Future Video Trends SMEs Will Soon be Able to Enjoy
According to studies, video traffic will account for eighty percent of all consumer internet traffic by 2019.
This is just one of the many incredibly impressive numbers relating to video marketing. It is, without doubt, one of the most powerful ways to demonstrate to the world why your business is worth engaging with.
Nothing captures the imagination quite like video. And this is something you’ll almost definitely be familiar with yourself; chances are, if you spot a video online (be it on a website or within you social media feed), you’ll click that i
nviting ‘play’ button.
But what does the future hold for video marketing? Can we expect live video and the continued, deep integration of video into all forms of content marketing to carry on, or are there bigger changes on the way?
We decided to quiz Slinky MD, Scott Ledbury, on the future video trends he’s looking forward to the most.
Where do you see video heading in the next ten years?
“There’s no escaping the fact that video has become a vitally important communication tool for many businesses. That’s why I think it’ll continue to form a core part of business communication strategy going forward.”
“It’s the way video is able to do this that makes it so effective. As time goes on, we’ll see more businesses using video to deliver their core message and they’ll do so in a way that captures the imagination.”
“Video enables us to communicate a brand message, new product announcement or thought leadership piece in an emotive way. I expect more companies to realise the value in this, which is why we’ll start to move away from videos that simply look beautiful. Instead, we should see far more video content that has real substance.”
“For video marketing to work, it needs to have that substance, and leave the viewer feeling as though they have taken something meaningful away after watching the content.
“The abundance of tech has obviously made video production more accessible, but that’s had the unfortunate effect of reducing its impact sometimes when people focus more on the quality rather than the content itself.”
“Over the next decade, I think we’ll see more long-form content being put out (i.e. that which is longer than three minutes). This will be a welcome comeback for long-form video, as I think people might slowly be getting fed up with super-short videos that try and cram everything into such a short space of time.”
“The ‘instant hit’ of social media is largely responsible for this, but viewers are smarter than that; they want longer and more engaging content. That can only be a good thing for businesses.”
How will video be shared and consumed in the future?
“The likes of YouTube and other hosting platforms like Vimeo aren’t going anywhere. Sure, we’ll see new kids on the block, but the fact remains that these platforms present businesses with ready-made audiences.”
“I think what might evolve is the fact that video will become as commonplace as text on a page. You can argue we’re already there now, but I can only see the prevalence of video on the web increasing.”
“That doesn’t mean an end to blog posts like this one, or a favouring of images over words, either. It’s more about video becoming the central method of content delivery, whether it’s generated by businesses themselves or by professionals like us.”
How can businesses keep up-to-date with the latest video marketing trends?
“It’s tough, because video tech moves so fast. Video marketing is our business, therefore we’re in the fortunate position to be deeply embedded within that sector, but if you’re not, the sheer pace of innovation is hard to keep track of.”
“If you’re serious about integrating video into your wider marketing plan, it really does help to stay on the pulse – even if you’re employing the services of an external video production company.”
“It’s worth attending trade expos like BVE and The Media Production Show. There’s loads of great exhibitors to chat to, all of whom will give you their own take on what’s to come from video marketing (which you should obviously occasionally take with a pinch of salt!), but you’ll get the chance to attend some fascinating seminars presented by experts, too.”
“If you visit these shows, look for the seminars and talks that focus on technology and marketing, but don’t look past the video- and film-based stuff, either. Apart from giving you that perfect mix of info about technical, creative and marketing, they’re fun, too!”
What are the top five future trends we need to look out for?
Finally, we asked Scott to list his top five future video marketing trends to watch out for.
1. The return of long-form video
“As noted earlier, I can see long-form video content making a very welcome comeback. Expect videos of ten-plus minutes to become more common place, and be just as engaging as the super-fast stuff we consume now.”
2. Continued application of 360-degree video
“There’s been some fantastic examples of 360-degree video made by companies who want to give viewers a life-like experience of their content, and I expect that to continue as the technology becomes more accessible.”
3. Businesses will start to see themselves as media companies
“Whether you produce in-house content or employ the services of professionals like us, an increased reliance on video for marketing purposes will make every business think like a media company – and that’s no bad thing at all.”
4. Sales teams will begin to demand video
“Video is a brilliant selling tool, and sales teams are starting to realise this. That means we’ll probably see an increasing demand for video content by people working in that area.”
5. Video will enter the conversion funnel
“If video is going to be increasingly relied on by sales teams, that means it’ll fast become an important part of the conversion funnel. And that means businesses of all sizes will be able to use it to gain accurate ROI stats for their video marketing efforts.”
One thing’s for sure – the future of video marketing is likely to be just as incredibly exciting and vibrant as it is currently, but one of the main factors that drives innovation in the sector will be the way in which viewers consume and share content.
Luckily, we’re all viewers, therefore just by going about your usual browsing habits, you’ll be contributing to this vitally important form of content marketing.