Video Marketing Minute: Video Trends for 2018

Hey, Kate from TwentyThree here and welcome to the Video Marketing Minute. As 2018 is soon approaching, we're talking about video marketing trends that all marketers should pay attention to as they plan for the new year. First, it's projected that video will begin to overtake other forms of content. We surveyed hundreds of marketers in our State of Video Marketing Report and found that not only 82% of marketers plan to produce video in 2018, but video production will increase by five times. Second, more brands will experiment with virtual reality. Not so long ago, virtual reality seemed like a futuristic technology that would never make it into the homes of consumers. But today, VR headsets are becoming increasingly mainstream and at a rapid rate. In fact, Statistia estimates that by 2020, 82 million VR headsets will be sold, a 1500% increase from 2017 predictions. And with that, we'll see more brands acting on the opportunity to reach consumers through this life-like interactive medium. Red Bull has already started experimenting with VR, as seen in their Air Racing videos. Third, live streaming. Brands like Facebook Live has made live streaming easy and accessible for marketers around the world. And live streaming on a native website where marketers can control the user experience will continue to grow in 2018. We found in our State of Online Video Report that live video is three times more engaging than pre-recorded video. So how will this change in 2018? Other than more brands experimenting with the tool, live streaming is predicted to become more interactive. For example, Amstel Radler hosted a customer-led live stream where viewers controlled the content based on how they were engaging with the video. Fourth, personalized video content. The greatest advantage of using video content is its ability to feel human and connect with your audience. In 2018, we'll see this taken further, with brands using personalized marketing, sales and customer service videos to help build relationships and gain consumer trust. Fifth, video marketing automation. Moving prospects down the funnel has been accelerated through video, especially with the emergence of video marketing platforms that convert users and sync data with existing marketing automation software. In 2018, video will become more integrated into all areas of the marketing funnel. In fact, it's been proven that emails with video will have 63%, higher click-through rate, and landing pages with video will increase conversions by 80% or higher. Six, 360-degree videos. This form of immersive video is becoming increasingly popular for brands. Google found in their own study that 360-degree videos drove 41% more earned actions than the standard ad. Lastly, sharing owned media. According to our research at 23, posting video on your website with a video marketing platform is 12 times more engaging, can increase your total marketing data by as much as 50%, and ultimately help nurture viewers down the funnel. With these trends, it's clear that video is no longer an option for marketers. It's essential. With almost 80% of all internet traffic coming from video, according to Cisco, it can be no longer ignored. Our advice? Be an early adopter and get started on integrating what's next for video in your video marketing strategy. Need tips? View our 2018 Guide to Integrating Video into Your Digital Marketing Technology Stack. Thanks for watching. Let us know your favorite video marketing trends for 2018, and follow us on Twitter to catch next week's episode.