In the past few years, video content has steadily risen as the most popular tool for marketing. In 2019, marketers cannot afford to ignore videos. They’re everywhere, and as a marketer, you need to be present on that train. We tell you how you can do that – just follow these three video marketing tips.
If you own a smartphone, you have been consuming video content in almost every single task you do on your phone during your waking hours. For example, a quick scroll of your Instagram feed will give you a tour of Insta stories, popular videos from influencers you follow on IGTV, carousel ads from brands in your feed, and instream video ads as well. Video has seeped into all avenues possible!
In fact, in our mobile-first world, research has shown that the internet is set to catch up to television in 2019 in terms of hours of video watched. According to a study, people will be spending 2.6 hours a day online, and 2.7 hours a day watching the tube in 2019. The study also reports that an average person will spend 45 minutes of her time on the internet watching mobile videos in 2019. As a marketer, you wouldn’t want to miss out on that low-hanging fruit.
Speaking exclusively to MarTech Advisor, Jim Johnson, Vice President, Account Planning, Exponential, said, “2018 was the year of personalization. Marketers focused on customizing content based on viewer’s interests, increasing brand loyalty and engagement. With 2019 on the horizon, we are seeing a greater shift towards custom and personalized video experiences in video marketing.” Johnson believes that for video marketers, understanding a consumer’s preferences, likes and dislikes, and interests will aid in boosting ROI, revenue, and brand engagement. “Video advertising will continue to be amplified in the new year, in combination with the benefits of emotional impact, interactive functionality, and storytelling,” he added.
Here are some statistics every marketer should consider:
If you are looking forward to including video in your marketing strategies, these are three tips that can help you.
1. Go 360-degree and Live
360-degree live videos have suddenly become the rage on the internet, and in 2019, you need to include these in your video marketing plans. We talked about 360-degree live videos in a popular article. Their popularity stems from their 3-dimensional view, and the immersive experience makes you feel like you are right there, in the middle of all the action.
Video ads that use 360-degree technology are said to drive 7% higher purchase intent on smartphones and a 12% increase in the belief that a brand has a “unique story to tell” when compared to traditional video ads, according to a study by IPG’s Magna, IPG Media Lab and YuMe by RhythmOne.
2. Go Direct-to-Consumer
As the way we access video transforms, more and more customers are showing a preference for over-the-top (OTT) services over television, as they offer video directly from the source instead of subscribing to bundled cable services. This direct-to-consumer shift as well as the increase in the number of video streaming services like Netflix, Hulu, etc. across all devices has been a trend for quite some time. A report by The Diffusion Group says that all major networks will provide direct-to-consumer video services by 2022.
Claudia Page, SVP of Partner Products, dailymotion, in an exclusive chat with MarTech Advisor, advised that marketers who would like to include video marketing strategies in their 2019 plans should consider setting aside more direct-to-consumer engagement within video players. “However, these methods should not be intrusive to the consumer (unlike Video Player Ad-Serving Interface Definition (VPAID) ad formats that are no longer supported by popular players like YouTube). By creating an endemic and open conversation, brands are able to directly interact with the consumer and grab their attention.”
Page cites an example of a minute-long video with a 15-second ad embedded in it. “A 15-second ad in a minute-long video can ruin the customer’s experience. A lengthy ad might cause the viewer to stop watching, altogether. While in-video ads are important, brands need to strongly consider the length of their storytelling, within the right context and environment, ensuring they can truly connect and engage with consumers,” she explained, adding, “As brands strategize and cement their video marketing plans for 2019, direct-to-consumer strategies should be at the forefront of their planning. Not only does it strengthen the customer-brand relationship, it also leads to improved longer-form storytelling.”
3. Go Mobile
Videos are made with mobile in mind nowadays and your brand needs to consider doing the same to reap the benefits. Studies have indicated that in 2018 an average person would have spent close to 45 minutes every day watching mobile videos online. Instagram jumped onto this trend early on with IGTV, with vertical or square video formats, as opposed to the traditional horizontal approach. YouTube soon followed suit.
Facebook too, took a more mobile-first approach. To make it effective for the mobile-feed environment, they shortened the video, changed the aspect ratio to square to increase visibility in the feed environment, added text to convey the message without sound and moved the initial brand mention earlier. Facebook claims that doing so resulted in a 3-point increase in ad recall, 2X more impressions reached the advertiser’s branding section of the video and an 8-point increase in message association.
It is predicted that in 2019, advertisers will be spending around $20 billion on mobile video, up from $2 billion since 2012. That means mobile video will account for nearly a fifth of all digital display advertising by 2019.
If you plan to integrate video into your 2019 marketing plan, Peter Boyd has some suggestions:
- “Be engaging and unique.”
- “Be mobile-friendly.”
- “Stick to a regular, optimized upload schedule.”
2019 offers a huge opportunity for growth in the video marketing space. By including these video marketing tips in your marketing plans, you can opt for a more personalized approach to content marketing, which will certainly help you increase your target audience and thereby scale business.