Rise Of Video Marketing In 2017

The use of video marketing by businesses skyrocketed in 2017 as it became the marketing tactic with the best return on investment. Marketers reported a 49% increase in revenue using video than those who didn’t invest in video marketing. According to “The State of Video Marketing 2017” study by Demand Metric, more than 9 out of 10 marketers polled believe that video content is more important than ever and 7 in 10 firmly believe that video converts better than other content formats. In fact video content accounts for nearly 74% of all online traffic. While written content and social media will continue to be produced, it is believed that by 2019, nearly 80% of online content will be video. If your business does not want to miss the boat on gaining huge traffic and establishing your brand, then you simply cannot overlook these incredible stats about video marketing. Let’s look at what makes video the biggest distribution channel and how video marketing has evolved this year.

Online Video Marketing Trends Of 2017

To help you keep up with video marketing strategy, we have put together some of the top video trends witnessed in 2017.

Live Video Streaming

Live video streaming makes a compelling watch because it is engaging and immediate. This trend has gained immense popularity through Facebook’s Live Video and also with Instagram’s Live Stream feature. According to Facebook, users spend 3x more time watching a Facebook live video than one that is no longer live. Additionally, 82% of people would watch live video over reading social posts. Even something like a webinar or answering questions through Facebook live video streaming can lead to a boost in engagement. You can get a massive spike in engagement as soon as you go Live because Facebook sends a notification to your followers when you stream live. Twitter also joined forces with Periscope, a live-video-streaming platform, in 2015 to allow users to imbed broadcasts directly into their tweets. The standalone application became integrated into Twitter’s own app, and there were 200 million broadcasts created. Twitter has reinvented itself as a video streaming platform with the #GoLive video feature directly in the Twitter app, which helps integrate live video content with social discussion and debate.

Video Resources for Sales Teams

Consumers prefer watching videos than interacting with sales people or even reading a boring manual. According to a study by Wyzowl, nearly 44% of consumers prefer watching product demos to learn about a product in comparison to just 4% who prefer reading a manual and 5% who would rather talk to someone over the phone. Videos have the unique ability to inform and educate in an entertaining and easily digestible way. Consider the fact that almost 50% of web users check out a video before visiting a store, as per Google. By incorporating video into your sales process, customers can get to learn about your product/service and make an informed purchase that happens on their own terms. Sales teams are also using video viewing data more and more to qualify, engage or influence deals and help improve conversion.


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Video In Email Marketing

Email marketing is all about getting your business’s message to relevant customers. Now the flair of video and written content in email is being combined to make messages more interactive and stimulating. Surprisingly video use in emails is up to around 46% from 36% last year and is being used more by small (52%) rather than large (24%) companies. Video is increasingly being used in email marketing campaigns to explain and persuade! Did you know that around 64% of users convert due to video? So using video in email marketing can potentially give you tremendous results. A lot of companies are also using video email gates as a tool for email capture to grow client base.

Video Measurement

The big players Facebook and Google are heavily invested in their digital video channels. Nicola Mendelsohn, Facebook VP already predicted way back in 2016 that the platform would be “all video” by 2021. But ambiguous measurement tactics may delay that reality. After all the validity of Facebook’s measurement metrics came under heavy scrutiny in 2017 and it has left many marketers wondering how to successfully measure video effectiveness. Most marketers still use very basic video effectiveness metrics, such as impressions, views or shares or even completion rate. A very small number of marketers use advanced metrics to get more insight on a branded video’s impact on revenue, its persuasion power through metrics such as views by embed location, attribution to sales pipeline, etc. Let’s be honest, impressions as a video measurement metric is not going to disappear anytime soon but there’s been a move by the big players towards a healthier video ecosystem.

Final Thoughts

Going by these trends it is easy to see why video is absolutely blowing up. Video needs to be integrated into your marketing efforts and used across multiple channels to help you engage with your audience and drive business growth. If your business does not jump into the video bandwagon right away, you run the risk of being left behind in the coming year.

To gain more insights about your video marketing program, get in touch with DirectiveGroup. Let us help you prepare your marketing plans in 2018.

This is a guest blog written by Michelle Keyser, Director of Social Media and Content Marketing, at DirectiveGroup, a digital marketing agency, where she is a strategist and blog contributor. Contact them today for more information by calling 1.866.925.9524.