Hey there and welcome to #trending in video, a new blog by Best Made Videos®. This is going to be a fun collection of all things relating to videography, technology, marketing, and more! I hope you enjoy some of the content and keep an eye out as we work towards this being a weekly or bi-weekly endeavor! Check out some of the latest #trending video news we are tracking below.
Our friends over at MarTechSeries have a new top 5 list talking about all the different trends that will shape the influencer marketing industry in 2020. Gone are the days of simply looking at a "follower count” as a way to verify the legitimacy of an online influencer. Instead, their blog suggests that focusing on engagement quality, growth rate and audience matching will be much more important metrics to gauge before deciding which online video influencers companies should decide to develop relationships with.
In news that looks good to us over at Best Made Videos®, MarTechSeries also believes that video will represent 80% of all internet by the year 2021. They write “…as digital, social and mobile channels become more fragmented, marketers are tasked with producing a wide range of videos that can appeal to the right audience, on the right channel, in the right format.” Besides hiring local video production companies to create some of the marketing materials for online advertising, they also believe that online influencers will turn the camera on themselves and create “influencer-generated content” for the brands they are working with.
Although Instagram and YouTube are the two most popular video sharing platforms currently on the market, research suggests that increased competition in terms of the overall cost of trying to acquire new viewers will push brands to experiment outside of the Google and Facebook ecosystems. Two specific video focused social media platforms they mention are Pinterest and Twitch which have seen enormous growth over the past few years, especially in the world of e-sports and video gameplay streaming. One other thing to keep in mind, although TikTok has exploded with popularity over the last year as the fastest growing video sharing platform on the internet, it still hasn’t unseated Instagram as the dominant force in influencer marketing.
Finally they write about how brands who utilize online influencers are going to move more into the mainstream in 2020, 2021 and beyond. As many of these brand compete with each other in terms of marketshare, they are going to turn to online influencers as a way to differentiate themselves and attract new customers. The post mentions Kim Kardashian, Kylie Jenner, Michelle Phan and more who have used video and their online influence to shape new marketing efforts for some of the hottest brands around.
Where is this all going? According to MarTech they expect the industry to reach north of 10 billion in 2020 with even more exponential growth in the years that follow. The combination of video and online influencers in here to stay and it will be interesting to see which companies capitalize on this trend, and which companies get left by the wayside in this ever-changing environment.
Thanks for checking out this first post in our new #trending in video blog. I hope you enjoyed reading and potentially you even learned something along the way! Comment below and check back for every more trending video news to come. Thanks again!