Video is a powerful tool for any marketing strategy. As the way people buy has changed, so should your companies approach to leveraging video in your sales and marketing efforts. People are paying less and less attention to online content, but video continues to skyrocket. Hours upon hours of videos are watched on YouTube, Facebook, and other sites that support video. Continue reading to learn how you can capitalize on the video marketing trends for 2019.
Stop Outdated Tactics and Techniques
Don’t think you can throw low-quality content on video sharing sites and get rankings, because those days are gone. The video space is becoming more competitive simply because it’s such an effective means of marketing.
Even strategies that worked for 2018 won’t work as well in 2019. The coming year will be the one to level up your video marketing approach in order to get the results you need for your business.
"Being constantly connected has trained us to expect immediacy and relevance in moments of intent—the I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments," explains Google.
And this shift in technology and consumer behavior is something businesses really can't afford to ignore.
As the second-largest search engine in the world, behind big brother Google, YouTube understands the power of relevance. People want to see the content that is relevant to their interests and pain points, and generally, people enjoy consuming the same type of content.
Making sure that your videos are closely related to each other or to search terms that people are using in order to find your type of content will enable you to be found more on video sites like YouTube.
2. Live Streams Are a Must
If you want to gain an engaging following online, you need to tailor your video content to align with pain points of your ideal buyers. Webinars and live streams make it easy for you to engage with your ideal client through video and address any sales related objections in real-time. If you are not sure how to connect your product to a live stream, speak with a B2B marketing agency that can help you put the pieces together.
Even the highest-level products have the ability to break into video by using live streams. When customers get to know your product, your story, and the people behind the story, they’re likelier to do business with you.
3. Video for Lead Nurturing
Most companies fail to leverage video content at each stage of the funnel to help nurture qualified leads into new customers. Instead of sending a cold and impersonal email, why not attach a video to your email? Let them get to know who you are before they speak with you live. Using videos throughout the lead-nurturing process helps increase conversions when it does come time to speak with your prospect live.
When you do lead nurturing using video, make sure that these videos are personalized. You don’t want to send a canned response that won’t get attention. Your leads have plenty of other things to do with their day than watching a video that has nothing to do with them.
4. Say Hello to 360 Video
If you’ve ever been watching a video and found yourself trying to look around the corner, you were just ahead of your time. Now many videos allow the viewer to look around and see the video content from different perspectives. Three hundred sixty-degree video makes for a very interactive and immersive experience. This new 360 video approach is widely effective for various industries ranging from real estate to hospitality.
5. Virtual Reality
While virtual reality is being embraced in the video game industry, there are many other applications. Whether these applications are in healthcare, education, real estate or other areas, virtual reality is here to stay, and we’ll see more and more as we go into 2019.
6. Short Videos
Short videos, like those used for Instagram Stories and Snapchat Stories, get a lot of attention. Even if people make one short video after another and string them together, people love it because of the bite-sized ability to capture attention.
Some people believe that the only reason that short videos are a smart choice is because people lose attention, but truthfully, people have more options. Because people do have more options, your goal should be to get high-quality content into as short of a video as possible.
When you condense large amounts of information into a shorter video than other people are able to, people are likelier to watch your video. Why would they spend 30 minutes on learning a topic when they could spend only 15 and get the same value and information?
7. Video Blogging
While there have been some early adopters of video blogs, not everyone has hopped aboard that train. Putting video on blogs enables you to not only provide great content and keep people on your site longer, but it also enables video owners to have more control over what’s around their videos.
When you have your videos only on a video sharing site, you aren’t able to place your own content around it; it’s whatever the video site wants to place. When you have your video embedded on your own site, you’re able to place ads and sponsorships anywhere you’d like.
8. Video Training
Handbooks aren’t the only way people get their training these days. Video is a vital part of training courses, and it enables the trainee to get into the content. Whether the training is in the classroom or virtual, video can help explain and demonstrate important parts of the educational material.
When you need to learn to do something simple, it’s likely that you’ll search online in order to find a video to show you the solution.
Many companies are turning on an additional revenue stream by creating courses and other training products. The online training market is exploding, and guess what they’re using. Yes, video! Video captures attention, but it also enables people to understand the topic without a lot of explaining. Listening to the video’s narration and seeing movements that explain what the speaker is saying help the viewer process the information.
Video Production Is Becoming Less Expensive
Here’s some good news for you: Video production is becoming less expensive, because more people know how to do it. Because you’ll want lots of videos, you’ll need to set aside a budget for video production. Check out HubSpot's ultimate guide to video marketing for more video marketing strategies and actionable advice.
Stay Ahead of the Video Marketing Trends
Take a look at some of these video stats:
- 70% of consumers say that they have shared a brand’s video. (Wyzowl)
- 72% of businesses say video has improved their conversion rate. (Wyzowl)
- 52% of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo)
- 65% of executives visit the marketer’s website and 39% call a vendor after viewing a video. (Forbes)
If you want to ride the wave of these trends, it’s important that you get to work on implementing these video marketing trends and impactful strategies right away. Waiting until everyone else is using these strategies is only going to hurt your ability to get ahead. Continue learning about how to implement these strategies, but ultimately, your goal should be to use these strategies right away.