Every business is looking to start 2019 with a bang, and jumpstarting Q1 with a fresh video campaign is the best way to hit the ground running. Launching a video campaign is one of the best ways to obtain a positive ROI. Video has become the medium of choice for marketers, and the landscape is set to grow, with nearly 80 percent of all internet traffic devoted to video by 2021.
The best video campaigns require a little injection of novelty. What might have worked for 2018 may need some tweaking in 2019. Why not get a jumpstart on Q1 by experimenting with some cutting-edge trends? These four types of video can put you ahead of the pack and make 2019 your most successful year yet.
Following the explosion of live video streaming platforms over the past couple of years, live video has become one of the most popular (if not the best) ways to jumpstart your video marketing goals. Facebook Live, Instagram Live, Twitch, and YouTube are just a few platforms that now support live video.
Why start 2019 Q1 with a live video campaign? Live video as an industry isn’t just growing—it’s accelerating.
The live video industry is expected to grow to $70 billion by 2021, and the number of Facebook Live broadcasts has doubled year over year since its inception in 2016. Retail companies that implemented live video campaigns saw an average increase in conversion rate by 30 percent.
Live video is also far more engaging than its static counterpart, and it shows in the statistics. Viewers of live video spend eight times longer with live video than on-demand content.
Why is that? Well, people like talking to people. Live video gives your business an opportunity to talk directly with the consumer and engage in real-time. Personalization, along with the fear of missing out, encourages viewers to tune in and stay tuned in.
What can you use live video for?
- Demonstrate products live, like when Smirnoff reached over 451,000 people by holding a selfie contest.
- Go behind-the-scenes with your audience to build authenticity.
- Create reusable content that can save you money on long-term marketing costs.
- Widen your potential audience especially for your corporate events.
- Optimize for mobile by tapping into the growing vertical video market.
Businesses are jumping on the vertical video bandwagon. While the vertical video format was much maligned for years, the proliferation of smartphones and apps like Snapchat and Instagram have made vertical video not only cool but something to take seriously.
Snapchat boasts that its full-screen vertical video ads received nine times higher completion rates than similar horizontal videos. Mobile users hold their phones upright 94 percent of the time, meaning content made for vertical video is the easiest way to get viewers engaged. The format uses the whole screen, which creates a more immersive experience on even a small screen.
Companies like Instagram have already created entire platforms (IGTV) that support vertical video and long-form content production. To engage mobile users more efficiently, try shooting some of your video content vertically and distributing the content across mobile platforms like Instagram and Snapchat.
Vlogging for Business
Vlogging, or video blogging, has been around since YouTube became popular, but it has experienced a resurgence of sorts over the past year. Your brand’s vlog content could range from your team’s everyday activities to exciting conferences and vacations. Vlogging gives the viewers a peek into the lives and stories behind your business, fostering a deeper connection with your audience.
Consider this: 91 percent of consumers are likely to reward brands if they appear authentic by sharing the brand with their family and friends. This authenticity drives the popularity of vlogging. Some great reasons why you should start a vlog for your business in Q1 include:
- Video is growing astronomically.
- Vlogging requires less effort than other video content.
- It’s cost-effective with nearly zero cost of entry.
- Authentic moments will make you more relatable.
- You’ll reach a wider audience.
If you choose to jumpstart Q1 with vlogging, be sure to approach it with a solid strategy. Despite the low cost of entry, strategizing will make your vlog more effective at reaching your intended audience.
The first step in starting a successful vlog channel is determining who you’ll target and where you can reach them. Will you be posting videos on Facebook, YouTube, or some other place, like your company’s website?
Once you’ve figured out your basic strategy, remember: Be consistent! In order for your new vlog campaign to succeed, you need to release content at consistent intervals.
No, you don’t need to release a video every day. Yet creating a consistent release schedule, say one video per week, can keep your brand fresh in the minds of your viewers and foster that authentic relationship that drives today’s customers’ decisions.
Virtual Reality (VR)
Virtual reality is a strategy for the ambitious businesses out there in 2019. It’s a relatively new technology but, perhaps surprisingly, has many applications already that could change the face of video marketing.
The key benefit of VR is its ability to immerse the viewer in a virtual or augmented reality. Retail businesses have already pounced on the idea and brought VR into the dressing room. The Dressing Room by Gap app is a simulated store that allows users to try on clothes in a virtual store after the user submits their body measurements.
Training is another important way to utilize virtual reality in your business. With VR, you can place your employees inside controlled, immersive experiences that prepare them for the real world.
Last year, Walmart partnered with Strivr to prepare employees for the onslaught of crowds on Black Friday. Now Walmart is deploying the technology to nearly 5,000 stores across the US. You can even use VR for things like improving your public speaking skills without being in front of a crowd.
Many businesses think of VR as a product confined to the world of gaming, but its increase in popularity and application in 2018 has made it a potentially revolutionary investment for your business. If you want to be on the cutting edge of video content and marketing, try creating content for VR, and you may attract customers from demographics that are otherwise notoriously marketing-resistant.
Video marketing campaigns are the best way to get the maximum ROI for every marketing dollar. As you craft your marketing strategy for 2019, consider one of these exciting technologies as fuel to jumpstart your Q1 video marketing campaign. The investment may not be nearly as steep as you think, and you are almost guaranteed to see stunning results.