Month: February 2019

Top Video Trends to Watch in 2019

Do you want to build your brand, reach a wider audience, and make personal connections with customers in 2019? Look no further than video!

It’s a fresh new year and if you’re anything like us, you have big plans to leverage video in 2019 to reach your strategic goals. But to be effective, you’ll want to be mindful of what’s really working with video right now and where things are headed over the next 12 months.

We’ve compiled a list of all the most important trends you need to pay attention to in order to make your video dreams a reality.

Video is Everywhere

Chances are you’ve already seen a video today. And it’s no surprise—according to Cisco, video does and will continue to account for the lion’s share of total data sent over the internet. So what does that mean for your business? Here are some of the top ways we see video taking over in 2019:

  1. Lights, Camera, Action!
    • Filming video has never been easier or more accessible. As video creation becomes ever more democratized, we expect the number of videos created and shared by businesses to increase exponentially.
  2.  Wanted: Video Producers
    • In order to meet a growing demand for video, more businesses will look to create or expand in-house video production teams. That means hiring dedicated video producers and investing in their video production capabilities—whether in terms of time, equipment, or production talent.
  3. All-Access
    • Widespread use of video across all platforms will drive businesses to address accessibility requirements in a systematic way. Closed captioning and other accessibility settings are crucial tools that businesses will leverage to ensure all customers can enjoy their content.

Video plays a starring role in inbound, social, and websites

With customers awash in textual information, video is more critical than ever to help businesses cut through the noise and stand out, whether on websites, blogs, or social feeds. Here are some key tactics businesses will use to reach customers with video this year:

  1. Video Education is the New Norm
  2. Social-First Video
    • In order to target customers where they’re at, more businesses will create videos explicitly for social audiences. Many companies will use episodic video series and conversational content to boost audience engagement and grow their subscriber base. Keep an eye out for short-form thought leadership and snackable video on LinkedIn, Facebook, YouTube and all your other social feeds.
  3. Fast Forwarding Website Performance
    • Is there a more powerful call-to-action on the web than the play button? Video-based calls-to-action such as Watch a Demo, See it in Action and Watch Our Story will become more common as B2B companies use them to boost website conversion rates.

Video humanizes B2B sales and support

With prospects’ inboxes overloaded with messages and customers seeking quick solutions to their questions, video is a critical tool for any sales or support person looking to make a positive impression. Here’s how video will change the 2019 sales and support game:

  1. Video Selling Gets Real
  2. Knowledge Bases Get a Facelift
    • Businesses will empower customers to quickly find the answers they’re looking for by leveraging video within self-service knowledge bases. These customer-first experiences not only make for happy clients—but they also reduce support ticket volume and cost-per-call. Win-win!

Video hardware, tools, and tech see accelerated adoption

The future is now! New tech tools make it easier than ever for businesses to create, track, and optimize video. Here’s how technology will impact businesses’ use of video in 2019:

  1. Video Creation Tools Mean Business
  2. Video Analytics Go Deeper
    • Time to dig into the data! Advanced video analytics will enable businesses to move beyond surface-level reporting to really understand their video performance and the true ROI of their video content.

How do you see video impacting your business this year? Let us know in the comments!

For a more in-depth analysis of these 2019 video trends and recommendations for how to stay on top of them, be sure to check out The State of Video report below!

The post Top Video Trends to Watch in 2019 appeared first on Vidyard.

Marketers—are you stuck in a loop?

Big plans for this year! I’m going to scrub our contact lists, spit-polish our old nurture emails, and finally get around to fixing the gate on our landing page.

Oh, and events! I love events. Let’s do twice as many this year. And yes, this is the year we align with sales. Maybe we even launch a chatbot.

And … wait. Have I seen all those resolutions before? I have. They’re from last year. And the year before that. And the year before that. Ahhh! I’m trapped in a groundhog day-esque marketing loop!

Okay but breathe

Don’t freak out. There are a lot of us stuck in this sci-fi comedy time prison, chattering about the same things year after year.

For example, the impending arrival of AI in marketing (still coming, apparently), dwindling attention spans (now guppy-sized, I’m told), and how buyers conduct most of their own research online (so, can they please start writing their own e-books already?).

You can break free. But the way to escape is both very simple and very hard—you have to change.

Not just superficially “I’ll proofread the mass email better next time” change, but deep down in your core, locate the wrongly held belief that’s no longer serving you, wrench it out, and replace it with something new, change.

via GIPHY

Just like how the misanthropic weatherman Phil Connors, played by Bill Murray, sheds his cynical, selfish ways and learns to love others in the movie Groundhog Day, you’ve gotta locate the belief that’s holding you back and let it go.

We all have one.

For many, it’s that marketing campaign or channel we default to because we’re so used to it. Because let’s be honest, it’s safe, and nobody was ever fired for doing it (*cough* emails)—even if it isn’t the most innovative thing you could do.

This year, you have to find that thing and wholly reconsider it. It’s either that or relive last year—again.

Here’s how to change your marketing mind

Try an exercise with me. It’ll help you loosen your grip on that belief. Ask yourself, how well does that campaign or channel I always default to fit all of these criteria?

  • It maximizes the amount of emotion I can convey
  • My audience prefers it over all others
  • It’s fully cross-channel
  • It gives detailed data on how recipients interact with it
  • It’s the highest ROI I can get
  • It’s dead simple

Let’s go through the list and I can tell you what doesn’t fit those criteria this year. For example, digital ads.

Click through rates (CTRs) for display ads have hit at an all-time nadir, at 0.05%—that’s one in 2,000 people. And according to Adweek, it’s possible that bots account for as much as three-quarters of all clicks.

It’s also not social media posts. After the last few big Facebook updates, the big four social platforms are almost exclusively pay-to-play and painfully pricey.

It’s not email, which while it reliably reaches half of the world’s population, is also frequently ignored by most buyers and badly abused by businesses.

It’s not “the influencers,” though I can’t tell if you’re being serious. But it’s a good guess.

What is it? It’s all of those channels—all of them together—plus one extra element:

Video.

Say what?

Yeah, it ends up your big ‘rethink’ isn’t so painful as you thought. You’ve been doing so many things almost right—they’re simply missing the turbocharged oomph of moving pictures.

When Igloo Software tried video in email, for example, their CTRs skyrocketed 189 percent.

Supercharge your existing campaigns with video and you bring your marketing—actually, all of your business—into alignment. In a world where most marketers are doomed to watch the same movie of declining attention spans and impersonal interactions on repeat, video breaks the cycle.

Video is:

The answer to escaping marketing Groundhog Day is video.

So, what do you say? Maybe try on a phrase Phil Connors used in Groundhog Day:

Feeling free? Did you break the cycle? Are you no longer doomed to relive the same day over and over? Amazing!

Here’s the guide to the first day of the rest of your marketing life: The Complete Guide to Video Marketing

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