Having an effective marketing strategy in 2020 is crucial—but incorporating video marketing has become essential. Videos help brands reach wider audiences, build loyalty, and share information in new and engaging ways.
So how do you create videos that actually support your goals? Let’s explore some of 2020’s most prominent video trends and how you can apply them to your content strategy.
Personalization
Personalization has taken the marketing world by storm—and video is no exception. Generic, one-size-fits-all content doesn’t connect the way it used to. Today’s consumers want to watch (and interact with) videos that speak to their needs and interests.
Small details can go a long way toward increasing brand awareness and building brand loyalty. In 2020, more brands are leaning into personalization through interactive video experiences—especially as AR/VR technology continues to advance. Expect to see more creative tutorials, ads, and informational videos that invite viewers to engage rather than just watch.
Live Video
Live video is one of the easiest ways to connect with your audience on a more personal level. Live content happens in real time, which makes it feel more authentic and engaging—like an unfiltered look into what your brand is all about.
Live video marketing can help you:
- Answer questions about products or services instantly
- Host webinars or educational sessions
- Make announcements and updates
- Share behind-the-scenes content
Bonus: live video requires little to no editing, making it a fast way to publish content consistently.
Search Optimization (Video SEO)
Creating videos is only half the battle—you also want people to actually find them. While search optimization isn’t new, video SEO has become a major focus in marketing.
To improve discoverability, make sure your video content includes:
- Strong titles and descriptions that match the video topic
- Relevant keywords aligned with what your audience searches for
- Closed captions or subtitles (which can improve watch time and accessibility)
- A link to your website to drive traffic and conversions
- A custom thumbnail image that grabs attention
Videos need just as much optimization as your written website content—especially if you want them to support your overall marketing strategy.
Shoppable Video (Be on the lookout)
As ecommerce continues to grow, shoppable videos have surged in popularity. While this trend hasn’t fully hit the U.S. market yet, it’s one to watch closely.
Shoppable videos allow customers to purchase products directly from the video itself—without leaving the platform to hunt for the item on a website. This shortens the buying journey, encourages impulse buys, and can increase customer satisfaction through convenience.
Shoppable video can work in many formats, including:
- Product ads and demos
- Tutorials that feature items viewers can purchase
- Informational videos with clickable product links
Ready to strengthen your video marketing strategy?
Whether you use video on your website, social media, email campaigns, or ads, keep these trends in mind as you create content. In 2020, improving video SEO and producing more personalized experiences can make a major impact on your overall marketing results.
Looking for help with marketing or branding? Now’s the time to get started. Contact us to learn more.
