Updated: Jan 9, 2020
Find out what video marketing trends you need to be aware of for 2020 in order to better shape your digital marketing strategy and deliver results.
Social media, the rise of Stories and the way in which people consume media have all contributed to making video more important than ever before, meaning it pays to be aware of the video marketing trends for 2020. In fact, 83% of marketers believe that video is becoming increasingly important, which signals the start of more brands using them as part of their digital marketing strategies.
It is estimated that people will spend more daily minutes watching video over the next few years than ever before, resulting in more advertisers investing in online video ads in order to drive engagement.
While this is great for those who produce videos, it also shows that soon you will have more competition in this area than ever before. Just as the increased use of email as a marketing channel is making it harder to be seen in crowded inboxes, as well as be viewed as useful to customers, marketers will likely struggle to get engagement from videos as the industry becomes saturated.
This means it is vital that marketers stay ahead of the competition in order to deliver the next big video type at the right time. Ensuring you use the latest techniques or focus on the right areas can help you continue to see returns from your video content.
To this end, we’ve taken a look at some of the big video marketing trends for 2020, which you can use to inform your digital marketing strategy. Here are some of the trends that we and industry experts believe you should be taking into account ahead of the new year:
Personalization is a huge buzzword right now and is something that marketers not only need to take seriously but also need to get right. Not only do 72% of consumers say they will now only engage with marketing messages that are personalized, 60% of marketers consider personalization to be a key strategy for improving the quality of their leads.
Beyond these statistics, personalization across marketing allows you to build a relationship with your audience by providing them with experiences that are tailored to them. This helps you to stand out from the crowd, giving consumers a reason to purchase and addressing their requirements and pain points.
Through personalization, you’re able to provide highly targeted solutions to consumers’ needs, effectively saving them time when it comes to searching for those solutions and making a purchase decision. You’ll also become a lot more memorable, which is important as more than 90% of consumers are more likely to shop brands who they recognize and who provide relevant offers and recommendations.
On top of this, 48% of consumers say that they want videos to reflect the products/services they're interested in when it comes to informing their decision making. Interestingly, a further 43% said they want videos to be interactive in order to allow them to decide what information they want to view and when, which could be the next step to video personalization.
While personalized videos have been around for a few years – much like website personalization – the increased importance being placed on personalization as a whole by consumers means that it is likely to take off in 2020 and for good reason.
Brands that have used personalization in the past have seen great results, such as Cadbury, which launched a personalized video back in 2014. This video incorporated viewers’ own content (once they had agreed to connect with the brand) to automatically generate a video that spoke directly to them. This campaign resulted in a click-through rate of 65% and a conversion rate of 33.6%. While this is an older example, it still shows the power that personalization within video can have.
“Personalized video is an under-utilized tool and worth testing. From our experience, campaigns frequently generate 50%+ email open rates and 40%+ CTRs. The results speak for themselves."
Jon Mowat - Author and MD of Hurricane.