2015 has been a great year for video in the digital realm. Everything is becoming video-enabled, and the trend will not be dying out any time soon. Consumers love video!
As the year comes to an end, we’d like to take a look at the latest video trends that have developed, and that will surely continue into 2016.
1. Brand Videos and How They’re Being Posted
Brand videos of all types have become increasingly popular. These may include product demos, video explainers, corporate videos, internal training videos, and the list goes on. An important trend we’ve noticed is the increased emphasis on how and where marketers are posting brand videos. Close attention is being paid to make sure videos are catered to the devices most popular in each consumer segment. Smartphones are the most popular devices by far.
Here are some interesting statistics and predictions on video viewed on mobile devices:
2. Video Advertisements
Consumers are becoming more responsive to video ads, and we’re starting to see them appear on various platforms. Since the trend has grown, Google has moved to in-SERP video ads. What does that mean? When a topic is searched, results include video rather than just text-based ads. Google owns YouTube, and these two are making magic together in the realm of digital video marketing.
3. Video Watch Length is Increasing
Short videos have been the lay of the land for digital marketers, but these statistics show that people are watching longer video as well, depending on a variety of factors.
The popularity of video and video marketing will continue into 2016 without a doubt, but in what ways? Here are a few predictions made by professionals and experts in the industry.
1. “2016 will be the year that ‘views’ as a metric dies.”
- Rob David, Exec. Director, Content & Social, Ogilvy
Rob explained that he’s against the usage of “views” as a lead metric because it can be easily manipulated, and that there is a lack of uniformity across video platforms in terms of what views really mean. He points out that brands are now, and will continue, insisting on more accurate engagement metrics.
Views are falling to the bottom of the metric list, behind click-throughs, length of views, and actions after view. These are all things marketers should consider as we move forward into 2016.
2. “Many video trends for 2016 are easy to predict- increased creation; more inclusion on websites; and the continued popularity of explainer style videos.”
- John Follis, President & Creative Director, Big Idea Video
John went on to say that LinkedIn is severely lacking in the video department. It may be that people don’t know how to add video on Linkedin, or that they simply don’t think to do it. Either way, John predicts we’ll see a lot more video on LinkedIn in 2016. Yay for more video!
3.“The emerging technologies that offer the greatest threat to video marketers in 2016 is the dramatic increase in ad blocking."
- Greg Jarboe, President & Co-founder, SEO-PR
Greg points out a threat to video for 2016. He says that while ad-blockers used to exist mostly on desktop web browsers, they are now being developed to impact mobile web browsing as well. He reassures us that ad-blockers don’t prevent the download or display of actual content, so he predicts that content marketing will be safe and fruitful in 2016.
To read more from these experts, head to momentology.com
In summary, video marketing is still extremely integral for digital marketing strategies. As we transition into the New Year, we should reflect on what has and hasn’t worked for us in 2015, and adjust accordingly.
We should learn from our fellow marketers, observe what the best tried and true techniques are, and execute our creative ideas. Happy Marketing!
Viosk Video wishes everyone a happy and healthy New Year! Cheers!