What are the biggest trends in video for 2019?
- Vertical video— in 15 second and 60 second formats, designed for sound off in Facebook and Instagram stories.
- Video for DTC (direct-to-consumer) companies that sell via highly produced entertaining and funny stories– like the Harmon Brothers and Chamber Media produce.
- Video replacing email for real estate agents, mortgage brokers, and other sales professionals– short video replies are more powerful than text-based replies via tools like Bomb-Bomb.
- Video analytics starting to mature– going beyond cost-per-view and average watch time towards depth in sequence and increased propensity to purchase. Facebook has the most robust video analytics on paid and free traffic, while YouTube is concerned with privacy.
How should marketers work with videos to amplify digital marketing performance?
Marketers need to integrate video capture as part of their operations– not just to collect fresh testimonials at the point of delivery with customers, but to gather product feedback to improve their offerings.
They must make video a central, internal function– so instead of video being the realm of a freelancer who comes in to shoot and edit once in a while, video becomes a skill that everyone on the marketing team understands and practices. Everyone has a role in collecting video, being on video, doing light edits via free video apps on their phone, and boosting video.
Think of video like email was to mailed letters. Forty years ago, there wasn’t email, so all communication with businesses and customers was via physical letters that we mailed through the post office. Video is now the new medium, so everyone must learn how to use it if they want to be part of modern communication with customers that are under forty years old.