Video marketing trends in 2019.

The year 2018 is coming to an end and has left us with so many exciting videos marketing trends. However, in this article we do not want to turn our gaze backwards, but rather let us sweep into the distance. We’ll give you a preview of the video marketing trends we look forward to in 2019.

Video content will continue to grow in the coming year: the US company Cisco forecasts for the year 2019 that around 80 percent of the total traffic on the Internet will be generated by video content! For comparison: five years ago, it was still 64 percent.

No wonder then that video marketing will be an important aspect of the marketing strategy of companies in many respects in the coming year. Whether distributing product information, promoting new services, online education, or increasing sales, video marketing is essential for business growth and will most likely continue to be the way companies engage their (potential) customers communicate, change.

Video Marketing boom continues.

Some video marketing statistics show that video will become even more important in the coming year:

  • Video marketing will consume more than 80 percent of global Internet traffic.
  • Embedding videos in email marketing campaigns results in a 200-300 percent increase in clickthrough rate.
  • Including videos in landing page content increases conversions by up to 80 percent.
  • The growing importance of video marketing for business growth leads to further important video marketing trends.

It is true that video content marketing in B2B as well as in the B2C area is increasingly used. The extensive application areas for video content are certainly a reason for the increasing popularity. Also because video marketing appeals to the user directly where he is settling his social online environment. 54% of internet users are already watching  videos on a social media platform every month. This number will continue to rise in the coming years. Video ads continue to grow as well: 65% of ad impressions on Instagram were the result of video content. For 2019 we can again expect a significant increase! If not already done, companies should  consider integrating videos into their 2019 social media strategy.

Video Marketing Trends 2019: All a matter of format

The design and production of videos today is very different from previous film productions. Due to the influence of social networks, our viewing habits have changed enormously in a short time. Today, the Internet is used by more people on their smartphone than on their laptops or desktop devices.

As a result, the shapes and sizes of the mobile devices determine the shape of the videos that are being produced today. So while more and more vertical videos are emerging and square videos are gaining in popularity, classic 16: 9 formats are disappearing more and more. But not only in terms of format will the change in video content continue in 2019. Also in terms of content and concept we can look forward to a varied year 2019. We have summarized our 9 video marketing trends for businesses.

1. Videos become more interactive

While interactive videos were still shyly approaching in 2017 in order to gain momentum in 2018, the big jump will follow in 2019. Interactive videos will make a big breakthrough next year. Already 60 percent of the sports and travel videos viewers, as well as 55% of the audience of live entertainment, want more interactive videos. Videos with  360 ° video content, for example, allow viewers to control their own perspective for an immersive and interactive video experience. The “right in the middle” feeling becomes more realistic than ever! Also VR (virtual reality) and AR (augmented reality) are getting faster and faster! While the game market is already full on VR, the technology is also used in video marketing and social media videos becoming more important! At the International Consumer Electronics Show in Las Vegas, one of the world’s largest consumer electronics trade shows, over 350 AR and VR exhibitors were present in 2018! Forecasts suggest that the global market for VR software and hardware will break the $ 20 billion barrier over 2019!

2. Videos become our “shopping buddies”

The digitization of trade is unstoppable. Of course, companies have long since realized this and are increasingly using videos to simplify purchasing processes. No wonder that killer Video Content 2019 is on the rise and is more important than ever! This attractive form of digital commerce can be applied to both the B2C and B2B sectors, and enjoys great popularity with both businesses and customers. The reason is simple: The e-commerce videos provide customers with a user-friendly system that is easy to use and makes ordering easy. The retailer, in turn, makes it easy to integrate new products and connect to the merchandise management system. A win-win situation for customers and companies.  As a result, more and more brands are testing the many ways in which users can quickly make a purchase while viewing a video. The numbers of previous purchases give it courage: Already 50% of users order a product after they have accepted the offered possibility of a swipe-up function after watching a video. 

3. Videos are becoming an important learning tool

Who thinks of video, usually thinks of big entertainment. But video content can do much more: in the coming year, for example, video marketing will be used even more to deliver online education (e-learning). Education is increasingly provided via the home PC and is not further limited to a classroom or lecture. Training material in the form of videos is an informative and exciting way for pupils, students and all others to clearly visualize the material they contain. But e-learning is also an important tool for companies – both internally and for content monetization. For example, video training programs have proven effective in training multiple employees at the same time and at a lower cost.

4. Video mailing

Video and e-mail are the perfect couple! Each of us gets daily emails. But with the mass of emails flowing into the inboxes of the world all day, it’s becoming harder for companies to stand out from the crowd. Inserting “Video” in the subject line can result in higher opening rates, and video thumbnails lead to more clicks than simple links! In addition, using videos gives you the ability to personalize your sales and marketing emails. For example, employees can add a video to their signature, making it easy for customers to name faces.

Viral trends

“Sharing is caring” is an old motto of the Internet. Means as much as: The user shares what he likes. This has led to a long-lasting and growing success of video-sharing websites such as YouTube and social media sites such as Facebook and Instagram has led to the fact that we are regularly supplied with viral hits. Companies are also increasingly using the opportunities to make use of this mechanic. The step is only meaningful, after all, the production costs, in contrast to the range comparatively low.

5. Vlogging 

With the personalized approach of Vlogs (Video Blogs), they are becoming a highly relevant video marketing tool for more and more companies. More and more companies are using the services of successful vloggers to reach their target audience. Because vloggers have the great advantage that they flock around a community with like-minded people. Their authenticity allows them to build a completely different level of attachment to the audience than a company itself could. As “brand ambassadors” they ensure that the sympathy values ​​of a brand increase enormously.

6. Live Videos

In addition to “traditional” video content, live video will continue to gain momentum. This is shown by the trend curve: live video services from YouTube, Facebook and Instagram have gone through the roof in the last three years: More than 80% of Internet users saw more live video in 2016 than in the previous year. Live streaming videos are becoming increasingly popular, not only because of their unadulterated (and imperfect) nature, but also because they are relatively cheap in price. In addition, the video may then be uploaded and stored on the company’s website for promotional purposes. Livestreams also encourage audience engagement and keep viewers longer than recorded video. 

2018 was also the year of the podcasts. In 2019, this successful concept could be enriched with video. More and more podcasters are asking themselves: Why create one audio asset only if you can create two at the same time? A video of a podcast helps viewers get to know the hosts and guests even better. A video podcast can give viewers an insight into their corporate culture and give a more personal look. The desire for live content is undoubtedly increasing. This is shown only by the fact that 82% of social media users prefer live video postings to text postings.

7. Show transparency

Marketing involves testing and crafting so much that you easily feel like you’re just not doing it right. “Behind-the-scenes” videos that show how people actually build and grow their business (and show both successes and failures) could be the next step for big and small businesses – potentially becoming viral hits. Transparency is always one of the best ways to educate your audience. Companies will feel this and start to become more transparent with their decision-making process. To tell more about what worked and what did not work for them. This may even lead to a lively exchange with their own users and buyers, from which both sides some learnings can be drawn.

Videos adapt to their users – not the other way around

An effective video marketing can bring your business on the fast track and increase awareness of your brand enormously. In the future, companies that are on the cutting edge will offer their customers an easy way to access their products and services.

8. 1: 1 videos enable personalized video messages:

With the ease with which videos can be captured on smartphones, marketers are rediscovering the value of customer care and communication. By sending personalized video messages instead of calling or sending an e-mail, customer requests are visually satisfied. The idea of ​​using a 1: 1 video approach can be used in a wide range of measures. For example, tracking a request, offering various content, providing support, simply thanking for customer loyalty, or virtually any other conceivable application. Personalized video messages provide businesses with an appropriate way to check in with customers or prospects and make sure your message is heard.

9. Find content even easier

The use of artificial intelligence (AI) and the use of subtitles will make video content easier to look up in the future. For example, the use of an AI may transcribe the audio tracks of voice-recognition videos to make individual content of those videos searchable. Once users have seen your video but no longer have the name, the AI ​​can use it to find your content with the help of a tag.

TV was yesterday

The classic definition of “television” that you will find in the dictionary is not inaccurate nowadays. But we have long since associated television with something different than a few years ago. With television we connect less and less the traditional, commercial, linear television program. Rather, it seems that the good old flickering box has undergone a make-over: TV, as we knew it, was yesterday: Due to the influence of the Internet, our old devices have become an “over the top” platform (OTT) where content providers sell media directly to the consumer over the Internet (Netflix, Prime, etc.).A new form of freedom for the consumer has begun: we are mainly concerned with the content and enjoy a completely new choice to control how and when we consume it. Rather than “watching TV”, it therefore fits to say “watch videos” – be it on a TV or another device. Research shows that the Internet will be connected to television in 2019 in terms of hours observed. On average, a person spends an average of 45 minutes a day watching mobile videos. OTT consumption for US consumers is expected to increase from 9.5 hours in 2016 to 18.9 hours in 2020. For this reason, it is understandable that companies will spend less money on traditional TV advertising and more money on web video, social media videos and web ads in the new year. 

With more and more people viewing content on narrow, vertical screens, square and upright videos will continue to grow in 2019 as well. Already in 2017, the number of mobile video views exceeded the desktop. It does not seem too surprising, considering how much time we spend with our cell phones. One of the benefits of mobile marketing is that it gives us the opportunity to connect with people on a more casual, intimate level. As we use our phones to connect with friends and family, companies will be more aware of how they approach their customers in the future. With more and more people viewing content on narrow, vertical screens, quadratic and upright videos are increasing. This trend is so exciting

The video content strategy of the future

With all the possibilities offered today by video content, today more than ever, even the best content is useless if nobody sees it. As we are increasingly confronted with more and more content in both our offline and our online world, the right distribution and delivery of content will be an important part of any good content marketing strategy of the future. Otherwise you run the risk that a video campaign, which might have had the makings of a viral trend, sinks into the gray mass.

In the future, companies will have to dig deeper into the sales bag of tricks in order to discover the distribution channels unique to their audience. You have to open up to the new trends. Actively counter with creativity and enthusiasm to stay relevant and get your content to the right audience. Otherwise nobody will deal with your content in the future.

We are already very curious about which trends will prevail in 2019. What we can say with certainty is that there will definitely be more videos, everywhere. If the video trends continue to follow their current history, there will be a record number of videos in 2019. Anything is possible in this brave new world, and companies, in addition to creating classic formats such as corporate films  will have to produce more creative video content than ever before – or with life, that they will soon become irrelevant !

amardeep kaushal

Blogger, Marketer & Data Analyst.

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.