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Storytelling can be better done with video marketing than any other format. This post throws some light on some of the video marketing trends that would dominate in 2015.
Do you know what Ernest Hemmingway once said? The quotation runs as: “Show the readers everything, tell them nothing.” This rule holds true when it comes to video marketing. Yes, you need to show and not tell your audience and this is the most important lesson that a storyteller should learn. So, as a marketer you are required to focus on content that narrates a story well. And, in 2015, businesses are keen on using video marketing strategies because no other medium tells your brand’s story better than moving images.
Marketers would use this medium because a product or service video captivates a busy user’s attention faster. Your story is well narrated in a small but unforgettable way that customers can enjoy and marketers can assess.
In the midst of all the noise online, it’s important that you engage your potential customers with visual content that amuses, motivates and educates them about who you are and what you do.
Bland facts only tell but stories shown via a video sells. So, video is the best format for storytelling. Therefore, if you want to make your brand’s presence felt as well as improve your marketing and sales efforts, consider these video marketing trends that would rule in 2015.
1.Marketers to Track Digital Interactions Using Video Analytics
Data-focused marketing is the latest craze today and innovative technologies have made it possible to measure digital interactions online and also evaluate the performance of your marketing programs. Since videos have now become part and parcel of marketing strategies, marketers would use video analytics to pull out greater insights from their marketing methods to enhance results. This is a trend that will continue in 2015 onwards.
Businesses would reap the maximum out of modern video platforms by:
- Measuring more than just view counts
- Delving deeper into actual customer engagement
- Measuring the rate of average rates of drop-offs for the videos
- Measuring how a video is contributing towards a brand’s sales and marketing objectives
2. The ‘Play’ Button to become the Most Effective CTA
How businesses understand that their targeted audience likes videos more than other formats? Of course reports and surveys have proved that videos are more preferred as a storytelling medium.
As per Invodo, about 65% of your viewers watch three-fourth portion of any video. And, any marketer would jump with joy if they see that their videos are getting that kind of viewership. Even 70% of professionals associated with digital marketing have reported that videos convert more than any other format.
With video content marketing, marketers would benefit in terms of:
- More CTRs
- Digital conversions
This means that the ‘Play’ button would become the most persuasive call-to-action (CTA) on the internet.
In 2015, videos would the part and parcel of content marketing, email marketing, SEO, demand-creation programs and social media.
3. YouTube is a Great Platform to Distribute Your Videos, but not the Sole One
Using YouTube, you can always distribute your videos, reach out to more people and attract the attention of prospective customers. However, in 2015, this would not be the only platform to distribute your visual content. Neither should it be the one and only hosting platform for videos integrated into your site and across other social media platforms.
It’s true that YouTube is cost-effective but it has dearth with respect to the tools that you require to make your videos an integral part of content marketing program and digital brand. Neither YouTube gives you the tools and data you require to change video assets into worthy marketing tools.
4. More Use of Video Analytics as Part of CRM and Marketing Automation
As more and more marketers would be using videos to attract and engross your targeted audience, they would prefer using video analytics more within their CRM and marketing automation platforms to convert data into real results.
This strategy would help you in determining the worth of your video and gives marketers a deeper insight into how your potential customers interact with your brand across different channels all through the purchasing phase. It would help marketers to understand a video’s impact on lead generation, pipeline growth and closed
proceeds.
5. Video to be Used Strategically for the Generation of Qualified Leads
In 2015, videos will be used as a strategic tool for qualified lead generation. You can include an email gate at the beginning of the video or a lead collection form at the end of the video. This way, you can generate fresh and qualified leads that show interest in your content.
The data collected can be tied straight away to the contact records in CRM and marketing automation systems, thus providing an eligible lead. By measuring the viewing activities of your potential customers, you get a better idea as to who is your qualified leads and focus on improving your conversion rates.
By tracking how long a user would remain engrossed in your video will help you treat your leads differently. For example, if someone watches your video only for a few seconds should be given less attention than a viewer watching the entire video.
We at SBR Technologies are considering these trends seriously as that would let us know whether a video is telling too much and showing less.