At InnerAction Media, we help businesses take advantage of real marketing opportunities with the goal of increasing leads, customers and revenue.
One of the most effective ways we accomplish this is by crafting powerful videos.
Like every facet of marketing, video is constantly evolving. In order to ensure you are using video most effectively, you must stay on top of the newest trends.
2018 was a pivotal year for video. We produced more than 100 new videos for our clients in the past year.
Here are a few ways we saw video change in the last 12 months:
Video is Produced in Mass - You Have to Cut Through the Clutter
Video is easier to produce more than ever before. Anyone with access to a smartphone now has a high-definition camera, internet connectivity and a variety of broadcast channels at their disposal. It is projected that by the year 2020, online video will make up more than 85 percent of consumer website traffic in the United States
Simply throwing a video together and sending it across your social channels won't cut it anymore. This year, we have seen our client’s competitors increase their video production more than ever before. That means more content on the web directing traffic to their sites and more engagement with potential customers. That's the bad news.
The good news is that most video content is subpar. In 2018, we coached our clients to produce video that will cut through the clutter. This means being more intentional; intentional messaging, intentional shooting, intentional editing and intentional promotion.
The Corporate Video is Dead
In years past, we have advocated for the corporate video (or image film, or anthem film). In the early stages of inbound marketing, video was used as a way to introduce a company and help consumers get to know them better. The market has changed. So, we have too. Now, consumers want to know HOW you can help them first and foremost.
The corporate video is like that sweet mp3 player you had in the early 2000’s that held up to 50 songs and could fit in the palm of your hand. It was cool. It served its purpose. But now it is time to move on. Streaming is here, and people no longer revert to the barbaric ways of the mp3 player.
Of course your potential customers want to know about your company. But only after you tell them how you can help them solve their problems. And better yet, don't tell them yourself; have one of your satisfied customers do it. In 2018, we strongly recommended some version of the testimonial video to our clients. Here is a great example of a testimonial that replaced a corporate film:
Facebook Loves Video
Facebook loves two things: advertisements and engagement. On the Facebook platform, video is the perfect intersection of both. The social media company continues to reward video creators by offering new tools to better promote their content.
Our team has utilized several of Facebook’s video tools to increase engagement for the videos we create for our clients. The bulk of our views came from target audience promotions we ran for our clients on Facebook.
2019 Video Trends
So what will be different in 2019? Trends come and go, and certainly they all aren’t worth investing in. Which ones should you jump on for you company in 2019? Here’s our take:
Testimonials Will Replace the Corporate Video
We recommend sunsetting that dusty old 10-minute corporate video that explains in detail how the company was founded and how many awards you have won over the decades. It is time to take a good hard look at your marketing messaging; determine which messages need to be purged and replaced with more customer-centric sentiments.
This doesn't mean you can cut your corporate video budget. Video is now more important than ever. In fact, it would be wise to double down and try to tell as many of your customers' stories as you can. How many buyer personas does your company have? Focus on creating a high quality video testimonial for each one.
One of the tools that Facebook is rewarding most significantly is Facebook Live. Whether you are a small business owner or a marketing executive at a large company, Facebook Live is going to be an easy win for you in 2019. If you can match an interesting topic, a compelling personality and the sense of urgency a Facebook Live offers, you have the making of an engaging piece of content.
In the above example, you can see how we helped one of clients utilize Facebook Live in a very simple way to help create a conversation with their online audience and increase sales of a targeted product.
Quality of Content Will Be King
If the catchphrase of inbound marketing over the past few years has been “content is king,” the catchphrase of 2019 will be “quality content is king.” In the upcoming year, your potential buyers will see thousands of hours of video. How will they remember yours? Although being remembered in highly saturated digital market can seem like a daunting task, the answer is relatively simple: Make better content.
Create video that is compelling and beautiful. Tell a story that moves your audience and causes them to take action. Treat every opportunity to educate, inform and entertain your audience with care and intentionality.
Let’s Do More Video Together
Our clients trust us with their video production because we understand their needs, we are experienced and we have a proven process. If your resolution for the upcoming year is to produce more high quality video, we would love to help!