Video marketing trends to look out for in 2018 | ZUT MEDIA

Video marketing trends to look out for in 2018

Jan 4th, 2018
As we look forward to an exciting new year, we share our predictions on key video marketing trends to look out for in 2018. Video was huge in 2017 and demand for quality video content is set to grow even further this year with 80 percent of all consumer internet traffic predicted to be video by 2019. There has never been a more exciting time to start planning your video marketing strategy but make sure you keep ahead of the latest trends with our quick guide to what you can expect to see more of this year.

1.    Live Video

The launch of Facebook Live was a real game changer for video marketing in 2017. Vimeo has also launched a live video feature and live video is set to grow even further this year. The recent introduction of native video on LinkedIn may well pave the way for live video to be rolled out there too. While live video is a powerful tool for increasing interaction with audiences in real time, the quality of your live video must reflect your brand. Live video doesn’t always require a huge budget or specialist technical equipment but going live from your phone or tablet can give you limited production values. If the quality of your live stream is poor, it could potentially end up doing your business more harm than good. Using an agency to deliver a high quality multi camera live video can really push the production values and help keep your audience engaged. In 2017, we live streamed events for a number of high profile brands and organisations including River Island, Dr Oetker, Neteller and Salford University.

2.    Increased Demand for High Quality Video Content

The quality of video content is becoming increasingly important with so many brands competing for attention online. Did you know that 20 percent of people close videos in the first 10 seconds? Boost your conversion rate by making sure your video content stands out. The right kind of video can help build your brand but low quality video content can do more harm than good with 62 percent of consumers being more likely to have a negative perception of a brand that publishes poor quality video. Four times as many consumers would rather watch a video about a product than read about it and it is predicted that business video uploads to social media will triple this year (source Animoto). During the last 12 months, we produced engaging video content for a wide range of brands including Everton Football Club, Liverpool Football Club, Betfred, Russell Hobbs and Nando’s.

3.    More Targeted Video Content

Video is the most persuasive form of content but to have maximum impact and really engage with the right audience, brands must make sure all video content is targeted correctly. There is no ‘one size fits all’ in video marketing and there is no point creating just one video to be shared across all digital channels. Video content that is tailored to suit different types of platforms, audiences and devices has the most impact.

4.    360 Degree Video / VR

Interactive video is another exciting area of growth in video marketing. As the cost of producing interactive video starts to fall and it becomes more accessible, it is set to be used more widely by brands and organisations. During the last 12 months, we have produced 360 video for Liverpool Football Club and Chester Racecourse and it looks like 2018 is set to bring even more interactive content. While interactive video can have real impact if used appropriately, to avoid risk of being seen as a gimmick, 360 video and VR should only be used where it can add real value for the audience. Video is the most persuasive form of content. It is easy to consume, gets higher social engagement and leads to more conversions than any other form of content.
During the last 12 months, Zut picked up two prestigious business awards; Best Creative Business in the Liverpool Echo Regional Business Awards and Creative Business of the Year in the Merseyside in Business Awards. We were also named one of the top 50 corporate video agencies in the country by industry magazine, Televisual. In 2017, Zut Director, Chris Holmes was featured in North West Business Insider’s 42 under 42 list and we created award winning video content for Everton Football Club. Take a look at our latest showreel http://www.zutmedia.com/show-reel/ Could we help make your next brand video be an award winner in 2018? For advice on your video marketing planning, contact Mark Hancock at Zut on 0845 862 4445 or email mark@zutmedia.com.

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