The Growing Video Marketing Trends Your Business Is Missing Out On

Video is the next frontier for marketing. While already a popular medium, the pandemic cemented video content as an instrumental tool in collecting and engaging with millions of online users. With the right strategies and new video marketing trends, any marketer and business can find a wealth of benefits, such as:

• Brand awareness
• Increased traffic
• Lead generation
• Loyal follower base

Already, 86% of businesses reap the rewards of innovative video marketing trends. Join the thousands of enterprises diving into these revolutionary trends and shaping the future of the digital landscape.

1. Produce with Smartphones

Producing a successful video advertising campaign once required extensive budgets, equipment and delayed delivery waiting for management approvals. Now, video marketers are pushing for a more casual and streamlined production process.

For instance, more businesses utilize smartphones for their video content. The advanced cameras lend themselves to clearer shots than ever before, but there is also a sense of authenticity there. Influencers run social media platforms and though they often are untrained in professional tactics, their experience and unique at-home style have become the norm.

2. Film and Optimize for Vertical Formatting

On a similar note, more marketers shoot vertical videos to appeal to social media dimensions, particularly TikTok, Instagram Reels and Youtube Shorts. Making content already optimized for these unique dimensions allows for easier uploads and faster engagement. This isn’t simply a reposted commercial or YouTube video but a video made with a strong understanding of this specific platform’s needs. Again, authenticity is critical for today’s users.

Video marketing trends are also leaning toward a distinction between ecommerce and B2B. Ecommerce advertisements grow faster on Reels and TikTok due to their massive audiences and integration of shops on a profile. In fact, 35% of TikTok users reported buying a product after seeing it on their platform.

If a business’s target market is B2B, then YouTube shorts may be the better option. Longform, detailed content on the YouTube page is easily linked from an engaging short and businesses can optimize any vertical videos with Google Ads and Analytics to segment their audiences based on interest.

3. Capitalize on Trending Audios

Trending audios often power the popularity of viral videos. Social media runs on humor and wit, but other audios could draw on emotions like inspiration, hope, nostalgia and comfort. Naturally, marketers would want to stray away from audios with inappropriate or suggestive lyrics to remain professional, but getting a little tongue and cheek can solidify a level of respect between certain audiences.

TikTok, in particular, values popular songs and sounds in its algorithm. More marketers are keeping a close eye on the array of audios topping the trending page and evaluating how to incorporate them best. An important step is watching videos with this audio before using them. Using sounds in an incorrect way is often jarring even embarrassing, all to the detriment of the brand’s awareness.

If a business is interested in creating original trending audio or paring popular sounds with voice-overs and interviews, then they need to address audio quality and clarity. Muffled or glitchy audio will stick out like a sore thumb on these platforms.

Different videos will need different microphones as well. A condenser microphone’s single-source audio is perfect for voice-overs, while a shotgun version filters out background noise in public spaces or sets. Investing in an array of quality microphones ensures all content is clear, comprehensible and engaging.

4. Engage with Social Media Stories

Eagle-eyed readers may notice a common trend appearing. Relaxed and natural content is key in today’s video marketing trends. Social media stories are the epitome of casual content. These videos cannot be 10-minute long “about us” campaigns or even lengthy interviews. Instead, stories are brief and temporary.

Many social media platforms only allow a story to remain posted for 24 hours. However, users can archive old stories on their profiles for future reference. Even if a customer missed the product launch last week, they could still check it out later.

Stories are little moments of the day or quick updates on production and events. Businesses can also engage with users by employing interactive tools. Try out a small trivia quiz to test brand history. Alternatively, use the poll feature to collect user interest in product color variations.

5. Host Live Videos

Live videos skyrocketed during the pandemic to give users much-needed engagement and connection on the virtual playing field. In fact, Facebook saw livestream watch time increase by 50% over the course of the pandemic.

Lives can explore much of the same ideas as regular video content, such as behind-the-scenes looks at production and company culture. Interviews and panels at industry conferences are popular options as well. Businesses can also record events and launches in real-time.

The exclusive nature of a live video, combined with the engaging chat feature, creates a community for any watching users. They interact with each other on chat and the live host can respond to questions and comments in real-time.

Because producing a live video will not take any editing or post-filming work, prepare by checking lighting, audio and camera efficiency beforehand. Viewers cannot pause or rewind to review any information they missed with glitchy or fuzzy audio, so marketers must ensure everything is tested and prepped. Some cameras are even optimized for uploading livestreams while maintaining sharp focus.

6. Exploring the World of AR/VR Videos

Like livestreams, AR and VR video formats burst into the mainstream with the pandemic. Technology is also greatly advancing, allowing more companies to craft their own versions. Highly unique and incredibly interactive, AR/VR still presents a feeling of novelty to users.

Expand on these feelings of excitement with games, activities and “try before you buy” videos. For instance, a 360-degree video can explore a business’s facility or unique display at an industry conference. Furniture store IKEA included a VR feature in their app that allows users to implant a desired product into their own homes with the right size dimensions. Anything is possible in the confines of augmented or virtual reality video.

Innovate and Create with Video Marketing Trends

Video marketing trends are revolutionizing the digital landscape for the better. More engagement, a stronger sense of authenticity and innovative formats are all pushing the needle to more lead generation and customer acquisition.

When a business combines these trends with a well-planned and comprehensive digital marketing strategy, a bright, successful online presence is in the making.