2019 is right around the corner. That means businesses are winding down this year’s plans and refocusing their efforts on next year’s plans. This is a great opportunity for your brand or business to focus your video marketing efforts for the upcoming year.
Video has become the next big thing in content marketing. Cisco predicts that over 80 percent of all internet traffic will be video by 2021.
Video is blazoned across social media platforms with new platforms like Facebook Watch and IGTV emerging this year. About 66 percent of all Instagram ad impressions were from video content. Many brands have begun to emphasize video marketing efforts and for good reason.
Brands that focus on video marketing have reported a 27 percent increase in click-through rate, a 34 percent higher web conversion rate, and 49 percent faster revenue growth. Those are impressive numbers, but let’s be honest: Making video can be esoteric, expensive, and difficult to get right. It’s only for companies that have big budgets.
Actually, that’s not the case! If you focus your video marketing efforts find the right partner to help you build a strategy, then it won’t be scary at all. In fact, large brands are now being outperformed in video production by brands with less than $10 million in revenue. The new year provides your brand with new opportunities to really excel in video marketing. Let’s dive into a few areas you can focus on in 2019 and get amazing results for your brand!
IGTV and Vertical Video
Instagram launched its new long-form content platform, IGTV, last June. Unlike other video platforms like YouTube, IGTV is directed exclusively towards mobile users and only features vertical video.
But why focus on vertical video? Mobile users primarily hold their phones vertically, and platforms like Snapchat have taught a whole generation of phone users to shoot and watch video vertically.
Instagram is all about personality, and vertical video is arguably better at capturing personality. Vertical video focuses the viewer’s attention on the person’s face or product being shown. This creates a sense of personal connection that brings legitimacy to your brand.
Vertical video has also been shown to be three times more effective than horizontal video at getting your brand’s message across. It’s no wonder that brands have quickly jumped on the IGTV bandwagon.
Chipotle was one of the first brands to create an IGTV channel. They created a short video showing a person removing item after item from a Chipotle bag, emphasizing their limitless combinations of menu items. Everlane, an online clothing retailer, retooled its #DamnGoodDenim Day photo series into a vertical IGTV video.
Even major television shows like The Tonight Show and Saturday Night Live adapted most of their current Instagram Stories content for IGTV. You don’t have to create brand new series and videos if you already have content you can easily repurpose into the vertical format.
The IGTV hub is an enticing area for marketers since it is not yet flooded with content. That means you can create long-form content and build a niche before the platform grows.
Plannable’s Vlad Callus believes that “IGTV will become the new YouTube in three to five years, and if you’re joining now, you will catch the big wave.” IGTV may finally legitimize vertical video, and your brand would be smart to focus your video marketing efforts on producing vertical content.
Live Video Streaming
Live video streaming (Facebook Live, Instagram Live, Twitch) is becoming an increasingly popular way for brands to communicate with their customers. This industry is expected to grow from $30 billion in 2016 to more than $70 billion by 2021. In fact, half of all big media pages publish some sort of live video because people will spend three times more time watching live-streamed content than non-live videos.
One reason for live video’s popularity is its cost. You can produce these videos from just about anywhere you have a phone and an internet connection. This impromptu nature can also build a genuine connection with you and your audience. Live video is imminently accessible since you are directly interacting with the customer.
Take Martha Stewart, for example. She is the go-to expert on cooking and crafts and expanded to Facebook Live to host tutorials and offer behind-the-scenes looks at her daily life. For the 2016 holiday season, Martha hosted a Christmas tutorial video and shared decorating ideas, with guest Kevin Sharkey there to help out.
Martha constantly reminds the viewer where they can buy the products she discusses, most of which can be bought at Home Depot. She then sums up the broadcast with a short call-to-action and a Q&A session to maintain user engagement.
Which platform should you focus your video marketing efforts on in 2019? The best place to start would be Facebook Live, which consumes a 17 percent share of the market. There are other live video streaming options such as YouTube, Snapchat, Instagram, and Twitch, but using them depends on your target audience.
Engagement only occurs if you target the right audience. Starting a live stream on Facebook when you do not have an established following would be a fool’s errand.
Instead, see where you have built a decent social media following and plan accordingly. Martha Stewart had a huge following on Facebook, and the demographics of her audience favored using that particular platform over, say, Snapchat.
The goal of live video streaming is creating the “fear of missing out.” You do not need a script to answer questions and comments in a Q&A session. It’s just you and the customer! The beauty of this type of content is that it can be repurposed, which is one trend in marketing that will help you save time and money.
High-Quality Video Content
This may seem like a given, yet many brands create videos without ever asking themselves whether they are making content people want. Part of creating high-quality content is understanding the customer, so start by making videos directed at your current customers. Provide educational resources like how-to videos, or create an emotionally engaging story centered around what your brand stands for.
If you are aiming to create high-quality video content in 2019, ask yourself these three questions:
- Does the content solve a problem?
- Is the content entertaining and shareable?
- Is my content original in some way?
High-quality video content also means better SEO rankings for your brand’s site. Google and Facebook have both focused on video, which is good news for video marketers trying to increase their site rankings. According to Stone Temple, quality YouTube videos from your site are more likely to show up within the first 10 results of a Google search.
The key is to make videos that people want to see, and sometimes that takes a little trial and error. Don’t let perfection get in the way! With a good strategy and a little help from people who know video production, your brand can come across as more authentic and influential in 2019.