As we look towards a very shaky and uncertain future, the need for video content has never been greater––and marketers are taking note. Video marketing first became a major force around the turn of this century. And the innovations and improvements have only enhanced the overall user experience. Fortunately, much of what was relevant for video marketing in the past few years remains equally important in 2020. However, some standout examples are sure to stick around longer than others.
Here are 10 of the most relevant and popular trends in video marketing you can expect to see in 2020.
1. More long-form videos
Just about anyone who works in video marketing has heard about the potential pitfalls associated with long-form videos, chief among them, the idea that the human attention span is shrinking to the point where too much information is overwhelming and futile. Not only have these ideas been disproven, as reported in a recent BBC article, but the shift away from short-form appears to be a popular trend to look for in 2020.
Of course, short-form content videos are great tools for marketing––especially when you have a great team of video editors at your disposal––their easy-to-digest format will always be popular, especially when used in conjunction with social media. But while they may form an emotional connection with consumers, they don’t always lead to the desired numbers.
So be on the lookout for more long-form content.
2. Interactive (shoppable) videos
Another trend that continues to show promise is linked-video ads. These popular and powerfully effective marketing tools have been around for a while now––particularly on Instagram Stories and Snapchat. However, their functionality features are only getting better with time. Pretty soon, you should able to interact directly with retail video ads by basic click-thru links or via a shoppable feature that pulls up all of the information of a specific item advertised on the screen when the user hovers over it.
When it comes to giving audiences greater accessibility, e-commerce and online retailers especially should take note of the endless possibilities available with shoppable videos.
3. More call-to-actions
There are obvious benefits to increasing the reach and engagement of your videos. But how to make that happen isn’t always so simple. If you’ve created an effective video, but it is not driving the conversions that you had hoped for, you would probably do well to include a CTA, or call to action. Coincidentally, many businesses are also picking up on this trend in 2020. By customizing a linkable message, HTML script, or image and adding it anywhere in your video, you can visually tell your viewers what they should do next.The placement of the CTA is crucial, but a solid video editor should be able to share the best options. So be on the lookout for more advanced CTA-themed content.
4. Embracing landscape––and other dimensions
With the introduction of more video platforms, viewers should expect to see a wider expansion in the preferences for video dimensions. Vertical video has been very popular on platforms like Instagram Stories, Snapchat, and Facebook, but more companies are beginning to recognize the value of versatility and integrating different viewing styles across channels.
In 2019, Instagram finally began to support landscape video on its long-form video offshoot IGTV after months of insisting on a limiting, all-vertical requirement. This may be due to the underperformance of the platform itself, however, whatever the reason, as time goes on and audience engagement patterns adapt, you should expect to see more companies restricting or eliminating their rules around uploading certain video dimensions. The likelihood of seeing more landscape dimension videos is high––but who knows? Keep an eye on this trend.
5. Get ready for even more live videos
Live media has always been tricky. Without an opportunity to stop, assess, edit, and finesse your video content, you open yourself up to greater opportunities for criticism (we all know about the downfall of Facebook Live). However, there is still a strong audience out there making the case for live videos, due to its engaging nature––especially when viewers can interact with the live host.
As more and more celebrities and influencers stream live on platforms like Instagram and Snapchat, audiences will continue to follow. Live feeds typically consist of spirited discussions, answering questions, even directional interaction (where a host asks their viewers to ask them questions, in real-time). This type of content is prescient and very trendy given the ephemeral nature of in-the-moment engagement. What’s more, Instagram also allows you to archive and save live videos so that viewers can watch later, making it all the more powerful. Whatever your thoughts regarding live video,
6. 1:1 videos
The implementation of this square video style has been made to be beneficial for mobile users, with their device in portrait orientation.
And my, has it become popular! I can almost guarantee that you will have encountered a 1:1 video on your Facebook feed on the last day. Those quick recipe videos, marketing gurus videos littering your feed that your friends are desperate to try out, for example? Those are almost universally presented in 1:1 format.
7. More training and educational videos
Services like Masterclass, Skillshare, even video tutorials on YouTube, represent a large segment of the internet’s video-based viewership. In addition to the value offered by DIY educational and training videos, the potential for even greater growth is vast. Think about it: if you have ever had a question you wanted answering, regardless of the subject matter, YouTube is typically the first place you go to find a how-to video that explains it all, step by step. And that’s because video content is much more useful to today’s audiences as opposed to static text description on web pages.
Where the opportunity for growth presents itself is in the quality of the content. Video marketing creators will churn out more polished and expertly edited content the more hits they receive. And as the rise of influencer culture continues, more people will be turning to YouTube and similar video platforms to engage audiences with tutorials. This is definitely a trend worth following for 2020.
8. Personalized videos
Companies are always trying to capture their audience’s attention. And while there are many different ways to go about this, one of the most popular in recent years, and one that shows great potential for innovation in 2020, is personalized video content. A personalized video is essentially a video customized for each viewer in a way that uniquely engages them. One way of achieving video personalization is to customize the content towards a viewer every single time in a unique way. And while this trend has proven especially profitable for businesses, there has also been an increase in usage on social media, given the rise in popularity of video personalization platforms like Cameo.
Using video personalization technology, marketers can customize their content to each recipient by incorporating unique identifiers (i.e. a viewer’s name, their company, their job title, or even their profile picture). What makes this form so popular is the fact that you do not have to create a new custom video every single time. By recycling the same video and using the platform’s designated frames, you can give viewers the look and feel of an individual personalized video.
And the business results have shown a surge in numbers. The benefits of personalized videos include an increase in user engagement, higher open rates, and higher CTRs. In fact, a study by Smart Insights found that 72% of consumers would only engage with marketing messages that are personalized to them. But more than anything, personalization allows brands to connect and build relationships with their audiences, improving the likelihood that those viewers will become dedicated, long-term consumers.
9. Silent videos
It’s hard to imagine the existence of a marketing world before Facebook’s auto-play feature, which automatically plays videos in your feed without sound. This game-changer revolutionized how audiences receive video and interact with video content––and now it is the new norm. Watching silent videos, perhaps unexpectedly, caught on right away. Since then, creators have introduced subtitles, animations, static imagery––all of which provide enough context when placed inside video frames that audio isn’t even necessary. As a result, numerous platforms, including Instagram, Twitter, even LinkedIn, have made auto-play functionality the standard, and the trend is only going to grow more popular as engagement and click-thru figures continue to climb. You should also include subtitles to your videos.
10. 360-degree videos
Interactive videos have been an emerging trend for a while now, and their popularity shows no sign of slowing down, as VR and AR usage continues to grow. In fact, a recent study by Magnifyre found that 29% more people prefer 360-degree video when viewing, even when the same video in a more traditional format is available. And perhaps most significantly, this type of video marketing is extremely in-demand right now, despite the uncertain times.
As the coronavirus continues to decimate businesses and cultural centers around the world, many brands and businesses are rushing to get their content available online. And many, including museums, Broadway plays, sports, and art galleries, are using interactive 360-degree videos to engage with their customer bases. For example, Google Arts & Culture has gathered an impressive collection of artwork from over 1200+ museums on its platform, including the Guggenheim and the Musée d’Orsay––and anyone with access to an internet connection can take a virtual tour from anywhere they like. The engagement results have been hugely successful given the number of people yearning for cultural connection while locked indoors. So watch for this growing trend to expand into new territory in 2020, and beyond.
There you have it! Ten of the most relevant and popular trends in video marketing for 2020. Now that you’ve familiarized yourself with the options available, and have a greater understanding of how you can improve your video marketing skills, you should consider teaming up with a great video editor. Vidchops is one of the best editing services for video marketers. We are a completely transparent, subscription-based company offering affordable and easy-to-understand plans to meet all of your video editing needs––regardless of your experience level. If you are looking to outsource your video editing in order to get ahead of the competition, visit www.vidchops.com to learn more.