Why Use Video Content Marketing in 2020?

Every smartphone has social apps, and every social app features video content. Video has become huge and will only continue to grow in the wake of AR and VR technology. Brands have an opportunity to connect and provide key information to their customers in ways that they have never been able to do before, but the time to start is now.

Everyone is a content creator today, and with so much competition from consumers to competitors alike, 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?

Video can be so much more than an advertisement for your product or service. You can provide informative, engaging videos that give viewers more value and narrative. From behind the scenes videos, to storytelling videos, companies all over the world are waking up to the potential of video.

The prevalence of video on all social apps is just one of the reasons why online video is the future of content marketing. The other reason is that it offers new ways to connect to customers and tell stories around your brand.

Why Do You Need to Invest in Video Marketing?

Video engages audiences in ways an image cannot, and text could never dream of. It’s 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.

From Brightcoves Video Marketing Study they found that in 53% of cases, viewers will go on to see the brand’s profile or website after seeing a video about them. That is power, especially if you collaborate with different brands or become featured on a popular video channel.

It’s no wonder with these statistics that 83% of marketers have placed video as one of their priorities for 2020 and beyond. Not only is the increase in conversionA conversion is a desirable result on a website that leads to an action such as completing an order, filling out a form, or simply clicking on a link. rates an attractive reason to invest in video marketing, but it’s also how people are consuming content.

In 2019, the average internet user spends 84 minutes watching online videos every day. The 2021 prediction is 100 minutes. People are watching more videos and engaging more with brands that feature and create videos.

What are the Trends of 2020?

You will not be the first brand to start featuring videos. Between your competition and consumer-created content, you will have a huge battle to gain viewers, but don’t let that stop you.

These top trends will help you create videos that resonate with your community and demographic, but it will take time before you find the winning strategy that pays off.

Personalization in Videos

Personalization is probably the first trend in any marketing guide created in the last few years, but that is because it is an enduring trend that really clicks with customers. People don’t want to waste time with things that don’t appeal to them or solve their problems. Personalising the experience connects them directly to your brand and goal.

That’s why it’s 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 even for these videos to be interactive.

Data-First Video Strategy

Just as there is no one-size-fits-all approach to digital marketing campaigns, there is no one-size-fits-all solution for video. You cannot create one video and expect it to work at all times, and with all audiences.

Use data to find out what your customers are currently interested in, and then use that data to create content that will appeal to them. This focusses your video creation efforts and helps you launch a new video at the right time.

Long, In-Depth Videos

The biggest misconception when it comes to video marketing is that videos need to be short. The shorter, the better, right? Though shorter videos do tend to get the largest bulk of views, they also represent the smallest percentage of engagement.

By investing in longer, more in-depth videos that are around 15 minutes or longer, you will enjoy up to 50% audience engagement rates. Considering that an average of only 3% of companies are creating these long, in-depth videos, this trend could be your key to standing out and really connecting with your customers.

360 Degree Videos

Virtual reality is becoming much more common. Gaming platforms, in particular, 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 picture. 360 video, then, is a great way to tell a unique story and to boost sales.

What Channels Do You Need to Focus On?

Social media is going to be where your videos are consumed on. Don’t expect any on-site, self-hosted videos to make huge waves. That is why you will need to analyse and create unique video campaigns for:

1. Instagram
2. Facebook
3. YouTube
4. Twitter
5. Twitch
6. TikTok

Find a Unique Voice Through Video

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 like Patagonia have found success with, video takes people on a journey. Find a unique voice and standpoint, and you can stand out from the crowd.

Video is a critical digital marketing tool. It was in 2019. It will be in 2020, and there is no reason to believe it will do anything else except grow in importance in years to come. Start to devise and perfect your video content marketing campaign today and see a genuine growth in organic engagement.