Video’s popularity shows no sign of waning

The trends set to dominate

You don’t need to look far for evidence of video’s increasing popularity. New streaming platforms suggest that as consumers, we’re more video-hungry than ever. And the TV studios are more than happy to keep feeding this insatiable appetite.

For businesses, then, the message is clear: if you’re not creating video content already as part of your marketing strategy, that needs to change.

Listen to your customers: 54% of consumers told HubSpot they wanted to see more video content from a brand or business they support.

Barriers to video adoption

Wyzowl asked marketers who don’t currently use video why they aren’t following the growing trend. Here are their top reasons for video not being a key part of their marketing strategy:

– 23% said they lack time

– 21% said they just didn’t know where to start

– 14% said they were unclear on the ROI of video

– 12% said they thought video was too expensive

– 9% said they didn’t feel they needed video content

– 5% said they were unable to convince key decision-makers of the value of video

The report found, however, that nearly three-quarters of those marketers said they expected to start using video as a marketing tool.

Make it real time and dynamic

Videos have the power to stop users in their tracks, whether they’re browsing social media or your brand website. Not only that, videos tend to get shared more. Little wonder the medium offers such a great return on investment.

In order to feel the full effect of video, the creative behind it needs to be inspiring, imaginative and on-trend. Here are some of the hottest video trends to keep in mind:

360-degree video experiences are a great way to showcase your products and services in an immersive way. They put consumers in control, allowing them to get hands on with a product without having to get out of their seat
Shoppable videos are essential if you’re operating in the retail industry. By allowing social media users to shop on the spot via an embedded link, shoppable videos tend to yield better conversation rates than online store pages
Authenticity is key. While Netflix and co are under pressure to produce more 4K content, brands don’t need to reach for such high production values with their video content. In fact, consumers crave authenticity above everything else these days
Educating your customers via video is all part of brand awareness. As well as adding value to the customer experience, they can help you bolster yourself as a thought leader in your industry
If you’re trying to engage people during their working day or in a public place, consider creating soundless videos where viewers don’t have to worry about disturbing those around them. You can either do this through subtitles or by tapping into silent movie conventions.

Our handy guide on how to commission videos may also inspire you to take the leap.