Video content is dominating the marketing world! Its power is unprecedented, with 85% of companies using it in their marketing strategies.
Moreover, users spend 88% more time on websites that include videos, than on ones without videos, and they spend approximately an hour and a half watching videos online each day.
Along with everything mentioned above, video trends come and go in the advertising industry with each passing year, and 2020 won’t be an exception. Without further ado, let’s discuss what the top eight video advertising trends to profit from this year are.
1. The Shorter, the Better
In this mobile age, people can watch anything they like whenever it is most convenient for them. Given that reality, it’s a no-brainer that they will only watch the videos that attract and keep their attention the most.
That is why, shorter video ads almost always outperform longer ones.
To begin with, on Facebook mobile video ads should be no more than 15 seconds long.
Furthermore, the International Advertising Bureau (IAB) has conducted research where they’ve found that 10-second videos have a better effect on younger generations, which corresponds to the overall diminishing attention span.
That means that you must stay creative in your video advertising approach, and implement short video formats that can trigger an immediate response from the viewers, something that the trading platform Etoro executes perfectly with a very familiar face.
2. Mobile-Friendly Means Vertical
In a mobile-centric world, vertical videos are not just a trend – they’re the norm. You’ve probably seen them on social media platforms such as Instagram and Snapchat, websites, and even YouTube.
It’s a 9:16 aspect ratio video format, structured to take over the entire smartphone screen.
Before the emergence of the Stories features on social networks, vertical videos were most often ignored, because people were used to watching and reading content horizontally.
However, in recent years, vertical videos are one of the most engaging forms of online content. Most smartphone users often hold their phones vertically when watching videos. Furthermore, more than 90% of the top iOS apps have fixed vertical features.
Buffer, the social media management software company conducted an extensive study to test out vertical against square and horizontal videos on social media, and they found that:
What is more, the emergence of shoppable Stories on Instagram and their vertical IGTV platform has established the necessity for this format. We can expect even more vertical video advertisements in 2020 and beyond.
3. In-Stream Video Advertising
In-Stream video ads are excellent at grabbing the users’ attention. In contrast to traditional video ads, in-stream video advertisements work similarly to TV advertisements. They appear while users are watching something.
“Played before, during, or after the streaming video content that the consumer has requested (Pre-roll, Mid-roll, Post-roll). These ads cannot typically be stopped from being played (particularly with pre-roll) but can sometimes be skipped.
This format is frequently used to monetize the video content that the publisher is delivering. In-Stream Video Ads can be played inside a short or long-form video and rely on video content for their delivery.
There are four different types of video content where in-stream may play: UGC (User Generated Content/Video), Syndicated, Sourced, and Journalistic. In-Stream Video Ads are displayed within the context of streaming video content.”
In most cases, in-stream advertisements can be skipped if the ad is watched for several seconds, which means that the first few seconds are pivotal when convincing users that it’s worth watching till the end.
The biggest reason for the popularity of in-stream advertisements is that you can use the popularity and the targeted audience of another video to promote your brand. Even though it may seem a bit pushy at first, in-stream advertising is an excellent way to increase brand awareness.
4. Emphasized CTAs
Marketing strategies exist to bring more users towards the call-to-action. The same applies to video advertisement approaches as well. However, because of the intrusiveness of video ads, the calls-to-action must be used with greater focus, and motivate the users to act immediately.
According to Outbrain, this year, brands will continue to promote their products unobtrusively, and kindly ask the user if he/she wishes to click on the link for more, allowing people to stay in control of their video experience.
Personalized ad copy and CTAs in videos must have clear readable text or otherwise, users will be confused and won’t take action at all.
5. Reanimated Photos
With video marketing trends moving towards shorter videos, loops, and microformat, a reanimated photo, aka cinemagraph is one of the most digestible content formats used to create short, but effective video advertisements. AdAge defines the cinemagraph as:
“part cinema (moving image) and part photograph (static image)”
Here’s how a cinemagraph looks in practice:
The increased usage of cinemagraphs on social media has cleared the path for brands to use them to reach more of their marketplace. The visual storytelling company Flixel conducted several case studies by partnering with top brands to figure out how cinemagraphs affected their online campaigns.
These are the results:
If you’re still not using cinemagraphs for your video marketing strategy, the moment is now! It’s an effective content type that can help you improve the engagement of your brand.
6. Immersing Consumers Through a 360-Degree Video
360-degree videos are getting more popular each year. They’re captivating and groundbreaking content, and we will see more of them as the VR and AR usage continues to grow. This type of video advertisement can bring in up to 7% more in purchase intent in comparison with traditional ads.
KitKat, the chocolate wafer brand uses 360-degree videos to immerse the consumers into the Zen of their chocolate bar:
Compared to their regular videos, the brand’s 360 video ads doubled the video completion rate on YouTube.
This type of video will become even more popular in 2020 and beyond. It’s an excellent way to differentiate your brand and immerse your customers in your product experience.
7. The Importance of Word-of-Mouth Continues
This one is an evergreen trend! People trust people that make rational choices. That’s the way of life, and in advertising as well. People believe real people with real-life experiences in ads. Building that trust is a crucial ingredient in successful video advertisements, and nothing says trust more than word-of-mouth, aka user-generated content.
What makes user-generated videos work is that they’re authentic. People feel connected to users that have benefited from a product or are satisfied with how a brand treats them. Word-of-mouth is the most transparent way to build relationships with your video ads.
8. Enjoying the Silence
Even though Depeche Mode released “Enjoy the Silence” decades ago, it seems that we’re still enjoying it now, more than ever, in the digital advertisement era. Three years ago, Facebook changed the entire video advertising game with its autoplaying videos on silent option.
Now, every prominent brand is creating silent and subtitled videos with excellent graphics and animations to provide more context to users that browse without their sound on.
Instagram promotes autoplaying video ads in the feed, and even LinkedIn, Twitter, and YouTube have become part of the trend as well.
Looking beyond the accessibility POV, silent video ads with subtitles or captions are an excellent choice if you want to reach people on occasions where playing sound is not convenient (public places, schools, offices).
Trends come and go, and the key to better brand awareness and marketing success is to choose the ones that will work with your target audience and for your overall business strategy.
A potent video advertising strategy can completely reimagine your business strategy and pave the way to more profits through short, but captivating and accessible, videos on social media and across your website.
Experiment with each of the trends mentioned above, and find the ones that work best with your audience and that will position your company better in 2020 and beyond.