Top Three Video Marketing Trends for 2014

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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With online video developing at such as rapid pace it can be challenging to keep up with the latest video marketing trends and products.

As the last few years has seen video explode and grow into a valuable marketing tool, we have to ask ourselves what will happen to video in 2014?

Video marketing strategist, Marcus Seeger outlines his top three video marketing trends for 2014.

 Mobile Video set to Explode

Without doubt, mobile video has grown rapidly in the past two years and 2014 will be no exception. As Internet user habits continue to shift to smart phones and tablets and we see the continued rollout of 4G (and H.265 HD video encoding creating smaller files around the corner), it becomes clear that mobile video is on the move (excuse the pun).

According to BI Intelligence, as of December 2013, 40% of YouTube’s traffic now comes from mobile devices. Compare that to just 25% for 2012 and a just 6% for 2011. To put this another way, in December 2013, 4.25 billion videos were viewed on YouTube everyday of which 1.7 billion were viewed on mobile devices.

It is clear that media publishers now need to embrace a multi-screen strategy so they can connect with their audiences across all screens. See Ooyala Global Video Index Q3 2013

Even though the term “mobile video” refers to video viewed on a mobile device and doesn’t always mean viewed whilst “on the go”, I am suitable awed by the growth of mobile video and the opportunities it presents in 2014 and beyond.

 Branded Video Content on the Up

2014 will see a continuation of branded video content not only from the big end of town but also SME’s and micro business.

Some recent examples that have been extremely successful include Volvo Trucks (Van Damme), animated Chipotle story and Google India’s film about East West reunion.

All three of these have reached a staggering number of views in a very short period of time (from almost 12 million for Google and Chipotle, to Volvo with over 68 million)

According to Preview Networks, “online video is this convergence of information and entertainment that can be either subtle or obvious and captivates the audience in a way text or graphics simply cannot.”

In May 2013 Cisco states that online video users are expected to double to 1.5 billion in 2016 and business will be using video to communicate their brand. It’s going to be bigger than Ben Hur.

Whilst we see extraordinary video with huge budgets being produced in 2014, we will also see the rise of SME’s and micro businesses using the power of video to tell their personal business story. For example, a video was made to show the rebuilding of The St Kilda Pier after a devastating fire and was produced by the company that provided the specialist timber, Bowens.

 

Email Video Marketing starts to gain Momentum

Video Email Marketing is one the most effective way to communicate online and is largely under used. It is quite likely that none of your competitors are using video email so it is a great opportunity to start using it to stand out from the crowd.

Receiving an email that contains a video message is the most powerful and effective way to connect with someone online. The only thing that beats it is an actual face-to-face meeting.

In the survey by reelSEO, 60% of marketers had used video in email campaigns, with 82% saying it proved effective. *

*source: http://www.reelseo.com/video-email-effective-survey/

Typically, technology has hindered the growth of video email marketing but 2014 will see more ease of use and importantly, embedded videos and better playback.

There are so many ways to explore integrating video email marketing and I think we will start to see some very innovative campaigns in 2014.

Summary

Online video has the potential to change the way your customers see your company, your products and/or services and the way you communicate – it is not being un-noticed. The “2013 Online Video Marketing Survey and Business Video Trends” report states the following:

“Of the 600 respondents to the survey, all actively involved in marketing or decision making about marketing budgets, we established the following:

  • 84% have used video as part of their website marketing content.

  • 65% have used YouTube as a marketing tool.

  • 56% have produced a motion graphic video.

  • 68% have produced a testimonial video.

  • 21% have produced 12-50 videos in 2013.”

Without a doubt, 2014 will see the continued growth of video as part of well-balanced inbound marketing strategies.  How are you planning to use video in 2014 and beyond?

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