Video trends in 2020
According to Ofcom, we spent a quarter of our waking-lives in lockdown online. And, as we video-called and scrolled through our phones, brands saw an opportunity to make an impact by producing interactive and personalised video. The importance of video marketing has increased in a post-COVID world, and it looks like its here to stay as life. Studies show that 72% of people prefer learning about a product or service via video. And 53% of consumers will engage with a brand after viewing one of their videos online.
So, why not take advantage of soaring screen time and engage your customers with the video marketing trends of 2020? Here’s our top five.
1. Personalised videos
As the impact of targeted content continues to grow, video personalisation is gaining momentum. Just as email-marketing tailors to individual audiences, new technology is adapting video marketing to include individuals’ names, photos, location and device type. Equally, data-led approaches tailoring videos to age, location, and click history are proving effective, as a Smart Insights study shows 48% of customers want videos to reflect what they are interested in. Pretty cool right?
2. Interactive videos
Interactive content is exciting, effective and can take a number of forms. Adaptable to device types, 360 videos enable users to immerse themselves in brand content, tipping and turning their phones, scrolling with a mouse, or using a VR headset. Consumers can directly interact with your content, increasing engagement and making your brand standout from the crowd. We have recently worked with the University of Essex to create a 360 experience of their grounds and student union. Their prospects were able to put on a VR headset and immerse themselves into a world of career fairs, society clubs and the universities nightlife all within a 10 minute experience.
3. Live video
Incredibly popular since lockdown. Instagram Live and video conferences are allowing brands and organisations to keep interacting with the public from the comfort of their own homes.
- Live Influencer Marketing: Continuing to hold popularity, influencers are partnering with brands, hosting live Q&As and social media take-overs that draw in huge crowds. This method will improve interaction by directing influencers’ followers to your social media, increasing reputability and trust.
- Live Events: Consisting of pre-recorded and live elements, brands are able to attract customers to social media pages through Q&As with founders, giveaways and announcements. Pre-production will ensure a professional and engaging event, making you look good and show off your brand’s personality.
At DreamingFish we have been helping clients turn their events into an online virtual experience. Whether you’re using pre-recorded footage or real-time streaming, either way, streaming your event online really does make the world your oyster.Check out our event showreel below.
4. Optimising video sharing platforms
Nowadays, video marketers are now viewing YouTube and LinkedIn as key marketing channels, with Facebook and Instagram following closely. However, in 2020, video sharing platforms are also varying in effectiveness depending on a brand’s target audience and marketing style. This has seen brands using the different platforms to support shorter or longer videos, vertical or landscape videos, and videos with and without sound.
- Long vs Short: In a world of waiting for the skip button to appear, it’s difficult to capture users’ attention. Cue super-short video ads. 10 seconds or less, these videos quickly advertise your brand before it’s swiped away, and particularly suits Instagram and TikTok. In a strange contradiction, there has also been a shift towards 3-5 minute videos, suiting YouTube and LinkedIn well. Rather than simply advertise, these videos can promote your core values, as well as providing space for demonstrations and unboxing content.
- Vertical vs Landscape: With different platforms supporting different video perspectives, marketers are filming content that can be easily adapted to vertical or landscape forms. Square videos are proving effective on Facebook, with vertical videos spilling over Instagram and onto Facebook and YouTube. Favoured among teens and meme-lovers since 2017, the coronavirus pandemic saw downloads of the vertical-video app TikTok soar to 2 billion. Unchartered territory for many brands, this incredible rise in users offers huge exposure and a variety of options. A great avenue for TikTok marketing newbies, partnering with creators on the app will make a big impression and allow the influencer to add their own personality to your brand. One to watch, TikTok looks set to become the future of advertising.
The best for your business
We have been working with TikTok, creating their sponsored social adverts. Along with creating engaging content, we optimise every video for different social platforms. The same video is converted from landscape into vertical for story adverts and square for instagram posts. This makes the content easier for the viewer to watch and is likely to increase how much the viewer stays engaged for. We will work with you to make sure your video suits the platform you are hosting on. Here is an example of how we optimised a video for GHX Style for instagram stories advertising:
Sound vs No Sound: The show-don’t-tell mantra is as old as time and 2020 has brought it back around. Videos with non-essential sound are becoming frequent on Facebook and Instagram, stopping people who can’t listen from scrolling past. Popular with people in public spaces or without headphones, videos are also providing essential captions for those who need them.
We have noticed the need for subtitles is becoming more and more popular and it’s always best to have a subtitled version. There are many ways to display subtitles; platforms like YouTube generate their own which gives the viewer the option to turn them on and off. Live action videos tend to have them burnt on top of the footage. What’s more, animation gives you plenty of creative freedom to incorporate subtitles and on-screen text. This works particularly well when highlighting key messages, especially when your video is being shown on digital displays. Here is an example with our University of Surrey video:
5. Vlogging and Podcasts
Providing personality by the barrel load, Vlogs, Podcasts and Video Podcasts grant consumers a behind-the-scenes look at your brand.
- Vlogging: Increasing in popularity from its conception, this one won’t come as a surprise. Brands can partner with vloggers to promote reputability and quality, or create their own vlogs, giving consumers an in-depth look at their business. Through pre and post-production, vlogs can be both professional and entertaining, giving your brand character and personality.
- Podcasts: Accessible on a number of different platforms, Podcasts are a great way to explore your brand and promote your core values and mission. These longer-form conversations can be used to explore the personal side of your business and can be created in partnership with… you guessed it… influencers!
- Video Podcasts: The same as above but allowing for added visuals, Video Podcasts can be uploaded to both podcast and video sharing platforms- hitting two birds with one stone. Make sure you add engaging opening and closing sequences and you’ll reel in the viewers. Our talented animation team can help you create a top and tail sequence that will introduce your company and let your viewers know the topic of each episode.
Recently, we have seen companies show a massive interest in creating their own vodcasts. Increasingly, companies are using LinkedIn and YouTube to upload video diaries helping them keep in touch with their clients, updating them with company news. Take a look at an episode we filmed for Nordic Eye Sales Accelerator below.
