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Video Marketing: here are the winning trends of 2020

For several years, video has been a very powerful tool for conveying content on the web. Here's how to do video marketing in 2020 to be successful.


The universe of digital marketing constantly changes its boundaries and keeping up with new trends is yes, a pleasant path for enthusiasts, but also an obligation for those who want to achieve successful results .


One of the latest market trend is the amazing evolution of digital video marketing , that the opportunities offered by the world of video and their application in communication. A step further than the traditional marketing, which is estimated to represent over 80% of Internet traffic by 2021: a strategy in short, to know and exploit absolutely.


What is video marketing


While communication was traditionally based on texts, banners and static images, thanks to modern technology and the improvement of the quality of the network is nowadays possible for companies and professionals to communicate through video content .


The massive spread of 4G networks and WiFi roofing has made it increasingly easier to enjoy high-quality video messages . In addition, the user preference for the use of internet through smartphones and tablets, it makes more simple consultation short content, interactive and immediate : the videos are presented as one of the best solutions available and their use in digital marketing is now a imperative for anyone who wants to keep up with the demands from the users.


Attracting and engaging your target audience is increasingly complex, in a world where users are bombarded with an infinite amount of information and stimuli. The videos offer the opportunity to convey direct and captivating messages , capable of arousing the interest of those on the other side of the screen and providing them with information to learn without particular efforts.


The task of today's creatives is precisely this: to capture the attention of the audience and send them the desired message, in the clearest possible way and in the shortest possible time frame, in order to avoid drops in attention and loss of effectiveness.

Observing the exponential growth of platforms such as Youtube as well as the amount of video content produced, uploaded and consulted on websites and social networks, it is undeniable that video marketing is the future.


How to do video marketing: strategies and trends in the sector


Integrating video content into your communication plan is a highly strategic choice. Each brand and every business must carry out a careful analysis of its reality as well as the market in which it operates, both to understand if and how much video marketing can help in supporting external corporate communication, and to establish its own personal strategy. action . However, there are always valid precautions and trends that can help to implement an effective video campaign and take advantage of all the advantages of video marketing.

Customize and define the target audience


The phase of delineation of one's reference audience is an essential moment, taking care of a priori, before setting up and launching any type of communication in the air: knowing who you are addressing to , with precision and detail, makes every communication effort more effective and less expensive. The study of the buyer personas to whom your product or service is intended and the definition of the market niche you want to involve are even more essential when communicating via video.


A good video product must in fact be shaped around the specific needs of a well-defined segment of users, and only in this way will it be able to stand out from the crowd, win the attention of the user who navigates and get straight to the point.

Adapting to new trends: the Z generation

Offer content with almost obsessive constancy and use the numerous platforms where video is the centerpiece of the scene: here is the recipe applied by many SMEs to send their message to the so-called Generation Z, the young and very young who produce and consume video content daily and for which they have become normal. Not only the success of Youtube but also the rise of Tik Tok, testifies how video marketing is today the undisputed protagonist of the scene , to whose logic companies should adapt in the shortest possible time.


Create short and quality videos, and at 360 °


At the current state of technology it is really simple to be able to create medium-high quality video contents. And it is precisely the quality of the video that often is the element that manages to keep viewers glued to the screen : whether you rely on professionals in the field or you prefer do-it-yourself, it is good to know that users expect qualitatively excellent videos and free from hitches and slowdowns that would make them lose interest instantly.

The short time of attention that people are able to pay today to what they read, watch or listen makes it essential to choose for their communication video of short duration, synthetic and efficient in transmitting their message. Videos with captivating graphics to be consumed quickly, at any time of the day and everywhere, which are created as the perfect mix of animation, video, graphics and short and effective copy .


Even the video storytelling is today much appreciated, as it stands as a slice of life: short, live, real and spontaneous. A good idea when editing a video is also to make it usable even in the absence of audio , through graphics, texts and subtitles, as many users watch them without activating the audio function, while perhaps they are in the office or on the train. Finally, if you want to launch yourself in an innovative and avant-garde field, you can start winking at 360 videos , which allow the potential customer to view the product offered, the place proposed or the company reality from every angle, through a highly immersive experience.


Tell an authentic story


In the universe of online content that often manages to overwhelm the user, standing out from the crowd by telling a true and genuine story can be a great way to be successful, also through the strategy of newsjacking . Before even keeping the public's attention for a few seconds or minutes, it must be captured and channeled towards its content: to get the desired result, nothing better than an authentic, empathic story in which the user can recognize himself . In fact, the branded contents are very popular and performing, that is, contents, videos and more, built with the intention of passionately transmitting the corporate values ​​or the brand philosophy. Educate, entertain and, precisely, inspire, are in fact the three macro objectives of each communication channel.


Make specific videos for each channel


It is also very important to adapt the videos produced to the selected distribution channel, taking care to modulate size, duration, format and any other element to the platform on which the video content will be distributed. For example, each social network has its own specific user, with precise expectations of what it wants to find once you have logged in to that channel.


On Facebook for example, the password is entertainment: its members want to find emotional videos here, highly capable of involving and so interesting as to be shared. Native videos are the preferred format on this social network, while the live tool, allowed by both Facebook and Instagram, has become an excellent marketing tactic, for its ability to keep engagement high and create an interaction direct between the company, the influencer or the online expert and the public.


Instagram, on the other hand, is the realm of purely visual content, preferably simple and light, which avoids an overload of information and data in favor of concise emotions and concepts.


The Youtube universe is then now a real search engine, which users consult in search of solutions to problems and answers to their questions. Courses, reviews and advice are excellent for this social network, which in fact allows longer and more complex videos to be created. TikTok is the last threshold of pure entertainment and boundless creativity: immersing yourself in the world of tiktokers is almost an obligation for a company, especially if you have a particularly young clientele.


Use videos in promotions and ads


In a world increasingly driven towards video marketing, it is self-evident that they should also be massively included in Google's promotional messages and Ads and, of course, in those dedicated to Youtube. Even the ads on Instagram and Facebook are particularly effective when they are made in video format; more generally, a solid and well-structured video marketing strategy must inevitably include sponsored video ads, which increase the chances of conversion thanks to the high interaction rate.


Video marketing, you need perseverance


As in any self-respecting strategic plan, even when moving within the boundaries of video marketing, it is necessary to consistently produce content . To build a solid online presence and do an effective job on the brand, it is not enough to make a video that becomes viral for a limited period of time, but it requires constant publication and a preferably multi-channel strategy .


An editorial plan also for video content allows you to have a widespread presence and always be found by users on the network, creating over time brand awareness and authority. Finally, combined with perseverance, continuous monitoring of results must not be missing achieved, which will make it possible to become aware of what worked and what didn't, to adjust the shot and to be on the market with always new ideas and particularly winning performances.

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