How to Capitalize on the Latest Video Marketing Trends
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How to Capitalize on the Latest Video Marketing Trends

Last updated on November 8, 2016 by Ted Vrountas in Marketing Trends
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Tears are shed, stereotypes are broken, and a group of strangers learns something incredible from a tiny vial of their own saliva:

“You have more in common with the world than you think.”

Published at the beginning of June, this branded video from Momondo candidly captures the reaction of study participants as they find out their true heritage through DNA testing.

In just two weeks it’s been watched an eye-opening 42,019,893 times across three sites.

It’s this kind of viral, emotional marketing potential that has half of all advertisers moving their budget from TV to digital video. In fact, by 2019 it’s estimated that 80% of all internet traffic will be to videos.

Between now and then, the brands who weave visual content into their marketing strategy are expected to see some great ROI. Already, 96% of B2B marketers say they’ve incorporated video into theirs.

If you’re not one of them, that needs to change. Capitalize on these video marketing trends to catch up to your competition by the end of 2016, or get left behind by those who do.

Partnering with influencers to create valuable videos

You probably know them, just maybe not by that name. “Influencers” are the people in your industry with an audience that numbers in the tens, hundreds of thousands — maybe even millions.

Why should you care about them? Because they are authorities in your field, and they have a direct line to your customers.

Today marketers are increasingly seeking out mutually beneficial partnerships with influencers to promote their products and services.

Last year, Schlesinger Associates found that as many as 84% of marketing and communications professionals planned to launch at least one influencer marketing campaign in the following twelve months; and 81% of marketers who had previously completed an influencer marketing campaign reported that it was effective.

Here are a couple of ways you can capitalize on the continuing influencer marketing trend:

1. Conduct a video interview with influencers

If you keep up with content on the Instapage blog regularly, you probably noticed that we recently interviewed a number of digital marketing influencers on the major trends sweeping the industry today. Video interviews like this are effective for a few reasons:

  • They align you with industry authorities. By teaming up with big names in your industry, you associate your brand with powerful, knowledgeable, trusted sources. In turn, this boosts your brand’s authority.
  • The potential of gaining quality links is high. If you were an influencer, and we invited you to participate in a filmed digital marketing think tank with other authorities in your field, what would you do once the video was released?

Probably share it with your mass of followers, right?

This not only gets a video more exposure, but boosts the chances marketers get a link back to their video from that influencer’s blog, or from one of their many followers.

  • Promoting videos like these not only get your brand noticed but influencers’ as well. Sharing the spotlight like this has the potential to form the foundation of a fruitful relationship in which both parties benefit. In other words, you make friends with powerful people who may be valuable allies in the future.

2. Offer something in exchange for a video review

By offering something like a sample of your product, a discount at your store, or even monetary compensation, you could get an influencer to review your product or service in a video.

Take for example, “Unboxing videos” on YouTube, which have been growing in popularity over the last several years. Here’s how they work, according to influencer marketing agency Mediakix:

“In a typical unboxing video, the YouTube content creator or ‘YouTuber’ will focus on a specific product, with the goal of unpacking the boxed-up, shrinkwrapped item to show the entirety of its contents. Often, ‘unboxers’ go further by putting what’s inside the box together and demonstrating how the product works.”

This picture shows how YouTube "unboxing" is a video marketing trend advertisers can use to generate brand awareness.

Unboxing videos likely started as YouTubers simply unpacking and reviewing purchases for their audience, but when brands got wind of them, marketers began reaching out to influencers to sponsor some of their own.

Here’s another great example of influencer video marketing from HP.

Landing page videos

The power of video to persuade viewers to take action is nearly unmatched. At least one case study has shown that adding a video to your landing page can boost conversion rate by 86%, and this infographic from Social Media Today claims it can do even more:

This picture shows how landing page videos are a major marketing trend advertisers should implement for lead generation and brand awareness.

These statistics could be the reason we’ve seen landing page videos rise in popularity over the last few years.

The more we see them, the more clear it’s becoming why they’re so effective. As Content Strategist Jordan Lore puts it, “A video explaining your product is the next best thing to having the product directly in your consumer’s hand.”

Here’s why:

  • Our brains don’t like to work hard. It’s easier for us to absorb information through visual content than written text. Less mental strain translates to more conversions.
  • Videos are entertaining. There’s a reason we pay to see movies at the theater, and binge-watch Netflix series’ until our eyes glaze over.
  • A well-produced video has the power to boost a prospect’s perception of your brand.

Here are a few types you should take advantage of on your landing page:

  • Explainer videos: These videos give a brief overview of how a product or service works. They’re often animated, less than two minutes long, and contain a script that pushes prospects’ pain points before explaining how your offer solves their problem. When Neil Patel used one to explain his heat mapping service, Crazy Egg, he was able to boost monthly revenue by $21,000.
  • Video testimonials: Research has shown that 80-95% of internet users make purchasing decisions based on online reviews, and 79% of people trust online reviews as much as personal recommendations. Testimonials capitalize on those facts, and video testimonials create an even more authentic experience than traditional ones do. Here’s an example of a good one from Nextiva.
  • Introductory videos: If you’re a fairly unknown person or brand whose offer is likely to be highly scrutinized, it’s worthwhile to explain who you are and why your product is worth claiming. You can do that in an introductory video.

Usually a bit on the longer side, these videos are often a one-on-one with a high-level executive who explains the company’s unique selling proposition. This “getting to know you” experience is intended to make more comfortable with the brand, and the offer that’s on the table. Here’s an example from Tai Lopez of what an engaging introductory video looks like.

  • Video case studies: Like video testimonials, these usually involve in-person interviews with people whose lives have been improved by your product or service. However, they tend to focus more on results than anything else. Video testimonials, on the other hand, don’t always (pay attention to the difference between Nextiva’s video and the following one). Here’s an early example from Google of what a short video case study might look like.

Want some more inspiration for your own videos? Here are 20 examples of what to do, and what not to do, when using them on your own landing pages.

Videos will be used for more than brand awareness

When most of us think of the purpose of a video, we tend to think “to inform” or “to entertain.”

While brand awareness objectives like these remain a major goal for marketers, generating leads has become a top priority for businesses of all sizes and types in 2016, according to HubSpot:

This graph shows marketers how lead generation is a top priority for businesses of all sizes, even more than brand awareness.
This picture shows marketers how lead generation is the top priority of all company types, even more than brand awareness.

Today, tools offered by services like Wistia, Vidyard, and even YouTube, allow brands to not only use video to boost brand awareness but lead generation as well. Here’s how:

1. Gated content

Wistia’s Turnstile tool allows you to add lead capture forms, which act as metaphorical “gates,” to the beginning, middle, and end of your videos. Adding one at the end of a free educational movie or before a webinar replay may get you some leads, but if you want to generate the most possible (who wouldn’t?), data from Wistia suggests that the middle is where they should be.

After analyzing 15,000 turnstiles, here’s what they found:

  • Turnstiles at the beginning of videos, initiated after the viewer presses play, had a 16% conversion rate. However, they also likely limited the number of views that video received.
  • Turnstiles at the end of videos allowed for more views, but had only a 3% conversion rate.
  • Turnstiles during the video, placed at 10-20% of the way through, converted at a shocking 43%.

Put your gates in the middle of your videos, before you share your most valuable content, and require your prospects to fill your form out to get it.

2. With slide-out forms

Video marketing service, Vidyard, offers slide-out CTA forms as seen in this video titled “Eloqua Experience ‘13":

This picture shows marketers how to add slide-out forms in videos to generate leads and brand awareness.

Unlike gates, these don’t interrupt a prospect’s viewing experience, but they also may not generate as many leads since filling them out isn’t required to watch the video.

3. With embeddable CTAs

Embeddable CTAs like YouTube annotations and YouTube Cards allow video producers to include time-sensitive calls to action at key points in a video.

This picture shows marketers how to add embeddable CTAs in videos to generate leads and sales.

These CTAs can be linked to other videos, websites, or even optimized landing pages. Use them to drive viewers to offers related to the content at key points in your videos.

For more on how to boost the lead-gen potential of your own videos, check out this blog post.

Webinars are even more central to marketers

Once used strictly for top-of-funnel lead generation, webinars have become powerful at every stage of the buyer’s journey.

A recent benchmark report from On24 reports that the average viewing time of a webinar was a jaw-dropping 56 minutes in 2015. Maybe even more impressive is their capacity to engage audiences. Data in the report shows that during live webinars:

  • 82% of users participate in Q&A
  • 35% engage on social media
  • 24% answer polls
  • 14% respond to surveys
  • 4% group chat
  • 4% collaborate with others

Leading marketers are now using webinars to guide prospects through their entire marketing funnel.

For example, if you sell video marketing software, you might conduct a webinar that teaches registrants at the top of your funnel how to develop their video marketing strategy.

For those in the middle of your funnel, you might use one to guide them through a case study of yours from which they can take valuable insights.

Then, for the prospects that move on to the bottom of your funnel, use a webinar to give a product demonstration.

Video on search engine results pages

Google’s up to something again, and as usual, they're real hush-hush about it.

Some sources have reported that the search giant is in the early stages of testing video ads on SERPs in an effort to boost revenue. Instead of just a link and a few lines of text, search results could soon possibly be accompanied by video thumbnails.

But Google’s not the only one toying with the idea of adding more interactive media to search results. Industry competitor Yahoo has started testing its own variation that engulfs an entire user's screen, and Bing already offers “Rich Ads.”

John Cosley, a marketing director in the Search Advertising Group at Microsoft, had this to say about the new format:

“Rich Ads are truly effective because they allow advertisers to engage better with potential customers on the search engine results page, provide enriching video content allowing them to extend their brand or campaign assets and offers a higher conversion rate.”

Formats like Rich Ads on SERPs means businesses can leverage the power of video in yet another place, and not only drive clicks and sales via search but raise brand awareness as well.

Experiment with Rich Ads, and keep an eye out for a possible release from Google shortly.

Which video marketing trends will you try?

Which trends have you already capitalized on? Are there any that we missed?

Let us know in the comments, then begin adding compelling videos to your landing pages using Instapage’s powerful, designer-friendly software.

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