It’s no secret that online videos are one of the main tools to use in your marketing strategy.
83% of marketing professionals believe that videos will grow significantly, and that brands will increasingly want (and need) to be aware of trends. Furthermore, several studies indicate that, in the coming years, people will consume videos like never before.
The chart below shows data from a Zenith survey comparing video marketing advertising in 2019 and the forecast for 2021:
3-trends-for-video-marketing
Published on marketingcharts.com in October 2019 | Source: Zenith
• In 2019, people spent an average of 84 minutes per day watching videos. By 2021, the time spent is estimated to reach 100 minutes.
• In 2019, US$45 billion was invested in online video advertising, while the expectation for 2021 is US$61 billion.
• In 2019, investment in TV advertising was US$183 billion. For 2021, it is estimated to be US$180 billion.
It's clear that videos are not just a trend for the distant future, but for a future that is already happening. But with so many new things emerging every day in this video universe, how do you know where to invest your chips (and your money) in video production? We've selected 3 trends to keep an eye on in 2020:
Personalization
Since everyone is producing videos, how can you differentiate yourself from the competition? By personalizing your content, speaking directly to your customer, delivering what they want to see, solving their problems, and answering their main questions.
According to SmarterHQ, 72% of users feel more comfortable engaging with messages that are personalized.
A CMO Council/Pitney Bowes survey yielded the following bulgaria phone number data percentages of responses to the question “What are the ideal qualities that make online video truly valuable to you and your decision-making process?”
3-trends-for-video-marketing
Published on marketingcharts.com in September 2019 | Source: CMO Council / Pitney Bowes
The top three responses were:
% includes recommendations on what could or should be done next
Longer videos
It has always been said that videos of no more than 2 minutes are the best bet. This is because humans are not capable of paying attention to information for very long. However, recently, long videos have proven to be more effective in terms of engagement rates. In 2017, while shorter formats engaged less than 1/3 of the audience, those longer than 15 minutes provided around 50% engagement. It is worth noting that 80% of videos produced are less than 5 minutes long, while those longer than 15 minutes correspond to only 18% of production. Now that's an opportunity, huh?
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