Video is quickly beginning to establish itself as the groundbreaking marketing method of 2017 and I've compiled a short guide on how you can implement it in your own marketing strategy.
It was listed as one of the key digital marketing trends of 2017 by Spot Studio earlier this year. You can read their report here.
Firstly, we can look at the facts! Hubspot have estimated that by the end of 2017, out of all internet traffic, video content will represent a massive 74%. Cisco also projected a similar figure, predicting 80% by 2019. Overwhelming right? In fact, just by using the word "video" in an email subject line can increase open rates by 19% according to an article called Why You Need To Focus On Video Marketing In 2017. Not just that, but it increases click-through rates by a whopping 65%.
Here are some quick fire statistics to keep in mind:
Video has become such a phenomenon that more video content has been uploaded to the web in a single month than in 3 decades of television.
It’s estimated by HubSpot that 65% of users watch more than three quarters of a video.
A third of tablet owners watch about an hour of video on their devices daily and 28% of smartphone users watch video on them at least once a day.
While 78% of people watch videos online every week, there’s a select 55% of people who watch them daily.
2017 Video Marketing Trends
So we know that it’s worth pursuing video for your marketing strategy. But how should you be doing it? Let’s take a look at the trends:
Video Landing Pages
Have you considered scrapping your landing page copy and opting for video instead? Some brands are. They link directly to a video which has the same goal as a landing page, but fulfil the requirements of information in a much more easy-to-digest format (pandering to the users’ increasingly shorter attention span). It seems like a risky idea, but in study by Forbes it was found that video landing pages can increase conversions as much as 80% compared to written ones, and that 88% of visitors stay longer when a prominent video is displayed.
If you’re wondering which types of businesses can benefit the most from transforming their landing page copy into a video – since, after all, it’s a big step – the answer mostly boils to the ‘boring industries‘ according to WordStream. We don’t all sell super exciting products and services, some of us sell insurance or even vital, but unappreciated products. You can spice things up by differentiating yourself from competitors with video. Of course sometimes your product can be so awesome that images and text don’t do it justice – then it’s just as appropriate.
Right now Facebook is the biggest player when it comes to live video, with Periscope steadily rising. Brands are taking notice of this and they’re using it within their social media strategies. While no numbers are reported for how many brands are utilising Facebook’s live video feature, 15% of the top brands are using Periscope. So how can you jump on this? Well, it seems like the main use for live video is sneak peeks of new products, demonstrations, behind the scenes footage or Q&A sessions. Some are even going as far as celebrity takeovers.
When it comes to mastering live video for PR and marketing posts, Maree Jones – social media and PR specialist – says that PR professionals should:
“…work closely with social media and digital marketing teams to leverage live video for company news and press opportunities… Figure out a strategy at the start of the year and experiment with it throughout 2017 to determine if it’s worth investing more time and resources towards this style of publishing.”
So who can benefit most from video?
Health industry startups in particular are set to be the big winners when it comes to using video marketing. Consumers turn to video to visually understand a topic, so this works well for health industry companies. If you’re wondering how this can be put into practice then let’s say you’re a fitness expert. Users being able to see you share your tips live will give viewers a sense of what it’s like to work with you. We’d suggest that you check out Joe Wicks, the body coach behind Lean in 15. It’s safe to say he well and truly nailed video marketing.
Business2Community suggests that retail sites benefit most from video landing pages. Users stayed on the website 120 seconds longer if there was a video to watch and viewers were 64% more likely to make a purchase. When a video is visible on a retail site, customers are 52% more confident in their purchasing decision. You can hit two birds with one stone on this one by including company leaders or employees in your videos – instilling trust in potential leads.
B2B Video Marketing
We have discussed the benefits of using video in an eCommerce environment, but what about B2B? A recent report from Vidyard has stated a whole bunch of key insights into B2B video marketing based on data from almost 250,000 videos posted by 500 B2B companies:
– 86% of B2B video streams occur on desktop computers while 14% happen on mobile devices.
– Chrome is the most popular browser for viewing (accounting for 53% of views) and Internet Explorer comes in second at 34% followed by Firefox (9%) and Safari (4%).
– 84% of B2B video views occur of the workweek, so if you’re wondering when to schedule or plug your video content, there’s your answer.
– The majority (56%) of B2B videos are about 2 minutes or less in length although you should note that no matter the length of the video, a significant proportion of your audience will leave in the first 10% of the video. As a general rule, the shorter your video, the more of your audience will remain there at the end of the video.
It is known that 69% of marketing, sales and business professionals have used video before and 31% are now planning to. With 81% of people featuring a video on their brand website, video for business is booming.