What is the future of content marketing in the space of videos?
If a picture is worth a thousand words, then a video is worth millions. This old English saying has been tweaked to exhibit the reality of the digital world today.
Telling is no longer enough. You need to show too, and that’s where video steps in.
As the landscape of content marketing is changing, your content will prevail only it if delivers what the consumers want, when they want it and how they want it.
Fortunately, with the help of cutting-edge forms of content like videos, you can provide flexibility, relevance and value that your customers need while also catering to the on-the-go lifestyle that they seek.
Of the many ways, here are a few methods for your business to make use of video marketing to keep up with consumers and grow your brand.
1. 360-degree videos
A truly unique and interactive experience, the growth of 360-degree videos is only set to advance in the years to come. It’s an amazing way to immerse your audience in a particular experience that you are trying to convey.
No doubt this format is excellent for travel-centric companies but other segments including events, retail, car dealerships, museums and more make use of this format.
It’s very difficult for your business to incorporate 360-degree videos. You need to invest in a GoPro or a good camera and use editing software to stitch your footage together.
Expedia uses the 360-degree format to entice viewers to explore Australia. The beautiful landscape of the country combined with the 360-degree view of the mountains, oceans and deserts is mesmeric. This has helped them reach over 3.4 million views and over 700 shares in eight months.
2. Virtual reality
Still an emerging trend for several companies; however, this year it’s expected to become much more accessible and mainstream for businesses. A report by Statista states that the economic impact of VR is anticipated to reach $29.5 billion by 2020.
The hit TV series Game of Thrones included ascending the wall as a VR experience in 2014, and later, this went viral bringing back major attention to the show.
It’s also seen that more than watching a video, 36% of the people are able to recall events better when it’s through VR.
VR has been adopted quickly, and with so many uses, one can only expect booming growth.
3. Live Q&As and AMAs
The ‘Ask Me Anything’ format was popularized by Reddit, and now online Q&As have brought people from far and wide together to geek on topics that interest them.
A candid Q&A lets the audience get up close and personal with CEOs and industry experts while the featured person answers red-hot questions, all at one place.
A recorded Q&A will stay relevant for days, weeks and even months on end. Plus, you can continue sharing the video on social media or as a resource on your website and introduce new sessions as you go along.
A Q&A video that was a raving success and for more than 20,000 videos was the making of the Met Gala by Vogue. The interest level of audiences elevated as authoritative figures answered questions in the video.
4. Learning made easy
Now and then people crave a no-bake cheesecake or desire to bring out the Picasso in them and try something artistic. How do we achieve this? By following a step-by-step guide.
Instagram shots prove to be challenging to follow. But these shots make a world of difference when you translate the written content into a step-by-step video.
It’s easy to see what the person is doing, follow them so that each step comes out the way it was envisaged. A video helps avoid messy, frustrating and costly mistakes.
A business doesn’t need a manager to stand over you, watch you and train you. Instead, employing videos are a great tactic to train employees.
You can learn tricks of the trade from professionals like Martha Stewart and improve your skills.
Byju’s uses videos to attract students to learn interactively. Their videos allow for personalisation – monitor the style and pace of learning, what a student learns, how much and how fast and when and how they learn. And this is just the beginning for them.
5. Live stream
A live social video displays a real-time perspective of your business, which allows viewers to connect with instantly. It’s a format which is unedited and helps gain confidence and builds the trust of your audience. Plus, they can engage with you directly as well.
It’s a chance to give a BTS (Behind The Scene) look to your brand, hold an interview, showcase a product or an event, etc. This will all grab the attention of your audience.
According to a report by Facebook, over the course of the past year, the daily watch time for Facebook Live broadcast has increased to over four times.
Live videos give the feeling that you are interacting directly with them, and they can ask questions or speak to you in real time. It’s the added personalisation which encourages viewers to remain engaged and stick around.
As a business, you can use live videos for a question and answer session, tutorials, show off new products and services, demonstrations, live tours, interviews and more. It’s a simple, effective and free tool to boost the awareness of your brand.
BuzzFeed knows how to make anything go viral, and the prime example of this is the video of two employees who attempt to make a watermelon explode with rubber bands.
It’s a 45-minute video which went for over 11 million views; going viral is more accessible than you think.
Over to you
It’s time for you to get into the role of a director and create a video that will trend in the days to come.
Take inspiration from the listed trends and stay ahead of your competition.
Always remember to create videos that are entertaining but also useful – the perfect recipe to capture the attention of your audience every time!
Ready, set, action!