One-third of all online activity is now spent watching video. This is big news for companies, as it means that video is now one of the most effective ways to reach your target audience. Here we take a look at five of the biggest trends shaping web video marketing in 2017.
1. Facebook Live Streaming Video
Facebook is now truly a video-led platform, with daily video views increasing from one billion to eight billion over the last year. Facebook Live video, launched in 2016, is now hugely popular as it offers companies the chance to interact with viewers in real time, which helps to engage audiences and build relationships with them.
Live video streaming works particularly well for giving audiences a behind-the-scenes-look at your business or broadcasting conferences and events live for interested parties who can’t be there in person.
2. 360 Degree Video and Virtual Reality
According to a recent case study by Magnifyre, a 360 degree video will be watched by 28.8 percent more people than the same video in a non-360 degree format. Click-through rates for 360 degree videos are also significantly higher than those for standard videos – 4.51 percent compared to 0.56 percent. 360 degree video is increasingly being used to give audiences a better feel for products, particularly large equipment, or to convey a more realistic impression of real estate.
Virtual Reality videos are also likely to become more common in 2017 as the price of headsets has dropped, increasing VR consumption online. The format is also becoming more standardised on many platforms. Using this technology to create meaningful videos that tell stories will increase audience engagement as they can become completely immersed in the world of the video.
3. Multi-Channel Video
Recent research by Google has revealed that 85 percent of consumers aged 18-49 now use multiple devices at the same time, with two-thirds watching YouTube videos on a second device while watching television. This demonstrates how engagement with online video has eclipsed that of television and other media and illustrates the need for sharing video content on multiple platforms to reach the maximum target audience.
However, it’s not enough to share the same video on each social media channel, as each has its own audience with different tastes and preferences. It’s now becoming increasingly common for brands to tie in different ad campaigns on different platforms.
4. Video Email Marketing
60 percent of marketers are now using video as part of their email marketing activity. This is likely to rise even further during 2017, as video has been shown to increase the open and click-through rates of marketing emails.
5. Higher Quality Video
Ross Hoffman, Twitter’s Senior Director of Global Brand Strategy, offers a piece of advice for companies looking to make their online video marketing stand out from the crowd: “Choose the right content.” With consumers being faced with more and more web video content each day, their quality expectations are becoming higher all the time. Higher quality videos have been shown to drive more audience engagement and have increased longevity.
This means a much higher number of businesses are likely to hire professional video production companies to create their online video content in 2017 and those not doing so will find it increasingly difficult to get their videos noticed.
If you need advice or help with your video marketing campaigns, contact us at Pickle Pictures.