Contributed by Red Cactus Media
29/01/2020 - Red Cactus Media
As a new decade begins your brand can connect to your customers in ways that we haven’t seen before using content marketing and specifically video. Video is not only good for business but it will only continue to grow with AR (Augmented Reality) and VR (Virtual Reality) technology. The time to start is now.
Creative Director and Founder of Red Cactus Media, Remi Morrison, explains why it’s time to brush up on your video content marketing skills and familiarise yourself with the trends that will continue into 2020 and beyond.
What is Video Content Marketing?
One of the main views, is that a corporate video is a promotional video for business; but it’s so much more than an advertisement for your product or service. Content marketing video provides informative, engaging videos that give viewers value, and a narrative that leads to more interest in who you are as a company. This, in turn, can promote sales. From behind the scenes, to storytelling videos, companies all over the world are using the potential of video as it offers new ways to connect to customers and tell stories around your brand.
Video engages audiences in ways an image cannot, and text could never dream of. It is so effective today, that 72% of people now state that they would rather learn about a new company, service, or product through a video than they would in a press release or article.
In 53% of cases, viewers will go on to view the brand’s profile or website after watching a promotional video. That is power, especially if you collaborate with different brands or become featured on a popular video channel.
People are watching more videos and engaging more with brands that feature and create videos. In 2019, the average internet user spent 84 minutes watching online videos every day. The 2021 prediction is 100 minutes.
What are the Trends of 2020?
These top trends will help you to create videos that resonate with your community and demographic, but remember, it’s about consistency and a longer-term strategy.
People don’t want to waste time with things that don’t appeal to them or solve their problems, so they will turn away if they don’t connect with the content. Personalising the experience connects the viewer directly to your brand and goal.
No wonder that 72% of polled consumers claim they won’t engage with a marketing message unless it is personalised to them. It cuts down on time and helps them build a real relationship with your brand. You are, after all, offering them a highly targeted solution.
People want their videos to be personalised, to showcase content they are interested in, and perhaps to be videos to be interactive, so try categorising your content so people can get to it faster on your website.
In my opinion, one of the biggest misconceptions when it comes to video marketing is that videos need to be short. I’ve heard it all, from “people have short attention spans”, “videos should be 30 secs, the shorter, the better, right?” Wrong, here is the thing, the average viewing times on online videos is 2 min 30 secs. So, unless you are a big brand like Google who are putting out an advert, then you can release longer videos. Shorter videos do tend to get the largest bulk of views, but they represent the smallest percentage of engagement, i.e. people who watch them, do nothing and move on.
By investing in longer, more in-depth videos, you will enjoy up to 50% audience engagement rates. Considering that an average of only 3% of companies are creating these in-depth videos, this trend could be your key to standing out and really connecting with your customers.
Virtual reality is more common. Gaming platforms are to thank for the rise in sales of VR headsets, though they can and are used for many programs to date, including art.
The point is, many people have VR headsets, and even if they don’t, people delight in moving their phone around to see the full 360 pictures. 360 video then, is a great way to tell a unique story and to boost sales.
So, as part of your content marketing strategy, a vlog or blog should be considered and is traditionally hosted on YouTube. 2020 however will see a rise of content creation hosted on other sites, especially LinkedIn, to take advantage of the sites and their organic reach to more people and business without having to pay for it. The opportunities are huge right now and it’s available to everyone, especially if you’re in B2B.
A word of warning, don’t just do a video selling your product or service, that won’t work as you need to bring value to your audience. Think about what you watch online, chances are it’s either entertaining, or you learn something, so that is what you need to provide. Now is the time so start creating content and watch your following and leads grow.
So, What Channels Do You Need to Focus On?
Focus on what you can manage. Social media will be where your videos are consumed, so you need it to be consistent. Remember to create unique video campaigns and analyse your results for the following:
Customers respond well to video content, and even better if those videos offer something unique. Whether it is the short, bite-sized news updates that news channels have adopted on social media or the longer narrative-driven advertisements that brands have found success with, video takes people on a journey and that is why it works so well.
Video is a critical digital marketing tool. It was in 2019. It will be in 2020, and it will continue to grow. So get your pen, laptop and notebook out and start to devise and perfect your video content plan today and see genuine growth in your organic engagement.
Need some campaign advice or perhaps just a fresh set of eyes? Get in touch with Remi if you have any video production needs for your business.
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