With the new year and new decade, it’s time to evaluate how you’re using video in your marketing plan and how you can take advantage of current trends. Technology is constantly advancing—each year faster than the previous one—and 2020 is no exception.
Trends in approach
For years, we’ve seen audiences more interested in authenticity, and that is deepening even further this year. Now more than ever, viewers crave a real connection to the organizations they interact with. One-to-one communication, where on-screen talent speaks directly to the viewer, is a great way to build that relationship. Pulling back the curtain with behind-the-scenes style video helps establish trust and connection as well. Don’t be afraid to let people in.
You can strengthen a relationship over time with a recurring video series. Offering viewers knowledge or entertainment that is valuable to them will keep them coming back for more installments and have them looking to you for information. Or, you can fast-track that connection by teaming up with influencers with the same target audience. Creating branded content with trusted tastemakers will create videos that feel like a friend’s recommendation to the viewers.
On the more technical side, 360° video is integral to the travel and sports industries, while virtual reality is on the rise in education and health care. Even if you’re outside those market segments, VR and 360° video can still work for your organization, offering a more immersive experience beyond the capabilities of traditional video.
Above all, time is of the essence. You have only a few seconds to make something click with your viewer before they decide to move on. Advertisements have gone from a standard of 30 seconds to as short as 5 seconds. Investing in the creation of a sonic branding element—think NBC’s signature chimes—could make your brand more instantly recognizable and save you some very valuable time.
Trends in deployment
There are myriad ways to get your video content to your audience, so knowing the most effective strategy is crucial. It all starts with the platform—deployment on one social media channel is different from the next, which is very different than video guides in grocery store aisles or the 30-foot-wide 4K video wall at trade shows. Customizing your content to each platform will get the best results.
While horizontal orientation has been the standard, square and vertical videos are more popular now—you just have to know when to use them.
Going live is great for the relationship-building we talked about earlier. Shoppable or clickable videos can be a great asset for driving traffic to your additional web content as well.
Another trend with video consumption, especially when on a mobile device, is viewing without sound. Open captions can help your audience grasp the content without needing sound. Captions not only make your content more accessible, but they also make your video more searchable.
Finding what works for you
The truth is, even if it’s popular, it might not be right for your organization. That’s the tricky thing about trendiness–it’s like walking a tightrope. You have to get it right. Instead of hopping on all the bandwagons, view these techniques, strategies, and tactics as tools to connect your organization to your audience. Our biggest recommendation for 2020? Partner with an expert—it'll make all the difference.