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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.
Dennis Yu
Dennis Yu is co-author of the #1 best-selling book on Amazon in social media, The Definitive Guide to TikTok Ads. He has spent a billion dollars on Facebook ads across his agencies and agencies he advises. Mr. Yu is the "million jobs" guy-- on a mission to create one million jobs via hands-on social media training, partnering with universities and professional organizations.You can find him quoted in major publications and on television such as CNN, the Wall Street Journal, Washington Post, NPR, and LA Times. Clients have included Nike, Red Bull, the Golden State Warriors, Ashley Furniture, Quiznos-- down to local service businesses like real estate agents and dentists. He's spoken at over 750 conferences in 20 countries, having flown over 6 million miles in the last 30 years to train up young adults and business owners. He speaks for free as long as the organization believes in the job-creation mission and covers business class travel.You can find him hiking tall mountains, eating chicken wings, and taking Kaqun oxygen baths-- likely in a city near you.