At Fresh Cut we absolutely love video and creating standout content for brands is our passion. We’ve spent the past 13 years mastering our craft and thanks to several established and emerging video marketing trends, the world of video production has evolved fantastically and become a very big deal! For example, a recent Wyzowl survey confirmed that 66% of users prefer to watch a short video to learn about new products, so, if you have a product to sell it’s time to showcase it in an engaging product video.
Today, video marketing is hugely popular and represents an integral part in every savvy brand’s marketing strategy. From social media to mobile video marketing trends, we’ve identified the most important video marketing trends for brands in 2020 and shared our thoughts on each in this handy article. Grab a cuppa, and a pen, and let’s dive in!
Video content is in demand
Demand for video content is not a passing fad or trendy blip, consumption of videos online has been increasing YOY and many key publishers such as Newsweek are building bigger teams to produce more video content. Why? Because audiences love to watch videos regardless of industry or topic!
The shift towards video content from consumers should not be ignored by brands, especially those with ambitious growth plans or who want to differentiate themselves from their competitors. This video marketing trend is supported by research in recent surveys and as the famous saying goes the facts don’t lie. Below are three important video marketing stats which highlight the demand for video content from brand:
1. Video consumption is growing
By 2021, video consumption is predicted to form 80% of the world’s internet traffic. Most people have a busy lifestyle and limited time to spend reading long text articles so video is proving to be our preferred type of online content – it’s more engaging, more interesting and more entertaining! There are many types of marketing videos from online video ads to corporate films, and they can target difference audiences and deliver a range of business goals.
2. Video ad space is getting crowded
It’s estimated that users will spend on average 100 minutes a day watching online video in 2021 and more savvy brands will invest in online video ads to drive engagement with their target audiences. The online video space is going to become crowded with ads and to standout brands need to choose an experienced creative video production team.
3. Audiences love educational video content
36% of users who want to see more video content from brands want explainer videos. This educational style of video enables audiences to discover new brands and products in an easy-to-digest and engaging format. Our clients are increasingly investing in explainer videos.
Mobile video marketing trends
Would it surprise you if we told you that a lot of online video are watched on a mobile or smartphone? We didn’t think so! Over half of online video content is consumed on a mobile and 92% of mobile video viewers share videos with others (E.g. on social media platforms). This video trend means that video production companies and brands must ensure that their video content takes a mobile first approach so that the most important details can be seen clearly on a small screen. Get your video content right for mobile viewers and the reach of your video content could be huge.
However, if you are a B2B company it’s important to note that only 11% of business video views take place on a mobile device so a desktop first approach to design will be better for your brand.
Social media video marketing trends
Savvy marketers are embracing social media platforms to find new customers and they are attracting them with video content. Social media is the number one reason brands name for investing in video with 73% creating at least two videos a month for their social media marketing. Why? Because they are satisfied with the ROI from this form of content and 53% of consumers report that they engage with a brand after viewing one of their videos on social media .
Top social media platforms for video content
Facebook, YouTube and Instagram are the top 3 platforms for marketers posting videos and investing in video ads. YouTube is the most popular, 85% marketers used this platform in 2019. However, in terms of video marketing success Linked In emerged as the best, followed by Facebook and then YouTube. Like all marketing placements, it’s important that brands can strategically identify the platform and video content that is most appropriate to their target audience. The most popular platform for watching videos isn’t necessarily the best for your video marketing campaign.
Video content should be made for sharing
Videos are the most shareworthy type of online content with 48% of users saying they are most likely to share video content ahead of any other type of content. When you are preparing your video marketing brief think about what will impress your target audience and make them want to show their friends. One of the first steps in social media video production is to make sure that your video looks fantastic on every social media platform, to ensure your videos are produced to take advantage of all platform features read up on the key video aspect ratios you need to know.
TV adverts and video marketing trends
How we consume our favourite TV programmes, box sets, and films has also been changing. Audiences can now watch what they want “on demand” thanks to smart TVs, set-top boxes and streaming services. This viewing trend has presented an attractive range of targeted TV advertising opportunities for savvy advertisers and brands. Now your amazing video ads can target specific audiences on TV screens and whichever device screen they are browsing the Internet on! Don’t forget to consider targeted TV and online video adverts when devising your brand’s video marketing strategy.
Video production trends
Video content is often assumed to be expensive to produce but thanks to increased demand, and the trend for short videos for social media, it’s become a cost-effective marketing asset and many video agencies offer great value for money. Today, creating amazing video content with creative video experts, like Fresh Cut, is accessible to all brands and all budgets.
It’s also possible to shoot a professional looking video in-house, and this is increasingly common for video content such a webinars and live videos. As a savvy marketer it’s useful to know how smaller companies or individuals can shoot professional looking videos, discover our top 8 tips here.
How to find a great video production partner
Thousands of video production companies exist so it can often be a mind boggling to know how to choose the right partner for your team. First, look at their experience – how long have they been producing videos and most importantly, do they do it well? Can you see how their content differs between brands and projects or do they all look similar? Video content should be unique to your brand and designed to help you stand out!
Watch their showreels to see their best bits. Look at the type of clients they work with, are you impressed or intrigued? What services do they offer? Is it video production only or do they take a more strategic approach and help you get your video seen? Whether your project is a one-off or you want a long-term, retainer partnership it’s always worth reaching out to a video production agency you like the look of to discuss your requirements. Trust your gut and share your brief today!
The most popular types of video content
The type of video content that brands create is driven by what audiences are engaging with the most. Wyzowl, reports that the most commonly-created types of video that video marketers are investing in are explainer videos (72%) presentation videos (49%) testimonial videos (48%) sales videos (42%) and video ads (42%). Your marketing objectives and video production team will help you identify which type of video content is relevant for your brand and your target audience.
3 emerging video trends
Like most industries, video marketing is driven by advances in technology as well as consumer behavior and innovator brands. Below are three relatively new types of video content your brand should be aware of:
1. Brand vlogging: If you use social media channels you’ve probably seen a video from your favourite celebrity or top influencer that you follow, and it feels like they are talking to you. Brands can now try a similar approach to humanize themselves and build trust with customers, for example, demonstrate how to use your products, give them a glimpse behind-the-scenes or simply share an update. Have fun and be authentic!
2. Live videos: These highly engaging videos are broadcast in real-time and are often favoured by social media channels such as Facebook and Instagram, so your video content may get more reach. They also hook viewers for three times longer and create authentic experiences for your fans.
3. Interactive 360 videos: If you want your brand to be ahead of the video trend curve 360 videos could be for you. They offer viewers an immersive and interactive experience as they can control their perspective. According to Hubspot, 60% of audiences want to see sports and travel video content in 360. Imagine how much your brand would stand out if your video content was in interactive 360!
Does video marketing deliver ROI?
The big question! In short the answer is yes, 89% of video marketers say video, in general, gives them a good return on investment. However, you can only expect ROI if you’ve defined clear goals and KPIs to measure the success of your video marketing campaign. For example, if you are producing video content for use on your e Commerce website’s product pages then you can expect an increase in the amount of time a user spends on your website, an increased understanding of your product etc. HubSpot has even reported that this tactic increases average order value by at least 50%.
Collaborate with creative video experts
An experienced, full service video agency will not only create amazing video content unique to your brand they’ll do so with your marketing goals front of mind and help you get your video seen by the right audiences.
Adopt a strategic approach to video
All great video marketing campaigns start with a clear brief which in turn becomes an effective video marketing strategy, read our beginners guide to video marketing strategy to align your brand with the current video trends.
Setting a video marketing budget
Every video marketing campaign needs a clearly defined budget before you even start sharing ideas and working out concepts, for the best results allocate budget for video production and media to promote your video content. Fortunately, a creative video production team, like Fresh Cut, can deliver amazing ideas and content for any size of budget so don’t let a small budget lower your expectations or imagination.
Be realistic, trying to shoot a glossy, cinematic style video on a shoestring budget is not possible. To get great value for money think about the longevity and placement of your video content, for example, will it go out of date quickly? where will you use your video? do you require different edits for different audiences? We recommend setting an ideal and stretch budget so that your video production partner can present the best options for you.
It’s time to invest in video marketing
Effective video marketing can help your brand deliver its future business goals and fantastic video content will differentiate you from your competition. Don’t get left behind let’s incorporate video into your marketing plans and get ahead of the video trends curve! With studios in Leeds, Manchester and London we are proud to work with brands and budgets of all sizes. Take a look inside our fantastic portfolio of creative video content and get in touch with our talented team to discuss your next video project.