2017 should be the year you start using the channel of video to your advantage. With the constant rise of video across multiple platforms, it’s been the favoured marketing channel for 2016 and this is sure to continue in 2017.
It’s now January and there’s a lot more to see from video, so here are our five predictions for the big video content tactics you should be implementing this year.
With the introduction of Facebook Live and daily views of Facebook video increasing from one billion to eight billion last year, text posts are going to become a lot less effective at reaching your audience.
To add to this, 85% of videos on Facebook are watched without sound, with most having subtitles. This means that, for 2017, marketers are going to have to get creative if they’re to make the most impactful videos for their viewers.
The new Live feature is going to explode this year as the platform allows you to give exclusive behind-the-scenes footage of your business and host live Q&As and demonstrations. On average, people are spending three times more watching live videos than posted videos so it’s definitely a trend worth considering in your marketing strategy this year.
Landing Page Videos
This year we expect to see more video on landing pages. Using video on your landing page is a great way to optimise conversation rates. By replacing the need for often unnecessary copy and adding a short video with a small amount of text, the viewer becomes more engaged with the product or content offer.
The idea is to make the video stand out to the visitor by setting your video as the centre of attention: keeping it to one to two minutes with little copy and looking professional, it’ll be almost impossible for visitors not to hit the play button.
Product Explainer Videos
Product explainer videos act as an elevator pitch for your product, business or service. In a short amount of time, you can get your message across simply. Product explainer videos work really well on landing pages and home pages, using the visual element combined with a few sentences of speech to help the viewer understand what you’re offering.
Explainer videos have been on the rise over the last few years for new products and, as we see a lot more new products and services on the market, we’re seeing more and more explainer videos, too. We don’t expect there to be any slowing in their rise in popularity in 2017 – again, think about how this video tactic could work for you.
Billions of videos are watched on Snapchat every day and, as the market expands from a younger to a more mainstream audience, you should be taking advantage to extend your reach. Now is a perfect time to start building on Snapchat because it’s still growing itself – in 2016 it overtook Twitter’s daily usage. In 2017, this channel should become a really valuable marketing tool to promote your business and connect with customers.
Document Don’t Create
We’re not saying that you shouldn’t create good professional video content. But by documenting everything you do, you’ll find yourself with so much more content to put out. A lot of people tend to look at the finished product and become fixated on the lighting and the angle but, if the content is good enough, why should this be the case?
If you create good content then your audience will listen and will watch. This year, we believe that many people will be documenting over many different platforms, including Snapchat and Instagram.
Whether you’re an early adopter of video within your marketing strategy or still lingering on the side-lines, keep an eye open for these trends. Our advice? This year you have to be putting out as much good video content as possible – so make 2017 the year to give video some serious attention.