There has been a huge rise in digital and online advertising in recent years, with digital ad spend increasing by 14.3%to an impressive £11.5bn in 2018 alone. This year it has been estimated that 80% of all internet traffic will be made up of video, and as businesses are using video marketing techniques to improve their online presence, integrated web content and social shorts don’t necessarily need sound when watched.
This year has also seen the rise of the vertical video (think Snapchat and Instagram), and Facebook and Instagram stories have become a great marketing tool in themselves. Instagram are also investing more money into IGTV, a tool for posting longer videos than they currently allow (this is currently still in its early days, but good to bear in mind if you want to get ahead of the competition).
If you’re looking to bump your video game up a notch, or perhaps to try something new, below are three of the trends that we see carrying on through into this year.
Providing users with a more immersive experience can make them feel almost like they’re really there, even though they might just be chilling out at home. 360o video is particularly useful to showcase travel destinations, such as cities or hotels, and also to present key features at attractions and events (how would you like to see a 360o view of Glastonbury?) You may even begin to question why companies aren’t using 360o to show off their products and places!
We live in an ever-growing world of consumerism, and as it grows companies need to get smarter with how they can grab your attention. Enter snackable content - cleverly done, bitesize ads are there and ready on your audience’s feed, and in the realms of facebook and twitter, no-one wants to stop scrolling to watch a full-length video. These ads tend to play a role in larger campaigns that focus on ROI for your business.
Live broadcasting has been on the rise over the last couple of years, going from trendy phenomenon to tactical marketing strategy, with no sign of slowing down. The excitement of viewing something live, unscripted and transparent from real people appeals to the viewers, as viewing behind the scenes allows them to get to know more about your brand. According to facebook, live videos have six times the engagement as non-live, as it tends to instigate a larger real-time discussion than when a video is pre-recorded. One of the best things about this candid exposure is that you don’t need any fancy equipment to achieve this. Facebook, Instagram and YouTube now all have options to broadcast live straight to your channel, Twitter works through Periscope, and for larger-scale live broadcasting, there’s Livestream, which will let you broadcast across multiple channels at once.
Before starting any video campaign, it is a good idea to think about two key things, your messaging and who your audience is. Trends might be too trendy for certain audiences, so speaking with your video agency to get their expertise is worthwhile before going too far down a certain route. That being said, video should be fun and engaging, so thinking outside the box will help your video content to stand out in a very cluttered market.<Back
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