Video marketing trends are evolving… again.

At WireBuzz, we create over 1,700 videos per year. We are testing tactics in dozens of markets including…

  • Sales
  • Health
  • Tech
  • Retail
  • Travel
  • Financial

As a result, we detect new trends in video marketing months (sometimes years) before they go mainstream.

So for 2018, we examined the digital marketing landscape and curated the smartest video trends that you should look out for this year.

Tune into this episode, or keep reading to find out where video marketing trends are heading in 2018!

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1) Smart People Will Stop Hiring The Wrong Video Creators

People will stop hiring TV commercial or video production companies to create their online video projects.

Smart marketers know to start with the end goal and lay out the strategy to achieve that goal.

And video production companies and kids with camera DON’T understand that.

If you’re planning video marketing projects for 2018, know there is a difference between video, and a digital strategy that includes video to guide everyone to a purchase destination.

2) Commanding Attention

Traditional media (print, television, radio) is 7x more expensive and only 20% as effective as it used to be.

Every day, there are MORE companies, MORE brands, MORE products, and they are ALL fighting for one thing: YOUR ATTENTION.

CMOs have the highest turnover rate of any job right now because they aren’t able to get the results in the attention economy.

3) Strategy First

99% of video creators don’t have the digital marketing savvy to execute every vital stage between strategy and ROI.

4) Longer Videos

Mainstream marketers are starting to share case studies about running ads to hour-long live events and 20-min advertorials and having freakish success.

The answers are in the analytics, and the analytics show that longer videos are better.

Longer videos give your most qualified buyers the chance to stick around, learn more about your product/service, and move closer to a decision to buy

5) Binge-worthy Video Marketing Sequences

Using tension, story elements, & open loops that make sequences of content binge-able.

We’re not in a re-run generation —like Seinfeld). We’re in a binge-watching generation —Homeland, House of Cards.

A television production company may know how to make a video visually stimulating, but they don’t know conversions.

6) Selling Systems

Today, consumers have been trained to expect a self-service on-demand experience.

18% of prospects only want to talk to a salesperson at the consideration stage of the buying process, and
40% of prospects prefer to buy without ever speaking to a salesperson at all.

Create selling systems that build relationships on autopilot while you do other high-impact activities for your business.

7) Stories

Stories stick in our brains. We’ve been using stories to communicate since the beginning of time.

8) Video Remarketing

Prioritize the visitors who qualified themselves by watching your video, and retarget them to move them along the buyer’s journey.

9) Setting Up The Sale

82% of prospects don’t want to talk to a salesperson until they’re ready to buy. We buy at 144% higher when watching a product or service video

Video NEEDS to be a part of the buyer’s experience.

Today, the average product has 15 competitors, meaning your brand will need to stand out by meeting prospects where they are online and in the formats they prefer, which is video.

10) Video Quality Trumps Video Quantity

When Todd created Breast Cancer Answers, they did more quantity of videos and it resulted in 7 million views and 1.1 million followers.

But now that the video space is super competitive, pumping more videos won’t cut it.

Video competition will become too stiff for low-quality videos to succeed. If you’re going to invest in video then you need to do it well and do it right the first time.

11) LinkedIn Video

Early adopter advantage.

My 2nd connections are growing becase LinkedIn is showing my videos. LinkedIn also announced their push into selling video ads.

12) Personalized Video

If you’re not dealing with the primary decision maker, give some type of visual asset (that isn’t a powerpoint or isn’t an email) to that primary decision maker.

Remember, video is 3x more likely to be shared.

13) Using a Teleprompter to Record Perishable Videos

14) Stay Top of Mind Using Video Tips

Go behind the scenes, be an authority, discuss breaking news and explain what it means. Look into the camera when you’re recording to better develop the relationship.

Turn your social media followers into your referral network by putting out smart content regularly.

15) Be Authentic

Brands need to learn authenticity and how to become conversational and human.


Links & Resources

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Todd Hartley is the founder and CEO of WireBuzz. Before he got started in video marketing, Todd ran digital marketing for 7 of the largest national talk shows. Today, Todd is a respected expert in the digital marketing industry and is frequently invited to speak about video at marketing and technology conferences.