In virtually every blog post or article covering today’s hottest marketing trends, you can expect to see video on the list. According to Eric Siu, CEO of Single Grain, “Video is just going to continue to get bigger and bigger and bigger” in 2020. Video is the trend that keeps on giving - continuously snagging the top spot when it comes to effective marketing strategies to implement.
It should be noted, that it’s not as simple as just throwing together a video to represent your brand. Crafting and using video content has become increasingly complex and will continue to branch out into other areas of the marketing landscape.
While video storytelling is still incredibly prevalent, there’s been an uptick in video content used to feature modern, tech-savvy sponsored posts and advertisements. Securing video content with a high production value has, fortunately, become easier than ever.
With greater accessibility comes a swarm of fluffy, non-substantive content that’s flooding digital channels. Is it pretty to look at? Of course. But, is it meaningful or delivering value to consumers? Definitely not.
Data can now be leveraged to produce uber targeted content that really connects with consumers on a personal and emotional level. With the ever-evolving capabilities of video marketing, staying up to date with the latest trends is paramount.
Here’s a look at the marketing trends you should be implementing in 2020.
The use of tech-based models, such as VR, AR, and voice search, as well as engaging models, like shoppable posts, has become an emerging trend in the marketing realm. Using this type of framework involves the use of video content in some capacity.
So, if you decide to venture down this path, remember to focus your attention on video and sound quality. Although it’s only one piece of the puzzle, if not executed properly, it could yield a lackluster user experience and be a significant loss of time and money.
Once Upon a Time
The use of storytelling in marketing remains a strong reason why video has become such a crucial aspect of a company’s brand strategy.
According to Smart Insights:
Social media, the rise of Stories and the way in which people consume media have all contributed to making video more important than ever before, meaning it pays to be aware of the video marketing trends for 2020.
Good storytelling begins with capturing powerful and compelling interviews. It’s not just about asking a customer or employee to speak to a camera. It requires your subject to be comfortable, confident, and have a firm understanding of the message and audience they’re ultimately opening up to.
It takes a seasoned director to get succinct sounds bites from an interviewee that can then be successfully translated into a captivating video. However, good sound bites won’t do anything for your story unless they’re effectively woven together with good transitions, music, sound design, and imaging.
The point is, do it right or don’t bother doing it at all.
Quality matters more than ever and your brand’s reputation counts on producing a strong piece of content. Having a firm understanding of this is essential in order for you to act accordingly.
At the end of the day, video production is complex and requires substantial time and budget to produce. So, get up to speed and partner with a reputable video production agency that has the expertise necessary to get it right and deliver results.
Quality Does Not Equal Creativity
The brands that will rise to the top in 2020 won’t rely on high production value as a crutch. While high production value goes a long way, it can come off as gimmicky if the video lacks thoughtfulness and creativity.
Steer clear of easy - a.k.a. relatively cheap - ways you can achieve great video quality without putting the brainpower into the creative aspect of the content, as that will only take you so far.
Avoid things like overusing drone shots, gimbals, stock footage, and effect packs. These tactics can work in the right context, but can also be overused, poorly executed, and leaned on too heavily by creators who lack the ability to properly articulate your story in video format.
Focus on what’s truly unique, for better or worse. It’s about what the story is and how it gets told.
People are still flocking toward content that is genuine, authentic, vulnerable, and transparent - so keep it simple and you’ll translate your vision into a reality.
Use Data to Identify Messaging & Audience
Making data-driven decisions tends to have the highest chance of success. By leveraging data, you can provide a more targeted message to the most relevant audience possible. Though, it goes a lot deeper than that.
Feel like nerding out?
Check out these 2020 data trends for a deeper dive into the efficacy of using data. The takeaway is that video is still an optimal medium for maximizing and translating your data into an authentic human connection.
Experience through storytelling is not a trend - it’s a standard. It’s what humanizes your brand. Until the next digital paradigm, video will remain the most effective and succinct way to tell stories in an engaging way.
Think of the best way to leverage video content for your needs and don’t be afraid to tell your story (and keep it real!). This trend has the capacity to make or break your brand in the upcoming 2020 year.
So, whether you’re gearing up to create videos for the first time or leveling up on your current video strategy, make sure to take it one step at a time.