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Digital Marketing 2017

Video Marketing – Trends for 2017

The rise of video marketing has been one of the most exciting trends in recent years. To learn more about what’s happening in this space and what are the top predictions for the year ahead in Video Marketing check this out.

Bottom of the funnel Videos lead the list
The concept of digital video is changing. From creative campaign videos that bring light to pain points to customer testimonials and personalized product demos, video will play a starring role at all stages of the marketing and sales funnel in 2017.

In a recent research report by Ascend2, the companies that are seeing the greatest success with video marketing ranked the importance and effectiveness of different types of videos in the following order, starting with the most effective:

  1. Customer testimonials
  2. On-demand product demonstration videos
  3. Explainer and tutorial videos
  4. Thought leader interviews
  5. Project reviews and case studies
  6. Live and on-demand webinars
  7. Video blogs
  8. Event videos

Note that “bottom-of-the-funnel” content like customer testimonials and on-demand product demos lead the list, which may seem somewhat surprising.

Increase of video selling in B2B markets
Over the past year Vidyard some interesting trends in video selling techniques, particularly in B2B markets with the High Tech industry leading the way. Savvy sales reps are using smartphones and webcams to record personal greetings or to send a follow up message following a meeting. Many reps are leveraging video testimonials to showcase how other clients are achieving success.

Vidyard also saw the rise of “micro demo” video libraries as a way of boosting the efficiency and effectiveness of online product demos. In 2017 we’ll see video selling emerge as a common practice in more and more markets.

Interactive videos to take off this year
With recent advancements in player technology and design tools for creating interactive elements, 2017 will be the year that interactive video becomes a practical and well-used tool for marketers across all industries. These same tools will be used to create a new category of video in 2017: the choose-your-own-adventure video.

Brands will empower viewers to self-select their content journey within a single video player, greatly increasing content relevance and engagement for the viewer while enabling the marketer to collect incredible insights on the interests and intent of its prospects.

Personalized videos becoming a key trend
Personalization has swept through email marketing, social media, content marketing, and most recently web-based content thanks to the introduction of RTP (real-time personalization) technologies. In 2017 we’ll see this continue with the rise of personalized video, a new concept that enables marketers to customize the actual video content with information unique to each individual viewer for a truly tailored content experience.

In 2015 we saw personalized video campaigns generating anywhere from 200%-1500% increases in click-through and conversion rates, so it’s a sure bet that many more will try their hand at it in 2017.

Video marketing becomes as a core competency within marketing organizations
Today we’re seeing more and more companies hiring video production talent, creative directors, writers, and former journalists to bring video production talent in-house. External agencies remain very important, but this movement is critical to enable businesses to scale content production with the needs of their marketing and sales teams and the expectations of their customers. If your business is not yet hiring video production talent or building out a simple video studio, this may be the year to think about the transition.

Multi-channel content distribution becomes critical
Much like content marketing and display advertising, video marketing has become a discipline that requires thoughtful execution in both creative development and online syndication. Social media channels such as Facebook, Twitter, and LinkedIn are now equally, if not more, important channels for video syndication for brands in many different industries. In 2017, marketers will expand their use of digital channels well beyond YouTube to reach their audiences

Marketers embracing the power of video analytics
Using creative video to bring people into your story, then the analytics behind the scenes to uncover insights and drive action when they are most engaged with your brand is a very powerful concept.

By tracking the identity of each viewer and tracking their engagement within marketing and sales systems, we can better understand how each video is contributing to lead generation, pipeline and revenue production. With many of the fundamentals and pre-conditions now in place, we’ll see massive growth in 2017 in the usage of intermediate and advanced analytics that will help businesses learn how to hone their video marketing skills.

Increased Emphasis on Branded Video Content
In the coming months, the value of branded video content is going to increase dramatically. This is due, in part, to the power of YouTube. Branded video content is nothing more than videos published under a brand’s name for the sole purpose of engaging users, providing value, and presenting a direct and compelling call to action.

Branded videos can range from interviews and behind-the-scenes footage to dramatic shorts and product promos. In response to the rising demand for video content, brands will naturally begin to turn their focus toward creating fresh content.

Videos on Home Pages and Product Pages
You’ll see more and more video content migrate to branded URLs in 2017. Marketers will continue to find ways to integrate video into web design and make pages less static and more immersive.
There are two specific places where video will likely surface:

  • Home pages. One could argue that a brand’s homepage is the most important expression of its Internet presence, which means you have to make your homepage compelling. One trend we’re seeing a lot of — and expect to see more in 2017 — is the use of background videos. For some examples of how this looks, check out these 16 sites.
  • Product pages. On-site videos are particularly powerful when they’re placed on product pages. This is especially true in industries where products and services are complex or unfamiliar. Short videos can be used to guide customers through the purchase process and boost conversions.

You’ll also see more video content used on landing pages and “About Us” pages, as well. Textual content won’t disappear completely, but we can expect video to permeate web design much further in the coming months.

Real-Time Storytelling Via Live-Stream Social
Thanks to Meerkat and Periscope, an entirely new social medium came into existence in 2015. Known as real-time storytelling or live-stream social, these video platforms enable users to live-stream videos to their followers.

Video Will Revitalize Email Marketing
Though email marketing is still very much alive, its power has waned in recent months because more attention is being given to evolving mediums such as social media and SMS . Still, expect video to revitalize email marketing in 2017.


Conclusion
The explosion of visual content cannot be ignored by marketers. It is estimated that 3.8 trillion photos were taken in all of human history until mid 2011, but 1 trillion photos were taken in 2015 alone. YouTube alone has over a billon users worldwide. Nearly 60% of all digital impressions are now driven by visual content. Video has emerged as the medium of choice and for marketers to stay relevant and achieve business results, they must recognize and adapt their content strategy.

Jim Webster

Digital Marketing Consultant
www.the-video-mix.co.uk
www.heartnewmedia.com