THE ULTIMATE GUIDE
TO VIDEO MARKETING

How are developments in videography technology going to influence online market strategy?

As developments in videography technology increase, businesses across the globe will have more access to the leading technology. More companies will be able to purchase things like a 4K graphics card, or an HD video recorder, or a drone, because they are relatively inexpensive and they just might launch a business into success.

Media business owner Dave Ridgway shares, “The days of physical media are pretty much over.” The future of video marketing lies in creating high quality media to share instantly through the Internet. In fact, 87% of online marketers now use video content in their marketing strategies. 4K resolution, hyperlapse, aerial footage, and other advanced video technologies make the video market more competitive and businesses are starting to catch on.

Since video accounts for an entire third of all online activity, brands are justified in investing in videos. Videos can explode a brand’s online presence, and when a company opts for the highest definition video format or the highest resolution video camera, it is making its content more appealing to viewers. Since more businesses are taking part in the online video market, video technology is the deciding factor that will set one’s business apart from the rest.

What do you predict for the future of social media marketing?

Social media marketing as a whole will be more centered around videos. If you do not believe the hype about videos, just look at the numbers. Social video produces 1200% more shares than text and images combined. Facebook, Twitter, Instagram, and Google Plus have all made it easier to post, share, and view videos on your profile. YouTube, Snapchat, and Periscope are some of the leading social networks of today, and they all take root in social video.

Instead of putting time into thinking of a witty, 140-character-or-less tweet, brands will focus on creating a witty, 140-second-or-less video. The thing about video is that it offers a sort of virtual reality for the viewer. Viewers can hear, see, and feel what is expressed in a video. Images and text are static, while videos breathe life into the viewer’s phone or computer screen.

Along with videos, social media marketing will be more directed toward mobile. Probably the number one goal of social networks is to make connecting with others instant and accessible, and mobile access only amplifies this. The tipping point from desktop to mobile has finally been reached, as Google announced fairly recently that mobile searches surpassed desktop searches for the first time in history.

What are some trends you see in social media video marketing?

Whether or not video marketing will grow is not even a question. The real discussion is what brands will do with video in the future to make themselves stand out. Kristen Craft, director of New Business at Wistia, shares her prediction: “I think we’re going to see smart brands using video in more strategic ways.” The future of video streaming lies in brands’ abilities to create new ways to market their videos socially.

Another social media video marketing trend that experts see coming is more paid video content. With the introduction of YouTube Red—a paid content subscription service on the largest video platform in the world—more brands are starting to look toward paid online video as a way to boost revenue and reach. Another expert, Tom Webster, VP of Strategy at Edison Research agrees: “Paid content amplification will continue to increase as brands realize that this is the key to growing both paid and organic reach.” Paid video content may branch out to other social video platforms like Facebook and Snapchat.

One of the most distinct social marketing trends for video we see coming is live streaming. Not only have apps like Periscope and Meerkat gained a lot of traction, but major social networks like Snapchat, Facebook, YouTube, and Twitter have all introduced live streaming capabilities. The market for live streams is pretty spread out, too, with viewers interested in news, music, sports, education, celebrities, and brand videos. Marketers are starting to take advantage of this upcoming phenomenon by using social live streaming as a way to promote and connect.

What tips would you recommend for a start-up business using video for its social media profiles?

Social media hosts 2.3 billion active users as a whole. That means social networking is a pretty good way to reach nearly a third of the world’s population. But not all social media strategies are successful. If you want to use videos on your social media profiles, staying up to date with proven strategies and the latest trends is essential. The future of video content is social video; if you have not yet started posting videos on your social networks, now is the time to do so.

The first tip for startups using social video is to take advantage of each social network’s video features and capabilities. Almost every major social network allows direct uploads for videos, and this is widely beneficial. Directly uploaded videos on Facebook alone boast a ten times higher viral reach and almost a 16% greater organic reach than YouTube links.

Something else to remember is to keep your videos short. Almost all viral videos are under five minutes long and most of them are in the one- to three-minute range. Do not expect viewers to click on, let alone sit through, a tedious video in their newsfeeds. Additionally, remember to brand your videos so your startup becomes more recognizable. You can brand a video simply by including your logo, the same color scheme, or a similar message in every video.

What are your predictions for the future of video marketing?

“2016 will be the year when video becomes a primary content and social marketing consideration for all companies regardless of size or category,” says Jay Baer, president of Convince and Convert. In other words, more companies, even small startups, will start making more videos. Videos have been known to increase conversions and social shares. Thus, the future of corporate video marketing looks bright.

Video marketing will likely be more focused on video quality in upcoming years. According to a survey by Brightcove, 62% of consumers build negative perceptions of brands that publish poor-quality videos. As video editing software and high resolution tech become more accessible, more businesses will realize that these tools are worth investing in. The future of video technology and the future of video editing both play a big part in the marketing realm.

Additionally, video will be increasingly more interactive and social. With video, businesses can get as close to their audiences as possible. Instead of creating a post to market their new products, businesses will create a video to do so. And as the video production industry expands, more companies will also build their success in providing video marketing and video production services to other startups. Video is opening up new doors for both the consumer and the business, and only the most successful brands will choose to take advantage of these marketing opportunities.