Video marketing is a valuable tool for promoting your brand and attracting new customers. You can say a lot of things with video that you can’t say with text alone. You can use it to explain how your product works, highlight user testimonials, or showcase your brand and the stories that got you to where you are today.
Although videos have been around for a long time, they continue to grow in popularity. Knowing the hottest trends and the best ways to use them as a marketing method helps you get the most out of them.
What are the challenges when doing video marketing?
According to Statista, the number of video viewers is on the rise. They estimate, online video viewers started at 228.8 million in 2018 and jumped to around 248.9 million in 2022. More people watching means more opportunities than ever to reach new customers in a visual format.
It is easier for people to absorb information through video, so every day more clips are released and more users come to platforms such as Facebook, YouTube, Instagram and Vimeo to view the new footage.
Here are the top video marketing trends your business should be paying attention to and why.
1. Use AI
Machine learning continues to improve, so it makes sense that artificial intelligence (AI) is taking over video advertising on some levels. While the creative types are still brainstorming the concept and making the video, the AI takes over and decides when and where to release the video for maximum impact.
Don’t be afraid to let computers make some marketing decisions for your videos. The more performance data you have and where your target audience connects online, the better your videos will perform.
2. Tap hashtags
Hashtags are not something new. Companies have been using them for years to attract new users and help their customers participate in a particular campaign. Harnessing the power of the hashtag via video will continue to be a popular option.
Some ways to use hashtags through video include using a hashtag in the description and comments. Ask your users to use the hashtag when sharing so people can find the video faster.
For example, DC Public Schools used a hashtag and campaign to welcome students after the pandemic. Each marketing piece contained the same hashtag as an attention grabber.
While it’s fun to create your own hashtag for your brand or a particular campaign, don’t overlook the power of leveraging an already popular hashtag around an event, cause, or industry.
3. Embrace user-generated content (UGC)
You can save a ton of money and gain traction by letting your most loyal customers create content for you. UGC can be centered around a particular product, hashtag, or contest. For example, a shoe company asked its customers to take a snapshot of them wearing the shoes in unusual places.
The more interesting UGC campaigns you can create, the more others will comment, share and like the posts. The idea is to get a bunch of buzz so that multiple people and influencers are all talking about your brand at once. Every time your target audience jumps online, they see your brand name, a photo of someone wearing your brand, etc.
Photo: Rasheed Kemy
4. Reuse Videos
Since you’re probably already adding videos and just looking for ways to speed up their success, don’t forget to use them for more than just a video to watch. You can take the conference transcript and create an article from it, take clips from a variety of videos and make a compilation, or expand on a topic and add a video series or a book. Extract the sound and publish it as a podcast.
If the topic was important enough to make a video, it’s probably important enough to be developed. You can create an infographic from video content, invite prospects to a webinar to learn more, or create a Ebook details in a number of videos.
5. Be authentic
Studies show around 86% of consumers care more about authenticity than almost anything else you can do as a brand. Don’t try to fool people into thinking your product is better than it is or that you’re standing for something you don’t stand for. Avoid embracing causes that don’t really interest you just because they’re trending.
While knowing the trends is a good thing, you shouldn’t just do something because it’s currently on point. Ask yourself if this really has an impact on your business and why your customers should care.
For example, during the COVID-19 pandemic, hundreds of businesses shared messages about being together as they closed or failed to get products to keep store shelves stocked. . While the idea of an uplifting message was good, the tone was a bit flat.
Make sure everything you promote in your videos and everything you say you represent is true. Otherwise, you could turn off loyal customers who will go to your competitors.
6. Choose short videos
People are crazy busy. They have jobs, families, friends and obligations that keep them running from sunrise to sunset and beyond. They don’t always have time to watch a 30-minute video, but they can watch a short three-minute segment during a break or on the subway.
Although not all of your videos are necessarily shorter, you should create at least some of them. Consider a series where you break down a complex topic into digestible chunks.
New trends to watch
As with any growing medium, new trends come and go. Use best practices as you understand them, pay attention to your competition, and watch videos from trend setters across all industries. With a little creativity and a lot of determination, your video marketing campaigns will attract new customers and drive business growth.