Video has been consumers’ favorite method of content delivery for some time now, but marketers are always finding unique ways to utilize it in their outreach to current and prospective customers. From short-form videos on TikTok and Instagram Reels to various livestreaming platforms and influencers unboxing products, the biggest trends in video marketing that compel consumers to check out brands and purchase their products and services are constantly evolving.
Of course, determining the best way to leverage video in your brand’s marketing this holiday season and into the new year isn’t as simple as reading a “top trends” list, but that’s one good way to start. Here, 11 members of Forbes Agency Council share their top predictions for the future of video marketing to help guide marketers in making the best use of this increasingly critical tool for reaching and capturing the attention of target audiences.
1. Data Will Drive Video Content Strategy For Each Platform
Video is still one of the best ways to connect emotionally with a consumer. Data will increasingly drive content strategy and optimization, while the speed at which video content is produced will continue to get even faster. Creating tailored content for each specific platform will become increasingly important as well—such as TikTok versus Instagram, a TV commercial or even long-form content, for example. – James Schiefer, Schiefer Chopshop
2. OTT/CTV Will Capture More Advertising Dollars
Over-the-top, connected TV will capture increasing portions of marketing budgets for several reasons, including audience size, user modality, ad completion rates and measurability for performance advertisers, as we can now measure CTV ad exposure against actual business outcomes such as clicks, sales and return on ad spend. And perhaps the overriding reason dollars will flow into OTT/CTV is that the TV remains the most powerful, influential screen in our lives. – Jason Fairchild, tvScientific, Inc.
3. Livestreaming Video Will Continue To Grow
Livestreaming video will continue its explosive growth, especially via esports. For example, adding Twitch has been a key factor in Amazon’s OTT viewership surge. Livestreaming offers opportunities where traditional sponsorships are out of reach due to high minimums. Plus, it provides richer analytics that are a broadcast/digital blend and tie in more closely to brand KPIs versus standard impression delivery/reach. – Greg Garunov, Sightly
4. Soundless Influencer Videos Will Drive Conversions
Video continues to be a key driver to close the sale of your company’s product. Partner with influencers who successfully use or demo your product in a time-lapsed or simple version without sound or a voice-over. This is key to having the product pop up in consumers’ social media feeds, leading users to demo it and click through to purchase. – Jessica Hawthorne-Castro, Hawthorne LLC
5. Promotion Via Free Video Features Will Keep Users Engaged
Videos are the most effective and popular way to grow an audience on social media. At this moment, there are only two free features to promote your product or service on Instagram, and both are video-based content: Reels and Live Rooms. TikTok is growing faster than other apps because videos keep users engaged better than text-based posts. – Oganes Vagramovich Barsegyan, Digital Beverly Marketing Solutions
6. Video Marketing Will Get Even More Granular To The Viewer
Mass video consumption through OTT will become much more specific thanks to retargeting capabilities, and you’ll see a lot more advertising in mainstream media formats that are individualized for that viewer. – Spencer Hadelman, Advantage Marketing
7. Data and Artificial Intelligence Are The Future Of Video Marketing
As more brands than ever integrate products directly into video content, and as that content continues to be decentralized, tech will be critical in predicting which options will be most impactful. AI unlocks insight into optimized brand/creator/influencer partnerships, allowing brands to maximize return on investment and granting creators the ability to monetize content. – Ricky Ray Butler, BEN
8. Audience Quantification Will Replace Household-Level Data
As consumers increasingly adopt digital video, the household-level data used for measurement must be replaced with more accurate audience quantification to capture true frequency and reach across linear, streaming and CTV. Additionally, engagement and acquisition will play a larger role in video marketing as attribution becomes more sophisticated, video formats blend and buying processes become less segmented. – Donna Robinson, Collective Measures
9. Video Will Soon Become A Necessity For Marketers
If you look at the current trends in digital (social, paid, email), notice the amount of movement that you are seeing on each channel. Then notice how much more prevalent it is than before. Since platforms (such as Instagram) are favoring accounts that post video content, this will very soon become a necessity for marketers. My advice is to step out of your comfort zone; you will need video soon. – Christopher Tompkins, The Go! Agency
10. More Niche Sites Offering Curated Videos Will Launch
Full-screen mobile video feeds, such as those seen on TikTok or Instagram Stories, will have a long shelf life with mobile users. These curated journeys provide an endless experience tailored exactly for each user. Expect to see more niche sites launch with similar forms of short-form, vertical video content. – Brian Meert, AdvertiseMint
11. Brands Will Need To Leverage Influencer Video Content
The future of video marketing is going to rely more on the content produced by a brand’s customers than the content produced by the brand itself. Regardless of what you think of influencers, the fact is their content is enjoyed more than any brand’s content. Smart organizations will need to leverage influencer video content if they want to stay ahead of their competitors. – Roger Hurni, Off Madison Ave