Use video to tell your story in 2020

Use video to tell your story in 2020


Are you utilising video in your digital marketing strategy? We look at video marketing trends to consider in your digital roadmap in 2020.

Video continues to grow exponentially year-on-year – both on social media and more widely online. This upward trend is expected to continue in 2020, with industry analysts predicting that video will account for at as much as 80% of content consumed online.

How do you get on board with video, in a way that’s right for your business and make it cost effective? Many marketers find themselves faced with the dilemma of sourcing the necessary resources to supply their audience with video content. The good news is that along with the growth in video consumption, more and more opportunities are emerging for Do-It-Yourself style videos.

The quality of smartphone video quality is improving and filming equipment is becoming a lot more affordable. Together with many of options for video maker apps – professional looking videos are much more achievable within most marketing budgets. You simply can’t afford to ignore video as its growth looks set to dominate.

We look at some of the emerging video marketing trends that are gaining traction…

Live streams

Live video is now firmly established on social media to stream experiences as and when they happen. It goes hand in hand with the immediacy we’re used to with sharing and consuming content. It’s also finding popularity with businesses.

You could consider using it to address a topic of discussion or FAQ that your audience is particularly interested in. A benefit of this approach is that you’ll gain extra reach on social media and it can be a quicker method than writing individual articles.

Businesses are also using live video to give a glimpse behind-the-scenes, tease new product launches or advertise upcoming events.

recording live video of concert on smartphone

Social media posts with video have 48% more views.

Personalised videos

Many businesses are moving towards a much more personalised approach to capture their audiences attention. Videos are taking advantage of technology that allows users to incorporate personal elements. These can be identifiers such as name, job title or company name inserted at certain points within the video. This allows the same video to have multiple uses in delivering what appears to be a personalised message at the receiving end of it.

An extension of this is what’s known as a one-to-one video, where a personal message is recorded with a specific end user in mind. This would be more appropriate if you’re working with a manageable recipient list. Providing an alternative to a regular phone call or email, a great way to send a thank you message or demo a product.

Shoppable video

A development on the rise in eCommerce is shoppable video. This shortens the customer journey by allowing the purchase of products to placed directly from a video or image. This new era of ‘experience shopping’ uses shop now hotspots as clickable buttons to take the customer to a product page.

Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text.

360-degree videos

The rise of smart devices and virtual reality headsets are helping to make 360-degree videos a lot more accessible. Brands are embracing the interactive experience over traditional video, to better tell stories and generate engagement. By its very nature, being immersed in a 360-video is an effective way to increase views and longer watching times.

lady using virtual reality headset to view 360 degree video

Video SEO

Video optimization is fast becoming much more important to improve a website’s SEO. Another reason why video can’t be neglected from your digital marketing strategy.

There are several ways you can repurpose your video so that you aren’t simply posting a video to social media or uploading it on YouTube. Produce a transcript of your video so you’ve also got access to the content in text format. You could publish this as part of the video description, use it as a Facebook subtitle overlay and rework the text for a separate blog post.

We’re taking a look at all forms of digital marketing trends in 2020 as part of our ‘2020 Digital Vision’ wrap up to the year.

By 2020 there will be close to 1 million minutes of video crossing the internet per second.