In a world where pretty much every marketplace is crowded and many people are tired of avid consumerism, more and more shoppers are seeking more than just a purchase — they’re looking to support small businesses, and they’re looking for brands that offer real value and meaningful experiences beyond mere possessions. If you’re ready to start giving your audience that, video content could be one way you achieve your goals and we’ve got video production expert, Torres Tayenaka, here to share the top video trends his small business clients are using to grow and thrive.
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Video trend tips from Sparkhouse
Videos are already popular among online users, but video popularity is expected to continue growing. By 2025, videos are expected to account for 82% of all consumer web traffic. Quite simply, small businesses can’t afford to miss out on this opportunity.
If you’re struggling to gain traction with your video marketing, here are some emerging video trends to watch for and make use of.
Live video
Live video has been one of the most popular types of video content since the pandemic kept people in their homes, glued to their screens. It’s not going away anytime soon either. People are still consuming live video to get immersive experiences in a virtual world.
Sharing such videos isn’t limited to everyday people and influencers, however. As a brand, you can use live video to capture the attention of your audience and draw them into your story, ultimately building trust and loyalty.
Search engine optimization
SEO is nothing new, but video optimization can help you elevate your SEO strategy to get better rankings. Google includes videos on the main search results page, video results page, and Discover, giving you multiple opportunities to get eyes on your content.If you want to boost your visibility, make sure you’re adhering to SEO best practices, including adding title tags, keywords, descriptions and thumbnail images. As far as topics, the same content rules apply. Stick to the content that provides value to your audience, such as Q&A sessions, tutorials, and other topics related to your brand or product.
Brand storytelling
Brand storytelling humanizes your brand and gives customers something to connect with. Video blogs, behind-the-scenes content, and product spotlights give the audience what they’re looking for while also highlighting what makes your brand special.
If you have complex or technical products, storytelling can be useful to put it into real-world context and show your audience how it can help in their day-to-day life. Showing is always better than telling, and there’s no better way to do that than with visual content.
Social media storytelling
Social media makes brands more personal, which is why so many consumers expect to see their brands on their favorite social media platforms. You can use brand storytelling on social media to further humanize your brand and give them the connection they’re looking for.
Best of all, social media videos don’t need to be perfect, professional productions. Users on social media are looking for more authentic, conversational content, such as live Q&As, customer testimonials, and unboxing videos.
Augmented reality and virtual reality
Augmented reality (AR) and virtual reality (VR) have been finding their way into more and more industries, including marketing. Now that the technology is more accessible, there are a variety of tools to add AR and VR elements to your videos to make them more engaging.
For example, an interior design brand can use AR or VR to show users how its products or services would look in their own home.
Interactive elements
Interactive elements encourage users to become active while watching the video. Interacting with the video elements, such as polls or quizzes, makes the experience more memorable and immersive, keeping your brand top of mind when it comes time for a purchase.
Another option is decision-making elements, such as clickable hotspots, branching storylines, or drag tools to explore the environment. These elements turn the video viewing experience into more of a game, rather than a passive experience.
Video personalization
Personalization is at the forefront of nearly all marketing initiatives, and that includes video. Audiences are looking for brands to speak directly to them and understand their interests and needs. Videos that are tailored to each segment keep them more interested and offer more value than a generic message.
Keep in mind that personalization doesn’t need to be specific. Offering personalized videos according to different audience segments, stages of the buyer journey, or customer support concerns can deliver results without granular personalization. For example, you can offer micro-demonstrations to help first-time buyers better understand their purchase.
Silent videos
While you should include audio effects when it makes sense for your content, make sure your videos are watchable with the sound off. Though it may be surprising, many people watch silent videos to get the message without disturbing those around them. For example, people may browse their social media feeds while waiting at the dentist’s office, in bed in the evening, or around family. If they can’t understand the video without sound, they’re likely to keep scrolling.
Make sure your videos are optimized for silent viewing. It’s easy to add closed captions or a transcript to ensure that viewers can understand what’s being said without turning the volume up. This also makes your video more accessible for people with hearing impairments, which is important for keeping your content inclusive for your entire audience.
User-generated content
User-generated content (UGC) is considered more authentic and trusted by consumers, especially when that UGC is video content. It’s a lot like a word-of-mouth recommendation from a trusted friend or family member. In fact, this is why influencer marketing has become so effective.
When you partner with brand advocates and content creators, you can inspire UGC that you can then reshare to reach wider audiences. Some people will advocate for your brand naturally and share their positive experiences, but you can encourage UGC with incentives like free samples, discounts, early access, or a formal referral program.
Capitalize on video marketing trends to stay ahead of the competition
Video marketing is continuing to grow and evolve, creating trends that marketers can’t afford to ignore. While it may seem difficult to track trends and ensure you’re ahead of the curve, learning about emerging video trends, experimenting with different options, and learning from the experience can give you a valuable competitive advantage.
Meet our guest author — Torrey Tayenaka
Torrey Tayenaka is the co-founder and CEO at Sparkhouse, an Orange County based commercial video production company. He is often asked to contribute expertise in publications like Entrepreneur, Single Grain and Forbes. Sparkhouse is known for transforming video marketing and advertising into real conversations. Rather than hitting the consumer over the head with blatant ads, Sparkhouse creates interesting, entertaining and useful videos that enrich the lives of his clients’ customers. In addition to Sparkhouse, Torrey has also founded the companies Eva Smart Shower, Litehouse & Forge54.