Consider using closed captions or uploading a transcript.

Of course, good SEO won’t make up for bad content either — your videos have to be useful and enjoyable. But you also don’t want to have a killer video that isn’t optimized. Then nobody will find it, and it becomes purposeless.

The Videos That Drive The Most Traffic

You may now be asking, “what makes a good video?” In other words, what videos drive the most traffic?

This is a very important question, and there’s been a lot of research on the subject. In 2015, it was reported that 91% of smartphone users watched how-to videos. Popular YouTube influencers run their own vlogs as well. It would seem tutorial-esque videos — also known as explainer videos — tend to do really well.

However, businesses are finding that user-generated content tends to be one of the highest forms of video marketing there is right now. It would seem that involving customers and even on-the-ground employees is attractive to people. Maybe it’s the inclusion factor of feeling like they are part of the brand and the product. It goes to show that including your audience in your marketing plan is better than selling down to them.

Your Audience and Your Keywords

Of course, your target market is at the core of everything. The success of your campaign depends on the effective choosing of your audience. So first, decide who your target audience is going to be. Once you have a general idea of the age, demographic, and geographical location they tend to reside in, choose the keywords in your video titles, descriptions, and tags carefully to cater to that audience.

These are what we call “niche keywords.” You can use tools like Google Analytics and WordStream’s Free Keyword Tool to see competing search terms your target audience is searching for. Then, optimize your video accordingly.

Link Building and Video Marketing

The SEO of link building doesn’t stop with keywords in the descriptions. There are some who would suggest that link juice is passed through video embed codes – meaning your video will rank better in search engines the more it’s being shared on websites and in online articles.

Another way to use videos in link building is in an exchange scenario. For instance, offering to make a website or online journalist a video specifically designed for their article, which they can post on their site in exchange for a link to yours. You offer them content, they give you a link. Additionally, video captions themselves – for instance, the blocks you see on Youtube videos that link to other videos or places on the web, pass link juice as well and can be used to build links to your own website or another. And of course, a Youtube description also builds follow links.

It’s clear that video marketing can be used to build your SEO as well as your brand, but what are your real-life experiences with doing so? Please share in the comments below!