It’s no secret that videos have become an indispensable part of our online experience. Whether we’re scrolling through social media, browsing websites, or indulging in streaming platforms, videos possess an unrivaled ability to seize our attention and make a lasting impression. It’s as if these mediums possess a secret trait for unparalleled engagement.
In this article, we’ll talk about emerging trends and innovations that are shaping the future of video marketing. This goes beyond the realm of viral cat videos and “epic fails” to uncover the strategies and tech that will revolutionize how brands forge connections with their audiences.
From tailored video experiences that instill the sense of being the mighty protagonist to immersive virtual reality campaigns that transport viewers to breathtaking alternate realities, we will delve into the cutting-edge techniques that are poised to define the future of video marketing.
What’s causing this massive shift to video marketing?
But why are people flocking to video marketing in the first place? Well, the numbers don’t lie. According to recent statistics, video content is estimated to account for a staggering 82% of all internet traffic by 2022. It’s no wonder that businesses and marketers are capitalizing on this trend to grab the attention of their target audience.
Research also has shown that including a video on a landing page can increase conversion rates by up to 80%. Additionally, social media platforms are witnessing a seismic shift towards video consumption, with users spending an average of sixteen (16) hours per week watching videos online. The power of video in delivering captivating storytelling and conveying messages in a concise yet impactful manner is undeniable.
It’s a great medium that transcends language barriers, resonates with a variety of emotions, and fosters meaningful connections. With such compelling data driving the shift, it just shows that video marketing is not going to be a passing trend, but an integral part of the digital marketing ecosystem.
Popular Video Formats You Should Be Doing Right Away
If your marketing isn’t ramping up on the initiative to transition to video format, then here are popular video formats you should start implementing right away!
- Short form content
- Interactive Videos
- Personalized AI videos
- Drone Footages
Short-Form Video Content
In a nutshell, any video that is under the 60-second range is considered a short-form video. However, depending on the platform you’re using the exact length of short-form videos really varies. As a rule, the optimum length for these formats should be between 30 to 60 seconds.
The reason why this short-form video content is so shareable is that they are the best kind of format when it comes to conveying the key message you want across to your audience. The second reason is, it is easy to remember, lastly, it gives the viewers something to latch onto; in other words, it is easily digestible.
The best example of this kind of format is on TikTok like How-To videos and Product Teasers. One can easily capitalize on this as there’s really minimal work involved and only requires your creative juices to grab the first 3-seconds of your audience’s attention.
Interactive Videos
If you ask anybody what an interactive video is, chances are they have little to zero clue what it is. Luckily, we’re here to shed some light on the topic. Generally speaking, an interactive video is a media that allows users to interact with the content within. Think of it as something you can control and create different paths compared to its “normal” linear counterpart.
See the example of IKEA’s interactive video (https://youtu.be/Twpqf3E_sxs)
What’s so great about Interactive Videos is its sheer engagement trigger resulting in longer viewing time. The main selling point of this format is that it gives users control and what they want, compared to just pressing play and watching the whole video in its entirety. Another cool thing about interactive videos is that it’s also trackable.
For the longest time, marketers have only been able to track view rates. This was a complete struggle before and was incredibly difficult to prove the value of their video efforts; without having data to show a correlation between video activity and conversions.
Most recently, there have been great tools now that can track interaction in the video, from clicks to analyzing different paths taken to collecting data in video form fields, this has now been proven possible with some well-known tools.
A few of those tools are WireWax & Rapt. Both of these are incredibly helpful and offer a wide range of metrics that will help you zero in on what’s working and what’s not.
Personalized AI videos
It’s the year 2023 and AI tools have broken into the mainstream led by ChatGPT. To be fair, we’re just at the start of an era of AI-powered applications that will completely change every facet of the industry, from images or stock photography to content marketing.
Why we recommend getting into AI-driven videos is that the idea of a sales and marketing team, for example, can create an endless stream of videos personalized to the industry they’re tackling. Think of a tradesman website like CheckaTrade or MyTrusted Expert that will use AI platforms to create multiple personalized videos for potential tradesmen partners using data gleaned from their company profiles.
It simply works because of the automation that it comes with as well. We all know creating multiple personalized videos is a time-consuming and repetitive process. Imagine recording the same message with essentially the same content, but just tweaked for different people. AI-driven videos are built for this simple reason that allows users to create their own AI video templates within minutes and generate an endless number of versions for that video.
Drone Footage Videos
Another cool content format that is surprisingly underused is Drone Footage Videos. Incorporating drone footage videos in your marketing efforts brings a whole new level of visual appeal and storytelling to your brand. With stunning aerial views and smooth camera movements, drone footage provides a unique perspective that captures attention and adds a sense of adventure to your videos.
Drone footage just adds that little drop of drama and cinematic touch to almost every footage. One notable and heartwarming campaign comes from Coca-Cola. In 2014, they collaborated with the Singapore Kindness Movement which involved using drones to deliver packs of coke to hardworking Singaporean construction workers operating in high-rise buildings. As we all know, sometimes these hardworking people are invisible to most people as their work involves high-risk areas and is sometimes hidden in plain sight. What made this campaign really special was that each can have a ‘thank you’ note attached, written by members of the local community.
See Coca-Cola’s drone video here: (https://www.youtube.com/watch?v=tjIlipIj0pw)
The drones in the campaign had 2 roles. They served as delivery bots, spreading acts of kindness and capturing smiles through hidden cameras altogether. It was a very touching and innovative way to bring happiness directly and the best example of how Drones were utilized in this campaign.
It’s also worth noting that drone footage is a real game-changer for real estate, home construction, and home improvement businesses. So much so because it offers a unique perspective that traditional media can’t match.
Take the video example we did for Landmarks West for their Talking Trends series: https://www.youtube.com/watch?v=ERHT6PkPoUc. The opening scenes from the drone captured the entire site from above and showcased the scale of the property.
The best part is, as we mentioned before, it adds a cinematic touch to visuals and makes them exciting and memorable. This is why drones are a must-have for these industries. They give a captivating perspective, highlight property features, and add that “wow factor” to it.
In other words, if you’re in this line of industry, drone technology is a great way to showcase work, attract more eyeballs to your business, and take your marketing to new heights!
The future of video marketing is exciting and full of creative possibilities. With the increasing dominance of video content on the internet, businesses and marketers are recognizing the power of video to engage their target audience effectively.
To sum it all up, you have short-form content that is gaining popularity due to its shareability, effectiveness, and digestibility to convey messages. Interactive videos offer a unique and engaging experience by allowing users to interact with the content. Personalized AI videos that create custom video experiences while allowing users to create numerous versions within minutes. Lastly, Drone footage videos bring captivating and cinematic touch to marketing campaigns through stunning aerial views, a sense of adventure, and visual appeal.
As the digital landscape continues to evolve, incorporating these video formats into your marketing strategy can help you stand out, engage your audience, and create meaningful connections. The future is indeed bright for video marketing, and embracing these new methods will be key to staying relevant in an ever-changing digital world.
Here at Socialize, we’ll make sure that your brand or company stays ahead in effort and content. Why not drop us a message and let’s talk about how we can get you started running on your video marketing. Consult with us today!