2015 saw incredible growth in the use of video content by marketers in both B2C and B2B markets....It also saw staggering shifts in how marketers are using video and the kinds of results its helping them generate.
Top marketers are now using video throughout the funnel to better engage and educate prospects, enhance lead scoring and nurture streams, and boost overall conversion rates.
No longer just a tool for brand awareness....
A YEAR IN REVIEW
Video went mainstream for B2B marketers and switched from a nice-to-have to an absolute must.
75% of senior executives watch work-related videos at least on a weekly basis, and 54% share work-related videos with their colleagues at least weekly.
This past year, 74% of B2B marketers said video converts better than any other medium.
Those who use video are growing revenue 49% faster than those who dont.
Now that marketers are getting comfortable with video as a content medium for both Brand and Demand, the real fun begins...
Lets take a look at the top 5 trends predicted for video marketing in 2016.
FROM TOP-OF- FUNNEL TO BOTTOM
Videos value will continue to be seen throughout the funnel...But most importantly, bottom-of-funnel video content will become a blaring priority for marketing and sales teams.
The most common types of videos used by B2B marketers are explainer and product feature videos. But...More than half of marketers experiencing success with video marketing believe that product demos and customer testimonials are the most effective types of videos.
Did you know?More and more sales teams are utilizing video content to connect with prospects, which is exactly why testimonials and demos are becoming so important.
FROM PASSIVE TO INTERACTIVE
Video is no longer just a lean-back experience.In 2016, marketers will start leveraging interactivity at scale and will start to use embedded forms, questionnaires, surveys, and choose-your-own-adventure-style videos to boost engagement and conversion with buyers.
Interactive videos engage viewers for longer, with completion rates nearing 90%. Forrester reports 50% for linear videos.
Video is more than something we can watch, leaning back in our chairs. Its also increasingly something we can interact with leaning forward, and engaged. ANN HANDLEY, Chief Content Officer of MarketingProfs
& co-author of Content Rules
Did you know?You can now create interactive videos using drag and drop tools that can collect data from viewers and push it directly into marketing automation and CRM records.
FROM GENERIC TO PERSONAL
Video content will achieve the ultimate in personalization.More B2B and B2C marketers will drop video into their marketing automation platform to personalize videos on a mass scale and bring viewers right into their story literally.
2016 will be all about highly-personalized content that connects with people on an emotional level. Marketers and sellers will get more specific in messaging to particular audiences at different stages of the buyers journey. Personalized video will be one very interesting aspect of this, enabling marketers and sellers to differentiate themselves and strike an emotional chord by reeling customers into their video stories.
ROB HUMPHREY, Sr. Content Producer, LinkedIn
Did you know?Using a personalized splash screen image can increase click-through-rates by more than 1500%, and adding personalized elements within a video can increase viewer engagement time and conversion rates by more than 40%.
FROM MARKETING TO SALES
Sales will start using video throughout the selling process and start to personalize individual videos to better connect with potential buyers.Plus, in 2016, well see the evolution of marketers video strategies to help their sales teams sell.
Because content is the modern salespersons currency (its the way you can demonstrate domain expertise), you need to share quality content to establish trust. In terms of content formats, Im a firm believer that nothing else helps you humanize the buying process more effectively than sharing online video. But most importantly, video analytics can reveal incredible insight and context to your sales team. JILL ROWLEY,Social Selling Evangelist
& Sales Enablement Enthusiast
Did you know?An increasing number of sales reps are now using personal video recordings to build better relationships with customers and prospects.
I typically use videos in the sales process early on to make sure the customer has a better understanding of the content well be focusing on prior to a demo. It also gives them homework to check in on and then I can see what theyve watched and how long they were engaged so that I can tailor my conversation appropriately for the follow-up. Ive also found that this has shortened the sales cycle, lessened the number of demos that I or my SE has had to do, and I can close deals faster.
SAMANTHA CULLEN,AE SMB, Salesforce
FROM OUTSOURCEDTO IN-HOUSE
As a more integrated component of companies content strategy in 2016, more and more businesses will build out video expertise in-house.
Agencies will still play a critical role as companies scale their video efforts quickly and efficiently.
In-house video production allows us to tightly integrate ideation, creative development, and execution without fear of canceling a project if it doesnt meet our standards. Plus, it creates ownership across the team for the quality of our content because the shared goal is meaningful business results, not simply producing videos.
SOURABH KOTHARI,Head of Rich Media Marketing,
In 2015, 38% of companies were using in-house production resources exclusively.
Did you know?A complete video production can now be built out for less than $3,000.
Its amazing how far video has come in the past few years, but the opportunities in the coming year are exquisite.Massive incentives are awaiting those in marketing and sales who maximize videos phenomenal capabilities this year.
Want to dive deeper into upcoming video and digital marketing trends?Join Vala Afshar, Chief Digital Evangelist at Salesforce, Sangram Vajre, CMO at Terminus, and Matt Heinz, President at Heinz Marketing for a panel discussion on Digital Marketing Trends in 2016.
So let's do it!
HERE'S TO A GREAT 2016!
Sign Me Up!