A guest blog post by Kas Szatylowicz

Kas Szatylowicz

Video marketing has been hot for a few years now, and it’s showing no signs of slowing down.

In fact, it’s speeding up. By 2020, it’s forecast that video will make up a whopping 80% of all internet traffic.

Not just that, but video keeps your customers’ attention better than any other type of content.

However, video marketing is also changing.

To stay ahead of the curve, you need to identify the trends and take action on them before your rivals.

In this article, we take a look at 7 brilliant video marketing techniques you should try out in 2019.





(1) Live Streaming



If you want to level up in 2019, you’ll have to broadcast live on social media.

In 2018, 80% of consumers said that they want to see live video more than pre-recorded video, with the amount of people watching live videos on Facebook, Instagram & Twitter (via Periscope) rising all the time.

More than that, 13% of web traffic derived from video now comes from live videos.

Live videos make you and your brand look more authentic.

When done right, they can be super compelling.

Consider holding on-the-fly Q&A sessions between yourself and your audience, or consider giving your customers a “behind the scenes” glimpse into your business.

You could also use live video to deliver advice on a particular topic, or you could host an interview with an expert in your niche.

Make sure to promote your video video beforehand.

For example, you could promote it on Instagram Stories and share your streaming link at least two days in advance.

Make sure that your Facebook profile is switched to public so that your viewers can share your stream, too.

While quality does matter in your live streams, don’t shy away from filming on your smartphone or tablet.

Brands do this all the time, even though they can afford professional camera setups.

Streaming via your mobile device suggests authenticity and trust, which is important when connecting with your audience.



(2) Adding Captions



Adding captions to your videos can boost engagement massively because 85% of viewers watch videos without sound.

It’s an incredible statistic, but it’s one that doesn’t need to present a problem.

Does adding captions to your videos work?

Instapage performed a split test for this, and found that it improved reach by 16% and increased total view time by 5%.

Moreover, when captions were removed, average shares dropped by 15%.



(3) Vlogging – Video Blogging



While individual filmmakers have been vlogging for a few years now, businesses have been slow to react to how it can fit into their overall content marketing strategy.

Because vlogging connects you with your viewers by being so authentic, it’s a great way to build communities around your brand.

You can use vlogs to educate and inform your audience about your business, your products and related topics, and you can also entertain them.

Each time you vlog, base it around a meaningful topic that drives action.

Give people a reason to watch, offer lots of value and give them something to do afterwards.

What action should they take?

Adopt new technology in the form of 360 degrees videos and virtual reality, personalise your content and make sure to go live before cross promoting your content on all your platforms.

If you can nail the video marketing game, you’ve got a fantastic chance of boosting brand awareness, generating leads and ultimately increasing sales.



(4) Personalised Video Messages




Instead of a messenger bot, how about a personalized video message?

There is so much video content swimming around that it’s getting harder and harder for brands to stand out.

As the video marketing sector becomes more bloated, it’s important that you find a way to keep your videos memorable, fresh, and unique.

Personalized video messages are the way forward.

When a video is tailored specifically to a certain individual, the message is stronger.

Nike adopted personalized video messages way back in 2014 when they emailed 100,000 totally unique videos to their subscribers that celebrated their customers’ achievements.

With user data, you can create video messages to say thanks to your customers, offer support, offer content, or even follow up on an inquiry.

Personalized messages, then, are a great way build leads and improve your customer relationships.






(5) 360 Degrees Video



360 degrees video has been around for a little while already, but many small businesses have been a little hesitant to get onboard with it.

The big question is, “is it really worth it?”

360 degrees video allows for the kind of immersive video content that no other type of tech does.

With 360 degrees video, your content becomes so much more thrilling than ever before.

This is a good thing if, for example, you’re trying to energise your customers into action.

For it to be a success, your video needs to involve your customers in the action so that they can interact with the content.

For example, you could position the camera over someone’s shoulder so that the viewer feels as though they are part of the journey.

Always bear in mind the strength of the technology.

What makes 360 video different and how can your brand use it to your advantage?



(6) Virtual Reality



Virtual reality has been in the offing for a few decades now, but 2019 will finally be the year that it takes off in the video marketing sector.

It really is going to be HUGEe.

In 2020, 82,000,000 VR headsets are predicted to be in circulation.

VR allows your videos to be more interactive than ever.

Limbic Life are one such company that has already adopted the technology, using it to help their customers heal physically and emotionally.

Adidas, meanwhile, used the technology to make the video-watching experience more immersive by involving the viewer in an activity that otherwise they might never have been introduced to.

Like with 360 degrees video, you need to play to VR’s strengths.

How can you use it to immerse your audience in an experience?

How can you make them part of the journey?

Consider using it to educate your audience about your products by allowing them to test them out for free.

Or try creating “how to” videos that offer lots of value.






(7) Cross Promotion On All Platforms



YouTube might have dominated the video space for a long time, but you need to make the most of all your channels if your distribution strategy is to be effective.

A solid distribution strategy is going to be fundamental to your overall video marketing strategy if you’re to stand out from the crowd in 2019.

Each time you make a new video, post snippets to your other platforms.

This will, help to build a buzz.

Take photos of the production process and share them with your audience.

People are inherently fascinated with what goes on behind the scenes, and your production stills could help to whet their appetites for the real thing.




Kas Szatylowicz

Kas is a social media manager and outreach coordinator at Nightwatch — a search visibility tool of the next generation.

Check out Nightwatch blog and connect with her on LinkedIn or Twitter: @KasSzatylowicz