Marketing Strategy Blog

The Top Video Marketing Trends of 2020

Video Marketing Trends

Video is hot. Super hot!

It of course is no surprise, then, that video marketing is a juggernaut in the marketing world today.

YouTube boasts more than 2 billion users (2 BILLION!). More than 500 hours of video are uploaded to the platform every minute, while more than a billion hours of video are watched daily. YouTube is used by 73 million U.S. adults. Clearly, understanding the latest video marketing trends can reap huge dividends for your business.


Video Marketing Delivers ROI

How are you using video in your marketing this year? With so many advances and innovations in video marketing, you’d be hard pressed to come up with a reason not to incorporate video into your 2020 marketing plans.

Simply put, video marketing delivers a strong ROI. Aberdeen Group reports that video marketers generate 66% more qualified leads than those who don’t use video. According to WyzOwl’s State of Video Marketing 2020 report, video marketing generates the following types of results for your business:

  • 92% of marketers who use video confirm that it’s an important part of their marketing strategy.
  • 87% of video marketers report that video has increased their website traffic.
  • 83% of video marketers state that video has helped them generate leads.
  • 80% of video marketers confirm that video has helped increase sales.
  • 88% of video marketers reported that video marketing delivers a positive ROI.

Video Marketing ROI

There’s another critical reason that you need to take video seriously. Even if your biggest competitors are not yet utilizing video, they most likely will start soon. According to WyzOwl’s report, 59% of non-video marketers say they expect to start using video as a marketing tool in 2020. If you drag your foot too long, your competitors will leapfrog well beyond you.

Video Marketing Trends

How best to capitalize on current video marketing trends? Take a look at some of the top trends below, and unleash new growth for your business.

Personalization at Scale

Sixty percent 60% of marketers consider personalization to be a key strategy for improving the quality of their leads. Further to this, personalizing an offer increases click-throughs by 202%.

And with this in mind, we feel that personalization at scale is going to be a big video marketing trend in the coming year. Personalization is often achieved by inserting the viewer’s name, company name, brand name, recipient’s image or company logo.

If you’re looking for scale, then go with a video platform with which you can mass produce personalized videos. Think Vidyard, with which you can add email collection forms and calls-to-action directly into your videos and integrate view data with your marketing automation software.

You can also track how individual users interact with their respective personalized video, enabling you to determine the effectiveness of the video and next steps per recipient.

The following video is a good example of a personalized video at the individual level, but could be easily personalized at scale to thousands of mailing list members using Vidyard’s platform.

1-to-1 Customization

For highly effective B2B video marketing, such as targeted account-based marketing (ABM), you can customize your video per company, department or role while including research or analysis done exclusively for the recipient company. If you’re looking to extreme personalization, then there’s little that’s more powerful than this type of video.

Expect to see more 1-to-1 videos being used in the future in new audience prospecting, nurturing, meeting summaries, pitch follow-ups and moments where you want to thank your audience (e.g., for attending one of your events, etc.). Stratabeat has combined videos with direct mail, customized per company, for outsized impact.

With a plethora of easy-to-use video builders continually entering the market, we expect customized video production to explode in 2020. Some tools you can check out that make quick, customized video production a snap include the Vidyard Chrome extension, Loom, Wistia Soapbox, Wistia Chrome extension and Wave.Video.

Drive More Engagement, Leads and ROI

Integrate video into your 2020 marketing for greater results. Let’s Talk!

LinkedIn Video Marketing

B2B Video Marketing

According to WyzOwl, 84% of marketers who have created videos for LinkedIn have found the platform to be highly effective at generating results.

In terms of lead generation, according to the 2020 Chief Marketer B2B Marketing Outlook Survey, LinkedIn is the most effective social media channel for driving B2B leads. In fact, HubSpot found that LinkedIn is 277% more effective at generating leads than Facebook and Twitter.

Uploading native videos is one of the most effective ways to cut through all the noise on LinkedIn. For our clients, we see 3X – 5X greater engagement on most LinkedIn posts that feature video. Expect to see video everywhere on LinkedIn this year.

Interactive Video

Rounding out our list of 2020 video marketing trends is interactive video. According to BrightCove, 70% of the marketers surveyed state that interactive video engages their audiences “well” or “very well” and 68% believe it will continue to become a more important part of their marketing.

One way to make your videos more interactive is to incorporate email collection forms and CTAs directly into your videos. Other methods to inject more interactivity include hotspots, where you include clickable areas within the video, taking the viewer to a separate web page or reveal content directly within the video.

A more advanced approach that we expect to see more of moving forward is branching. This involves forked user paths based on the viewer’s selection, with different content being shown depending on their choice.

Finally, expect to see more 360-degree videos, where the user has the ability to drag the screen within the video frame to move the view within the video.

Video Marketing that WOWs

Integrate video into your 2020 marketing for greater results. Let’s Talk!