As we get ever closer to 2018, the surge in video marketing is showing no signs of slowing down anytime soon. In fact, with another year of technological advancements under our belt, the world can expect even more immersive and creative ways to capture video content.
Video is already in the lead as the type of content choice. ‘2017 has been the year of video marketing and it is predicted that this rising trend will continue upwards in 2018, representing 84% of internet traffic’.
So without further ado, here are 4 video marketing trends to watch out for in 2018:
1. Live Streaming
Live streaming has become completely accessible to every type of marketer thanks to tools like Facebook Live and a range of other streaming apps like Zoom and Wirecast. There are apps for beginners such as BeLive and apps for the more seasoned videographer like OBS Studio. It is 100% accessible to any business or individual and is predicted to become even bigger in 2018.
This is a great way to connect with customers and express the human side of your brand, whether you’re showcasing some behind the scenes footage or you’re broadcasting an exclusive interview, live streaming is a great option available to any and all businesses.
Let’s take a look at some examples:
Mercedes Benz: the first brand to create a live advert. They continuously streamed for 12 hours using Facebook Live and YouTube as they showcased their new electric cars.
Amstel Radler: this brewery was the first to carry out consumer-led streaming using Facebook Live. In this campaign, consumers could choose the actions to be carried out in real time; all they had to do was click the “like” or “love” icons.
2. 360 Videos
360 videos have already caught steam in 2017 but they are predicted to blow up in 2018. These type of videos became a trend among travellers on social media but it wasn’t long before it spread to the world of marketing. This style of video is all based on perception and in terms of business, it can provide consumers with an enhanced view of your facilities. Multiple examples are applicable here - hotels, gyms, restaurants, holiday destinations etc.
This has rather obvious implications for online shopping but realistically it can be used in any way you wish. The quote ‘It’s hard to click away from a video that you are part of’ springs to mind here.
3. Virtual Reality
Virtual reality is still considered largely unchartered territory. Some companies have made strides in VR technology such as Tesco and Heineken but it is worth noting that these businesses have large marketing budgets that can include VR experiments within their strategies. It isn’t something that would necessarily be accessible to the average small or medium size business.
There are a few glaring issues with VR, for instance you have to get your customer to put on a pair of glasses before they even get a chance to experience your ad. It’s also quite difficult to predict the effect of VR on marketing goals but with the direction video marketing is currently going in, by the end of 2018 our understanding of this medium will undoubtedly have expanded.
Digital marketer Neil Patel had some interesting predictions regarding VR in the future. ‘Instead of watching a video of the latest heart-stopping action shared by a brand like Red Bull, who is known for pushing the limits of the extreme lifestyle to connect with its target buyers, we’ll be stepping into the experience of skydiving, dirt racing, or snowboards with a VR headset. Patel also suggests VR video being used for eCommerce, allowing consumers to become a part of an environment to engage with a product they are thinking about purchasing.’
4. Video Mapping
Video mapping is ‘the use of standard video projectors to display 2D and 3D images on real-world objects’. Essentially, instead of projecting onto a flat screen, light is mapped onto any surface, turning common objects of any 3D shape into interactive displays. Formally, it is “the display of an image on a non-flat or non-white surface”.
Video mapping can be used for multiple purposes - advertising, live events, product launches, conferences etc. The use of this technology has become more popular amongst different brands but particularly with startup companies. Part of the appeal of this medium is the dramatic effect of it, especially when it concerns large surfaces. The possibilities of bringing to life different real life objects is extremely exciting and can really capture your audience’s attention.
And there you have it! Our list of the 4 video marketing trends in 2018. I suppose the only question that remains now is, have you got your video marketing in place yet for the coming year?