The future of video marketing has a broad scope in digital marketing by introducing technologies such as artificial intelligence, machine learning, augmented reality, and virtual reality. Video marketers are adapting to the various trends in video marketing to leverage businesses and allow them to grow globally. Video marketing benefits businesses by increasing lead generation, sales, website traffic and brand awareness. By following the tips for video marketing, businesses can make personalised and result-oriented videos that align their marketing goals with client needs. Let us learn more about the future of video marketing. 

What is video marketing? 

Video marketing is a digital marketing strategy where businesses use video-based content on different online platforms to promote their products and services. The format of each video content may vary based on the digital platform it is posted on. Audiences are very little interested in reading lengthy paragraphs describing a brand’s products or services. 

Visuals intrigue audiences; therefore, digital marketing has adopted video marketing to sell and promote using visuals and graphics. Various digital platforms include Instagram, Facebook, Twitter, YouTube and Vimeo. Businesses across the globe are using all these platforms systematically and strategically to expand their user base and promote their products and services in international markets. The multiple advantages of video marketing make it more useful for businesses to incorporate it into their digital marketing strategies for boosting brand awareness and improving website traffic and hence knowledge of the future of video marketing becomes important 

Benefits of video marketing 

Businesses use video marketing as an integral part of their marketing strategy for various reasons. 

1. Increasing user engagement- Video content is the most favourable form of promoting your brand as users are most likely to engage with graphics, storyline and content that creates an emotional influence. Video advertising attracts the user’s attention by appealing to their eyes and mind and increasing engagement. Businesses can make their videos more targeted and personalised by creating video ads based on the ideal buyer persona. 
2. Increasing conversion rate- Different businesses strive for different objectives, such as increasing their sales or compelling users to act by subscribing to the brand newsletter, filling out a form, or entering their details. Video marketing on various channels such as Instagram or YouTube helps users click and end up on the business landing page, where audiences can either make purchases or call to action. 
3. Improves lead generation- Interactive videos with a brand value that aligns with user needs help in driving website traffic. Conversions such as filling out a form or subscribing to a newsletter help in lead generation for businesses. These potential leads can be nurtured to turn them into consumers of the brand’s products and services. The video ads or content on brand websites must display the brand image, value, and products in a personalised way to attract relevant leads. 
4. Creates brand awareness- When launching any new products and services in an existing or entirely new brand, video marketing is the most fruitful tool to create brand awareness. Videos showing exciting offers and prices with an engaging script compel audiences to click and explore more products on the business website. 
5. Enhances SEO performance- Search engine optimisation is a digital marketing strategy that aims to improve the business website to increase organic traffic. Video marketing on various online platforms helps improve SEO results by supplementing traffic flow with leads from social media platforms. SEO services along with video marketing helps increase clicks and impressions on the website. 
6. Global outreach- Users worldwide spend significant time on social media sites and other video-based channels to look for entertaining and informative videos. Video marketing allows businesses to create and showcase their brand to target audiences and create a global user base. Using hashtags, businesses can increase their potential outreach to diverse audiences and establish their brand in international markets. 

Trends in video marketing 

These trends in video marketing must be effectively adopted by businesses to improve the impact of video marketing.

1. Short video content- Social media and other video content platforms have evolved to cater to user needs by allowing videos to be posted in shorter formats. Instagram reels, YouTube shorts and TikToks are a few examples of short videos becoming widely popular among content creators, marketers and audiences. These platforms allow creators to post short, high-quality, engaging videos to relay their content precisely. 
2. Live streaming- Businesses across the globe broadcast videos in real-time across their social media and other digital channels to deliver informative and entertaining content to target audiences. It is the most interactive form of video marketing, as users can comment and get answers to their queries in real-time. It creates user retention and allows users to feel they are a part of the industry. 
3. Personalising video ads- Video advertisements are all over the internet and on television. Businesses make targeted content relevant to the buyer persona, allowing users to connect with the brand and its products. For example, a video ad showing a family using a television and enjoying family time gives the user the impression of imagining themselves in a similar experience. It helps build an emotional connection and forge a stronger bond between the audience and the brand. 
4. User-generated content- When looking at the future of video marketing, user-generated content is a growing trend that will continue to stand its ground. It refers to the short or detailed videos that users post of them using the products or services of a brand or reviewing the brand from the customer’s point of view. Businesses post such videos on their official website and social media handles. It helps build authenticity and brand trust by displaying customer experiences and satisfaction with their brands. ‘Unboxing videos’ are also a part of it. 
5. Social media stories- Another way of running video ads on social media is by posting stories varying between 15 to 60 seconds. It is a creative method of delivering easy-to-digest messages to global audiences. Users can also repost these stories, allowing effective video marketing. 
6. Vlogging- It is another form of video content that is the future of video marketing. Users connect more with a brand when they see the making of various products and its behind-the-scenes videos. It fosters brand trust and gives insights into how the business works to deliver the best to its customers. 

Future of Video Marketing 

1. Use of AI and machine learning- Businesses are changing their video marketing strategies by incorporating technology such as artificial intelligence and machine learning to gain insights into customer behaviour. It helps build an ideal buyer persona and create more personalised videos. By knowing about the demographics, time, gender, age and other relevant details of target users interested in your brand, businesses can strategize their video marketing and stay ahead of the competition. 
2. Mobile optimisation- A majority of audiences across the globe consume videos by using their mobiles. Businesses must optimise their video content for mobiles to allow a faster loading speed and easy navigation for mobile users.
3. AR/VR- Augmented reality and virtual reality will be the future of video marketing, where businesses can offer an immersive experience to make their brand more interactive and engaging. 

Tips for effective video marketing 

By following these tips for video marketing, businesses can build their brand.

1. Set a marketing goal- Your video marketing will succeed only when you are clear about your goals. These goals vary from creating brand awareness, increasing sales, and generating leads to driving website traffic. Once your goals are clear, you can create result-oriented videos that target your expectations. 
2. Finding your target audience- While some users are willing to purchase, others just want information or seek better deals and discounts. By analysing consumer behaviour, businesses can build their ideal buyer persona. It allows brands to target audiences in specific locations and create a more user-centric video that appeals to their gender, age, and interests. 
3. Have a storyline- Every video used for video marketing, such as launching a new product, showcasing deals and offers, or posting user-generated content, must have a storyline. It helps in increasing user retention and allows them to get answers to their queries regarding products and services. Start by introducing your products in a way that grabs user attention. The first 5 seconds of the video decide if the user will stay or leave the video. The video must address user conflicts and conclude by answering them. Invoking emotions in your video content helps in marketing. Irrespective of what future of video marketing will be, storeline will never loose its shine!
4. Improvise and be creative- Considering the marketing goal, businesses must improve the script and introduce unique and creative elements that strike user attention. Working on details of the videos, such as graphics, colour scheme, and font style, helps build a better video. Have a look at what your competitors are doing to work more strategically. 
5. Have a realistic budget- Video marketing is of various types and includes graphics, actors, photographers and animations to compile a worthy video. Businesses must remember the various elements of video creation for websites to make a realistic budget that can yield a profitable ROI. 
6. Use hashtags- Users across the globe use hashtags to look for relevant content. It is essential that before posting any video content, businesses tag related people, mark a location, write an intriguing caption, and use all relevant hashtags to get maximum outreach. 
7. Using trending music- Social media sites have an algorithm that ranks video content for specified audios and songs. Businesses can use these songs in their video content if they fit. This will help them reach users looking for similar songs or audio content. 

By following the various trends and tips, businesses can work towards the future of video marketing and yield better results. 

 

Banyanbrain Digital Pvt Ltd helps businesses with online marketing by offering digital marketing solutions such as search engine optimisation, pay-per-click advertising, and video marketing.