What better way to talk about video marketing in 2020 than through video? Hi
there. I'm very excited to tell you about where video marketing will go in the
next year and how adding video marketing to your 2020 strategy can greatly
benefit your business. Let's start with some video marketing stats. Did you know
that in the next few years, 82 percent of commercial Internet
traffic will come from video? Also in that time frame, it's expected that around
a million videos will cross the Internet every second. That's an extraordinary
amount of video. But what does this mean for your business? Video isn't going
anywhere, so if you don't hop on the video train soon, you're gonna be left at
the station. But hey, I get it. If everyone is hopping on the video
marketing train, it's gonna get pretty crowded. You're going to have to get more
creative in your approach to video so that you can stand out. It's easier said
than done. But I have some tips for growing your video marketing strategy in
2020 and beyond. If you want your 2020 videos to stand out, you're going to have
to understand your audience's viewing habits. I'll expand more on this with 4
video marketing tips. First, know which platforms people use to watch videos. We
all know the biggest player is YouTube. People view more than a billion hours of
video every day on YouTube. Just think about it...how many times have you been
physically in a store looking at your options and wanted more information like
product reviews or tutorials? Of course, just because YouTube is on the rise
doesn't mean you should ignore your other social platforms. Facebook and
Instagram posts with video do tend to get more engagement depending on your
type of business and your goals. You may see success from posting videos on
LinkedIn. Where you post will always depend on who and where your audience is.
Aside from where you post, your engagement rate will also depend on your
video length. Whereas a 10 minute video will probably perform well on YouTube,
someone scrolling through Facebook isn't going to stop and watch for very long.
Some might not even stop at all. Second video marketing tip for 2020...know what
devices people use to watch videos. I don't think this will come as much of
a surprise, but you should create web videos with a mobile-first mindset.
People watch videos on social media, and where do they access social media? Their
phones. Two big things for you to think about with mobile video: one is the
language you use. Here's an example. If you want someone to click a link, it's
not really a click on a phone. It's more like a tap. So instead of saying click a
link in the description for someone using a mouse, you might want to say
something like follow the link or tap the link. Again, look at your video
analytics to really see where people are watching your content. You might still
get a decent amount of views from desktop computers, so you shouldn't
isolate that segment of your audience if it's still present. The second big thing
with mobile video: a lot of people watch without sound. 92% of people surveyed in
the US view videos without sound on mobile, so the solution to this is
captions. If you caption your videos, you're giving people a way to watch your
content without turning up the volume. Alright...next 2020 video tip. Tip number
three: understand how people search for videos. In 2019, search intent mattered a
lot. It matters just as much in 2020. Someone searching for "update your
website" on Google might be looking for an explanation of why they should. You'll
see some results focused on the why, but if you search the same term with YouTube,
you'll see the results go further with the how. Videos are visual and the topics you
cover should reflect that. It makes much more sense to make a video showing
people how to update their website rather than narrowing it down to a full
explanation of why it's important. Digging into the search results can
really help you understand what people want to see in your 2020 video
marketing content. As I mentioned earlier, YouTube has become a staple for the
consumer decision making process. Google knows this and now has a key moments
feature for YouTube videos and websites. You might have seen these results when
you search for a how to query on Google. A video pops up in the search results on
mobile featuring different segments related to your search.
To get your YouTube videos to pop up for a search,
make sure to break down your video into timestamps in the YouTube description.
It's a bit more complicated to get your site's video to show up for key moments.
Your page has to support rich results and you have to use clip structured data
on your site. The website feature is also limited to a small group of sites, but if
you're interested in participating and meet all the requirements, you can fill
out an interest form for your site. Now here we are at the final tip for video
marketing in 2020. Tip number four: use data to personalize your videos.
Personalization will win in 2020, especially in the world of video. You
might have seen personalized videos on social media or in your email that
feature your name throughout the video. It's a super cool way to connect with
your audience using the information that they've provided when they've already
interacted with your business. Look at the data you have. Do you have a weekly
email newsletter for your customers? Do a lot of industry professionals engage
with your content on social media? Target your video towards them. How
specific can you get? If you incorporate video into your 2020 marketing strategy,
you're sure to have some wins for your business. How do you think video will
change in 2020? Let us know in the comments, and as always subscribe to our
YouTube channel and follow our blog for the latest in digital marketing.
(pleasant music)