Thought Hive: Online Video Trends to Boost Your Video Marketing Plan

Posted by Jessica Jones Dec 12, 2016

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Social video, mobile responsiveness, and more are just a few online trends worth dissecting when it comes to forming an online video marketing plan. In today’s Thought Hive, grab some key tips from the latest online video trends and how you can apply them to help you grow your presence online.

People may be watching less television...but they don’t love video any less. As TV time goes down, time with online video goes up.—Think with Google

#1: Go Mobile

With the invention of smartphones, tablets and other mobile devices as well as with the aid of free wifi in many businesses, we have the opportunity to be connected wherever we go. So it comes with no surprise that the need for entertainment on the go has increased our mobile video consumption especially with the help of the following statistics from Points Group:

  • From 2012 to 2014, mobile video views have increased by 400 percent.
  • 20% of video views were happening on mobile devices at the beginning of 2015.
  • 50% of video views will be happening on mobile devices in 2016.

Key takeaway: Focus your efforts on creating video content that is mobile responsive. Not all online video players are created equal nor is your audience’s mobile devices. Host your videos on YouTube or Vimeo since they are already mobile responsive. Or optimize your own video player especially for your landing pages, blog posts, or vlog series. That way, your visitors can explore your video content on your website with having to hop back and forth between channels.

Google only loves you when everyone else loves you first. — Wendy Piersall 

#2: Videos Everywhere and in Everything

Facebook, Twitter, Snapchat, and Instagram all have one thing in common — video. Because just hosting your video on YouTube, Vimeo or your own site isn’t enough. You have to get your video content out there. Whether it’s a livestream, a webinar, a teaser, an explainer or a behind the scenes video, make your video and then post it on platforms where your audience will view it as well as embed it in other pieces of content.

Key Takeaways:

  • Base where you post your video content on your audience: If your audience congregates on Facebook primarily, create video content for Facebook first. When you create your videos, you need to have where and when your audience is online in the forefront of your mind. This allows your video distribution process to be a lot easier in the long run.
  • Embed your video in your other content: Do your videos have a similar topic to your blog posts? Then link or embed your videos to those pages in order to enrich your user experience with both written and visual forms of content.
  • Include them in your web pages: Your blog posts aren’t the only thing that can benefit from video. Landing pages, thank you pages, and even your home page needs your video content to enhance your user experience. Embed a customer testimonial on your home page to start building trust with new website visitors. Make your thank you page much more personal by recording a personalized thank you video. Or include a video that is relevant to the topic of your landing page. It could be an explainer video about that specific content offer. It can be some helpful tips or FAQs that are similar to the content offer that you’re providing on your landing page.

But if your video is not shareable or doesn't exist outside of your website, you’ll have to work a lot harder to show up in search than if used social media as a key tool to your distribution. — Direct Images Interactive 

#3: Short Form versus Long Form Content

Long form content is usually in reference to 2,000 word blog posts, white papers, case studies, eBooks, etc. But you can also apply it to video. For example, a webinar can be described as long form content, because usually webinars tend to be about 30 minutes or more. And this form of video content is a lot longer than an Instagram video or a Snapchat story. All in all, long form content tends to be more lengthy due to a lot of information spread out over a large amount of time.

Short form content, however, tends to be more visuals and broken down into tasty time chunks of content especially for those on the go. Infographics, interactive images, and quick tips and behind the scenes videos are just a few ways to illustrate short form content.

Key takeaway: Know what works for your audience and the platform that you’re on. With YouTube’s increasing focus on watch time, you should create longer videos like explainers, interviews and product demos. In comparison, when using Snapchat or Instagram, you should create more short form content like teasers, behind the scene snapshots, mini interviews, etc. With live streaming apps like Periscope or live.ly, your content length is based on the time your audience can meet with you especially during the appointed time of your livestream. With that said, FAQ sessions usually perform well when it comes to using live video. It helps boost audience participation while giving them one on one insight into your brand.

For more information on what types of content work on different platforms, watch these quick videos from Gary Vaynerchuk as he breaks down how native storytelling works on social media platforms like Facebook and Snapchat:


 

Of course there are more online video trends than the ones listed. The ultimate takeaway is not to just identify what these trends are, but to also put them into practice for your business and audience. For more online video trends, check out the following infographic to help inform your 2017 video marketing plan:

online-video-trends-2017-media-plan.pngSOURC

 

In 2016 the importance of online video will only increase, but it will also see particular trends impacting more significantly than others. For business operators and content marketers, staying ahead of these trends and delivering on the promise of online video will be important, as will thinking through the channels by which this content will be delivered. — DOZ

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Topics: Video, Thought Leadership, Video Marketing

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