4 video marketing trends for 2018

Posted on by Jo Shaw

Estimated read time: 5 mins

“Business decision makers LOVE online video because it gives them the most amount of information in the shortest amount of time.” – Robert Weiss1

Video marketing has seen huge growth over the past few years and can no longer be ignored as a key part of your content marketing strategy. In fact, according to Cisco’s Visual Networking Index, by 2019, global consumer internet video traffic will account for 80% of all consumer Internet traffic2.

So which trends should you be considering when planning your own video marketing campaigns?


1) Live streaming

Thanks to tools such as Facebook Live and Zoom, live streaming has become increasingly accessible to even the smallest of businesses and more and more of them have already added live video to their content marketing tool box.


Simply put, audiences prefer it. According to statistics from Livestream, live video is more appealing to brand audiences, with 80% preferring to watch live video from a brand than read a blog, and 82% choosing live video over social posts3.

How can I get started?

There are a number of ways you can incorporate live streaming into your own content marketing, such as live interviews or Q&A’s. Some brands are using it well for training and education.

One of the best uses for live video is to create content that is ‘behind the scenes’ and helps to increase the authenticity of your business.


2) 360 video

As technology continues to advance quicker than ever before, consumers are beginning to search for a more immersive experience. Virtual Reality is fast approaching, but in the meantime, 360 video is giving brands the opportunity to engage people at a deeper level.


Recent research by Google has shown that 360 video doesn’t achieve the same retention rate as standard video, with audiences clicking away faster.  However, it far out-performs standard when it comes to engagement metrics such as views, clickthroughs, shares and subscribes4.

How can I get started?

First and foremost, you’ll need the right equipment. Make sure you have a camera and editing software that supports 360 degree video.

You’ll also need to consider your subjects carefully. The key to 360 video is giving your audience as much opportunity for interaction as possible.


3) Video integration into customer journey

The majority of video marketing content is used at the top end of the sales funnel. It’s a tool to attract new customers. As businesses start to see the huge benefits of video, they are beginning to incorporate them more into the entire customer journey.


It makes sense that if videos perform well at the top of the funnel, they will perform equally well as customers move through the sales process – and the statistics show this is so. Adding a video to marketing emails can boost click-through rates by 200-300% and embedding them on to your landing pages can increase conversions by up to 80%5.

How can I get started?

Testing will be key to successfully integrating video into your own customer journey. Try adding video to different points and see where you get better results.

Continuity is a vital part of the sales process so make sure that your videos are in line with your brand.


4) Projection mapping

This term is less well-known than the other trends that we’ve discussed. However, it’s likely that you have seen it in action. Projection mapping is the process by which a 2D video is projected onto a 3D surface such as the side of a building.


There’s nothing like turning a static object into an animated surface to grab attention and create some drama! If you’re looking to create a big impact and a campaign that will really stick in people’s minds, then projection mapping could be a great way to go.

How can I get started?

Projection mapping takes a considerable amount of planning and specialised equipment. You will need to allow for time and budget to pull this one off.

This technique works well for big launches and outdoor events.


Ensure your video content is seen by the right audience. Experian’s B2B Prospector team can help you identify the areas where your business performs the best. Contact a member of the team today on 0870 012 1111 to find out more.


Sources: 1. Brain Shark, 2. Small Biz Trends, 3. Livestream, 4. Think with Google, 5. Forbes

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