7 top video trends that are taking over
In a world where capturing consumers’ attention is getting harder, and customer acquisition is getting more expensive, video is one of the best ways for brands to communicate with their target audience. In 2020, brands need to rethink their video strategy and take it to the next level in order to maximise conversion. Umesh Bopche, Vice President, Brands Services, Prime Focus Technologies, lists a few exciting video trends that he believes will be game-changers in 2020 and beyond:
Personalised videos include the viewer’s name and other details in the storyline, enabling brands to deliver communication that is highly relevant and targeted. Such videos leverage CRM data to help build stronger relationships with customers and enable effective generation of qualified leads.
Interactive videos put viewers in the driver’s seat, enabling them to make choices as they watch. Infused with quizzes, opinion polls, treasure hunts and more, interactive videos pique viewers’ interest and help build brand loyalty. Since they have higher recall value, they result in better conversion rates.
Making videos shoppable allows brands to shorten the consumer journey and increase last-mile conversion. Being able to choose products and add them to a cart is not only a ‘wow’ factor for viewers, it also empowers them with greater convenience and ease of access.
With smartphones becoming the de-facto device among millennials, creating videos for viewing in portrait (rather than landscape) mode is the latest megatrend. As influencer marketing gains popularity, and brands cash in on the FOMO (Fear of Missing Out) factor, vertical videos are fast becoming the norm across platforms like Facebook, Twitter, Snapchat and Instagram.
360-degree videos literally provide a larger-than-life viewing experience by capturing the action from all directions! This innovative technique offers an immersive, interactive viewing experience which results in higher video completion rates.
User Generated Content (UGC)
Today, brands are increasingly listening to their audience and tapping into the stories that people are co-creating. UGC videos are now a vital part of brands’ community building efforts. They inspire greater trust than brand sponsored content, are shared more widely and require very little investment.
Silent videos, which primarily rely on visuals for messaging, are currently trending on social media platforms. The convenience they offer is clear – people can watch these videos whenever, wherever without missing anything. Whether they are in a busy public place (like an airport/ metro), or in a quiet area (like a hospital), they can enjoy an uninterrupted viewing experience.
As the lines between content and commerce blur, brands must adopt new trends and technologies for video marketing. These can help deliver dynamic, compelling viewing experiences which build brand love, drive transactions and increase ROI. For best results, brands should partner with a one-stop video agency that offers both high quality creative services along and cutting-edge technology.