Social media is always changing and evolving and you get new technologies popping up every year. Often, what does work in 2015, may not work in 2017, and you’ll have to update your marketing strategy. It’s a constant ebb and flow, but that’s what makes digital marketing so exciting.
The biggest shift right now is video. It has grown tremendously over the last years and it’s expected to grow even more. By 2020, almost 90 percent of search traffic is expected to come via video content, so everyone will try to tap into this segment. One of the main reasons for this staggering growth is the improved mobile technology. People are watching videos on their smartphones everywhere and anytime, and are not restricted to their home or office PCs.
So how will video content and marketing will evolve in 2017? Let’s take a look at the most anticipated trends:
1. Consumers will want more and more video content
Digital marketers see the market changes directly, as more and more consumers want video content, while other types of content is lagging behind. Video is not a luxury any more, it’s a necessity, and it’s something everyone asks for. And this is only expected to rise in the coming years. A recent study shows that 25 percent of consumers will lose interest and leave your website if they don’t see any video explaining your products or services. Video is quickly becoming a crucial component of the buying experience. It’s not uncommon for customers to search for video reviews of products before deciding on a purchase. Your company will need to stand out and provide what the customer wants.
2. 360-degree videos
A sci-fi feature up until 2014, 360-degree videos are quickly becoming mainstream in 2017, and people love them. A case study done by Magnifyre showed that 360-degree videos were watched 28 percent more than normal format videos. Similarly, twice the number of viewers watched the 360-degree video to completion, when compared to normal videos. These videos are particularly effective in multiple product showcase settings, sales groups or real-estate.
Live-streaming was just starting out a couple of years ago and many considered it simply too unprofessional for marketing purposes. This mindset is quickly changing, particularly after Facebook spent $50 million to media companies to produce live videos on the platform. The technology is growing and marketers see its potential, particularly in conference settings, workshops and behind the curtains shows.
4. Video Storytelling
This is something new, but it is expected to rise during the next few years. It’s a special video marketing strategy where a person tells a story which establishes a relationship with the audience. It’s a great tool which builds excitement, helps people relate to a problem and assists them in finding a cure – a product or a service. Video testimonials and customer case studies are good examples of video storytelling.
5. Video Email Marketing
Email marketing was huge in the early days of the Internet, back in the 1990s, and it still is a powerful marketing tool. Including a video in your email only boosts this already excellent marketing strategy. Email with video attachments have a better overall clickthrough and open rate, so expect to see it more frequently in 2017.
The time for video marketing is now. And it’s here to stay for at least a couple of years. People love video content, as it is easy to consume, it’s a great communication tool, it helps build brand confidence and boosts interactions between clients and companies. We’ll only have to wait to see how video will change the way we do business.