It’s no secret that video marketing is on the rise, and the irony that you’re here reading about it is not lost on me.
According to a study done by wyzowl, 86% of consumers want to see more video content from brands in 2020. If you’re hesitant about taking the plunge, due to money, time constraints or anything in between, consider the following numbers collected by Animoto:
- Of marketers surveyed, 93% report landing a new customer due to video on social media.
- 88% report satisfaction with the return on investment of their video marketing efforts.
There is no denying the value of adding video to your web design and marketing toolbox. Here are some trends to consider if you’re ready to up your marketing game in 2020.
Educational & Training Videos
Educational and training videos can be used in a variety of ways. For example, they can be used to highlight features to potential customers, teach how to use a product in a realistic situation or run demos.
According to wyzowl, 96% of consumers have watched a video to learn about a product or service. 66% of consumers actually prefer video learning over other methods, such as text based articles, infographics, manuals or sales demos. This type of video is a great resource to have in your sales funnel, or for providing information to an already established client base.
Here’s an example of a video made by STEALTH Media for our client Advance Solutions:
Today’s consumers are all about products and services that are tailored to them. Personalization is a big factor in building brand loyalty. In fact, 52% of people surveyed indicated they are somewhat likely to switch brands if they don’t feel a company has made enough of an effort to personalize their communications.
Although adding a unique identifier, such as a name can make an impact (think Happy Birthday or friendaversary videos on Facebook) , you can also create videos for specific target audiences using any big data you collect. 57% of users are actually willing to part with their personal data if it means more personalized discounts or other offers.
There is something so incredibly authentic about watching a livestream. Not only does it allow customers to experience a product or service in real time, it also gives them access to other customers just like them who are either considering or already loyal to the same product.
Again, the numbers don’t lie, with an astounding 80% of people preferring to watch a live video than read an article. Live stream across the social platforms can be used for product reveals, teaching opportunities, Q and As or even just as a forum for “hanging out” and getting to know who your audience is.
Long Form Video
While most video ads tend to remain under two minutes, there is a place in 2020 for long-form content. It’s always good to teach and sell, but users today are also looking for value and connection to your brand. Your video content doesn’t always have to be sales driven.
One of my favourite examples of Long-form video use is this great series by MailChimp called Wi-Finders. It’s a mini-documentary series about different cities and the small business and entrepreneurs who are using the internet to connect. They do a couple of smart things here. Firstly, at its core, Wi-Finders is about connection, which is what Mailchimp does, connect users to their customers using email campaigns. Secondly, they tell stories about small businesses and entrepreneurs, which immediately makes the individuals in the doc identifiable to MailChimp’s own client base. They are providing entertainment while still staying on brand, which is adding value to the client relationship.
User Generated Content
User generated content (UGC) is a trend that is here to stay. One of the main reasons behind its popularity is that it creates a level of trust and authenticity with your audience base; something that 90% of prospective customers factor in when choosing brands they want to buy from and support. Additionally, 79% of those prospects surveyed state that UGC has a high impact on their decision to purchase.
Although 92% of marketers believe their marketing resonates as authentic with their target audiences, 51% of consumers think less than half of brands actually accomplish authenticity. This is a huge gap, and one that could be remedied by using UGC.
In fact, according to this same study, Customers are 2.4x more likely to agree that UGC is more authentic versus brand generated content. What’s the secret factor that makes customer bases relate more to UGC?
UGC is often created by influencers your audience admires, or peers who are sharing their real experiences, thus immediately creating trust with your brand.
Whether you are located in Toronto, Vancouver, Winnipeg, or even New York, people are essentially the same. They want videos. With such a huge shift in the consumer landscape, why aren’t you using video in your marketing?