As media consumers, we are essentially preschool children who like shiny things, big buttons and mindless moving images. We spiral down a YouTube channel that starts with a Jimmy Fallon clip and ends with a dog fitting 7 tennis balls in his mouth.
2016 is going to be the year of video marketing, but nothing compared to where video content is headed in a few years. By 2019, it is predicted that 80 percent of all Internet traffic will be to videos. That figure will be 64 percent higher than 2014 with a significant portion of the growth occurring this year. (Source: Cisco Visual Networking Index: Forecast and Methodology, 2014-2019 White Paper)
Video content, or Visual Marketing, is clearly on the rise and will be major player in how businesses brand themselves. Let’s look at a few visual marketing trends that are happening this year
The power of YouTube is unmistakable, over 4 billion views per day happen on the popular video platform making it the second most popular search engine behind Google. Web traffic is shiftingaway from the regular blog posts and moving toward “video branding” or “video blogging”, let’s just go ahead and call it “vlogging”. Branded video content will become a staple of the modern digital marketer.
All vlogging really is a video published under a brand’s name for the purpose of engaging users, giving value, and presenting a clear call to action. These videos can range from interviews to behind the scenes footage or product promo’s. The real trick is to update this content on a regular basis or better yet, create a “teaser” series by saying something like “you’ll never believe what we are going to show you on our next video.” Get your potential customer to come back for more. It will increase the trust and organically lead into a buying decision.
2.On Site Placement
While YouTube clearly is a place for video branding, placing these pieces of content within your website is a must. Marketers will find a place for video’s “above the fold” on home pages making their digital storefront less static and more engaging.
In addition to capturing the short attention span of users, Marketers will also look to incorporate video content of their actual product. Take for instance the auto or real estate industries and the use of drones with cameras. Nothing looks better than a nice fly around of your favorite vehicle or house.
Meerkat and Periscope have been dominating the real time video this year and show no signs of slowing down. Known as real time storytelling, or live stream social, these platforms give users the ability to see in real time what the marketer is doing, selling, showing, etc. As well as viewers sending in real time message and comments.
Expect to see a lot of brands giving sneak peeks to products, giving presentations, celebrity takeovers, live Q and A sessions, behind the scenes footage, live contests and more. If you’re a marketer, live streaming is can provide immediate feedback, but beware, it’s a two way street. Be prepared for the negative as well as the positive!