2018 will be an exciting year for video marketing innovation, but it will also be a year that sees video marketing grow increasingly subject to expectations long ago established for other marketing disciplines.
Below are the ten video marketing trends that I believe will be increasingly visible in the coming year, that you won’t want to ignore.
After absorbing the information here, go check out our collection of trusted video marketing statistics.
Top Video Marketing Trends to Watch in 2018
10. The Demand for Measurable ROI Will Switch to Sales
Fortune 100 brands are replacing their CMOs with chief growth officers (CGOs), and there’s a growing emphasis on driving bottom-line results.
Video marketing can play a useful role in this new reality, with the availability of excellent analytics and support for growth up and down the marketing/sales funnel. But, video marketers will have to place more emphasis on metrics-driven budgeting and decision-making.
Video has been a serious marketing medium for many years now, yet some marketers still treat it as a novelty. That behavior will have to change.2018 Video Marketing Trend No. 1: Video has been a serious marketing medium for many years now, yet some marketers still treat it as a novelty. That behavior will have to change. Click To Tweet
9. Marketers Will Find More Creative Uses for 360 and VR
360 video has been around for some time, but the cost and difficulty of producing it has remained high, until recently. This has had the effect of limiting the thinking for creative applications.
As the technology becomes more approachable, more marketers will be able to find new, creative uses for the added engagement that 360 can provide. Virtual Reality will still require deep pockets, and distribution remains a problem that makes the technology hard to scale.
Still, we should see more varied adoption in 2018, as early performance metrics inspire greater confidence.2018 Video Marketing Trend No. 2: As #360video becomes more approachable, marketers will find more creative uses for it. The higher cost of #VR will result in slower adoption. Click To Tweet
8. AR and AI Will Remain Beyond the Grasp of Most Marketers
Augmented Reality has the potential to be a real game changer, but probably not in 2018. The production process, which often requires a great deal of custom development, is still too complex, and too expensive.
The application of Artificial Intelligence to video also has great potential, for personalization, and creative suggestion, but probably not in 2018.
These two technologies remain on the cutting edge of video, but real-world applications will remain somewhat limited, next year. That said, keep an eye on both technologies for 2020, and beyond.2018 Video Marketing Trend No. 3: #AR and #AI remain on the cutting edge of video, but real-world applications will remain somewhat limited, next year. That said, keep an eye on both technologies for 2020, and beyond. Click To Tweet
7. Co-Creation Will Become More Important
With more and more video-enabled smartphones in use (2.5 billion by 2019), there’s an emerging opportunity for companies to work in cooperation with customers and employees to tell brand stories through video.
The challenge will be to focus, collect and process all those individual brand interactions in ways that encourage engagement and support brand values. Co-creation is yet another way to encourage brand trust, and there are many ways to involve audiences in this effort. Video provides some very powerful and unique opportunities.
Sports clubs are a major leader on this front, but we’ll see more brands seek to partner with customers and staff to use video to tell brand stories, in 2018.2018 #VideoMarketing Trend No. 4: With more and more smartphones in use (2.5 billion by 2019), there’s an emerging opportunity for companies to work in cooperation with customers and employees to tell brand stories through video. Click To Tweet
6. Live Social Video to Drive Brand Trust Becomes Crucial
Sad to say, we live in an increasingly post-truth era, and many brands are suffering from the resulting lack of trust. Video, especially live-streaming video, has the potential to provide brand insight that can be extremely revealing.
In 2018, with other social media platforms following the now fabled example of Facebook’s enormous investment in live-streaming video, we will see more brands using video to peel back the curtain, to reveal more about themselves, in an effort to encourage trust and engagement.2018 #VideoMarketing Trend No. 5: We will see more brands using live-streaming video to peel back the curtain and reveal more about themselves, in order to encourage trust and engagement. Click To Tweet
5. Video-first Marketing Strategies Will Gain Traction
Music to a video marketing agency’s ear, video-first marketing strategies will gain traction in 2018.
In 2016, Facebook CEO Mark Zuckerberg said, “Ten years ago, most of what we shared and consumed online was text. Now it’s photos, and soon most of it will be video. We see a world that is video first with video at the heart of all our apps and services.”
The importance of photos and text won’t disappear, mind you. Rather, a video-first strategy acknowledges the market reality that customers are increasingly relying on video and other visual forms of marketing for the information they want to consume, and that some of the giants of content are beginning to invest heavily in video.
The consumer desire for video will continue to grow in 2018, and so will the number of brands that adopt a video-first marketing approach.2018 #VideoMarketing Trend No. 6: The consumer desire for video will continue to grow in 2018, and so will the number of brands that adopt a #video-first marketing approach. Click To Tweet
4. The Use of Video As a 1:1 Sales Tool Will Skyrocket
If you’re like me, you’ve seen a dramatic increase in the number of emails featuring videos made, “just for you,” in your inbox.
The trend is being fueled by new solutions that make it possible for salespeople to harness the power of video, quickly and easily. Vidyard and Wistia are just two of the video platforms making it easier for non-creatives to reach out to customers with personalized video messaging.
The new emphasis on bottom line success metrics (see trend number one, above) will encourage the practice. For the immediate future, there will be a huge advantage for early adopters on this front. Look for more video in your inbox, in 2018.2018 #VideoMarketing Trend No. 7: A new emphasis on bottom line success metrics will encourage the use of video in email. There will be a huge advantage for early adopters on this front. Look for more video in your inbox, in 2018. Click To Tweet
3. The Use of Video Will Continue to Spread Across the Enterprise
Video – it’s not just for lead gen anymore.
Research from the recent Kaltura report, The State of Video in the Enterprise 2017, underscores the growing use of video in support of a varied list of use cases, beyond brand awareness and lead generation.
Perhaps even more interesting, the report reflects the knowledge, on the part of employees, that facility with the development, use and analytics surrounding video will become increasingly important to their jobs.
Look for HR to lead the video charge outside of marketing, with multiple uses for video, including improving communication, training, celebrating corporate culture, boosting employee creativity, and creating visibility for employee achievements.
Video marketers will have to switch their attention to internal audiences, but they will continue to play a crucial role in using video to promote brand values.2018 #VideoMarketing Trend No. 8: The list of use cases for video, outside of marketing, is growing. Video marketers will have to switch their attention to internal audiences, with #HR leading the charge outside of marketing. Click To Tweet
2. The Need to Build Audiences Will Drive Demand for Video
Video is uniquely well positioned to help brands build different audiences, within the markets they serve.
If you sell shoes, your market is shoe buyers, while your different audiences may include men, women, teens, and other different types of shoe buyers. Each audience needs different messaging, and is usually reached through different platforms.
The ability to easily repurpose all or part of a video, and then quickly format it for the many different platforms where audiences are lurking, will increasingly drive demand for video, in 2018 and beyond.
Some of the other trends mentioned in this post, e.g., artificial intelligence, customization, co-creation, etc., all support the notion of audience building, sometimes down to an audience of one.
Video is uniquely positioned to serve the creation and support of these multiple audiences, and will become an increasingly necessary tool for marketers wishing to do so.2018 #VideoMarketing Trend No. 9: The ability to quickly and easily repurpose video, for many different platforms and audiences, will increasingly drive demand for video, in 2018 and beyond. Click To Tweet
1. Risk Takers Will Be Rewarded
The growing prevalence of video will reap fewer rewards for business-as-usual video marketing. Judicious early adopters of more innovative video formats, and higher quality video productions will be rewarded for standing out from the crowd.
Greater brand adoption, combined with the dropping cost and complexity of video marketing have emphasized quantity over quality.
Marketers wishing to break through the noise will have to find new, more innovative, higher quality methods of using video to tell brand stories. Some of those methods will work, while others will not.
2018 will be a year for taking risks.2018 #VideoMarketing Trend No. 10: Marketers will reap fewer rewards for business-as-usual video marketing. 2018 will be a year for taking risks, and those that do will be rewarded for standing out from the crowd. Click To Tweet
Put these video marketing trends to good use…
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