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Digital marketing strategies go through multiple changes year after. In 2018, the marketing strategy has been revitalized with the latest video marketing
trends. If you ignore any of the key development areas, you are actually refusing innovation and choosing to be blocked. In 2017, 74% of the internet traffic belonged to the videos, which proves that video marketing is now crucial to dominating this highly competitive market. It is the premier digital marketing tactic for most global brands.

While newsletters, blogs, and landing pages are still prevalent, videos are more interactive and appealing to users. If a good, picture or infographic is worth a few thousand words, good video crosses millions. Consumers appreciate video marketing content more because it stems from highly engaging content spurring shares and conversations.

Video Marketing Facts in 2018

• 82% of users prefer live video over other social media posts
• Video content fetches 12 times more shares than images and text combined
• Temporary video content, such as Instagram Stories and Snapchat, have a narrower reach but greater urgency, which leads to a higher rate of engagement.

Let’s agree that we cannot think beyond Facebook and YouTube videos when it comes to video marketing. However, travel marketers also prefer Twitter, Instagram, and LinkedIn. Yes, you got that right!

Acquired by Microsoft, LinkedIn has received many changes and videos were introduced in 2017 to increase business opportunities. Therefore, if you are targeting B2B, MC&IT suppliers, or business travelers, LinkedIn is your space.

The State of Video Marketing in 2018

Content Marketing would be Increasingly Original and Personal

• Research shows that 61% of customers rely more on businesses inclined to create individualized and custom content. Hence, it is highly likely that users would choose the same company for all future purchases.
• With this trend catching up, 88% of content marketing professionals are willing to add personalization elements into the video marketing plan.

Live Videos on Social Media Network to Become More Important

• 82% of consumers agreed during a survey that they prefer live video over any other social media posts
• Viewers retain 95% of the message when they see a video, whereas they retain only 10% when they see it in text form. Hence, marketers, as well as brands, should seriously consider including more video content to their social media strategy and content strategy.

Social Media Advertising Cost to Rising due to Increasing Demand

• The number of advertisers across all social media channels is expected to increase rapidly. As a result, the cost of social media advertisements would also increase. In 2017, Facebook alone witnessed 74% growth.

Short-lived Videos to become more popular

• Temporary and short-lived video content such as Instagram stories to become more popular in 2018 and beyond. As these videos have a narrower reach but greater urgency, it offers an exceptional rate of engagement.
• Judging by the massive amount of online traffic in today’s time, user engagement is more important than its reach.

Mobile Optimization to be the Norm for Content & Video Marketing

• Users prefer to use the mobile platform for digital media engagement. It is a fact that desktops are no longer in use as much as it used to be. People prefer to have things on the go and always on-demand. As a result, 69% digital media engagement happens across mobile platforms.

More Scope for Bite-Sized Video Content

• The basis of acquiring your customers’ trust and developing long-lasting relationships is through useful, prompt, and one-touch access to all the information needed.
• Square video format shall dominate over the horizontal video format.
• Square videos are likely to achieve 30% to 35% more reach, which is likely to touch 50% in the following years.
• Square videos offer 80% engagement rate, which is predictably going to increase slightly in 2018.
• Captioning and letter boxing would remain the best way to turn video square.

Facebook Video Marketing Trends in 2018

• Businesses to use Facebook Creator App as the one-stop-shop for all kinds of help.
• The app allows users to create original videos, go live with exclusive features, and connect with their Facebook community
• It would also trigger entrepreneurs and brands to do live broadcasts and share more and more stories.
• Community management tools and personalization features add valuable bonuses used for managing community and creating better video content.

YouTube Video Marketing

• YouTube TV to offer a big opportunity for advertisers having an improved reach. The new TV app enables live TV streaming on Android TV devices.
• YouTube mobile sharing option would force marketers to create more engaging content. Viewers would be able to share videos with family and friends directly on YouTube.
• Not only can they share videos but also chat about them, reply with a new video, invite other users to the conversation, and much more.
• Businesses to collaborate with creators to boost brand value.
• Vertical video ads to be popular on full-screen without those hideous black bars.
• Digital companies to start their own dedicated Vlogging-style YouTube channel.

While Facebook and YouTube would remain the key video marketing channels, Instagram, Pinterest, and LinkedIn are developing rapidly.