Video Content Trends in 2020

By Damien Comerford

As we wind down 2019, it is time to get out and dust off the old crystal ball and do a bit of gazing at what is trending in the video content marketing arena for 2020.

One thing I can say, without even looking into a crystal ball, is that video as a tool to market, to engage, sell, or generate an audience is skyrocketing.

To describe it as “on an upward trend” is understatement. It is quite literally booming.

Statistics are very good at demonstrating what I am talking about. In bound marketing and sales software developer, Hubspot, spent some time researching what video is actually doing.

Here’s what they found:

• 70% of consumers say they’ve shared a brand’s video, 72% of businesses say video improved their internet conversion rate.
• 52% of consumers say watching product videos makes them more confident in online purchase decisions.
• In fact, consumers prefer video above all other forms of content in learning about new products or services.
• Video usage is clearly accelerating at a phenomenal rate but many businesses, for reasons best known to themselves, are yet to add it to their marketing strategy.
• But to be clear, what I really want to talk about here, is where we are heading in the next 12 months.

These are not in any order of importance. If the truth be known, they are ALL equally important. I have Hubspot and a raft of research companies to thank for the information.

Video likes live. By that I mean live streaming services on Facebook, Instagram and other popular social media channels. Expect this to grow significantly in 2020. Marketing research is discovering that live streaming encourages more audience engagement and will retain video viewers longer than pre-recorded content. Enough said.

Video is going one to one. Marketers are discovering that there is much value in sending personalised video messages to garner leads and communicate with customers. Much better than calling on the telephone or sending an email. Of course, such personalised messages can literally be anything you want it to be. Whether it is a follow up inquiry, an offer of content, delivering support, or simply saying thank you. Expect more of this in 2020.

Video is turning 360 and going Virtual Reality. Immersive and Interactive are the current buzzwords. New technology has enabled cameras to provide a 360 degree experience, allowing viewers to control that experience. Virtual technology makes viewers believe they are in, or a part of, the video. Up until recently this experience was reserved for the gaming community. However, in 2020 it will start impacting in education, healthcare, business and on social media platforms.

Video is turning blogs into Vlogs. Expect this to be a big marketing trend in 2020 as bloggers, instead of writing their content, record it as a video. This has many benefits; it makes them appear more authentic, more in touch with their audience and can help them build a community of likeminded people, but most importantly monetise what they are saying via corporate sponsorship, product placement and you must add the fact that video is becoming even more search friendly with Artificial Intelligence and closed captioning. Google recently announced that they are adding video previews in search results using Chrome or the Google app in Android.

Finally, a sizeable shift in allegiance. Viewers are shifting from traditional television to internet based platforms. In 2016, the average time spent watching video on the internet was 9.5 hours. This is said to double in 2020. If you add video as a major tool for cost effective ways of training staff, internal communications, customer support, human resources, information technology, sales and marketing.. I think you are getting the picture.

There is a takeaway message, and it is this:

If you are not using video you better start using it. ASAP.


Other financial communications related blogs you might be interested in:

Other blogs you might be interested in:

communication strategy
communications strategy

Video Content Trends in 2020

As we wind down 2019, it is time to get out and dust off the old crystal ball and do a bit of gazing at what is trending in the video content marketing arena for 2020.

One thing I can say, without even looking into a crystal ball, is that video as a tool to market, to engage, sell, or generate an audience is skyrocketing.

To describe it as “on an upward trend” is understatement. It is quite literally booming.

Statistics are very good at demonstrating what I am talking about. In bound marketing and sales software developer, Hubspot, spent some time researching what video is actually doing.

Here’s what they found:

• 70% of consumers say they’ve shared a brand’s video, 72% of businesses say video improved their internet conversion rate.
• 52% of consumers say watching product videos makes them more confident in online purchase decisions.
• In fact, consumers prefer video above all other forms of content in learning about new products or services.
• Video usage is clearly accelerating at a phenomenal rate but many businesses, for reasons best known to themselves, are yet to add it to their marketing strategy.
• But to be clear, what I really want to talk about here, is where we are heading in the next 12 months.

These are not in any order of importance. If the truth be known, they are ALL equally important. I have Hubspot and a raft of research companies to thank for the information.

Video likes live. By that I mean live streaming services on Facebook, Instagram and other popular social media channels. Expect this to grow significantly in 2020. Marketing research is discovering that live streaming encourages more audience engagement and will retain video viewers longer than pre-recorded content. Enough said.

Video is going one to one. Marketers are discovering that there is much value in sending personalised video messages to garner leads and communicate with customers. Much better than calling on the telephone or sending an email. Of course, such personalised messages can literally be anything you want it to be. Whether it is a follow up inquiry, an offer of content, delivering support, or simply saying thank you. Expect more of this in 2020.

Video is turning 360 and going Virtual Reality. Immersive and Interactive are the current buzzwords. New technology has enabled cameras to provide a 360 degree experience, allowing viewers to control that experience. Virtual technology makes viewers believe they are in, or a part of, the video. Up until recently this experience was reserved for the gaming community. However, in 2020 it will start impacting in education, healthcare, business and on social media platforms.

Video is turning blogs into Vlogs. Expect this to be a big marketing trend in 2020 as bloggers, instead of writing their content, record it as a video. This has many benefits; it makes them appear more authentic, more in touch with their audience and can help them build a community of likeminded people, but most importantly monetise what they are saying via corporate sponsorship, product placement and you must add the fact that video is becoming even more search friendly with Artificial Intelligence and closed captioning. Google recently announced that they are adding video previews in search results using Chrome or the Google app in Android.

Finally, A sizeable shift in allegiance. Viewers are shifting from traditional television to internet based platforms. In 2016, the average time spent watching video on the internet was 9.5 hours. This is said to double in 2020. If you add video as a major tool for cost effective ways of training staff, internal communications, customer support, human resources, information technology, sales and marketing.. I think you are getting the picture.

There is a takeaway message, and it is this:

If you are not using video you better start using it. ASAP.

By Damien Comerford


 

Other financial communications related blogs you might be interested in:

Other blogs you might be interested in:

communication strategy
communications strategy