Video Marketing in 2020 – All you need to Know
Some marketing trends sweep the market in a minute and quickly fade away. But video marketing, which entered digital marketing only a few years ago, is here to stay. Video marketing dominance is mainly helped by the unbeatable mobile supremacy and the two digital advertising giants, Google and Facebook, special preference of video ads over static ads. Therefore, now it is clear that video marketing is not a passing trend but a prominent marketing channel that is already changing the rules of the marketing game.
Before we dive deeper to the latest trends in video marketing, here are some interesting stats:
- 81% of businesses use video as a marketing tool
- 72% of businesses admitted that videos improved their conversion rates
- 70% of customers said that they’ve shared videos by brands
- 52% of customers claimed that watching a product’s video convinced them to buy the product online
- Until 2020, 80% of the internet content is expected to be video
With this data, it is not surprising that video makes an important part of every business’ marketing strategy. As Mark Zuckerberg said in 2018:
“Video is a critical part of the future, it’s what our community wants, and as long as we can make it social I think it will end up being a large part of our business as well.”
Video Marketing Trends 2020
Videos that increase sales
Today, more ecommerce sites use videos to encourage and increase sales. After watching these videos, the users can continue to the shopping cart. 96% of customers said that these videos help them make purchasing decisions. It was also found that videos in product pages increase sales in at least 50%.
The sound is an important feature in videos, but so is the fact that most users watch these videos on their mobile devices, often in public places. Therefore, videos are usually soundless as a default, which led marketers to create videos that send a clear message without sound.
A perfect example is Tasty’s recipes videos:
What’s the ideal marketing video length?
When video marketing was still new, there were usually short videos that could send a message in the first 6 seconds, before the users will click to skip the ad. But recently, marketers are focusing on longer videos. The longer marketing videos should be creative and informative. Videos that can tell an interesting story while integrating the brand’s value in a natural and sophisticated way and encouraging the viewers to watch it all the way, and even visit the website for further information.
An example for a great marketing video can be seen in MailChimp’s Wi-Finders video, which focuses on the human side of the business instead on the product.
Different video formats
The latest trend in video marketing is to create videos that can be watched both vertically and horizontally, as well as abbreviated version of long videos. That way, advertisers can cover all platforms and viewing options without affecting the videos’ quality and message.
360 degrees experience
360 degrees photography and virtual reality offer an interactive and immersive experience to the viewers. Facebook were the first to recognize the importance of this technology and created the 360 camera, which allows advertisers to create and distribute 360 videos for a unique viewing experience.
Researchers show that live videos encourage users’ engagement for a longer period comparing to a scripted video. Also, using Facebook’s 360 camera advertisers can create 360 live videos, which allow viewers to experience the event as if they are actually there.
Videos & SEO
Videos can also improve the website’s organic rankings and traffic. Today, with AI systems that enable video transcribing using voice recognition, it’s easier to search and find videos in search engines. Google has recently announced adding short previews to the video carousel results, so users can watch a 6 seconds preview of each video before visiting the website.
After we’ve convinced you that video is an important part of your marketing strategy and reviewed the latest trends in video marketing, now it’s time to create an awesome video, which people will actually want to watch! How to do it? Here are 5 important principles for video creation and distribution:
5 Principles for a Successful Video:
1. Create a great intro
Whatever the target platform of your video marketing efforts, the intro is always the most important part! The first few seconds of the video will determine if the viewer will watch it until the end or skip it.
According to a research published by YouTube, the first 15 seconds are the most critical in the life of videos. You can learn it from the movies: have you ever seen a good movie opens with the credits sequel? The answer is no. A good movie opens with a dramatic and intriguing scene, and only afterwards, when the viewers’ attention is captured, the opening credits appear.
These rules apply to online videos as well: never open with the title and the company’s logo. And never start the video with a tedious explanation on why people should watch it or what makes its subject so important. Always begin with the main and most interesting part, and try to show your viewers how and what they will benefit from watching it.
2. Use a script
Even if you are an experienced TV presenter and you know the entire video’s content by heart – you should still read from a written script. That way, you can guarantee that the shooting will run smoothly, in a reasonable and consistent flow. A script will also help prevent errors and unnecessary additions, which will create a confused and inconsistent result.
3. Once the video is ready – put it on your YouTube channel
Although everyone loves to watch videos on Facebook and Instagram, YouTube has proved to be as the largest video website online. Here are some interesting YouTube stats:
- YouTube is the second largest search engine (following Google) and also the second most visited website, with more than billion registered users.
- People are watching over billion hours of videos on YouTube on a daily basis!
- YouTube doesn’t seem to slow down, but to go stronger and increases its users in all ages and all over the world.
Another benefit is that videos uploaded to YouTube are kept there forever, which means that they can potentially gain more views over the years. Yes, viewers may discover or re-watch your videos even in the year 2030! In Facebook, on the other hands, users are usually searching new content, and even with a two-week old video, there are zero chances it will be ever discovered and watched.
YouTube can expose your content to new audience
With YouTube, you can reach a new audience without advertising, thanks to “suggested videos” on the left side of the screen. While with Facebook and Instagram you will be required to pay to expand your audience, here you can get it free of charge. You’ll be surprised to learn how many new viewers discover your content via “suggested videos” comparing to actual video search.
Still, no one can guarantee that your content will enter YouTube’s list of suggested videos. How to improve your chances? Read our next tip…
4. Optimize for “suggested videos”
As mentioned in the previous paragraph, appearing on YouTube’s “suggested videos” would help you to increase your organic traffic significantly. For this purpose, first check the most viewed videos in your niche, and based on their content prepare a keyword research. Then, optimize the video’s content, title, description and keywords accordingly.
5. Use online advertising
In addition to the organic exposure of the video, you can also use online advertising to reach a specific target audience. The better and more accurate your advertising campaign, you will be able to generate more viewers, who will hopefully convert into regular viewers and subscribers.
If you want to use advertising to distribute your videos, we recommend, again, choosing the undisputed queen of video marketing, YouTube. You will need to manage the campaign via Google Ads and choose YouTube as the placement. Continue reading to learn how.
A step to step guide to an Ads Campaign on YouTube
3 thing to do beforehand:
- Open a YouTube channel
- Upload the video you wish to distribute
Note that the first few seconds are crucial in capturing the users’ attention, so be creative, thing big and show it in the video.
- Connect the YouTube channel to the Adwords account
In Adwords dashboard go to Tools & Settings > Connected Accounts > YouTube > and choose your channel.
Step 1 – Choose a goal and campaign type
Campaign goal – sales, leads, website traffic, etc.
Campaign type – in this case – video
Step 2 – Campaign details
In this part, you’ll have to fill in details such as budget, dates, etc. Two important things to note:
Networks – if you’ve chosen the goal Product and brand consideration or no goal, you can choose between placing the ad in a YouTube video, on YouTube search results or both.
Content exclusion – if you don’t want your ad to appear on violent or sexual content.
Step 3 – Ad groups
Define your target audience – age group, interests, etc.
Choose content – choose related topics or relevant keywords to your target audience.
Step 4 – Ad creation
Finally, the most important step – creating the ad!
Add a link to the video, the landing page, call to action button and the name of the ad. You can click Preview to make sure the ad looks good.
And if the ad looks good and all the details are correct – approve and activate the campaign!
Good luck, and don’t forget that creating a campaign is only the beginning – there is still campaign optimization! So, continue checking and improving the campaign’s performances.
Need help? Contact us.