It is estimated that people will spend more daily minutes watching videos over the next few years than ever before, resulting in more advertisers investing in online video ads in order to drive engagement. Much like using email as a marketing channel is making it harder to be seen in crowded inboxes and be viewed as anything other than spam by consumers, marketers will also begin to see this with video content.
There will be a struggle to get engagement from videos as the industry becomes too saturated with advertisements over organic content. Tik Tok has expressed concern with this happening on their platform as they begin to roll out more advertising options. This being said, video has now become a staple in advertising. It’s an accessible, affordable tool to help attract audiences, explain products, and support customers.
A few trends to follow and implement into your 2020 video content plans are personalized videos, live videos, and shoppable videos. Keep reading to further understand what these trends are and how we predict they will evolve and advance this year.
Personalized Videos
Overused content loses its impact on consumers. It’s important to cater content to the individual needs of the audience in order to regain consciousness of the consumer. Everyone is so used to ignoring advertisements and spam emails, hence the era of personalization. I recently received an email from a retailer with the subject line “Did You Forget?”. Me being the anxious person I am, I immediately opened the email, only to find sweaters were not 20% off this week. Audiences are now looking for a personal touch from brands to make them feel appreciated and correctly targeted. With the growth of AI, marketers have found new ways to harness user information and offer more personalized experiences through video. It is expected this trend will only become more advanced.
Live Video
Social platforms continue to focus more on meaningful social interactions between individuals. Live video events are prioritized by social media algorithms because they’re happening in real-time. This means users can join in as the event is taking place. This increases the chances of getting your content noticed and the opportunity to engage people instantaneously. Many consumers feel that live videos offer a more authentic experience for audiences and that it adds a human touch to digital marketing campaigns.
Shoppable Videos
In 2020, we will see more and more video ads linking to products to make them easily shoppable. 64% of consumers are more likely to buy a product after watching a video about it. This trend is already being utilized by retailers to show off their products in a more engaging way. It will be interesting to see how newer video-sharing platforms will integrate shoppable videos for advertisers to utilize. Will this put a larger emphasis on influencers in order to not saturate feeds with advertisements? Leave a comment below to share your thoughts!
