Customer engagement is key in marketing
As a producer of fascinating films and VR experiences, I like to share a few tips and tricks on the evolution of video marketing. As isn’t likely to slow down in 2019. We can expect to see more captivating content than ever with the current rate of creativity and technological innovation. Marketers are putting more time and effort into their video content from live streaming to virtual reality.
See first our latest production, for Mr Miles.
Consumers can experience both the real world and fantastic otherworldly experiences that brands are creating like never before. The way users consume content and the way businesses produce them is likely to change considerably in the coming year. Here’s what we can expect to see in 2019.
1. Creating a video strategy will be a priority for brands
Most marketers agree that video content gets the best ROI. However,
creating content blindly without an effective strategy may not deliver
the expected returns. As popular as video marketing has become, many
content creators don’t have a proper plan in place. But creating random
videos without thinking about your strategy is futile.
However, during the remainder of 2018 we can expect this to change. Many
businesses have discovered that video content gets the best results and
returns only when it is backed by a well-planned strategy.
2. Live video streaming
Live streaming is becoming more accessible to every type of marketer
with tools like Facebook Live, Wirecast and OBS Studio. For beginners,
there are streaming apps like Zoom and BeLive. Live videos are an
excellent platform to showcase events, behind-the-scenes, Q&A’s and
interviews.
Expressing a more human side of a brand is a great way to connect with
customers. Live videos are expected to get more interactive and intense
in 2018. They will become immersive video experiences, where viewers can
control the content and express their views by clicking on icons.
3. Video quality is taking precedence over quantity
As the video landscape becomes more competitive, the quality of videos
that marketers put out will need to become more of a priority. People
have short attention spans and are likely to click out of the video if
it doesn’t capture their interest. Nobody wants to watch low-quality
videos, and they will be unable to get the results that businesses are
looking for.
As competition becomes stiffer, marketers will need to invest more time
and effort into creating quality content. High quality, engaging videos,
stand out from the rest, get better engagement and better results than
other types of digital content.
4. Personalized video is used by sales and PR professionals
Customized videos are being used in the sales and PR fields as a way to
build connections with potential prospects. Videos also stand out in
people’s inboxes. The concept of video marketing is really simple.
Customer service reps or sales people can record short videos with
details of a products or service that they are offering and urge
customers to take action. They can also introduce themselves as the
point of contact for any follow-up questions the prospers may have.
These “video voicemails” are becoming an effective way to build deeper
personal connections with a business or brand and stand out among the
clutter.
5. 360-degree videos are gaining popularity
More and more businesses started using 360 videos in 2017, and the
numbers are likely to increase in 2018. These videos are considered to
be another form of immersive content since, with 360-degree video, the
viewer can decide on their perspective when viewing. These can be viewed
simply on the screen of a computer or smartphone or with a VR headset
for a more immersive experience. 360 video technology is likely to alter
the way customers experience online shopping. Marketers are finding new
and creative ways to harness this potential for their brands.
6. Higher proportions of ad budgets is allotted to video
It is estimated that the amounts spent on online ads will soon surpass
TV ad spending. And most marketers have plans to increase their budgets
for video ads in the coming year. Initially, video ads were dismissed as
just a trend, but now most businesses have realized that they need to
budget their money towards forms of media where people are actually
spending their time. Many viewers are tuning in online to watch their
favorite shows and big events rather than watching them on TV.
7. Engagement is key
Engagement is not just a buzzword, but one of the most important factors
to consider when creating video content. Videos that can hold your
audience’s attention are likely to rise to the top. Engaging videos will
keep them interested and get them to continue the conversation. They
may even take the next step and make a purchase.
One way to create engagement is through a call for action. For instance,
you could ask viewers to share the video with a friend, leave a comment
in the comments section or subscribe to your feed.
8. Videos are designed to be effective without sound
An interesting video marketing statistic is that 85% of the videos on
Facebook are actually played without sound. This offers a unique
challenge to video marketers. Those who are savvy have tapped into this
and are designing more and more content that can be viewed without
sound. Since many of these videos are auto-played, content creators will
need to create their videos accordingly.
The use of on-screen graphics and captions to grab attention is becoming
more common. This way viewers can enjoy these videos silently, whether
it’s in the doctor’s office or on the subway.
9. Consumers expect video content
Creating video content has become a necessity rather than a luxury.
Today customers are likely to lose interest in your brand if you don’t
engage them with videos about your products and services along with
other interest content. There is an expectation for videos to be a part
of the purchase experience.
Apart from simply enhancing consumer experiences, videos can also help
your brand start apart from the competition. With the intense
competition that most brands face today, marketers need to do what they
can to attract the attention of customers.
10. Video as a storytelling device
Combining storytelling with video is a great way to develop a video
marketing campaign. This is a great way to get your message across to
your customers. People respond extremely well to videos and nothing can
generate as much excitement while creating awareness.
So, put together a campaign that expresses your brand’s story through
video. If this is executed well, your video could even go viral,
creating a lot of publicity for your brand. Weaving a story through
video marketing is a great way to tell the world about your business.
Final thoughts
Today, visual and storytelling content is an important aspect of
customers’ lives. In order to capture people’s attention, it needs to
evolve continuously and become more engaging. Dutch Picture Industry is
proud to help clients in making the video strategy and transform their
excel forms, books full with words into captivating films. With a clear
pay off to get their message to the potential client.
If you are interested to know what we can do for you, don’t hesitate to get in touch. www.dutchpictureindustry.com and www.vr-explorers.com
More tips (only in Dutch) can be downloaded here.
More video’s are on our youtube channel.
