And so 2018 is upon on us and with it comes a whole raft of predictions for the coming year: the first private mission to the moon…a new Jurassic Park movie (tipped to be the highest grossing movie of the year)…Corby for PM?
The world of social media marketing, especially corporate video, is no exception to the rule. There are plenty of analysts out there telling us what’s hot – and what’s not – in 2018. So what are the trends emerging and what is likely to keep us busy in the coming year?
Without doubt, video is set to play a huge role in 2018. Users are browsing social and, crucially, watching video, on their mobile devices more than ever and that’s because it’s quick, accessible and adaptable. Stats vary, but as a rough guide, more than 500 million hours of videos are watched on YouTube alone every day. And that’s a trend that is only set to continue. By 2021, the prediction is that every second, almost 17,000 hours of video content will cross the internet. To give you an idea what that means, if you wanted to watch all that that content, you would need to allocate around two years – two years to watch just one second’s worth of internet video content. That’s a fair few duvet days…
But there’s another reason why corporate video is set to take off in a big way in 2018. Facebook recently announced a decision to start prioritising content from family and friends in its news feed, which could mean potentially less posts from businesses, brands and media. Facebook’s algorithm change has already sparked plenty of debate within the digital marketing industry, especially from people wanting to know how they can ensure that their Facebook marketing strategy will continue to be successful post change.
The simple answer to this is: focus on engagement. According to Facebook, it is the level of engagement that will determine whether your Page’s content deserves to show up on your audience’s news feed. Pages whose posts spark lots of conversations between friends is the aim, so the routine request to ‘share and comment’ should be used with caution. Instead, Facebook has said that it will favour informative and engaging posts that prompt genuine comment and conversation, meaning, of course, that quality content will be key.
And this is where video comes into play. Facebook has already referred to it as an example of the type of content that might work better than other types of content under the new algorithm change. But what if you’ve never posted a video before? Where do you start? Facebook, Twitter, YouTube, Pinterest…here are our top five corporate video marketing tips to get you on your way:
1. Think Live video
Live video, or live streaming, currently accounts for around 13% of all web traffic from video. And according to Facebook, live videos lead to on average six times as many interactions as regular videos. Whatever the stats, there are obvious advantages. Live videos are economical – no costly and time-consuming production and editing phases – and once the broadcast is over, the video remains on whichever platform you have chosen, so your audience can keep liking and sharing. But perhaps the most compelling reason why live video is so attractive to users is because it denotes spontaneity and authenticity…triggering that all-important genuine engagement that Facebook is so keen to promote. So go live and your users will love you all the more.
2. Don’t spend a fortune
It’s all about economies of scale here. Video recording and production is cheaper than ever, so don’t be tempted to go all out on expensive equipment. Start with the obvious: your own mobile phone, and with just a little talent, you should be able to produce something appealing that resonates with your audience. Or if you are looking to get a more professional, high quality finish, then we can help – whether it’s an animation or true-shot style video, just contact us to discuss options and costs.
3. Go square
Square videos are rapidly growing in popularity because they take up 78% more space on the Facebook news feed. According to research by Animoto, they also get way more engagement than traditional horizontal videos, so ramp up that engagement potential and get cropping.
4. Consider silence
85% of videos are played without sound on Facebook. So don’t spend a disproportionate length of time on your video’s audio. Consider making the audio a peripheral rather than a core feature…but remember to use subtitles on all social videos (unless it’s an animation that does the job naturally).
5. It’s all about authenticity
Finally, videos, especially live videos, have been shown to initiate stronger customer engagement. Users love to see who is behind a brand because it instils greater consumer confidence and trust. But remember, in order to gain that trust, you need content that actually resonates with your audience. So chose your video content wisely and make sure it’s something that transmits readily.
Video marketing is set to conquer the world in 2018. Embrace it as your digital marketing hero this year, and you’ll reap the rewards…
If you need help with your corporate video content or if you think your business could benefit by handing over some digital marketing activities to a skilled, experienced agency, ring Mark today at ID³ on 01225 866416 or email: firstname.lastname@example.org