Experts in the world of digital have been predicting a shift to video for quite some time now. True enough, video has dominated the tail-end of the 2010s and it is expected to continue doing so in the 2020s.
Much like with other forms of media, though, trends also come and go in the world of video marketing. It’s up to creatives and marketers to take advantage of these developments by incorporating them into their content.
Here are 5 video trends for marketers to keep an eye out for this 2020!
As one of the first social platforms to leverage going live, Facebook’s video initiatives (like Facebook Live, Facebook Watch, and even the autoplay function on your newsfeed) prove that bandwagon trends are not always free of controversies.
Still, going live makes it into this list of video trends for marketers for 2020 because of popularity that is not expected to fade any time soon.
Live video recreates the satisfaction of live radio and tv for the digital space. It encourages interaction between the broadcaster and the audience – which can result in high engagement across platforms.
Many celebrities and influencers use live video multiple times within a day. These broadcasts often give them a chance to engage with their audience by adapting formats like Q&As or performing live requests.
Fans, on the other hand, love the chance to interact with their favorite celebrities in a more laid-back setting.
Brands looking to work with celebrities or influencers for their campaigns should consider going live as an option for video marketing.
Video blogging, or vlogging as most people tend to refer to it, is definitely one of the more popular video formats at the moment.
This is because vlogging offers flexibility that other video formats usually don’t. Technically speaking, you don’t need to be a pro at videography and editing to start a vlog. Qualities of vlogs out there tend to vary from high production to minimal editing.
There are also endless possibilities when it comes to content. From food to makeup to travel — a vlog can give basically anyone a platform to talk about anything and everything under the sun.
Another advantage to vlogging is its potential to be both informative and entertaining. This is a huge plus when you consider the shorter attention spans and the more discerning eyes of today’s customers.
When combined with a strong social media presence, vlogging can turn into one of the more powerful video trends for marketers who want to diversify content while increasing interest in their brand.
Speaking of “stories,” expect to see more platforms integrate quick, time-bound, ephemeral content in the coming years.
Same with vlogging, “stories” are low-fi and have lowered the barrier to entry for anyone online to become an online personality or a micro-influencer. The gung-ho nature of not requiring editing is appealing to many users — especially for younger millennials and Gen Zs.
If your target audience is in this age range, then you’ll definitely benefit from this medium. You could even go the extra mile by running ads in between stories.
Remember to keep things creative, though! The true strength behind this trend lies in creativity that lets you stand out from the rest.
Did you know that 85% of people who watch videos on Facebook do so without sound? It’s good to keep this in mind when you create content.
Make sure that your videos are optimized for quick viewing and accidental “stumble-upons.” Your audience won’t always have the option to turn their sound on while they’re browsing through their feed, but they will always be able to understand your video if it has proper captions.
It would be best that when crafting content, you convey your message through clear images and through animation and subtitles if needed.
Video is quickly becoming a go-to format for informative content online. Because of this, it's unsurprising that how-to's are wrapping up this list of 2020 video trends for marketers.
Remember how a tenet to being authentic online is creating content that teaches and not sells. Now, relate this to the popularity of services such as Masterclass and Skillshare.
If your product involves assembly, instead of just a manual, make sure you have educational content online. If your product has several uses, make sure people also know about it. There will always be somebody looking to the internet for an answer. If you are offering a service, teach them how to get the most out of it.
For how-tos, there are infinite ways on how to use video. From those mentioned above to tapping influencers and other content creators to do the teaching for you. All you have to do now is explore.