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 the CEO of Local Service Spotlight, a platform that amplifies the reputations of contractors and local service businesses using the Content Factory process. He is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other brands.
Dennis has achieved 25% of his goal of creating a million digital marketing jobs by partnering with universities, professional organizations, and agencies. Through Local Service Spotlight, he teaches the Dollar a Day strategy and Content Factory training to help local service businesses enhance their existing local reputation and make the phone ring.
Dennis coaches young adult agency owners serving plumbers, AC technicians, landscapers, roofers, electricians, and believes there should be a standard in measuring local marketing efforts, much like doctors and plumbers must be certified.