Consumer expectations have changed in recent decades. Whether they’re shopping from major brands or small businesses, consumers are looking for more value than a simple transaction. Videos have gained an edge, giving consumers more than a simple product or service for their money.
Though videos have surged in popularity in recent years, they’re expected to skyrocket. By 2025, videos are projected to account for 82% of all consumer web traffic. Now is the time to sharpen your video marketing strategy with these video marketing trends.
Live Videos
Live video grew in popularity during the pandemic. When everyone was stuck at home, they consumed videos on their phones, tablets, and computers. But once the world returned to normal, video still captured attention.
Though live video is often used by individuals and influencers, brands can capitalize on the power video has to capture attention and keep users glued to the screen. With live video, you can educate, captivate, persuade, and build trust, ultimately fueling your brand.
Search Engine Optimization
SEO is not a new concept in marketing, but videos need slightly different optimization. Google puts videos on the search results pages, Discover page, and video results page, giving you plenty of visibility.
If you want to improve your video optimization, follow best practices with appropriate keywords, title tags, video descriptions, and enticing thumbnail images. You should also follow similar SEO rules for your content, ensuring that it provides value to your audience and addresses their pain points with testimonials, tutorials, Q&A sessions, and other relevant topics.
Brand Storytelling
Storytelling is an important part of humanizing your brand and giving your prospective customers a reason to choose you over a competitor. In fact, that’s why so many consumers want to connect with brands on social media. Storytelling is also important if you have a complex, dry, or technical product or service, which you can turn into entertaining content that demonstrates real-world value.
Not sure where to start? Consider product demos, employee highlights, behind-the-scenes content, and customer success stories that highlight what makes your brand special and what your product or service can do for your customers.
Social Media Connections
Social media humanizes brands by allowing consumers to connect with their favorite brands and learn more about their values. Harnessing the power of storytelling on social media helps you build this connection and give your customers what they want.
Though it may sound intimidating, social media videos don’t have to be polished, professional-level productions. Social media users are seeking authentic content – the opposite of traditional ads – like customer testimonials, unboxing videos, live Q&As, and interviews.
Augmented Reality and Virtual Reality
Augmented reality (AR) and virtual reality (VR) are making waves across many industries, from fashion and retail to gaming and entertainment. With more accessible AR and VR options, every brand in every industry has an opportunity to leverage this technology for success.
For example, if you have a real estate brand, you can use AR or VR to provide virtual tours for your prospective clients. Fashion, accessory, and art brands use AR and VR to allow customers to “preview” the products with virtual try-ons. Get creative with the possibilities.
Interactive Elements
Interactive elements create active participants in the viewing experience, rather than passive. As they watch the video, they are prompted to interact with elements like quizzes and polls, ensuring that they’re engaged with the content and immersed in the experience.
There are plenty of ways to add simple interactive elements, but you can elevate the experience with clickable hotspots, shopping buttons, drag tools, and branching storylines – or a “choose your own adventure” experience that gamify the video experience.
Video Personalization
Personalization has been a hot topic in marketing for years, and video is no different. Audiences want brands that appreciate them and understand their needs and interests. Videos that are tailored to each of your customer segments ensure that they’re interested and offer more individual value than a broad, generic message.
You don’t need extremely specific personalization for success, either. Consider offering personalized videos for each of your audience segments or stages of the buyer’s journey, such as content tailored to new customers, repeat customers, and post-purchase support.
Silent Video Viewing
It’s important to include audio effects to make your video more entertaining and engaging, but you should provide an option to watch them with the sound off. Silent videos are popular for many reasons, as people may watch videos while they’re sitting in a waiting room, on a break at work, or in the evening surrounded by family. If they can’t understand the video without sound, they’re not likely to watch it.
The best way to ensure your video is optimized for silent viewing is by adding closed captions or a transcript that the viewer can read without turning the volume up. The viewer may even turn the sound up to finish. Another benefit of silent viewing is that your video is more accessible and inclusive for people with hearing impairments.
User-Generated Content
User-generated content (UGC) is essentially word-of-mouth advertising. Because UGC comes from “real people,” consumers trust it more than traditional ads because it’s seen as more authentic. It’s similar to reviews, recommendations from friends and family, and influencer marketing.
You can partner with brand advocates, employee advocates, and content creators to inspire UGC, but some UGC happens organically. If you provide exceptional service, good products, and an excellent experience, brand advocates will share their experiences. You can also incentivize people to create UGC with contests, free samples, or referral programs.
Supercharge Your Video Marketing with Video Trends
Video marketing is constantly evolving, but the one certainty is that it isn’t going anywhere. By embracing these video trends, you can give your customers what they want and deliver the experience they’re looking for from a brand. Try experimenting and seeing what works best for you and your brand.
