2016’s Biggest Video Trends Part 1: Video that Engages


08.03.2016

It’s no secret that video is one of the most important marketing tools right now, but video is moving past conventional viewing; viewers want to interact. Video personalization, interaction, and live video are important trends of video engagement. Consumers want video they can play with, and you benefit from the increased interaction. Mobile and video ads will also continue to rise into 2017 and beyond. What does all of this mean for marketers?

 

In Part 1, we explore three extremely engaging video marketing trends: personalized, interactive, and live.

Video Personalization

personalized video

Both video marketing and personalized marketing increase conversion rate. Can you imagine the possibilities if you combine the two? Consumers like when things are customized just for them; it implies that he or she had something to do with the creation process, satisfying their desire for control. Further, personalization addresses the issue of information overload. Consumers are confronted with endless amounts of information on a daily basis, so personalized content conveys that the information is relevant to them, and prevents the message from being filtered out.

 

Most personalization is text-based. To start, create a template for your personalized video. Your video should contain some preset audiovisual and textual messages. Within the template, you’ll leave some blanks in the text or transcript. From here, link data from a marketing automation or CRM tool. The data from these tools will fill in the blanks; you have your personalized videos.

 

Facebook has already adopted this trend. Think of the annual, personalized videos the platform offers around New Year’s. Facebook inserts your name and your most popular posts into the video. These unique videos are then quickly shared with links for other users to check out their personalized video. Clearly, this is a trend that consumers enjoy.

Interactive Video

Also playing on a user’s need for control, interactive video lets the viewer choose what they want to see. Some stats to keep in mind:

 

Questions you need to ask when creating your interactive video:

What about structure? How should you structure the video? If you want consumers to browse products while viewing content, consider a shallow menu set-up that allows your video to play as consumers flip through products on the side. Are your interactive videos full of information? Consider a chapter set-up that lets the user choose which pieces of information they’d like to watch. This way, he or she isn’t bogged down by overwhelming info; he or she chooses the topics most relevant to his or her needs. Even consider a quiz within the video that allows the viewer to check their knowledge throughout the content; this helps ensure he or she is paying attention to your message.

What are the choice points? If you can get your viewer to interact with your video even once, you’ve significantly increased the chances that they’ll continue to watch. Consumers can get uninterested quickly, so place the first choice point within the first 15 seconds of the video. Make sure these choice points are appealing and relevant to maximize participation and keep the user’s attention.

Is it shareable? 8 out of 10 of the most-shared Facebook posts in 2014 contained a video, so why not make your interactive video viral? People like to share compelling content. By making it easy to share, you’ve significantly increased the video’s impressions.

Is it mobile-optimized? With the previous question in mind, 92% of those watching video on mobile share content with others. By creating an interactive video that is mobile-optimized, you’re only increasing the chances of your video going viral. Further, 50% of millennials only watch video on mobile, so this may be a necessary task simply to ensure you have an audience to watch your video. Keep in mind that the interactivity needs to work in a browser, rather than an app. The popularity of apps is dwindling and it acts as an interruption. Consumers have to go from the browser to an app store, wait as the app installs, and then finally experience the video; you’re bound to lose viewers at some point. Optimizing on mobile browsers provides unique challenges: poor Wi-Fi, mobile data plans, and the difficulty of displaying plugins, JavaScript, and heavy add-ons. If your content is add-on rich, it may take too long to download, if it downloads at all.

What about CTAs? Excellent content is pointless if you don’t convert. Calls-to-action or CTAs ensure that you make use of these potential leads. Your CTAs should be based on your video’s overall goals. If you want more users to subscribe to a newsletter, prompt the users to enter their information. If you want them to purchase the product featured, include a button to buy.

Have you tested it? It’s absolutely necessary to test your video before sharing it. Make sure to do it on as many devices and on as many browsers as you can think of. The video needs to work smoothly across the board.

How is it performing? Before you distribute your video, use your goals to identify the key performance indicators, or KPIs. Are you looking for impressions, views, leads, or revenue? Set goals and measure the identified KPIs to determine if you met these.

interactive video

A fun example of interactive video is Clinique’s recent Play with Pop campaign. Zara Larsson’s song Lush Life was turned into an interactive music video where viewers could switch between 4 beauty looks. Alongside the video, users could click to learn more details about the products Zara was wearing in the take.

Live Video

Live video is quickly becoming the way to offer your audience exclusive access to what it is you do and how you do it. Viewers also get to engage with the brand by sending chats as the live broadcast takes place; the brand can directly address these comments live. In fact, Facebook’s live videos get less views, but more comments than a traditional video. You’re not going to have your highest viewer count, but the engagement will surpass anything of a traditional video. Further, several of the live-streaming platforms delete the broadcast after 24 hours, so the people who do view the broadcast feel like they’re a part of something special.

 

While platforms like Periscope and Meerkat were forerunners of this trend, Facebook Live Video is taking the trend into the mainstream. Facebook users are quickly adopting live content and to ensure they take main market share, Facebook has invested well over $50 million in live video. The majority of the money has been invested in media companies, like the New York Times and BuzzFeed. Facebook is also choosing to invest in celebrities and internet stars.

 

To ensure your live videos have the greatest response, here are 4 simple tips:

  1. Choose a focus: Don’t have a script handy, but plan ahead. Decide what the focus of your video should be. Is it a performance, speech, or tutorial? Think ahead about what you would like to discuss so the video flows smoothly.
  2. Have a good internet connection: If you want your live video to be a success, make sure you have a solid internet connection. High quality videos are the expectation nowadays; viewers do not have the patience to wait for your video to load.
  3. Actively interact with your audience: If you’re not responding to viewers, they may not see the benefit of watching live. This is a great opportunity to allow communication to happen two-ways. Don’t ruin it by not responding.
  4. Set a schedule: Randomly going live on Facebook is not going to get you the views you desire. Be sure to announce when you plan to go live the day of and days before streaming. Also consider creating a schedule; for example, one video every Wednesday at 3 pm. This way, your viewers know to check in every Wednesday to view your new content.

 

With live video, you skip the automation and create organic user experiences. Think of your content, stick to a schedule, have a good connection, and interact.

 

So there you have it, the engaging trio: personalized, interactive, and live. In Part 2, we’ll delve into mobile video and video advertisements.

 

Read Part 2 here.

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by Linsey Stonchus



Categories: Blog, Video Marketing


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