2017 Video Marketing Trends
The clock never stops ticking, and here we are in 2017. We’ve been in the video-making business for close to a decade now, and the world of marketing has definitely changed. Video has gone from being a luxury item for businesses to an essential part of any successful marketing plan. In the early days, just getting a video was something in and of itself, but video usage has become more refined and continues to evolve all the time. Video is changing, and you can see it in these trends that are starting to emerge.
The Website Video Background
If you have used the internet at all this year past year, you will notice that video has come on strong in the form of a video background on most websites. We use it ourselves. However, that may start diminishing in the near future. Research done by Wistia (a business video host) showed that when they used a video as the backdrop on their home page, their call-to-action was measurably less effective (link). There are a number of things that can influence click-throughs, but this research should at least be given some attention.
Video in Email
Video in email has been going strong for the last several years, and 2017 is going to be no different. When incorporating video into newsletters, brands are consistently seeing increases in engagement and open rates. Statistically, email marketing can seem like a losing battle, but by including video, organizations are seeing more benefits.
Video in social media is going to become bigger and bigger. Instagram and Facebook are leading the way on this. People are on social media all the time; they aren’t always on your website. By posting and promoting your videos on social media, you can not only engage potential new clients and influencers, but you can also target who sees your sponsored videos and posts. We had a client promote a video we created for them this last year, and within less than 24 hours it had 13,000 views and was shared close to 200 hundred times.
Live video is starting to take off on all kinds of social media channels. I think it will continue to grow in usage. However, we would urge brands to use it with caution. Make sure you have a specific plan before you start the feed. If you are just rambling and aren’t actually providing anything valuable, you are wasting your breath. Most people won’t watch long videos online to begin with, even if they are heavily produced, let alone if they are live and shaky. Use it poorly too many times, and your audience may tune out any future videos even if they are great.
Quality and Content Start Walking Hand and Hand
We have heard it time and time again that content is king. It is — we won’t argue with that point. But, viewers are becoming more and more discriminating. Videos with poor lighting and audio can make your videos difficult to watch and can lead to disengagement.
Speeding Up the Sales Process
Videos are no longer just for the homepage. Video is proven to keep viewers on your site longer than photos or text, and the trend is deeper integration of video into websites. No longer are general “about the company” videos the only video for organizations. Videos are beginning to be incorporated in the sales process and next-level involvement in non-profits.
These are just a couple different directions that video marketing is taking in 2017. While its uses are diverse, the one consistent thing is that video in marketing is taking off. We live in a digital age, and having a video as part of your marketing strategy can help you create engagement and trust with your existing and potential clients, customers, or donors.