Last year we saw the dawn of the age of video advertising – from vlogging to Facebook live streaming, it’s become clear that platforms that are important to online marketers prefer video content, leading to the inevitable corporate video marketing. We often get requests from our users about how to improve their video strategy, so we decided to gather the most impactful video production trends this year under this post.
Consumers expect content to be available in video form. Studies show that a visitor is 25% more likely to lose interest in your content if it isn’t in video format. 51.9% of marketers say that video offers the the best ROI (return on investment), and that consumers themselves much prefer video content to any other type.
It means that the more video content you make available to your potential buyer, the higher the possibility to convert them into a customer. Here are some of the hottest trends in corporate video marketing that you should consider when creating video content.
Vertical video trumps horizontal – it takes up more space
An astute marketer knows that the “right” way to film a video is horizontally. However recent studies are looking at the benefit of actually shooting a video vertically. The amount of vertical videos has grown by 25% in 5 years, which can be attributed to the rise of filming quick shots on platforms like snapchat, instagram and periscope.
Snapchat, the platform that ushered in vertical videos, found that vertical videos have a whopping 9x higher completion rate than horizontal videos.
Vertical video has become a legitimate, and even preferred way to capture and consume video content. Even this BBC documentary on refugees is specifically made to be watching on your mobile device – vertically. Youtube has also been reported to be embracing vertical video, by creating an adaptable display screen, that can change its ratio based on the way the video is filmed.
The effect of vertical video on your mobile device is that when scrolling through any social media feed, a vertical video will take up more space. That’s because a video will be compressed to fit your screen – in the case of a horizontal video, at full width in will only take up 25% of your screen, while a vertical video at full width can take up to 100%.
The vertical video, therefore, provides a better viewing experience as it allows you to see the content on a larger scale. The cherry on top of it all is that a person is already browsing social media vertically – having to stop and rotate their phone to view a horizontal video better is just something you can’t assume anymore.
Facebook cover videos are bringing action to your company profile
During March of 2017, Facebook launched a new feature – cover videos for business pages. It allows you to upload a short video (up to 90 seconds long) that is played on loop, rather than a static image.
Anyone who takes a look at a cover video will see that this draws significantly more attention to the cover space, turning it into prime real estate to express your brand’s most important message.
A cover video should be at least 820 x 312px large, with a suggest size of 820 x 462px, between 20-90 seconds long, and can be uploaded to a business page only. Go to your page and place your cursor on the cover image – click on the “change cover” icon that appears and then choose either “Choose from my videos” or “Upload video”.
Turning blog posts into videos
Content is king, but for many marketers creating the content is the easy part. Equally important and severely underrated is the step that comes next – content distribution.
The general wisdom is taking a larger piece of content and repurposing it to serve many functions.
For example, from a long-form blog post, you’ll create an infographic, several short-form bits of inspiration for social media, pull out a few quotes or facts to post to twitter (with reference to the blog, of course), which you’ll combine many other blog posts to form an e-book. Here’s the next step – taking a blog post, and turning it into the video, or vice versa!
For example, Moz, the SEO software company, does a good job of explaining complex notions in a video, but making it available in readable form as well.
This article was originally posted here, and was then turned into video format. This is a great practice to begin doing, and also an excellent way of freshening up older posts to make them more relevant today.
You can turn blogs into videos in several ways. One is that you can create slides yourself and put them together in a video editor such as iMovie, and another is that you can use existing apps to do that for you – one example is Lumen. Your third choice would be to either hire a video editor into your team, or outsource the task to professionals.
The strongest advertising strategy of 2017 – producing more video
Video is proving to be an inseparable part of content marketing. With video currently driving 67% of all of the internet’s traffic, it’s practically mandatory to be implementing video into your corporate marketing strategy.
Whether you’re able to do it yourself through a classic video editor, use an online video editor, of if you trust it to a video editing service who make the video for you, you can be sure that creating more video for your business will take you in the right direction.