The trends in video marketing

We understand that you, like a large group of marketers, want to use more video. The numbers don't lie. For example, consumers indicate that they prefer to receive the message via video instead of reading reams of text. 95% of a video message is remembered, compared to 10% of a text. This has a direct influence on leads and/or sales that can be increased by means of video. Enough reasons to use video, but if you decide to incorporate video marketing into your current marketing strategy, it is smart to take the trends into account. Because you no longer have to discover for yourself what works and what doesn't in the field of video marketing. We highlight the most important trends, so that you can immediately achieve the best result.

There is a clear reason why video is becoming increasingly popular, almost 50% of internet users watch a related video to your product or service before they make a purchase (for example, go to the store). If they watch your video, the chance is of course also greater that they will come to you to buy the product or use the service.

It will come as no surprise, but the largest video platforms are Facebook, LinkedIn, YouTube, Instagram and Twitter. Especially the social media platforms are developing into ever larger video channels. And here something strange happens; for example, 85% of the videos on Facebook are played without sound. In this case it is essential that your video is not dependent on sound, but can also be followed clearly without it.

Just like the transition to mobile-friendly websites in recent years, this transition is now also happening with video. In the past year, 50% of video content was viewed on mobile devices. And now you will think, but every video can be played perfectly well on a mobile screen? That is true, but it can always be better. For example, it is possible to take the device on which it is played into account during production. For mobile, you do this by making the video in a square format, for example.

In the above video marketing trends we are mainly talking about the broad concept of video. But of course there are many different forms of video. One that seems to be gaining popularity is the sincere and personal video. Not a super tight and acted commercial but a video with your own employees, so that your customers immediately get a face to the company. They may already see their future contact person. This way you increase trust and involvement.

In addition to the above-mentioned trends in “normal” video, the way of making videos is also not standing still. This is where perhaps the most fun developments emerge that will shape the video landscape in the coming years. They are not yet real trends, but have the potential to the next big thing to become.

Live video thus provides a unique interaction with the target group. The viewer controls the video by indicating what should happen in the video via 'like' or 'love' icons. Of course it is controlled, but the direction is determined by the viewer. For example in this Spanish Amstel Radler campaign via Facebook Live.

But Virtual Reality also offers endless possibilities, from experiencing an event or even an (action) sport to being able to try out a product. Because how cool would it be to be able to see and experience something you want to buy online “for real” first. This makes it even easier to make online purchases.

A latest development that is increasingly used is that of 360 degree videos. With this, everything is filmed, so that the viewer can determine what he sees. The general public probably only really came into contact with this during Maarten van der Weijden's swim. Where the live stream on YouTube used a 360 degree camera.

The most obvious way to distribute your video is via the aforementioned platforms such as Facebook, LinkedIn, YouTube, Instagram and Twitter. Here you will soon have to rely on advertising or using social influencers. The disadvantage of this is that it is becoming increasingly expensive to reach the right target group. Because more parties are using video and some large parties are even transferring money from the TV budget to online, the price continues to rise. An additional disadvantage is that you can never be sure that your video has been seen by your ideal customer. Especially if you are active in a niche or business market. Distributing your video offline is therefore a good addition to your online activities. That may sound crazy, but you may have an address list of (potential) customers who can be reached relatively easily via direct mailing. By using a video brochure like the PixioCard you can address these people more effectively. And probably with a much nicer reaction, because your video will really stand out from all those other videos.

Curious how a PixioCard could look like in your case? Request a quote today sample on or browse through our references for more inspiration. The possibilities are endless.