The Nature of Video Marketing
Movement demands attention. It is an instinctual reaction, and perhaps it goes back to our earliest days as humans when missing action could result in losing a hunt or overlooking a predator. Noticing motion will always be an integral part of the human experience, but our instincts toward activity have evolved in the 21st century. Here we are in 2022 with a modern form of motion taking control of the digital human experience & our behavioral trends: video. It is no surprise that video content garners such a large audience and is becoming one of the most critical marketing strategies.
Cisco, a worldwide leader in internet technology, reports that video content will account for 82% of internet traffic in 2022. This one statistic alone proves the necessity of video elements in your overall marketing strategy. Adding video to your marketing strategy is easier said than done, however. Putting together original video content can be difficult and time-consuming, no matter the duration and quality. Capitalizing on current video marketing trends is a must for your video marketing efforts to not fall flat on its face.
All video marketing strategies have the chance to flop, which can be discouraging, especially if it comes to labor-intensive video content. However, video marketing trends can allow you to implement video content in a meaningful, practical way with more certainty that your content engages and receives the intended traffic. Researched and professionally curated, this trio of video marketing trends can transform your video marketing efforts, making them hard-hitting and worth creating. Most of these trends were chosen based on multiple factors such as overall economic impact, audience demand, and reach.
1. Augmented and Virtual Reality
AR and VR utilize movement, graphics, and interactivity to immerse users in their digital environment. Virtual reality uses a headset or surrounding display to induce a fully immersive experience. In contrast, augmented reality could be considered somewhat of a step down as it is not as immersive but still presents digital information by overlaying it in the real world. It is true that these technologies may not seem too practical given how complicated and involved creating digital content catered towards AR/VR can be. So, one may think, why should I even bother with this?
PricewaterhouseCoopers, an international professional service network, reports that VR/AR has the potential to deliver a $1.5 trillion boost to the global economy by 2030. Thanks to the video gaming industry and media giants like Meta, AR/VR promises new and exciting ways to share information, promote your brand, and create memorable experiences for your audience. How do you implement AR/VR in your marketing strategies? Creating AR/VR content is certainly possible with the right equipment. Still, it is an involved process requiring a mix of studio-grade video production equipment like spherical cameras with 360-degree lenses or video drones. It can be quite an undertaking. Nonetheless, it could be a path worth taking if you feel your business, company, or brand could benefit from AR/VR elements in your video marketing strategies.
AR/VR itself is branded as the future of digital content. Its economic impact, growing audience, and overall potential make it a great addition to this video marketing trends list.
2. Going Live
You’ve heard of Twitch, the live-streaming giant with over 1 billion monthly visitors. Twitch’s popularity makes an excellent case for live online video content overall—people love it. Since its conception in 1995, live internet streaming has gained massive popularity within the past ten years. The live streaming industry, hosted by many social media entities like Facebook and TikTok, is expected to be valued at a quarter of a trillion dollars by the end of the decade. But what makes it so popular? And how does one implement this trend in your video marketing efforts?
The main factor concerning the marketing viability of live streaming is how effective it is at making a genuine connection with your audience. Livestreaming is a great way to personify your brand, either by creating a face for your brand internally or using an established influencer to market your needs alongside their regular programming. Either way, a connection will be made with the audience and your brand personified. The importance of human-to-human connection cannot be underestimated, especially since current marketing efforts tend to rely on technological solutions and technique which replaces a lot of human interaction. No amount of technology can replace a person’s need for a genuine, human connection. Going live is a fantastic way to do this. Constructing live streaming into your video marketing strategies is worth considering and a trend worth following.
3. User-generated Video Content
Implementing user-generated content, or UGC, into your video marketing strategy requires data and planning. One prime example of UGC is TikTok. Most of what is on TikTok is not brand-created. Casual users create content for TikTok, and everyday users consume the content. It is one of the things that makes TikTok so unique, successful, and full of organic user traffic. As a brand & marketing team, you may think you have no stake in UGC-oriented social media, but that isn’t the case. Like our previously listed live-streaming trend, UGC-oriented social media requires a personal touch. Still using TikTok as an example, you can see all manners of promotional content from brands because they act as casual users or rely on influencers for brand integration. You will rarely see a professional, studio-level video advertisement on TikTok.
High-quality and professional videos shouldn’t be discouraged on user-generated social media platforms, but your video marketing strategies should suit the platform. Apps like TikTok have millions of tonal indicators to follow, and following them will ensure that your brand messaging integrates seamlessly onto the platform. Give your content a chance to bring in the engagement and business you need.
The listed video marketing trends and all well and good, but what should you take away? What audience behaviors and ‘wants’ are genuinely evident when you ask why these trends exist first?
- Do you need video content in your marketing strategy following the trends or not. The audience and demand for video content are far too large for your brand and marketing efforts to ignore.
- Audiences desire engagement and interactivity while experiencing video content. Although AR/VR may not be entirely practical for many marketers, its emergence and fast growth do prove that audiences want to interact and engage with media more often. Media participation is no longer a ‘sit-back-and-watch kind of thing’ regarding video content.
- Audiences like to see your brand personified. Given that the two other trends (user-generated and live video content) focus so heavily on relatability & human-to-human interactions, brand personification must be in your video marketing efforts.
Our team of marketers, designers, content creators, and developers stay on top of these video marketing trends, so you don’t have to. Here at Prophase Marketing, we provide comprehensive and dynamic video content services that consider and utilize all video marketing trends to meet your needs, your brand’s needs, and the needs of your audience.