The Rise of Branded and Personalised Video

2015 was widely regarded as the year that video marketing really took off. As we head into 2016, marketers will be looking into how they can use technology to further build on the huge potential of video marketing.

Increased Value of Branded Video Content

The power of YouTube will come to the fore again this year resulting in more companies making an extra effort to produce branded video content. Marketers are recognising the fact that YouTube is now the third most visited website in the world with more than four billion views per day.

‘The play button has become the most compelling call to action on the Web’ (Lessard, T).

Videos are becoming more popular among online users than traditional text-based pages. More and more marketers will move towards moving images, creating branded videos such as key interviews, behind-the-scenes insights and product promos to engage their target audience.

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More Videos Will Appear on Websites

Jayson DeMers (Forbes) suggested that there are two areas where video content is likely to show up:

  • Home pages – As this page is likely to be the first page seen on the website, it is vital that it is attractive for the viewer. If your homepage is engaging, the visitor will be more likely to spend more time exploring the website.
  • Product pages – To make sure that your product or service is sold effectively, videos are a great method of explaining what you offer. Using just text and still images can be difficult to understand if your product or service is complex or new to the market. With the use of short videos, customers will better understand the product and the purchasing process which can boost conversions.
The Revenant: 200 Miles website includes an interactive video in the background.

The Revenant: 200 Miles website includes an interactive video in the background.

Videos Will Play a Larger Role in Driving Sales

The inclusion of videos on websites brings us onto the next prediction that videos will play a larger role throughout the customer journey. From a recent survey by research firm Demand Metric, 74% of businesses reported that video content drove conversions more than any other content type.

With increased video content, customers will be guided through the purchase process. According to a recent study, customer testimonials, demos and explainer/tutorial videos were found to be the most effective at helping convert sales.

The Potential Rise of Personalised Video Content

 

Interactive, one-to-one, video content is forecasted to emerge in 2016 which will create a more conversational experience. New technologies will allow the viewers to fully engage with the video content to form a more immersed experience to potentially gain more customers. Features to look out for will be mid-roll surveys and questionnaires inserted into the videos as well as multiple choice options that the viewer can select to direct how the video content will continue.

Video personalisation will also enter the mainstream in 2016. The concept will involve the viewer’s name, company logo, or an image posted on social media placed into the video to bring the viewer into the story. Marketers will be hungry to create a more engaging, immersive experience by creating stories that are personally directed by the viewer.

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