Last year Facebook announced that they were making changes to their News Feed algorithm, to enable people to see more content from their friends and family. Whilst this development has been well received by many users, it means that it’s more important than ever for companies promoting their business via Facebook to choose the right ways to advertise to deliver the best organic and paid for reach they can.
A recently published study indicates that share data for publishers has remained static over the last 12 months, however average shares of video have more than doubled in the same time period due to the emphasis Facebook is putting behind its video strategy.
“We’re in early stages of the growth of video content on the Facebook platform and it’s obvious that Facebook is giving video a boost through its algorithm. Now is the time to take advantage and leverage it to its potential”
By 2019, it has been predicted that 80% of all Internet traffic will be videos. Video content is here to stay and visual content will play a role in facilitating the development of this growing segment of digital marketing. So where should you focus your attention? Start with the following trends:
1. Increased Emphasis on Branded Video Content
Branded video content is a video published under a brand’s name for the sole purpose of engaging users, providing value, and presenting a direct and compelling call to action. Branded videos can range from interviews, behind-the-scenes footage, product promos or brand adverts.
In response to the rising demand for video content, brands will naturally begin to turn their focus toward creating fresh content. This has been a key tactic for many organisations who choose to either launch or replicate their TV campaigns online via Facebook.
Results indicate that a customer can recall 90% of a message from a video, compared to just 10% when reading the exact same message in text. It’s therefore no surprise that Facebook video ads are becoming the key to an effective campaign, with companies vying for the attention of millions of users. The key is to make your video powerful, different and relevant to your audience.
The good news is you don’t have to start from scratch. Many brands are able to repurpose some of their existing content by converting it to video form. Thanks to modern video solutions and editing platforms, the ability to create content has never been easier.
2. Videos on Home Pages and Product Pages
While videos on social media platforms are valuable and should be invested in, it’s also important to note that more and more video content will migrate to branded URLs. Marketeers will continue to find ways to integrate video into web design and make pages less static and more immersive for the customer.
This is likely to play out in 2 key areas:
- Homepage – A brand’s homepage is the most important expression of its internet presence, which means you have to make your homepage grab and hold a potential customers attention. Companies are embracing this and using background videos on their pages.
- Product pages – On-site videos are particularly powerful when they’re placed on product pages. This is especially true in industries where products and services are complex, high value or an emotional purchase. Short videos can be used to guide customers through the purchase process and boost conversions.
3. Use of Animated GIFs on Social
Animated GIFs and short videos have become more common place within social media platforms with brands and celebrities embracing the growth in this area. GIFS, or bite-sized animations, are ideal for telling stories in a short timeframe. The motion in these images also gives them an advantage in vying for attention in crowded news feeds. We can expect to see increased use of animated GIFs in 2017.
4. Real-Time Storytelling Via Live-Stream Social
Facebook Live launched in April 2016, bringing a new dimension to video on the Facebook platform and making it easier to create, share and discover live videos. Facebook Live gives anyone with a phone the power to broadcast to anyone in the world and feel connected in a more personal way. This is a massive shift in how we communicate and it’s only going to create more exciting opportunities for people to interact with potential customers all over the world.
Latest figures suggest that people spend 3 times longer watching live video compared to video that is pre-recorded. With this in mind it’s no wonder that lots of companies and brands have quickly adopted Facebook Live, delivering sneak peaks, big announcements, celebrity takeovers, Q&A sessions and much more. Social live streaming is where the future industry is heading and the possibilities it creates for the digital marketeer are exciting.
5. Video Will Revitalize Email Marketing
Email marketing is still prevalent in marketing today, however its relevance has decreased due to a greater emphasis on social media. Video is set to change this. Marketeers will rely less heavily on written content and instead focus on tempting customers to interact with their brand via video content. The key is to deliver the right content and the right length of video for the audience. It’s worth keeping in mind that customers prefer to see the word video in the title of an email, resulting in an increased open rate of around 20%
Embracing the trends
Visual marketing is predicted to be a major growth area and with 73% of B2B marketeers saying that video has a positive effect on their marketing results, it’s important to start investing now. Whilst many companies invest significant funding into video, there are a number of excellent video software packages that allow those with a smaller budget to deliver an excellent product. The huge success of amateur ‘You-Tubers’ in gaining hundreds of thousands of followers, whilst broadcasting from their bedrooms, are testament to the importance of a message’s relevance rather than the amount spent on production. Video is the new black and it’s set to become one of the most powerful tools in driving your digital strategy. So start embracing these trends and stay ahead of the game.
At HoneyBadger, we have a ‘video first’ strategy which means that all of our customers get access to video adverts as a starting point. Check out some of our video work here.