2019 Trends for Online Video
According to the oft-cited Cisco Visual Networking Index (VNI) Forecast, by 2022 a whopping 82% of all IP traffic will be video. Currently, on YouTube alone, there are over a billion hours of video watched per day. This unprecedented high volume of video means that now more than ever, to make the most of your video content, you need to stand out from the crowd. How? Leverage some of the latest video trends to wow viewers and get results. Here are a few we’re most excited about.
Switch up the format
Vertical video is an innovative and easy solution for capturing viewers watching videos on their mobile devices (over half of all videos today are watched on mobile devices; 94% of viewers are holding those devices vertically). Because you’re making it easy for viewers to view your video, and engage with it by liking, commenting, or clicking, without even turning their device, you may even see an uptick in completion rates. For many viewers, it’s a more natural way to watch. Although vertical video was originally spearheaded by social platforms like Snapchat, Instagram, and Twitter, YouTube rolled out a new ad format optimized for vertical late last year, indicating that this trend is likely here to stay.
Make it accessible
Accessibility is becoming the norm.
Not only are accessible videos a smart way to comply with federal regulations that became law in late 2017, they’re the only way to ensure your videos can been seen by absolutely anyone. Though the definition of accessibility is broad and includes stylistic choices like choosing high contrast colors, most agree that captioning is a must when it comes to keeping your content accessible. Bonus: captioned videos enjoy higher search rankings, and a 40% increase in views. Remember- not everyone is able to watch videos with the sound on. Captions and transcripts are a unique way of making your message stick.
Check out this captioned video that was shared on Facebook, where 85% of video is watched with sound off:
#ThisIsMyCrew: Hernán Perez
Hernán Perez describes the Brewers with a single word… Family.#ThisIsMyCrewPosted by Milwaukee Brewers on Wednesday, April 17, 2019
Teach with video
People love educational videos.
68% of viewers say video is their preferred way to learn about products or services. Since video has the highest retention rate out of all content, it’s a natural fit for training, showing a process, showcasing features and benefits of a product or service, even teaching a course. Educational videos tend to be longer; to maximize their impact you can edit out smaller sections of video to send in emails or post to social. Or create shareable infographics from the relevant information in the video to amplify their educational value.
Here is a link to an educational video that also shows how it’s easy to create supplemental content- this blog post is a great intro to the video and includes downloads to more in depth content.
Authenticity is key
Next level storytelling depends on it.
Connecting with an audience means developing a relationship, and relationships thrive on trust and loyalty. That’s why it’s crucial to imbue your videos with authenticity. This can mean a couple of things- first, subtlety when it comes to advertising can go a long way. 59% of consumers dislike ads in online video clips. When you tell a story that is natural and authentic, it just won’t sound like an ad, which helps build trust. The other aspect of authenticity in video that’s important to keep in mind- big budget doesn’t necessarily translate into big results. Vlogging, micro-videos, or 1:1 conversational style videos are economical and effective, while championing storytelling and authenticity.
Here is an authenticity example- this video series Olay did with music exec Michelle Jubileler generated 10 million views in 2 weeks!
We’re excited to bring more trends to your attention as we continue our observations of the ever-changing video marketing landscape. Stay tuned!