The world of video content has been evolving rapidly for the past several decades, mainly driven by technological advancements and changing consumer behaviors. From live streaming to virtual reality, video is no longer only an essential tool for marketing departments. Human resources, sales, tech support, educators, and event planners alike use video more today than in any other time in history. In this post, we’ll explore the top video trends we’ve seen firsthand, and how your business can adapt your content strategy to stay ahead of the curve.
1) Short-form videos will continue to prosper
A 2015 study conducted by Microsoft concluded that the average attention span for humans is eight seconds! As attention spans continue to decrease due to the amount of distractions surround our daily lives, short-form video is becoming increasingly popular.
Platforms like TikTok, YouTube Shorts, Facebook Stories, and Instagram Reels have made it simple for individuals and businesses to create bite-sized videos to share and consume. This strategy is effective in today’s world because the content meets consumers where they are: on their phone (and on the go).
Brands who are able to adapt by creating compelling, snackable content that can engage users quickly and effectively will have a leg up on competitors who ignore the trend. Below are a few examples of how your business could potentially use short-form video content to reach your target audience, increase your visibility, and drive sales.
Product Demos
If you’re an Instagram or TikTok user, think about how many products you’ve been introduced to over the years. During the pandemic, products like Solo Stove and Peloton relied on short-form videos to reach their audience in a way that is engaging and informative.
Testimonials
Oftentimes, our existing customers are our greatest sales reps. Short-form videos are a perfect platform for your business to showcase customers sharing their experiences with your products or services.
Quick Tips and Hacks
Today’s buyers are more educated than ever because they have more information available. Depending on your industry, you may want to try offering short “hacks” related to your products or services.
2) Personalized Video
All too often, organizations only think of video as a one-to-many medium (ex. television commercial). Obviously commercials still work or we wouldn’t see the largest brands in the world investing in them. But for smaller organizations who don’t have hundreds of millions in their marketing budget, the one-size-fits-all approach simply isn’t feasible.
Personalized videos are a cost-effective way for organizations to digitize and automate mundane processes, while also leaving a personable impression on their customers.
Here are a few examples as to how your business could use personalized video in your marketing strategy:
Emergency Communication
Imagine that your company sells computers to small businesses. One day, you get an alert that a specific model of computer (that you frequently sell) has been exploited by hackers and an, unless they want to suffer a breach, an immediate update is required. Because your organization possesses the data to tell you what types of computers each client uses, you could send a personalized video to customers who have this computer model to explain the situation and show them how to perform the update.
New Product Launch
Admittedly, I am a big fan of the Solo Stove firepit. I’ve ordered 2 over the past few years. They know this. Last summer, when they launched their Solo Stove Mesa, who do you think they targeted first? Yes, I bought one of those, too.
3) Live Streaming and Real-Time Content
If you’re a fan of the NFL, you may have stumbled across ManningCast, which is an alternative to the live television broadcast of Monday Night Football. The livestream is hosted by brothers Peyton and Eli Manning, and the two hosts bring on featured guests throughout the broadcast while also giving viewers a behind-the-scenes look into what they’re seeing in the middle of the game (in real-time).
Live streaming has become increasingly popular across various platforms, offering an authentic and immediate connection between creators and audiences. This provides real-time engagement, allowing viewers to interact, comment, and participate in the content as it unfolds. The spontaneity and unfiltered nature of live streaming make it highly appealing to audiences, making it a significant trend in video production. Businesses, influencers, and content creators are harnessing the power of live streaming to conduct product launches, host Q&A sessions, and share behind-the-scenes glimpses, fostering a sense of authenticity and building stronger connections with their audiences.
