60% of B2C marketers consider video marketing to be their
most powerful tool. Indeed, good-quality video marketing will attract new
customers, but adverts that are too long, too tacky, or too aggressive can do
more harm than good.
So what does ‘good’ video marketing look like in 2019?
Worldwide, 75% of all video content is viewed on mobile devices. This suggests
that short, smartphone-friendly ads should perform well in 2019. Nevertheless,
longer video ads are predicted to perform well on certain platforms such as
gaming apps and YouTube.
Although some video trends have ‘staying power’, many lose their appeal after a couple of months. If you’re trying to grow your business, you’ll want to create video adverts that are ahead of the curve – not yesterday’s news. In this article, we’ll highlight 5 video marketing trends that are worth investing in for the future.
1. Vertical Video Ads
According to eMarketer, 75% of all video content is viewed on
mobile devices (mostly smartphones). As such, it’s no surprise that companies
are trying to make their ads mobile-friendly.
Video has traditionally been watched on television, so videos
have been oblong shaped. However, the majority of people hold their smartphone upright,
so vertical ads seem much more intuitive these days.
Vertical video ads have existed for a couple of years, but it
was not until late 2018 that they started to become popular in the UK. Instagram, Facebook and YouTube all
support vertical ads on their platforms.
So, does this trend have sticking power? Facebook
trialled a series of vertical ads and found vertical ads were
significantly more memorable than regular ads. Time will tell whether people
remember these ads because the format is new and exciting or whether they
remember these ads because the vertical format is easier for the eye to
process.
2. 360-degree Video Ads
360-degree video ads allow the viewer to navigate through the
scene using their finger – or the click of a mouse. These ads are truly
immersive, so they’re great for advertising ‘experiences’ as opposed to
tangible products.
Several adventure-sports companies have found success with
360-degree ads. Also, Stanford University hopes to use 360-degree videos to
teach empathy. This suggests that 360-degree videos really do have the power to
influence emotion and behaviour.
But are 360-videos a ‘silver bullet’ for attracting new
customers? If you’re selling tangible products rather than experiences, 360-degree
video ads might feel a bit over-the-top. Also, before streaming a 360-degree
advert, consider how often you’re posting the ad and whether you are targeting
the right demographic.
Google found that 360-degree ads can be
slightly irritating if the viewer is not in the mood to view them or if the
content doesn’t seem relevant to them. However, if viewers are in the mood to
interact with a 360-degree video, they will become highly engaged with the
advertiser. Engaged viewers are more likely to share the advert and are more
likely to visit the company’s website to search for additional video content.
3. Bitesize videos that resonate without sound
If 75% of all video content is viewed on mobile devices, people
must be consuming video throughout the entire day. Indeed, smartphone users
tend to fill ‘gaps’ in their day by watching bitesize video content. Because of
this, very short 2-8 second video ads are becoming increasingly popular on Facebook and Instagram feeds.
Most importantly, these ads are being built to resonate without
sound. People browse social media in the
lunch queue, on the train, and even in the office, so you should assume they
will have the sound switched off on their device.
The question is, are bitesize ads going to remain popular beyond
2019? Well, there is lots of evidence to suggest that short video ads do work. 47%
of a video’s value is delivered in the first three seconds, and many of us
simply do not have the time to consume longer adverts.
Nevertheless, it’s best to consider short, bitesize ads as a
tool you can use alongside other tools. Unless they are very cleverly made,
bitesize ads can sometimes seem a bit simple and vacant. We know that in
today’s hi-tech world, consumers
enjoy content that has a bit of substance and authenticity to it (just
look at the live video trend, for example).
Combining short, bitesize ads with other types of content
could help you deliver efficient and
substance-rich advertising.
4. Longer Ads That Provide “Pay Off” To The Viewer
Although short, bitesize ads can target smartphone users
effectively, longer ads will continue to feature throughout 2019. Thanks to
some recent changes, there may even be more opportunity for companies to stream
longer advertisements (i.e. 30 seconds+).
In the last few years, mobile app gaming has become extremely
popular. Many gaming apps feature a rewards-based advertising system. For
example, if players watch 2 30-second adverts they are rewarded with 20 minutes
of uninterrupted play. A focus group conducted by Facebook
found that consumers are actually very accepting of rewards-based advertising.
They are happy to watch the longer-length ads because they are receiving
something in return. This suggests that placing longer ads on gaming apps might
be a good investment in 2019.
Secondly, in late 2018 YouTube
rolled out their auto-play function. This means that, as you scroll down your YouTube feed, videos start playing
automatically in silent mode (with subtitles). This function allows you to preview
the video and decide whether you actually want to watch it. In theory, you’re
more likely to tolerate any in-stream adverts because the auto-play function
has already sparked your interest in that particular video.
As such, the auto-play function could be a great thing for
marketers looking to place slightly longer video adverts (i.e. 30 seconds+) at
the beginning of YouTube ads.
Currently, around 65% of people skip YouTube advertisements or abandon the video after an advert starts.
If the viewer feels like they are getting a decent ‘pay off’ (i.e. they are
being rewarded with a video they know they really want to watch), perhaps their
tolerance for watching an advert will go up. Indeed, it will be interesting to
see whether YouTube’s auto-play
function will encourage users to be more accepting of longer video adverts
throughout 2019.
5. TV and Online Video: Better Together?
Although the majority of video content is consumed on
smartphones, television advertising is not necessarily a thing of the past.
Large companies like Wagner
pizza and Maggi have found that combining TV ads with Facebook/Instagram ads is an extremely
effective marketing strategy. Combining the two ads helped to cement the brand
message.
Even though most companies don’t have the budget to advertise
on TV, there is a clear takeaway message from this type of research: don’t put all
your eggs in one basket when it comes to choosing a marketing platform for your
business.
So, there you have the key video marketing trends for 2019. Vertical video is set to make the viewing
experience more intuitive for smartphone users all over the world. 360-degree
film is bound to delight many audiences this year, but this video style might
not be suitable for all businesses. Whilst short, 2-8 second ads can help you
target new customers, bitesize ads should usually be combined with other types
of marketing to help strengthen your message. Finally, although short, snappy
ads are set to dominate in 2019, there is still an opportunity to stream longer
video adverts – perhaps on gaming apps or YouTube.
Most importantly, variety is often the key to success – so
don’t be afraid to combine several of the video trends mentioned in this
article.
