It all started with short cat clips and heartfelt vlogs, but online video became far more dynamic in recent years. Video views have been on the rise for some time, increasing 844 percent from 2012 to 2015, according to Ooyala. Even more impressive, Syndacast predicted that in 2017, 74 percent of all internet traffic will come from video marketing.
With smartphones and tablets in the hands of most internet users young and old, video marketing is the perfect gateway to increased traffic, enhanced brand recognition and improved ROI. Marketers are already on board with the video boom, with 93 percent incorporating video marketing into their content strategy and 70 percent saying it is the most effective form of content.
The competitive world of video marketing is already sprouting trends that marketers simply can’t (and shouldn’t) ignore. In 2015, Forbes predicted that five specific trends would dominate 2016. One of those trends, livestreaming for real-time storytelling, is undoubtedly a heavy hitter this year.
Live Video Longevity
As consumers crave innovative ways to get the content they want, live video is here to stay. Twitter-owned livestreaming app Periscope reached a milestone in 2015, with an impressive 40 years’ worth of video watched every day. Viewers all over the world tune in to see their favorite celebrities at events, watch human testimonials, take interactive video tours and more.
Live streams and short videos are not only effective ways to engage a wide range of audience members while boosting brand awareness, but also they’re easy to consume on-the-go and simple to produce with thoughtful planning.
Video’s Powerful Potential
How can brands tap into the power of video marketing and go a step further with live streaming? There are myriad tactics marketers can try to blend video and content strategy. Among those trendy tactics are video testimonials from brand advocates. Nielsen found in its 2012 “Global Trust in Advertising Survey” that 70 percent of surveyed consumers trust online customer reviews, which makes videos created by influencers an essential marketing tool.
Product demonstrations, how-to tutorials that answer consumer questions and interviews with key company employees are other superb ways to incorporate video marketing. For a human touch, live video tours provide consumers a look inside the company environment, which promotes trust and loyalty. Most importantly, solving problems with video gives consumers the decision-making tools they need while shopping.
The Numbers:
- 74 percent of web traffic will come from video in 2017
- 93 percent of marketers utilize video in their online marketing and communications
- 70 percent of marketers say that video content converts more effectively than any other content type
- Periscope app users watch 40 years’ worth of videos each day
- 44 percent of video plays were on mobile devices in 2015. That’s an increase of 74 percent from 2014 and 844 percent from 2012
