Video marketing is a rich tool to promote your brand and bring in new customers. You can say a lot with video that you can’t say with text alone. You can utilize it to explain how your product works, highlight user stories or introduce people to your brand and the stories that drove you to where you are today.
Although videos have been around for a long time, they continue to grow in popularity. Knowing the most current trends and best ways to utilize them as a marketing method helps you get the most traction out of them possible.
What Are the Challenges When You Do Video Marketing?
According to Statista, the number of video viewers is on the rise. They estimate, online video viewers started at 228.8 million in 2018 and jumped to around 248.9 million in 2022. More people watching means more opportunities than ever before to reach new customers in a visual format.
It’s easier for people to absorb information via video, so every day more clips get released and more users come to platforms such as Facebook, YouTube, Instagram and Vimeo to view the new footage.
Here are the top video marketing trends your business should pay attention to and why.
1. Utilize AI
Machine learning continues to improve so it only makes sense artificial intelligence (AI) will take over video advertising on some levels. While creative types still brainstorm the concept and make the video, AI takes over and decides when and where to run the video for maximum impact.
Don’t be afraid to let computers make some of the marketing decisions for your videos. The more data you have on performance and where your target audience hangs out online, the better your videos will perform.
2. Tap Into Hashtags
Hashtags aren’t anything new. Companies have used them for years to bring new users on board and help their clients engage with a particular campaign. Tapping into the power of the hashtag via video will continue to be a popular option.
Some ways you can utilize hashtags via video include using a hashtag in the description and comments. Ask your users to use the hashtag when sharing so people can find the video quicker.
For example, DC Public Schools used a hashtag and campaign to welcome students back after the pandemic. Every piece of marketing contained the same hashtag as an attention grabber.
Although it’s fun to create your own hashtag for your brand or a particular campaign, don’t overlook the power of tapping into an already popular hashtag surrounding an event, cause or industry.
3. Embrace User-Generated Content (UGC)
You can save a ton of money and gain traction by letting your most loyal customers create content for you. UGC can center around a particular product, a hashtag or a contest. For example, one shoe company asked customers to take a snapshot of them wearing the shoes in unusual locations.
The more interesting you can make UGC campaigns, the more likely others will comment, share and like the posts. The idea is to get a bunch of buzz going so multiple people and influencers are all talking about your brand at one time. Every time your target audience jumps online, they see your brand name, a photo of someone wearing your brand and so on.
Photo: Rasheed Kemy
4. Repurpose Videos
Since you are likely already adding videos and just looking for ways to ramp up their success, don’t overlook using them for more than just a video to view. You can take the transcript of the talk and create an article from it, take clips from a variety of videos and make a compilation or expand on a topic and add a series of videos or a book. Rip the sound and publish a podcast from it.
If the topic was important enough to make a video about, it is likely big enough to expand on. You can create an infographic from the content in the video, invite leads to a webinar to learn more or create an ebook from the details in a number of videos.
5. Be Authentic
Studies show around 86% of consumers care more about authenticity than nearly any other thing you can do as a brand. Don’t try to trick people into thinking your product is better than it is or you stand for something you don’t. Avoid embracing causes you don’t truly care about just because they are trendy.
While knowing what the trends are is a good thing, you shouldn’t just do something because it’s currently on point. Think about whether it really impacts your business and why your customers should care.
For example, during the COVID-19 pandemic, hundreds of businesses shared messages about being in it together, while they shuttered their doors or failed to obtain products to keep store shelves stocked. While the idea of an uplifting message was a good one, the tone felt a little flat.
Make sure whatever you promote in your videos and whatever you say you stand for is true. Otherwise, you could turn off loyal customers who will head over to your competitors.
6. Choose Short-Form Videos
People are crazy busy. They have jobs, families, friends and obligations that keep them running from sunup to sundown and beyond. They don’t always have time to view a 30-minute video, but they can view a short, three-minute segment on a break or while riding on the subway.
Although all of your videos don’t have to be shorter, you should create at least a few that are. Consider a series where you break down a complex topic into digestible chunks.
New Trends to Watch
As with any medium in a growth phase, new trends will come and go. Use best practices as you understand them, pay attention to your competitors and view videos by trendsetters across all different industries. With a little creativity and a lot of determination, your video marketing campaigns will bring in new customers and spur company growth.