Here are in 7 points, the main trends to work on the subject of video marketing in 2019.
#1 Video and the tools to produce it are within everyone’s reach
Video has become more democratic. Everyone creates them almost every day, and filming with a smartphone is no longer considered cheap. This is evidenced by the example of Steven Soderbergh, director of Ocean’s Eleven or Erin Brockovich who chose to shoot his latest film only on iPhone. Producing quality video is within everyone’s reach and is no longer the only privilege of large groups.
A person spends an average of 45 minutes a day watching online videos on their smartphone
#2 Internet buries the TV and the square format is essential
The TV may turn to dust in 2019. Laura Varon resumes a study on television and online consumption. Here are the highlights:
- A person spends an average of 45 minutes a day watching online videos on their smartphone;
- The Internet will catch up with television on viewing time per person in 2019;
- On Facebook, square format videos are 78% more likely to occupy the “News” section and cause the highest engagement, all types of formats combined.
#3 360° videos and virtual reality are on the rise
Virtual reality and 360° videos are developing. The objective is to offer users, even from their sofas, a more immersive or even three-dimensional experience via video. These types of videos are particularly useful tools for professionals in tourism, luxury or real estate. The evocative and projection power of video is optimally exploited here. This type of video also serves to eliminate the deceptive effect that can result from the gap between the marketing discourse and the product/service in reality. In other words, with the video, there is no longer any customer disappointment of the type: “it doesn’t look like the brochure…”
# 4 Decreasing costs
Reducing expenses no longer means sacrificing the quality of content. The democratization of smartphones and video creation solutions means that today we can avoid spending astronomical amounts of money on professional rendering. Above all, the emergence of SaaS tools now makes it easier to create and distribute videos with much lower costs than those announced by studios and production agencies.
81% of companies in 2018 recognize the benefits of using video marketing
#6 Vary the pleasures in video
The uses of video should not be limited to marketing.
Invitation or celebration video, tutorials, Mooc… the video can fulfill other missions outside the perimeter of the marketing pole.
For the training part, moreover, the video makes it possible to train with an impacting and didactic format. Above all, it is a tool that allows more people to be trained at different times and based in different places. In short, there are no borders or time constraints with video.
# Live streaming is a hit
New technological building blocks have enriched the user experience on social networks. And among these, live streaming is a popular video format.
Snapchat opened the ball rolling. Instagram launched its live streaming in early 2018. Facebook Live’s broadcasts have doubled every year since its launch in 2016. And 13% of web traffic comes from live video. It is also a cost-effective solution because live broadcasting eliminates the need for production and editing. The video then remains on the platform, ready to be shared and republished.
# 7 Staff yourself to be creative
It only takes one motivated user to get your message out to millions of consumers around the world. Just one. This is the potential of video marketing through social networks. But many competitors are in the same click race as you. Although production is more accessible than ever, it will always take creativity, skills and knowledge of human psychology to launch a truly successful campaign.
The statistics to remember
According to a study taken up by Voicebunny: 81% of companies in 2018 recognise the benefits of using video marketing. More specifically, video content is an essential tool to support sales. Only 63% of them supported the idea in 2017.