2015 was a rich year for visual marketing. Looking back on the industry from five or ten years in the future, we’ll likely recognize this year as the one in which things really began to take off on the visual front. However, this year has the potential to be even more transformational. It has been predicted that by 2019, 80% of all Internet traffic will be to videos. That figure is 64% higher than 2014 and a significant portion of the growth will probably occur in 2016.
Video content, in other words, is on the rise and visual content will play such a major role in facilitating the development of this segment of digital marketing. The term “visual marketing” is a broad one. It encompasses a range of media and strategies. Read on to find the trends of video marketing for this year.
Branded Video Content
The value of branded video content is going to increase dramatically. This has partly to do with the power of YouTube. The famous video publishing platform rakes in more than 4 billion views per day, making it the second most popular search engine in the world. It is also the third most visited website (behind Google and Facebook). As traffic shifts away from traditional blog posts and towards YouTube channels and other dedicated video blogs, more and more marketers will embrace the significance of this evolving tactic. Branded video content is nothing more than videos published under a brand’s name for the sole purpose of engaging users, providing value, and presenting a direct and compelling call to action.
Home Pages and Product Pages
Off-site videos on YouTube and other publishing platforms are valuable, but this year, you’ll see more and more video content migrate to branded URLs. Marketers will continue to find ways to integrate video into web design and make pages less static and more immersive. Expect to see more use of background videos in home pages. On-site videos are even more powerful when they’re placed on product pages. This is most especially true in industries where products and services are complex or unfamiliar to majority of the audience. Short videos are used to guide customers through the purchase process, etc.
GIFs on Social
GIFs, or bite-sized animations, are ideal for telling stories in a short timeframe. The motion in these images also gives them an advantage in vying for attention in crowded newsfeeds. You can expect to see increased use of these GIFs this year. Also, the average person’s attention span in 2015 was only 8.25 seconds (the same applies this year). Most social media users aren’t going to read an entire article; they simply want the basics.
Real-Time Via Live-Stream Social
The apps Meerkat and Periscope are video platforms that started the real-time storytelling or live-stream social that enables users to live-stream videos to their followers. We should also expect to see a lot of brands doing sneak peeks, celebrity takeovers, product presentations, live question-and-answer sessions, behind-the-scenes footages, and more.
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