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Video has become one of the most powerful tools for digital marketers. According to recent research, 85% of businesses have already started using videos to promote their products and services. And among all the marketers who do that now, 92% admit that videos are an important part of their strategy.
Just think of it: a decade ago videos were quite expensive to produce, and not every business could afford them. Now video marketing is booming, and digital ads and tutorials are more accessible and easier to make than ever. At the same time, video is the audience’s favorite type of content on social media. Most people prefer watching a video than reading an article or an infographic when they want to learn something new.
Now that we know video marketing is here to stay, let’s see what’s going to happen to it in 2020!
The buzz around vertical videos has been going on for three-four years already. The format will continue taking over in 2020. Every day over 500 million users watch Instagram Stories. Along with that IGTV, Instagram’s “vertical competitor” for YouTube, also performed very well last year.
But it’s not only Instagram spreading vertical content out there. Facebook and YouTube too have launched their own Stories features during the past two years. The new social network TikTok, which is also all about vertical videos, continued its impressive growth in 2019.
People spend a lot of time consuming content on their phones. Consequently vertical videos become more demanded every year, which means marketers will take more advantage of this format in 2020. Especially since vertical videos for Stories or TikTok usually demands less effort than professional-looking horizontal ones for YouTube.
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Let’s dwell for a moment on TikTok. It’s one of the fastest growing social media platforms in the world. Yet, only 1 out of 10 marketers have tried using it for business purposes. Out of those, 66% are happy with the results. This year, 15% of digital marketers are going to give it a try. If you’re not quite familiar with this social media platform yet, check out our article on TikTok.
TikTok is mostly about music and dances. On the other hand, making videos that can be watched in mute mode might also help marketers reach their audience. Since Facebook introduced its autoplay feature (when videos play with no sound in the feed), it became clear that silent format is also highly demanded.
Now Instagram, LinkedIn, Twitter and YouTube autoplay videos in their feeds too. And if there are subtitles and animation that help the user understand what the video is about, the chances that they will play the video and watch it till the end are much higher.
Videos explain better than articles. That’s why users love learning about products and services by watching videos: 96% of people have done that at least once. And 86% of customers would like to see more videos, mostly educational, from brands this year. Tutorials, how-tos and other types of explainer videos will still be on high demand in 2020, so make sure to insert them in your strategy.
Interactive videos that feature links to products are another trend to watch out for. Imagine you can click on the dress you see in a video ad to learn more about the product and check the price – this is something we’ll actually witness very soon. For now, there are more videos that highlight specific products in the story’s stream, but the technique is becoming more sophisticated. So, marketers, be ready to create new interactive videos for your customers!
One more huge trend is 360-degree interactive video. There are not many product videos of that type yet. For now, it’s mostly about broadway musicals and sports games. But that will change very soon as 15% of video marketers are going to include that kind of content in their 2020 video marketing strategy.
To sum up, 2020 is going to be a challenging year for digital marketers. New formats and technologies will continue taking over the market with an obvious trend of shifting to more personalized and interactive content. The good news is, our good-old fashioned (because yes, things go old very quickly in the digital age!) Instagram Stories and square Facebook videos are not likely to lose their popularity. They’re changing, evolving and getting even more engaging than ever.
