Consumers are looking for more out of their interactions with online brands, including more responsiveness, transparency, and value. This market shift is part of the reason for the rise in video marketing.
No longer limited to major brands, video marketing is an accessible and indispensable aspect of marketing strategies. However, it’s not enough to just make videos—you have to captivate and stand out in a crowded market.
If you’re falling behind with your video marketing, take a look at these video trends to revamp your strategy.
Live videos
Live videos have risen in popularity after the shelter-in-place orders during COVID-19. With everyone spending time at home and looking for social interactions, video was a natural evolution on social media. Even when the world opened back up, people still showed a preference for video over other types of content.
Live video offers a lot of value for specific industries as well, such as event promoters. Videos taken live from events, conferences, and expos drum up anticipation and gets people excited about the experience. Leading up to the event, you can show quick live videos of behind-the-scenes, planning, and Q&A content.
Video search optimization
SEO is one of the pillars of successful marketing, and you can’t slack when it comes to videos. Google provides video results on the main search results page, video results page, image result page, and Discover page—giving you plenty of opportunities for visibility.
The best practices of SEO apply to video, such as appropriate keywords, title tags, and descriptions. You should also include a relevant and enticing thumbnail image and focus on topics that are of interest to your audience.
Video storytelling
Brands that tell stories give audiences an opportunity to connect with them and view them as “human.” It’s no longer about simple transactions for customers—they want to support brands that share their values. Video blogs, tutorials, product demos, and behind-the-scenes content offer opportunities for engaging video content.
According to a survey from Lemonlight, 94% of participants considered brand videos an influence in their purchasing decisions. Brand videos can highlight the real-world value and context for a product or service, addressing customer concerns and giving them confidence in their purchase.
AR and VR elements
Augmented reality (AR) and virtual reality (VR) have been expanding into many industries, including healthcare, entertainment, and gaming. With its widespread use, VR and AR tools are much more accessible to brands of all sizes, giving you an opportunity to add immersive elements to your videos.
For example, fashion brands use virtual “try on” tools to help customers picture themselves in products like jewelry, sunglasses, and clothing. Real estate companies use AR and VR tools to provide virtual tours for out-of-state buyers. Event planners can use AR and VR elements to help brands visualize event space and plan their booth experience. The possibilities are endless.
Interactive video elements
Interactive elements in videos draw viewers into the experience and make it more engaging. Because viewers take a more active role in the viewing experience, they become more of the story and feel more invested in the outcome of the video.
There are clear benefits to interactive elements for the viewer, but you can also gain customer data for your brand’s future marketing campaigns. Viewers have to make decisions during the video’s quizzes, branching storylines, or exploration, giving you insights into what motivates them.
Personalization
Personalization has been a big trend in marketing for several years, now expanding to video. Audiences want content that feels like it speaks to them directly and that they’re valued by a brand, which is what personalization does.
You don’t need elaborate personalization efforts, either. Tailoring your video to a customer’s history, pain points, purchases, and interests makes it feel more personal to them, rather than broad messaging that’s speaking to no one specific.
Stay ahead with video trends
The biggest trends in video marketing are always changing and evolving. Whether you’re struggling to gain traction with your video campaigns or want to gain a competitive edge, these video trends can be the key to stand out in a crowded market.
