As the we meet the halfway point of 2018 it's become clear that all those headlines about video taking over the internet weren't unfounded (just annoyingly frequent). As video's takeover continues to unfold, marketers and publishers are constantly thinking up innovative ways to capitalize on content consumption. Some video strategies have turned out amazing. YouTube's dabble into the premium content space is doing surprisingly well after the debut of Cobra Kai and session engagement on LinkedIn has greatly benefited from native video features.
Other strategies haven't turned out quite as well. The so-called "pivot to video" movement backfired for publishers who doubled down on it - turned out users weren't ready to leave long-form content behind.
As the video content experience continues to evolve online it's essential for marketers to keep an eye on the horizon, looking for opportunities to break new ground and take strategic risks. Here are three video marketing innovations to keep an eye on:
Fourth Wall Video Ads - This story-telling technique may not seem profound for non Gen Z'ers who grew up watching a big screen in the living room; nevertheless this video ad from Clorox speaks to the impact that mobile has in our everyday lives proving that brands are investing more in production value for a screen only large enough for a single viewer.
Shoppable Videos - Speaking of Gen Z, Smartzer says that a "phygital" world will be the expectation from customers who prefer retail experiences to be seamless with online experiences. "Customization is also key to this conversation where Gen Z expects all interactions to be tailored to them via the Amazon Effect."
This is an era where the future of retail hangs in the balance. Newer and smaller businesses have an unprecedented opportunity to shift the market and make retail relevant again. In the words of Ted Rubin, "those that find the most success will do so by creating an excellent customer experience in-store, to go along with easy, convenient options for online shopping." Shoppable videos (especially on mobile) will undoubtedly play a role in whats to come.
Live Video - Not a new concept but only just maturing and growing into itself, live video is the next wave of online video invasion. Never mind how much live is used on Instagram and Twitter (it's a lot, it's just a lot). YouTube alone saw a YoY increase of 130% in posted live-stream videos in 2016 and this year is shaping up to be no different. Suggested videos, tailored to a users viewing habits and content preferences, are increasingly recommending live videos. Not to be outdone, live videos on Facebook are getting 600% more interactions on average than a pre-recorded video and are directly impacting SEO strategy. Live video thought leader Owen Video says whether you're a Fortune 100 brand or a local business you've got to find a way to tie live-streaming into your marketing strategy.
Digital marketers aren't the kind of people who use words like "status quo" or "tried and true." It's not in our nature to choose a path and stick to it. We like to veer off path, find fresh ways to make an experience more seamless and meaningful. Maybe it's our personalities that draw us to digital, an industry that is always in motion and consistently forcing us to take left turns. Video marketing, for the foreseeable future is at the front of the line of digital innovation. Keep looking to the future, make data based decisions and #KeepUpTheAwesome!