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Video Marketing: What to Expect in 2016 January 15, 2016

Video Marketing. Wordcloud Concept.

It’s a new year, time to look ahead to video marketing trends we can expect to see this year. We’ve compiled a list of predictions from leading industry experts. Here’s what they’re saying:

• Video Will Revitalize Email Marketing. Marketers will rely less on heavy text content and more on videos to encourage interactions with brands thus giving new life to email marketing.

• Branded video content or videos published under a brand’s name for the sole purpose of engaging users, providing value, and presenting a direct and compelling call to action will increase. Dove’s Real Beauty Campaign does a good job of with this.

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WeightWatchers joined with Influencer Oprah Winfrey to spark their campaign

• Influencer Marketing According to ReelSEO, 2016 is going to see an explosion in influencer marketing when it comes to video (think Oprah & WeightWatchers) Collaboration between a brand and an influencer can reach a new and engaged audience that marketing dollars can only dream of reaching.

• Bite-sized content One of the most talked-about trends for this year is mass creation of bite-sized simple content. How-to content will keep getting bigger and better. BuzzFeed’s Tasty videos is one of the best examples, many of their videos get over 10 million views and hundreds of thousands of likes.

• Mobile + Video = Millennials If millennials are your target market, mobile-centric platforms should be your focus. A recent Wibbitz survey found that 44 percent of millennials consume content on their phones. This translates into shorter creative – anywhere from 10 seconds to 2 minutes.

• Video – not just for YouTube anymore. More marketers will be migrating their videos to their URLs integrating video into web design, making pages less static and more immersive. Compelling home page and product page videos is where they’ll start.

• And speaking of YouTube… 2016 is the year that video is broadening beyond YouTube, with Facebook, Twitter video, Periscope, Vine, Snapchat, Instagram, Tumblr and even LinkedIn giving priority to video which gives advertisers, audiences, and creators countless options to create and consume content.

• Vertical video…say what? Snapchat recently reported that vertical video ads showed increased effectiveness. Makes sense since mobile is mostly a vertical experience. Consumer behavior is all about convenience and vertical video display taps into that behavior. But expect creatives to resist it. This may be one to watch.

• Video ads will dominate. Facebook and Bing already offer advertisers video options, but now Google (fashionably late to the party) is getting on board according to Forbes.com with search engine response pages featuring video ads. And with YouTube in their stable, the possibilities are endless.

Video marketing is on the rise; that much is clear. And 2016 will be an exciting year, with smart marketers taking calculated chances and creating more content to engage their audiences. If creating video content is part of your marketing plans this year, call us. We’ve got ideas.

Lauri Oliva

Lauri oversees business development and project management for Digital Cut Productions.