In 2016, video switched from being an optional marketing tactic to an essential one. The use of video marketing and the rising success of businesses who invest in it skyrocketed in 2016.
Importance of Video in Marketing:
Believe it or not, video has become the marketing tactic with the best return on investment. Per Hubspot’s Marketing Statistics, shoppers who saw a video are almost twice as likely to purchase a product than a consumer who didn’t watch a video. Marketers who use video saw their company’s revenue increase 49% more than those who didn’t use video and almost 52% of marketers mention that video is the content with the highest ROI.
Forbes also mentions the importance of video, citing that 65% of business executives visit a vendor’s website after watching a video and more than 80% of them are watching more online video today than they were a year ago.
[Related Content: Why You Should Be Using Video For Content Marketing Right Now]
Video will continue to become a driving marketing force in 2017. If your business isn’t leveraging the power of video yet, you’re missing out big time.
The dominance of video in marketing will continue to increase in the next few years, which gives great promise to businesses already using it.
Whether your company is new to using video or your company wants to take its video marketing efforts to the next level, here are some ways businesses will be using video in 2017:
1. Facebook Video Will Continue to Increase
Facebook, the most popular social media network heavily invested in video in 2016, launching its own video feature, Facebook Live.
Since introducing its video option for a newsfeed status, Facebook has seen its daily views increase from 1 billion to 8 billion!
At the same time, text only status updates continue to decline.
Video is a more interactive medium and companies who are already using Facebook Live have seen great success in building trust among their customers and potential customers.
Case in point: people are drawn to watching videos. It is predicted that more and more videos will be uploaded, discovered and viewed on Facebook in 2017. Utilizing video status updates on your business’s Facebook page will grab potential customers’ attention.
Facebook did it and succeeded. Imagine what it could do for your business?
2. More Live Video
Facebook isn’t the only social media live video platform.
In 2016, Twitter joined forces with Periscope which enables Twitter users to imbed broadcasts directly into their tweets. These live broadcasts are only aired once, which adds urgency to watching them.
Over 80% of Twitter users watch videos on a regular basis, meaning that tweets with embedded video can be able to reach more people than before.
In 2017, more and more video tweets will become the norm.
3. Video Resources for Sales Teams
Consumers enjoy watching videos. Videos present easily digestible information in a way that is also entertaining.
Video production technology allows consumers everywhere to watch product demos which is now become just as effective as seeing and using the product in person.
Consumers don’t like interacting with sales people or reading a manual. Per a study done by Wyzowl, a whopping 44% of consumers prefer learning about a product via watching a video about it. This is in comparison to a mere 4% by reading a manual and 5% talking to someone over the phone.
Live video and 360 degree videos are the most successful and illicit the most consumer interaction.
With the increased success of people interacting with products via video, expect your business’s sales team to utilize more video resources in 2017.
4. Multi-Channel Marketing
Making a video and posting it on your business’s YouTube channel won’t cut it anymore.
Video is a valuable business marketing asset that won’t reach its potential unless it is shared on numerous social media channels.
People want to watch your videos. You can’t reach them all if you only post the video on only one social media or video network.
As video continues to gain consumers’ attention, expect the multi-channel video marketing trend to increase in 2017.
It is also important to note that most consumers watch videos on mobile devices. Be aware of how your videos will be rendered on the mobile version of each social network.
5. Increase in Video Apps
In the age of on-the-consumers, smartphones have replaced computers in many ways. People can browse the internet and watch video on their cellphones.
In fact, there is a whole generation of consumers who grew up on this technology. This Generation Z loves visual content. They also love apps. The increase in the use of apps over the last few years has created a lucrative app development field.
Apps get already available online information in front of users’ eyes immediately.
Today’s consumers don’t want to wait to consume content. They don’t want to go looking for it.
There are already two major, and successful video apps out there: Instagram and Snapchat.
These video apps are highly favored by consumers of the Generation Z population (ages 13-24).
For instance, this consumer population watches 10 billion Snapchat videos a day and Instagram is gradually incorporating more and more videos in its newly launched Instagram Stories.
Whether this is your business’s targeted audience or not, there will be an increase in the use of video apps in 2017.
6. The Era of “Infotainment”
Successful video marketing will encapsulate both information and entertainment, thus “infotainment.” Dry, information only videos or fun videos with no valuable substance will not succeed in today’s business world.
Your videos need to provide informative, relevant content. This is how you build brand awareness and authority.
Consumers also want to be entertained. If you don’t make your video interesting, consumers will be quick to click away.
Look at this video from Huffington Post for an example of infotainment: https://youtu.be/2buefoCYGXk.
7. Virtual Reality Will Become a Must-Have
Virtual reality (VR) is still a relatively new technology that has not yet been widely adopted by many companies.
VR headsets are, however, becoming more accessible to consumers and some marketers are already jumping on this opportunity.
The prevalence and popularity of virtual reality will increase in 2017, elevating it from a “nice-to-have” marketing component to a “must-have” component.
8. Email and Video Will Unite
Email has been a marketing staple for years. Email marketing gets your business’s message to relevant viewers.
Video can make your emails more stimulating and interactive. It will replace the boring, bland text email.
Therefore, video and email make a great team that will become more prevalent in 2017.
9. Increase in Micro-Targeting
Traditional video advertising will no longer work. Consumers today are more particular on what they are willing to buy. They are more savvy. They will only buy products that appeal to them and in which they can use.
Online advertising platforms, such as Facebook ads, allow for micro-targeting to reach the most promising leads so your advertising efforts aren’t wasted.
Businesses will continue to use micro-targeting for their video ads.
10. Video Meets Web Design
Most big brands feature video on their websites. While onsite video has drawn much debate and criticism from the SEO crowd and developers in the past, people (customers) love it.
Video is a powerful story telling platform which will reward companies who appropriately leverage it.
Customers who watch a video on a company’s website will be more trusting of the company and will be more likely to purchase the company’s product.
It has been shown that videos on a business website reduces the bounce rate and improves SEO.
While too many videos can slow your webpage’s load time, using a handful of videos on strategic pages of your website can greatly benefit your business.
Marketers will continue to look for more ways to incorporate video into their websites in 2017.
In 2017, we predict that more marketers will be finding ways to integrate video into their web design, like AnswerThePublic.
How Businesses Will Be Using Video in 2017
The upcoming 2017 trends re-emphasize the importance of video in any business’ marketing campaign. Webpages, social media updates, ads, emails and blogs that are text-heavy are on the way out. To some extent, use of images are also on the decline.
A one or two-minute video can take the place of thousands of words. Videos are also more entertaining and engaging. They provide the visuals whereby many consumers can better take in and remember information.
Video is a great substitute for text.
Below are the most popular ways businesses will be using video in 2017:
Vblogs-Chances are, you have probably heard this term if you’re around young people. Vlogs are a refresh of the traditional blog. As mentioned, people are not interested to read text-heavy content. Blogs can still be effective and improve SEO, but blogs that are in the form of a video (vlog), get more attention, engagement and sharing.
As more and more businesses recognize the power of video, vlogs will continue to increase in 2017.
Instructional Videos-In the online world, company trust and authority are important. It is what makes a consumer buy your product and not that of a competitor.
More and more companies are doing and sharing instructional or informative videos relating to their respective industry. These instructional videos may not be selling the company’s product, but they are assuring the viewers that they are the experts and that they can be trusted.
Facebook Live Video Status Updates-While this topic was touched on earlier, it is a popular practice that has already picked up steam.
Crowdfunding Videos-Once was once a popular fundraising strategy for nonprofits have become popular with small businesses and large corporations alike.
Crowdfunding is a fundraising tactic that asks many people to make small donations.
A video captures the story of a new product, service or project that an organization owns, discloses the cost of making the project happen or bring a product to market and tracks the fundraising progress.
The main caveat to a crowdfunding video is that the product/service or project must be unique and provide great value to the consumers.
Want to see how video fits in with an overall marketing campaign? Be sure to download your free ebook: