Top 10 video marketing tips for 2019
Top 10 video marketing tips and predictions for 2019
1. The relationship between video and search will grow even tighter.
Video marketing and SEO already go hand in hand, but in 2019, search engines will put even more emphasis on video when it comes to ranking organic search results. The presence of video already helps boost a site’s search placement, but we predict it will play an even bigger role come the next Google search algorithm update.
2. Email will more easily integrate video content.
Including just the word “video” in your email subject line can increase your open rates by seven percent, but unfortunately, most email providers still don’t offer native video embedding. With the growth of video and the lack of innovation in the world of email providers, we anticipate seeing new functionality when it comes to autoplaying and embedding video within your emails.
3. New video aspect ratios will emerge.
In the last few years, we’ve seen all sorts of different new aspect ratios emerge – beyond the common 16:9, we now have 1:1 (square), 9:16 (full portrait), 2:3 (vertical), 1.9:1 (landscape), and more. In addition to platforms adjusting their video players to accommodate these changing aspect ratios, like YouTube did this year, new ratios will continue to pop up thanks to expanding organic and advertising services offered by social media platforms, and changing trends in mobile and smartphone usage.
4. Video marketing budgets will increase.
This shouldn’t be a surprise. With the rise in popularity of digital video, brands everywhere are increasing their spend and expanding their video marketing departments. Eighty percent of brands boosted their video spending in 2018 and video ad spend specifically saw an increase of 53 percent over the last two years. Interactive video, 360 video, and other video formats are creating higher video expenditures and 2019 is sure to see overall budgets increase pretty dramatically.
5. More internal videos will be created.
Requests from clients show us the growing trend in internal communication videos for brands big and small. Whether it’s training videos, department check-ins and follow-ups, welcome videos, internal teaching videos, video wikis, or more, internal videos that focus on educating and encouraging teams will be the next big trend in video creation. Our clients like Flight Centre and Allianz are already in the game and we expect to see this trend continue.
6. Video will become shoppable.
Technology is already making the transition to clickable, tappable videos easier thanks to platforms like Instagram and LinkedIn. Next up? A growth in the number of shoppable videos you see, where you can click on a product or item shown and buy it directly from the video. Some versions of this already exist – like these highlighted by Adweek – but soon, we’ll see shoppable ads everywhere, from your Facebook feed, to digital billboards, and more.
7. More faceless brands will develop personas thanks to prevalence of video.
Do you picture a specific person when you think of Kleenex? Probably not. What about Apple? You likely picture Steve Jobs or Tim Cook. More and more brands are developing human personas that help represent and sell their brand, like the cast of employees over at Wistia or Rand Fishkin over at Moz (now founder of SparkToro.) As video continues its massive takeover, more and more brands will start embracing a human touch, using video to document their founders, employees, and providing a look at life behind the scenes.
8. Voice search will boost the performance and popularity of video.
Yes, it sounds counterintuitive! Though most smart speakers don’t facilitate it, some do include smart displays, like the Google Assistant, which allow you to watch and search video content. Plus, most voice search commands use informal speech patterns that lend themselves to video results (for instance, voice searching “Alexa, what restaurants are nearby?” versus typing in “restaurants Los Angeles 90019” into a search bar.) Thanks to these natural dialogue patterns, video’s reach is sure to expand into new and unchartered territory.
9. Social platforms will try to find new ways to make long-form video work – but it won’t.
Short video will continue to reign. Much longer content, like webinars, will continue to be popular, but social will rule micro-moments, making video the go-to for brand communication. Instagram is still trying to find a way to monetize IGTV and, though we anticipate other platforms launching similar long-form video formats, none will hit it big – at least not in 2019.
10. Consumer attitude toward video will continue to trend positive.
According to Hubspot, more than 50 percent of consumers actually want to see more videos from brands. Despite the growth of more invasive video advertising, people will continue to watch brand videos, sharing and engaging with their favorite content and organically promoting it themselves.
Source: Lemon light
Contact 18 Degrees to develop your video marketing strategy for 2019