Leverage Emerging Video Marketing Technologies to Future-Proof Your Strategy
With the availability of information and direct connections to brands, modern consumers are savvier than ever. They can research and follow brands to make sure they are in line with their values, hold themselves accountable, are transparent, and care about questions and concerns from customers. This frequently takes the form of video marketing. Videos rose to popularity because they deliver information in clear, concise, and entertaining formats that cater to short attention spans on social media. By 2025, video streaming will account for 91% of global internet traffic, and video is expected to account for 82% of all consumer internet traffic. However, it's easier said than done to create successful video campaigns. Emerging video technologies take a lot of the stress out of the process if you're overwhelmed by the prospect. You can create polished, engaging videos that capture your audience’s attention and stand out in a sea of content.
How come videos are so popular? Videos have risen to star status in a short period of time. While video has always been more digestible than written content, online consumers shifted during the shelter-in-place orders of the pandemic to prioritize videos on social media for information, entertainment, and more.
But why are videos so popular? Video is increasingly popular online for the following reasons: Visual stimulation: Watching videos requires more of your brain to interpret images, facial expressions, and visual cues. This is a different experience from reading a text-heavy article and engages learning ability, promoting better information retention.
Algorithm appeal: Many social media platforms, including Instagram and Facebook, give preference to video content in their algorithms, which encourages more visibility. On platforms like TikTok, video is the preferred content.
Authenticity: Videos, especially live ones, may appear to be more real. In contrast to text, viewers are able to recognize cues that the subject is genuine, such as facial expressions and body language. Ability to be shared: Videos receive more shares than other types of content. Social media users have short attention spans and busy schedules. Videos provide an easy watch and escape that gives them something in return for the time they spend watching, encouraging them to share it with others.
Opportunities for education: Not all video content is pointless or focused on sales. When jargon-heavy or complicated product demonstrations are included, some videos provide a learning experience about a brand or its products, allowing viewers to better comprehend the benefits in real life. How Video Marketing Is Being Changed by Technology Previously, only big brands could make videos of a professional standard by hiring production companies with virtually unlimited resources. Now, technologies exist that make video marketing more accessible to brands of all sizes and industries, even those with limited marketing budgets, by removing the obstacles. Video's popularity has been aided by these technologies. Examples of video technologies and their disruptive effects on marketing are as follows: Content for short-form videos The pandemic ushered in a new era for online behavior and consumer preferences. TikTok became the most popular platform, proving that consumers wanted not only videos but short, digestible content with authenticity and entertainment value.
Since then, TikTok has been setting the trends for other platforms to follow. Instagram created Reels and Stories and YouTube created Shorts – a break from long-form content on the platform – with features like audio, text overlay, stickers, in-app editing tools, and more.
Interactive Features
The X factor can be added to your videos thanks to new technologies, but high-quality videos don't need anything extra to stand out. Interactive elements like clickable buttons, quizzes, and branching narratives make content more engaging and encourage active participation, rather than passive viewing.
In addition to the benefits for the user, interactive videos can give you valuable insights as a brand. When a customer engages with a video, you can keep track of the choices they make, the content they select to view, and the features they use the most. Virtual Reality and Panorama
Videos can be created on nearly any device, including computers, tablets, smartphones, or directly in social media accounts. The majority of these formats are made for standard videos, but app features let you use panoramic views, virtual reality (VR), and augmented reality (AR) to make the video look better. VR and panorama, for instance, are used in virtual walkthroughs to replicate the real-world experience of shopping in a store, touring a museum, or touring a property. Although these features are beneficial to the tourism, real estate, entertainment, and gaming industries, there are numerous other applications for the technology that creative brands can use to achieve success. Shoppable Video Features
Most of the time, standard videos are formatted like written articles. They contain an introduction, body, and conclusion with a call to action (CTA) that tells the user the action they should take. While this can help with leads, there are ways to get more out of your CTA with seamless shoppable video features.
Shoppable features, for instance, may be used by fashion and accessory brands in runway advertisements to assist viewers in locating the video's featured goods. Instead of leaving the site to search for the product, where they may lose interest, users who click the button are taken directly to the product page, where they can seamlessly complete their purchase. Machine Intelligence Artificial intelligence (AI) is a disruptive technology that’s been making waves across all industries. Video is no exception, and AI offers some unique advantages for brands that need to maximize resources in video production.
For example, AI can assist with the time-consuming, less-human aspects of video production like video editing, captioning, and visual enhancements. You can streamline these aspects of the process, leaving the heavy creative lifting to your human team members. AI can’t create your videos for you, but it can cut down on the time- and resource-intensive aspects to help you stay on top of rapid social media trends.
New technologies are continuously revolutionizing industries of all types, including marketing. The process of making a video can be made easier and more productive with the help of new technology tools. You can also give viewers an experience that is more engaging and one-of-a-kind, and you can get the most out of your efforts.