While video marketing has been steadily on the rise over the last decade or so, its growth in the last few years has been nothing short of monumental. More and more big brands have cottoned on to the dramatic effect of video marketing, which has resulted in a sharp increase in branded video content on the internet.
In tandem with the growth of video, it should come as no surprise that there are several new and emerging trends that have surfaced. With so much competition, brands and marketers have found these trends to be a useful way to distinguish themselves from their rivals and draw in even more viewers.
The five most popular new and emerging trends in video marketing for 2016 are:
- Live video streaming
Livestreaming (as it is commonly known) is not ‘new’ by any means and has been around for some time. Up till fairly recently it was most widely used by gamers who livestream in-game content on platforms such as Twitch, but this year it has expanded beyond that with platforms such as Periscope and Snapchat coming into their own as well as other big players coming on board such as YouTube Live, Facebook Live, and so on.
The potential of livestreaming in video marketing really does cut across the board and brands are using it for product previews, training videos, events, and much more. Because it taps into social media so naturally, it is a perfect form of video content that stands to gain a huge audience.
- Animated GIFs
Once again animated GIFs in themselves are not new – but have emerged once again in force this year. Partly the re-emergence of animated GIFs is due to the popularity of emoticons, as well as the fact that many social media platforms (i.e. Facebook) have started to support them.
Considering the attention span for view content on social media in general is pretty short, animated GIFs are often used as a less-intrusive replacement. Also they can blend in well among the many emoticon-laden posts on social media, which is an added benefit.
- 360-degree videos
Although far from mature, 360-degree video has slowly but surely become more and more prominent ever since it first started being used this year. Right now it is still difficult to produce 360-degree video content as it requires a special camera, and different platforms tend to only support particular types of cameras.
Still with Facebook and YouTube both rolling out support for 360-degree video, it is something to keep an eye on. The fact that it is so unique is part of what makes it interesting, but it also adds an element of viewer interaction that can be used to improve audience engagement in video marketing. Also with the current emergence of Virtual Reality (VR) technology, 360-degree video is often viewed as a stepping stone to a full VR video experience.
- Vertical videos
For the most part the majority of videos used in video marketing (as well as elsewhere) have always been horizontal. Although more and more people are using mobile phones to access video content nowadays that trend has not diminished – but 2016 has seen a sharp increase in vertical videos.
While there are several factors behind vertical videos, the biggest one is probably Snapchat. Because of Snapchat’s huge audience (upwards of 10 billion views daily), and the fact that vertical videos perform much better on it – many brands and video marketers have started to experiment with it using conventional digital cameras or even a screen recorder oriented vertically. In time that may very well spread to other platforms as well as a more mobile-centric approach seems inevitable.
- Videos on product pages
The days when videos were solely used on promotional pages, landing pages or to generate traffic seem long gone, and this year more and more videos started surfacing on product pages too. The conventional approach of using images and text on product pages has been effectively supplanted by videos, or in some cases accentuated by it instead.
Of all the trends in video marketing, this is probably the one that was most expected. The track record of better sales and customer confidence that videos boast makes it a logical step, especially now that videos are so commonplace.
Odds are you’ve encountered most of these video marketing trends in some form or other, and they are certainly something that you’ll want to keep in mind for your own marketing campaigns. Make no mistake the latter part of 2016 may see more new trends emerge – which is why keeping informed will be key.
As the competition for a slice of the pie heats up, it is important to grab a wider audience by leveraging these trends in your video marketing. The exact shape and form in which you use them will vary – but suffice to say out of the 5 trends of 2016 you should be able to apply at least a couple.