Your 2020 guide on how to get the most out of video marketing
Video content marketing trends and tips
In recent years, we’ve seen a massive increase in video content appearing online, and there’s no sign of it slowing down.
From creating webinars to including short clips in emails, a video marketing strategy is a must if you want to truly engage with your audience to improve brand awareness and increase leads and sales.
According to Wyzowl, a company that creates animated explainer images, 83% of marketers say video helps them generate leads and 87% say it has increased traffic to their website.
Some other benefits include:
- It’s good for SEO. If your material is compelling enough to attract views and shares, your Google search ranking may improve.
- it’s a time saver. It doesn’t take much time to create short but engaging clips compared to writing an article or blog.
- It’s affordable. It may be more profitable to create a short clip than one. produce an ad or a blog.
- Draw attention. People can scroll through the written words, but most will at least glance at the interesting images.
As we move into 2020, here are three video content marketing trends you can expect to see in the future.
- Vertical videos. Just when everyone seemed to understand that horizontal filming is better, vertical videos arrive! This is because consumers see a lot of things on smartphones.
Instagram and Snapchat were the first to use vertical videos in Stories, and then it was Instagram Television (IGTV).
Even Netflix uses vertical digital marketing videos to show previews.
- Live broadcast. This refers to everything that is recorded and transmitted in real time. People like to feel like they’re being spoken to directly and authentically, and live streaming is also a cheap way to build collateral.
We’ve seen more and more social platforms implement this functionality, including Instagram Live, Facebook Live, Twitter Live, and LinkedIn for a select few.
- Video shopping. So far, it seems that it is largely clothing retailers that are taking advantage of this tactic. How it works: Users can click on a section of the screen (for example, a skirt on a model) and be directed to the link to purchase the item.
A recent Brightcove survey revealed that 23% of general consumers and 30% of Millennials want links that allow them to directly purchase a product.
Now that you have an idea of what’s going to be popular in 2020, here are some ways to incorporate compelling imagery into your campaigns this year.
- Use your landing pages.
A survey by marketing technology company Eyeview showed that video on landing pages can increase conversions by 86%. It’s a great way to increase search rankings, as Google’s algorithms are increasingly prioritizing websites with this type of content.
Other benefits: It can lead to more social shares, build trust and awareness, and reduce bounce rate.
Shopify created an inspiring brand montage that lives on your home page. It explains what they do, highlights different clients, and announces that they now support a million businesses.
- Blogs and articles.
Did you know that blog posts can be just as valuable as a landing page? Consider filming your post instead of writing it (or do both), and you’ll have easily increased the chances of that information reaching more visitors.
Considered an authority on SEO, Moz found that displaying a clip with blog images and text increased reach three times.
One of our clients, the Financial Recovery Institute, uses it on a blog to tell a story.
- Emails and newsletters.
The digital marketing videos you create will depend on your goals and objectives. For example, are you announcing a new product, event, or course you want people to sign up for?
You can also use email to give people a preview of longer images on your website. Once you’ve decided on what you’re promoting, you can start filming.
Something to keep in mind: There are over 30 major email clients, including Microsoft Outlook, Gmail, Yahoo Mail, and Apple Mail. Some of them don’t qualify for using clips in emails.
Several of the popular email newsletter services, like AWeber and MailChimp, make it easy to share what you film by using a screenshot and linking the image to the original content.
That way, a user can simply click on the image in the email and be directed to your clip. Want to learn more? Check out our recommended email newsletter providers.
- Social media platforms.
A strong social media strategy is essential, and you only need to take a look at your Facebook, Twitter, Instagram or LinkedIn (and of course YouTube and Pinterest) to see what role video plays for businesses.
Some formats you could shoot for social media include:
- how guides
- questions and answers
- behind-the-scenes glimpses
- events
- interview
- Unboxings (if you have a physical product)
It’s important to remember that each social media platform has rules about the length of your digital marketing videos. Here is a quick reference guide:
- Facebook allows you up to 240 minutes (although you probably don’t want to use all that time),
- Twitter provides 2 minutes and 20 seconds.
- Instagram gives you one minute if shared as a post, 15 seconds as a story, and up to 1 hour as a live video or IGTV.
- LinkedIn has a 10-minute limit.
- Snapchat allows 10 seconds.
Make sure your videos are optimized for each social media platform. Viewers on Instagram expect different things than on Twitter, for example.
We may not be able to cover every video content marketing platform or strategy out there, but I hope this has given you some ideas on how to use this valuable tool in 2020.
Remember: no matter what you’re creating or selling, it’s about storytelling. It’s time to tell the most authentic and compelling stories you can about your products or services!
And if your organization needs help with social media marketing, it’s best to find a qualified service provider who understands the specific nuances of different social channels and what works best on each.
