Try these trends and methods in video marketing for your company

Visual information is easier for the human brain to process, and it's for this very reason that images and films are known to be more effective than text when it comes to capturing the audience's attention.

But, you also need to consider that every minute, 300 hours of video are uploaded to YouTube alone. So if you thought it would be enough to produce a video, upload it to a free video platform, and share it on social media, you're just following in the footsteps of millions of others, and the risk is imminent that you won't achieve the effect you had in mind.

Trends to follow in video marketing

So, what can you do to make your marketing campaign stand out? We've taken a closer look at some of the most effective trends in video marketing that you should consider using to succeed:

Create interactive films or videos (Interactive videos)

This is probably the hottest trend in video marketing right now. A format to entertain, interest, and perhaps most importantly, get to know your target audience.

An interactive video offers users a non-linear navigation experience, supported by embedded digital resources such as images, videos, text bubbles, links, online forms, etc. Simplified - imagine that everything you can do on a website, you can now do in an HTML 5 video player.

The result for the viewer is an enhanced user experience, and for you as a company, it's the 'data' that becomes your new best friend; what choices did the viewer make, which part of the video was skipped, did they click on an external link, did they download something, etc.

Based on your insights, you can optimize your next video, and the next, and get to know your customers in a way you never thought possible. The challenge - now you not only need to focus on the content but also on what information you can gain through strategically formulated interactions.

We'll be releasing more information about Interactive videos soon, as we've just started delivering them to some of our customers. 

Personalized videos (PersonaliZed videos)

Personal video marketing is a relatively new strategy in the marketing world.

In short, it's when companies use data, either from their analytics accounts, CRM accounts, or even more internal data collection strategies, such as customer satisfaction surveys, to market a video to a specific customer or customer group.

For example, a marketing team can create a short video with a specific customer or company name that appears in relevant places in the video, or a video with content tailored to meet a customer's needs.

There are levels of personalization; a video can contain photos, names, and places for specific people, retrieved from open social channels like Facebook. But personal videos don't have to be complicated. They can be as simple as starting the video with a text; 'This video was made especially for [Customer name], who wants to [complete a purchase action].'

Personalized films can be sent to hundreds or even thousands of recipients, but still make viewers feel like the video was made from scratch - and personally for them, which in turn can result in better conversions.

Shoppable Videos

'Shoppable videos' are primarily a key element in the e-commerce segment. As more and more users now shop for products and services online, shoppable films have gained momentum.

A common misconception is that a shoppable video is just the process of adding clickable prompts that allow users to make direct purchases from a certain part of the video. While this is one of the more popular methods that can be built, it's not by any means all this format has to offer. Hyper-targeted or dynamic films, product galleries, 360° virtual exhibition rooms, geo-targeted films that can drive users to physical stores - these are just a few of the unlimited forms a shoppable video can take. The common purpose - to create a seamless and inspiring shopping experience for the user.

Live streaming

No one can have missed this phenomenon in the current climate; suddenly everyone is streaming live, but be careful not to miss the main advantage of this format - interaction.

Actually, very few people find any use in just streaming live if you remove the interactivity; there must be news value in the broadcast that can't wait, like a launch or news event.

Going live can of course let you put a more personal touch on your campaign, but it's above all one of the easiest and most effective ways to interact with your audience and customers, so interaction must be part of every live broadcast.

Let your audience ask questions, vote in a survey, give you praise and criticism. Meet them with personal, well-formulated answers and messages. In this way, you'll build trust and an invaluable, long-term relationship with your customers.

Teach your customers something

Informative films continue to be among the most popular types of films consumed across various digital platforms. Instead of just focusing on selling their products, companies have also started creating educational films. When the video provides actual value to the user, it can have a fantastic effect.

These films can also be used by companies to project the actual application of their products or services, which in turn helps customers understand why they need your products. For example, companies selling home decor and interior design products can create educational films about home decor. Information about the products used in the films can then be integrated to create an Interactive or shoppable video (see above).

Dare to publish long films

Short films are useful for reaching existing or potential customers with a short attention span. But not all your films should be short. The length is often based on how long we think we can keep the customer's interest. So if we have a customer who doesn't know they're interested, we want to succeed in sparking an interest, and preferably as quickly as possible. Then we have the audience that already has an interest in our product or service and wants to get as much information as possible to base a future purchase decision on. Then there's no time limit; it's about delivering top-notch information. We tend to forget about the latter group and focus on the others - maybe it's time for your company to think differently?

Conclusion

Video marketing has become an important, if not indispensable, marketing tool. To stand out from the crowd, it's necessary to dare to try new methods. Try the trends in this article to streamline your company's marketing. 

Need advice or help taking the next step? Don't hesitate to contact us; that's what we're here for ;)