Video is without a doubt the most persuasive form of content. Accounting for around 80 percent of all consumer internet traffic, video is easy to consume and it leads to more engagement than any other form of content. Combined with a solid distribution strategy, video is a powerful marketing tool, which can deliver an excellent return on investment. Here are our predictions for the top video trends to look out for in 2019.
People now spend three times as long watching live videos online than they do watching pre-recorded video content. Partly fuelled by the launch of Facebook Live in 2016, live video has become one of the most effective ways for brands to interact directly with consumers in real time.
When it comes to giving audiences an insight into your business, a behind the scenes look at your company or a sneak peek at a brand new product, nothing is more compelling to viewers than high quality live video. Helping brands to build trust with consumers, live video content often appears more authentic than video that has been edited.
While live video doesn’t require a huge budget or any expensive equipment, it’s important to remember that the quality of streaming reflects your brand. Going live from your phone or tablet is easy but keep in mind that a high quality multi camera live video can really push the production values and help keep your audience engaged.
As an agency, we are seeing an increased demand for hybrid events among our larger global clients. This year, our live streaming department has been spending a lot of time facilitating seminars, conferences and meetings which combine a ‘live’ in person event at a physical location with a ‘virtual’ online element for attendees logging in remotely. As more and more corporate clients shift their budgets to creating engaging hybrid events, we predict this trend will continue to grow in 2019.
Vertical Video Formats
We embraced the trend for vertical video formats in 2018 as Instagram rolled out IGTV and YouTube followed suit by introducing its vertical ad format. It’s important to adapt quickly to changing viewing behaviours and with more than 70 percent of YouTube videos now being viewed on mobile devices, this is one trend that is here to stay.
While the demand for traditional horizontal video commercials continues, running vertical video ads alongside can really help boost brand awareness. There is no ‘one size fits all’ when it comes to video content, it’s about a creating a whole suite of assets in different formats that can be carried across various digital platforms.
A Shift in Distribution Strategy
Although many of our clients continue to invest in traditional TV advertising alongside digital channels, we’re experiencing a much greater investment in online content and digital advertising. As viewing habits shift from watching content on TV to consuming video online, we’re expecting the demand for online video content to continue to rise in 2019.
For advice on which video trends to include in your marketing strategy for 2019, contact Mark Hancock on 0151 329 2757 or email firstname.lastname@example.org.