Do you want to be one step ahead of your competition when it comes to video marketing? Then you should be inspired by the video marketing trends for 2020. In our blog article, you will find out what you can do to inspire your users and customers this year.
1. Social media videos
There are many different ways video can be used in marketing. How you create videos and use them depends primarily on the target group. Often the usage behaviour of young generations stands out from the known usage habits. Marketers have to adapt to that. And adapt their video content for the platforms on which the young target group is on the move.
Because in a few years this will not only be interesting for brands with a young target group, but also for many others. It is advisable to deal with TikTok, for example, and try things out now. So you can already record what works and what doesn’t and tailor a video campaign of your brand to user behaviour on TikTok. This is not about only providing the user with content and advertising messages, but to interact with them. Challenges are popular and can make brands even better known through user-generated content. So broaden your horizons and don’t be afraid to keep trying things.
2. Smart video campaigns
Automation and Artificial Intelligence (AI) are changing every area of our life. Marketing also benefits from new technologies. Intelligent technologies are already being used to optimize video campaigns. For example, individual preview images (thumbnails) can be selected, various video content can be played out for different users and the performance of the video campaign can be evaluated at the same time. All of this happens in real-time and saves marketers the tedious work of evaluating performance data, implementing changes and re-evaluating data. Google has been offering “Smart Campaigns” since the end of 2018. The management and optimization of campaigns are simplified here through the use of machine learning and makes it easier for small and medium-sized companies to Create and use campaigns. There are already various providers who offer dynamic video campaigns controlled by algorithms. So it’s worth taking a look here and using the technology for your own videos.
3. Vlogging
Not new, but definitely a trend in video marketing in 2020: vlogging. A format that can be found particularly on YouTube or Instagram TV. Vlogs are a great way to bring your own company image and brand closer to users and followers.
You can let them take a look behind the scenes. In this way, the users get to know the everyday work in your company and the employees. Your brand gets a human touch, users build sympathy. With a vlog, users can accompany you regularly and follow the development of the company. You will learn about the values of your company, the team and the work routines. Take your viewers with you to the preparations for a product launch or accompany a company event for your vlog.
4. Personalized videos
Personalized videos will continue to be important in 2020. Because the more video content is let loose on the user, the more each of your videos has to stand out from the rest. Just like getting someone’s attention by shouting their name, grabbing the attention of your viewers with a personalized video too.
There are different ways to personalize a video. You can use known user data for the individual compilation of information in the video in order to improve the user experience. Another possibility is the summary of known data such as name and location. You can incorporate the information into video ads on social networks so that they can be displayed in a targeted manner in the display network. These personalized videos not only serve to increase user awareness but can also have a significant impact on reach. Because personalized videos are much more likely to be shared by users.
We have already covered this trend in detail in our blog article “Personalized videos: 5 reasons to use them in your communication”.
5. Data-driven video marketing
Of course, every marketer measures the success of his campaigns and tries to optimize them as best as possible. But only very few do that to let the data prevail in the creative phase. This can result in very positive developments. PepsiCo UK used data-driven marketing to reposition its Quakers brand on the market.
The consumer insights were included in every step of the campaign creation. The result was a sales increase of 4.25%. This data-driven approach can also be transferred to video campaigns and can help to meet the expectations of users and customers even more precisely.
6. Interactive videos
Interactive videos in which users can click, decide and scroll for themselves are already on the market but are still used by a few brands and companies. They have great potential in this. Internet users and consumers are no longer passive and let themselves be showered. They are used to having a say, voting, complaining, creating content themselves. Interactive videos meet this need.
One form of interactive video is 360-degree videos. In these, the viewers can determine the perspective and direction in which they want to look in the video. This enables a very personal perception of what is happening and builds tension by constantly discovering something new.
7. Long-form video content
People’s attention spans are falling. This has now reached every marketing department, no matter how small. The result: the videos became shorter and shorter. And as well as short videos work as snackable content: try longer formats in 2020. Of course only if the concept allows it.
Storytelling works best when you take your time. A video like this can, for example, be shot in the style of documentation and accompany the manufacture of your product, with the focus on the actors. With longer videos you can create a lasting bond with the viewer and your brand and the values conveyed will be remembered.
8. Shoppable videos
Since 2018, Instagram users, especially bloggers and brands, have had the opportunity to post shoppable photos. Users can tap on product photos and are shown links through which they can purchase the products directly. A very pleasant user experience, because with one click you know how much the product costs and how you can purchase it. Without having to leave the app.
This function can also be used on videos. And it also has an advantage for the user. In videos, products can be shown from all sides, clothing can be seen in motion, which creates an even better impression of the product. This in turn increases the likelihood of purchase. Because if users are sure that the product is really what they are looking for, then they will buy it without a doubt.
9. Vertical videos
This is nothing new, you might think now. But even though stories and vertical videos seem to have dominated social networks for years, some brands are still struggling to use portrait mode for themselves. You regularly see horizontal videos that are posted on social networks that are primarily used mobile and thus vertically. We strongly recommend that you plan to produce portrait social videos in 2020.
Even when it comes to copies of television campaigns or YouTube videos. It is worth filming another shot in a vertical format in order to give social media followers a pleasant user experience.
10. Video Podcasts (Vodcasts)
Sounds like it takes getting used to when you consider that the advantages of podcasts are that you just have to listen and consume them on the side. A vodcast is simply an extension of a podcast in which the whole thing is recorded as a video. Then you don’t have to go to the sports hall in Hamburg to see Jan and Olli record “Fest & Fluschig”, you can just watch the video.
Because sometimes you just want to know what the people from your favourite podcast look like when they laugh when they tell an exciting anecdote or simply know what’s going on in the studio. The additional effort is minimal because it does not require any particularly complex production. The focus is still on audio recording.
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Author Bio – Vishal Garg has several years of experience in digital marketing. With good expertise in advanced marketing and promotional strategies, he has helped numerous brands establish their online niche with his out of the box internet marketing strategies and lead generation capabilities. Currently, he is running a successful seo company in Jaipur
