5 Ways Video Marketing Will Be Different in 2019
Video marketing continues to grow as a leading source of customer outreach. Cisco has famously predicted that video will account for nearly 85% of internet traffic by 2021. Combined with current stats such as 78% of people watch online video each week or that 59% of executives admit that they would rather watch a video than read text, it’s clear that future will be cinematic. Here are some ideas of how those trends will be present in 2019.
Mobile is Taking Over Video (or Visa-Versa)
This one is pretty obvious, actually. There is a multiyear shift to mobile formats in video advertising. Already, it's far more common to see in-app advertising on platforms like Instagram, LinkedIn, and Twitter. Additionally, as the platforms change, the marketers are optimizing formats for mobile viewing. More video produced today is often a 1:1 aspect ratio instead of the historic 4:3 or 16:9 horizontal which we've traditionally viewed on TVs or desktop monitors. This new "square format" is optimal for being seen on a smartphone, in social media posts, or new video platforms like IGTV. Additionally, the overall length of videos is getting shorter to accommodate the handful of seconds mobile viewers have between activities.
A Megaphone Among the Crowd
Influencer marketing continues to rise but is still the Wild, Wild West. Those that have a strong social media presence can have much higher efficiency in reaching consumers and command some serious money for their promotions. Mega-Influencers like celebrities (often with millions of followers) can easily demand 6-figure fees to promote a product or service. However, far more critical to most brands are the "niche influencers" with a healthy relationship in a particular market or industry. Building relationships with respected voices in social media will become an ever-larger part of a company’s outreach.
Going Live in 5, 4, 3, 2...
More and more social media formats are allowing for live streaming of activities. As viewers look for more ways to interact with brands in real-time, the use of unscripted video to create a feeling of genuine connection will become more prominent. In conjunction with this is the higher visibility expected for modern senior executives (i.e., the Social CEO) in social media.
Inbound Video Marketing is Becoming the New Norm
As online tracking systems get more sophisticated, advertisers can be more selective in which videos consumer see. Instead of massive campaigns for one or two pieces of video content, it will become more common for organizations to put resources into creating multiple niche videos on various platforms that are seen by viewers only when they are in the correct stage of the buying cycle. For example, general prospect videos might encourage users to learn more about new items while interested buyers might receive prompts (like a QR code) on the actual products to open short, mobile videos on how to use them.
Coming Soon… Virtual and Augmented Reality Will Change Everything
A few years ago, Nintendo (and partner Niantic) astounded the world with an augmented reality (AR) game that was played IRL with your phone (Pokemon Go). Though still primarily seen as future-tech, expect to see larger brands begin to dip their toe into AR as the various use cases start to get figured out. Additionally, the 360-degree video is already here and there have been some virtual reality test cases, though the market is still relatively small. However, expect to see more investment in creative uses for VR video in 2019 from brands like Facebook (owners of Oculus) and Sony (PS4).
It’s a wild, evolving world out there for creative video marketing. If you have additional questions or comments, please feel free to reach out to me at firstname.lastname@example.org, or check out my online portfolio at scottmoecreative.com.
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