On June 1, something substantial happened in the video industry. Those of us who are interested in video marketing trends finally got a chance to check out Mary Meeker, the venture capitalist, and her firm KPCB’s annual Internet Trends Report. At first glance it became obvious that video plays a significany role in this year’s report – which comes as no surprise.
How to Make Video Work
According to the report, consumers don’t enjoy every type of video. There are a few unwritten rules when it comes to crafting an effective video marketing strategy, and it starts with authenticity.
If the video is authentic, it evokes certain emotions in consumers, which makes it more relatable for them. The personal factor always plays an essential part in purchase decisions.
Mary Meeker also notes that videos need to be entertaining, regardless of how they are utilized. Consumers have an extremely short attention span as it is: they need to enjoy what they’re seeing or they won’t look past the tenth second.
What seems to bother people in terms of video content are interrupting ads and lack of viewer control. What is interesting is that to them, it’s important for videos to work without sound – something that hasn’t occurred until recently.
The Role of Snapchat in Video Marketing Trends
When it comes to video marketing trends, there’s no way to avoid mentioning Snapchat. The app revolutionized the way we perceive 10 seconds and definitely got our creative juices flowing.
With its 3V advertising model: Vertical, Video, and full screen Viewing, Snapchat turns every person into a storyteller. Not to mention it has become a star in video advertising trends.
And people seem to be loving it. Last year, a 10-second Spotify ad on Snapchat got over 26 million viewers and subscription intent increased by 30%.
To top it off, the app currently experiences over 10 billion daily views: more than Facebook. Consumers are increasingly choosing Snapchat over traditional video sources.
For instance, in 2015, more users watched college football and MTV music awards on Snapchat than on TV. If we add the power of geofilters and selfie lenses to that, the app seems unbeatable.
Last year Snapchat teamed up with the HIV/AIDS prevention nonprofit (RED) to honor World AIDS Day on Dec. 1. The Bill and Melinda Gates Foundation made a pact with Snapchat: every time a geofilter (a special overlay that communicates the where and when of snap) was used in a snap, they donated $3 to the organization. Reportedly, there was a 90% higher likelihood of donating to RED by those who saw the geofilter.
Then there are Snapchat’s selfie lenses. The report estimated that the average Snapchatter plays with them for 20 seconds. The trick here is that many of them are sponsored, which means massive brand exposure for organizations.
Internet Marketing Trends: How Live Video Wins
According to current marketing trends, video usage is now growing rapidly.
One outcome of this growth is the ability for people like Candice Payne, the woman behind the Chewbacca mask, to became a worldwide sensation overnight.
Her Facebook video became the most viewed live video with over 150 million views. Here’s why this is powerful: in the video, she mentions Kohl’s twice. A few days later, Kohl’s became one of the leading apps in the USA iOS app store.
Not to mention that demand for Chewbacca masks rose dramatically.
One of the best aspects of live video is that it gives us a chance to do things like watch a football game in real-time with our friends, even if it’s impossible to be in the same room together.
Video marketing trends have evolved massively since the dawn of Television. Early TV programs had a major setback: people had to tune in or miss out on what’s going on.
Then came on-demand video with DVR and streaming – Netflix is usually what comes to mind here. This type of video has a major advantage: people can watch on their own terms. Having control over their content is now very important to them.
Snapchat splits the middle: stories disappear after 2 hours, so the app plays on the “tune in now or miss out” effect, which has proven quite successful.
It’s becoming clear why live streaming apps like Periscope and Facebook Live can hold consumers’ attention spans long enough for them to appreciate the content.
They offer both aspects: we can tune in now or watch replay videos on our own terms. They give us options, which puts us back in the control seat.
Which, let’s face it, is what we as consumers have grown to expect from video marketing trends.