Lights, Camera, Action! The time to develop your video strategy is now. Video is a huge element in the digital landscape today. 82% of the content created globally will be in the form of videos by 2023. Harnessing your video content to appeal to this audience requires you to keep up with the video trends we see today, as well as predict what’s coming next. Video content is its own unique art form, and trying new things is received with a warm welcome by the audience.

Video Content on the Rise

The rise of video marketing is impossible to ignore in marketing. The number of people who avidly watch digital video content is expected to rise above 3.5 billion by 2023. That’s around half of the world’s total population. The biggest reason for the rise of video is the growing popularity of short video content. In 2020, digital video content viewing time rose by 96%. In 2022, the majority of consumers prefer video content to written material.  Video content is a great resource for B2C and B2B companies. Video influences the audience in later stages, making it easier to engage with your audience without a direct salesperson through informative videos. Explanation through video is a big deal when it comes to converting. Video content holds a lot of power because it meets the audience where they are at more successfully than other forms of content. Over 68% of consumers, prefer watching videos to learn about new products or services (Wyzowl, 2020). This is because video is more engaging than other popular content forms like static images and written text.

What’s Next?

The future of video is short content. Social platforms like TikTok and Instagram are doing a great job of leading this trend. These two platforms are the hub for video trends right now. It's easy to hop on your explore pages on these platforms and do some market research and see what other companies are doing in terms of TikTok and reels. There are so many different ways to go about it.  

Video content engages the audience better than text and helps you connect with your target audience on an emotional level. With this type of personalization, you can improve conversions, resulting in more sales and revenues. As a result, your users turn into loyal, long-term customers, increasing the strength of your brand in the process.

1. Video in Email

   In all honesty, everyone probably has at least 200 unopened emails sitting in their inbox. Adding video content to your email campaigns and newsletters will reinvent your email content. Even just putting the word ‘video’ in the subject line is said to increase your CTR by 200-300%. With this being said, it’s pretty clear why more and more marketers are using video in email campaigns. There are so many different ways to go about creating this type of content. Some of the most popular are showcasing an item or creating a welcoming video to introduce your audience to your company. A well-placed video within your email strategy can help engage, inform, and persuade. We already know that people prefer watching videos over any other type of media, so why not use this to your advantage and combine it with your other marketing efforts as well?
   
   

2. Video on Social Platforms

   Video is underused on social networking platforms. Surprisingly, Facebook video content only makes up 14% of all content, Instagram 11%, and Twitter 5%. Videos are a great way to capture the audience’s attention and keep it. It’s pretty easy to convince someone to watch a 15-second video, it’s a little harder to get them to read a 4-page blog. Most major platforms provide space for great video creation. TikTok is definitely the king of social video content right now, but Instagram is another great platform to get your videos out there. Reels and TikToks are both great ways to share short videos that tell a story about your business.
   
   

3. Video on Your Website

   Google loves video content. Inserting a video on your website adds more interactive elements and increases your search ranking. Video content is more successful when it comes to SEO because Google knows that it’s what customers are looking for. After all, 96% of consumers have watched an explainer video specifically to learn about a product or service. In 2020, 86% of consumers surveyed wanted brands to produce more video content. People are big fans of video because they feel less pushy and more helpful or personable. 
   
   

4. Live Video

   Live video continues to be on the rise. This content source provides an authentic view into your company and the cherry on top is that it doubles as ephemeral content. Live streaming allows you to present content that is often less polished than photos or recorded video. The result is more authentic engagement with your audience because it allows for a more inbound approach to discovering more about your brand—and allows them to ask questions about—your products and services in a more relaxed setting.

Video Marketing

Video marketing is essential to a successful content marketing strategy. Our brains process images 60,000 times faster than text, so it’s easy to understand the science behind video’s skyrocketing growth. Inbound relies on creating personal relationships with the audience, and what better way to interact with them digitally than through video? Video marketing is a great way to build trust with your audience because it is way more engaging.

Better communication

Video is a great way to build communication with your audience. Through video you can portray body language, different tones, and visuals all at once. Think about texting versus talking to someone in person and how different the experience can be. This is exactly what happens with video as well. Obviously, it’s not the same as being in person, but it’s the closest that digital marketers can get.

Video stands out to mobile users

Worldwide, people are 1.5 times likely to watch your video ad using their smartphones. Not only are more people watching video from their mobile devices, but they are engaging with it more as well, 92% of videos watched via mobiles are shared with other users because it is so much easier to interact on a mobile device. It’s important to keep this in mind and optimize some of your content for vertical viewing. Mobile video content tends to do better when in vertical form because of the orientation of most mobile devices, specifically smartphones. YouTube reports mobile video consumption rises 100% every year. Since people like to watch videos on the go, and the number of smartphone users is growing, your video audience keeps getting bigger and bigger.

4 Tips for Implementing Video

Video marketing captures a wide target audience through many different aspects. Make sure you target the eyes and the ears of your clients. Video is growing so fast because of advances in technology and how easy it is to spread this content around the digital world. Creative video content spreads like wildfire across the Internet, getting millions of views. It’s time to start thinking strategically about the video.

1. Tell a Story

   Storytelling in your marketing efforts is more important than ever. People might read through a list of facts in a blog, but present that in a video, and you will lose your audience. Creating a storyline in your video allows them to engage in a new way with your brand and provides a more emotional experience. This experience connects the audience more directly to your business. The overall flow of the presentation and emotional connection to the viewer are going to determine the success and reach of the video.
   
   

2. Experiment

   There are no set rules when it comes to video content. When brands are figuring out their approach to video a lot of experimenting needs to take place. For instance, how to present introductions, hooks, and calls-to-action in the video. The perfect place to try new marketing concepts is through video. The best video content is the creative stuff, so reach outside of your comfort zone with your video content.
   
   

3. 

   Optimization

   Videos need to be optimized for specific platforms. For example, sometimes we need to look at videos without sound. On-screen text that conveys the message when there’s no sound combats low viewing rates within this segment. Captions are a must for silent viewing. Silent viewing makes video more accessible for those with auditory impairments and for those who are watching on the go.
   
   

4. Short and Simple

Cut right to the chase. Short and simple video content keeps your audience engaged for the whole video and it sticks with them for longer. Short-form videos deliver a quick message and engage your target audience in seconds, leaving them with something to remember about your brand without overwhelming them.

The main reason video content is seeing so much success is because most people prefer visual content, specifically videos, over written text. Video content is a great tool for learning and it’s super easy to consume. Today, we are all too busy to have time to read long product descriptions, it’s overwhelming! Your audience wants to see your company in action through video marketing.