7 May

How Video Marketing Is Impacting Businesses In 2018

Given how quickly technology seems to be accelerating these days, it can be difficult to keep up with all the different technologies, and how to effectively utilize them as part of your marketing strategy.

One marketing avenue in particular that you have probably seen being touted as the fastest growing and most important areas to focus on every year is video marketing. There has been good reason for this. Way, way back in 2015, for example, on Facebook alone, video playback each day doubled from 4 billion to 8 billion over the course of just 5 months from April to September. Fast forward a year to 2016, and 96% of B2B companies were using video in content marketing, with over three quarters saying it had positively impacted marketing ROI.

Looking forward to the rest of 2018, and it doesn’t seem like digital marketing is going to become anything but more important.  At least this is the case according to a recent study conducted by breadnbeyond titled “The State Of Video Marketing In 2018.”

Given the facts, it isn’t hard to see why video marketing is so popular. The study from breadnbeyond shows that video content on average earns 12 times as many shares as text and images combined. In addition to this, the fact that viewers retain 95% of a message when they see it in a video, but only 10% when they see it in text, shows how powerful video marketing can be. Here are some of the most interesting findings and predictions in the study for how video marketing looks set to change and impact businesses this year:

According to the study, a specific area of video marketing that looks set to become more popular this year is live video on social channels. In fact a substantial 82% of consumers were found to favour live video over other types of social media posts.

As we continue to become a more mobile technology, mobile optimisation will start to become the standard for video content. In 2017, 69% of social media engagement took place on our mobile platforms, instead of our desktops. 

One potential impact noted by the study is that, as social media video advertising continues to grow in popularity, it will also grow in cost as well, which means companies may have to refine their video content, posting fewer videos of higher overall quality.

The rise in popularity of Snapchat to market videos has led to vertical videos becoming increasingly common. Expect to see even more of them this year, as Youtube have rolled out full screen vertical videos on its mobile apps, and this means videos that previously could only be used on Snapchat can now work on multiple platforms, increasing their potential reach exponentially.

Given the above findings, it seems there has never been a better time to embrace video as a core element of the marketing strategy for your business. For more tips and tricks on marketing your business in2018, get in touch with Positive Results Marketing now!