Our Video Strategy team recently went to Boston, USA 🇺🇸 to attend WistiaFest 2017! It was three days of Video Marketing heaven where we mingled with other video lovers and experts. There were loads of keynotes, talks and expert Q&A sessions that gave us a glimpse at how video will continue to take over in 2018. Here are our main 8 takeaways and what to expect next from video!
1. It’s all about authenticity!
As everything in our lives becomes more and more digital, using video is a great way to bring direct human communication back to our daily interactions. And it’s a great way to engage your target audience. For example, instead of the run-of-the-mill “thank you for ordering” e-mail, a customer gets a short video. A new hire gets a personal greeting from the CEO. It’s personal, it’s authentic and it makes a big impact.
2. Videos are easier than ever to make
If videos seem like a huge production, they’re not any more. With software like Clips or Soapbox, you don’t need a whole crew or extra equipment. Now you can make and send your own videos from your laptop, as easily as writing and sending an e-mail. You can even combine screenshots with your video image. So stop sending boring plain-text e-mails, start using video-mails today.
3. AI is pushing 2 main video boundaries
#1 Voice-overs are recognized and automatically integrated in movies as closed captions.
#2 Thanks to AI and closed captions (or subtitles), text becomes searchable, which means that every video — and the content within that video — will be searchable, just like text has been for several years. For e-commerce this is a game-changer. No longer will an online shop have to add keywords to their product descriptions. With the video online, AI can transcribe the text through voice recognition, allowing the video to become searchable!
4. Change the way you think about distribution: now it’s “channel first”
So you want to share your videos? With so many available distribution options, now you need to match your channel to your video’s objectives, and then adapt your format and message to that channel. On Facebook for example, 90% of users are watching on mobile, so make your image square or vertical. Over 80% watch without sound, so you need to use captions and/or words on screen. And speaking of Facebook, it is the absolute leader in video watch time. All of its algorithms are set to make us want to watch more videos. So don’t make a video just to share. Think of your platform first to adapt your video to it.
5. Develop your content in-house, then look for the expert
Not so many years ago, designer jobs used to be outsourced, but then they moved inhouse. Today it’s the same with video! New job titles like Chief Video Officer or Inhouse Video Specialist are starting to appear. But when projects get more complex, companies call in agencies or third parties to handle the work. Lorenzo’s advice: start inhouse with your own video content for one-on-one communications. Once convinced, think about collaborating with an agency specialized in Video.
6. Video at every single touchpoint
Video can be applied to any possible touchpoint: Internal Comm., Customer Support, HR, Legal, IT, Marketing, Sales, there’s no limit. It’s versatile, informative and (as we mentioned above) authentic and personal. Videos also provide feedback since the message originator can check to see which videos — and which parts of videos — are most appealing and most useful.
7. Video has highest engagement and conversion rates
Views are cool but conversion is what you should be looking for. Cisco Research shows that by 2018 video will account for 80% of all online traffic. If you need more numbers, check out this compilation of stats for 2017, courtesy of the data analytics company Insivia: http://www.insivia.com/27-video-stats-2017/
8. Integrations with video will explode
In marketing and CRM, video will continue to find new uses, and not just in communicating with existing customers. Marketing automation is already providing valuable tools for generating and qualifying new leads, and leading customers through the decision-making and buying process. Today you can’t afford not to integrate video into your overall metrics. Meaning email automation, CRM, CMS, chat, etc.
There’s no denying that the future of communication is in video. But many people seem to think it’s still too complex and expensive for them to use in their marketing strategy. Those days are gone for good. We believe video should be as simple as hello; the key is finding the right partner to create a simple, affordable plan and implement it.
Want to start with video? Drop us a line to see how we can work together to create the video and video plan of your dreams!