Video Marketing Trends in 2018
Video Marketing Trends in 2018
An unprecedented combination of new technology and society’s rapid acceptance of boundary pushing trends will see video marketing continue to grow in 2018.
According to a 2017 study by Wyzowl, 99% of businesses say they’ll continue to use video this year, while 65% of those who don’t yet use it, plan to start marketing via video in 2018. The study found video helped users gain a better understanding of a product or service and helped to increase a business’ overall sales. In addition it was a successful way to increase traffic and time spent on a website.
Additionally, the study found 85% of consumers would like to see more video from brands 2018, meaning marketing through video is likely to transform throughout the year. These are some of the top trends we expect to see when it does.
Live Video
While there’s a time and a place for highly visual, professionally crafted video, the more spontaneous medium of live video is expected to grow in 2018. Facebook Live in particular is expected to gain popularity with a Livestream survey finding 80% of consumers would rather watch a live video than read a blog post. It’s important to realise that video (especially spontaneous live recordings) can be a quick way to grab the attention of your audience and lure them in to your wider content.
Live video is also a great way to make the audience feel like they are part of something special and attach to your product, service or message on a deeper level. Due to the interactive and immersive nature of live content, its possibilities allow you to connect to audiences in a way not previously possible.
360 Degree and Shoppable Videos
Similarly to live video, the 360-degree video allows audiences to fully immerse themselves in your brand. 360-degree video comes with an added level of control as the viewer can direct their perspective while watching, like a first person video game. While this might sound similar to virtual reality, you don’t need a headset or any kind of specialist equipment to engage with 360-degree video. In fact, they are easily played, shared and saved on all kinds of smartphones.
In addition to 360-degree video, shoppable video content is also likely to increase in popularity this year. This medium allows businesses to turn video views into direct sales, dramatically increasing conversion and profit as well as allowing them to bridge the gap between video interaction and direct sales.
Virtual Reality
Virtual reality is also expected to grow into 2018, especially after global brands like the NBA’s Golden State Warriors have shown its success by sharing courtside action with international fans. By creating new and exciting experiences for customers, both real and imagined, virtual realty will continue to change the face of video marketing.
While it’s still a relatively exclusive medium due to equipment involved, virtual reality will become more accessible and when it does, its potential is likely to be realised as more brands make use of the technology and share this with wider audiences.
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As technology continues to develop at unprecedented rates, video’s immersive and exciting nature will continue to lure in audiences. Businesses are likely to continue making use of this, using video as a way to build trust with audiences, share unique experiences and ultimately sell products or services.
GLUE Content is a Melbourne based video content production and animation agency, producing content for some of Australia’s leading companies, brands, agencies and sporting organisations.