We’re not just approaching a new year, we’re approaching a new decade. For Bright Planning, this means we’ll be implementing new marketing strategies, plans, budgets, and expectations. We’ll continue to encourage businesses to use a variety of social media platforms and content, but what we’ll stress most, and expect to create an abundance of, is video. In 2020, video should reign supreme in any business’s content marketing strategy.
By 2020, Gen Z will make up 40% of all consumers. Why does that matter? To capture the attention of Gen Z, you’ll need video content. A recent survey from Business Insider revealed that while 65% of Gen Zers check Instagram each day, a whopping 62% of Gen Zers are also daily YouTube users.
According to a survey from Smart Insights, 83% of marketers believe that video is becoming increasingly important, and while this is helpful information, it means you should be prepared for more competition and saturation when it comes to this type of content.
With that in mind, here are 5 ways to get your video content strategy ready for the next decade.
Personalization can mean different things to different marketers. But when it comes to video personalization in 2020, we’re talking about providing your audience with visual experiences tailored directly to them.
Create videos that reflect the products or services your consumers find most compelling. You can even create videos that incorporate a viewer’s own content (with their consent, of course) that personalize the video for them specifically. Finding a way to incorporate this underutilized tool into your video content strategy next year will set you apart from the rest and will make your brand memorable.
2. Long-form Videos
We’ve heard time and time again that our attention spans are dwindling—that we can’t do more than scroll through a newsfeed or just read the bullet points. But the attention span myth was busted a few years ago, which opens up the playing field when it comes to video marketing.
Easily digestible videos are still great—many consumers enjoy getting snippets and highlights—but consumers also are interested in longer narratives. Take some time in the new year to think of creative ways to tell your brand’s story through video that no longer has to fit into the 30 seconds to 1 minute time constraint. These brand videos should be cinematic and engaging, informative and inviting, and, once again, memorable.
3. Going Live
Live streaming has seen a major boom over the last few years thanks to the gaming world, as well as the evolving live video capabilities on social media. Streaming video accounts for over two-thirds of all internet traffic and is expected to jump to 82% by 2020, according to data from Go-Globe. Now is the time to use this rise in engagement to your advantage if you haven’t already.
First, find which platform—Facebook, Instagram, YouTube, SnapChat, etc.—has the most audience engagement for your brand. While going live on multiple platforms may seem like the best option, we think it’s better to start with one platform where you know your content will really shine. What’s even better, many of these live video services also allow you to leave these on your profile as a regular video, significantly adding to its reach.
4. Virtual Reality
Incorporating virtual reality into your video content strategy will open up endless possibilities. The advanced technology we currently have with smart devices and VR headsets have made VR much more accessible to a wider range of customers—and the technology will only continue to grow from here.
You can create an immersive experience for customers by designing visually stunning 360-degree videos. Walkthrough videos of your company’s headquarters or space can become almost lifelike virtual tours with the help of these impressive videos.
Don’t forget to optimize your video content. You can have a beautifully shot, hi-res video, but if you don’t optimize it for the specific social media platform you’re using, you’re losing out on engagement and organic traffic.
Do some quick research and learn the needs of each social platform when it comes to size, quality, and engagement. For example, Facebook videos perform far better when they’re posted directly into Facebook natively instead of posting a YouTube link.
Right now is the perfect time to start creating your 2020 vision for a better video content strategy. Remember the audience your videos will be reaching and the way they want to consume your content and you’ll start the next decade off with a reel sizzle.