DATA WILL DRIVE VIDEO CONTENT STRATEGY FOR EACH PLATFORM
Video is a must-have for marketeers to connect emotionally with an audience and to generate privileged customer insights.
To no surprise we see increasing portions of marketing budgets being captured by video as we gain new and valuable information on audience size, ad completion rates, user modalities and more.
These enable us to make smart decisions, measure marketing activities against actual business outcomes and optimize the content strategy.
The focus will rely on providing tailored content for each platform to meet the demand of the ‘digital consumer’ and steer marketing activities more effectively for all.
PROMOTION VIA VIDEO FEATURES WILL KEEP USERS ENGAGED
As seen by the success of Tik Tok, videos keep users higher engaged than traditional image or text-based posts, therefore continuing to be a key driver in a company’s promotional strategy.
It is to be noted that authentic, simple videos even without voice-over enjoy increasing popularity and can leverage the sales potential of products and services tremendously. Curating and enriching content with useful features, information and links designed to make engagement most convenient for consumers will be the decisive advantage for content that converts.
VIDEO MARKETING GETS MORE GRANULAR TO THE VIEWER
Through the rich data analytics that mass video consumption offers, companies and brands can individualize mainstream media for a specific audience.
Based on a more accurate audience quantification that captures true frequency and reach, live A/B-testing, a smart retargeting and individualization of content for users can be realized at rapid pace.
With increasing blend of video formats and lesser segmented buying processes, marketeers can focus on increasing engagement and providing endless experiences tailored to individual users.
DATA AND AI ARE THE FUTURE OF VIDEO MARKETING
With full-screen mobile video feeds - as seen on Tik Tok and Instagram Stories - on the rise, an increasing number of brands are integrating products directly into their video content.
As this content is made available ‘on-the-go’, leaving the consumer the opportunity to consume the content over the preferred medium and at any given time, the technology used for distribution becomes increasingly critical for brands and marketeers.
Generating insights with the help of AI enables to optimize the partnership-network between brands, creators and influencers which in turn maximizes the return on investment and the ability to monetize content.
CUSTOMERS WILL BECOME ‘BRANDFLUENCERS’ IN VIDEO CONTENT
While content was formerly produced ‘by the brand, for the people’, we see the future of [video] marketing to be shaped in the opposite direction.
Customers will become ‘brandfluencers’ and content will be produced ‘by the people, who speak for a brand’.
Smart organizations will focus on community building and on facilitating the engagement within their community.
Leveraging influencer or ‘brandfluencer’ video content can pave the way and secure a spot ahead of competition.
cf.: Forbes.com “11 Expert Predictions On The Future Of Video Marketing”, published Oct 1st, 2021