One year from now, according to Cisco’s projections, 80% of all consumer web traffic will be video. But many organizations aren’t ready for the video era. Video marketing strategies at many companies are lagging behind, with too much focus still being placed on text and static images. While visual content is powerful, motion graphics and videos will be essential to ensuring your business thrives.
How can your business stand out from the rest in 2019, and be prepared for the 2020 marketing landscape? The production of high-quality video and motion graphic content is the answer. Consumers demand it. In fact, Generation Z alone watches 68 videos a day on average.
Let’s take a look at 3 video marketing strategies you can implement — or focus more of your energy on — as 2019 kicks off.
1. Optimize for Generation Z.
Remember when we said that Generation Z watches an astounding 68 videos today? That’s not the only reason you should target more of your videos to a Gen-Z audience in 2019.
In fact, according to Bloomberg’s projections, Generation Z is expected to pass up millennials in 2019 and become the most populous generation.
No matter what your product is, then — and with few exceptions — it’s worth your while to create the type of content Generation Z loves most. That means, in part, meeting them on their own turf. Generation Z prefers to interact on social media platforms such as Snapchat and Instagram, so make sure that the visual content you produce is optimized for these interactions. Videos with vertical orientation should become a bigger part of your content strategy as you target this group.
2. Invest in augmented and virtual reality.
While the VR space is still a ways off for many business, AR has become eminently relevant ever since the release of Pokémon GO. And the combined economic impact of AR and VR is growing quickly, expected to reach $29.5 billion in 2020.
How can your business harness the power of these new technologies? Some organizations opt to build VR portfolios or virtual theaters that allow their customers to explore the products and/or services they have to offer in a three-dimensional gallery space. This is especially useful for helping consumers explore big-ticket items, such as cars, that may not be easy to check out in a shop down the street.
Engaging on preexisting augmented reality platforms such as Pokémon GO is a great way to encourage consumers to visit brick-and-mortar businesses. But AR has a lot of other unique applications. It’s a great tool for online shoppers, who might want to find the right outfit by holding up their phone camera and seeing a new shirt overlaid onto their image in the mirror. Or before buying a new couch, wouldn’t it be nice to see it sitting in your living room first?
Learn more about useful applications of augmented and virtual reality in our recent blog post.
3. Choose custom art and sound design.
Custom designs are 7x more likely to convert than designs that use stock images. That’s an astounding figure.
Why does designing custom art, music, and sound effects for your video or motion graphic make such a big difference? First of all, the huge quantity of visual content that’s being produced today has made consumers more adept at recognizing quality. They no longer engage with and share visuals that are poorly made simply because they like visuals more than text. Now, there will always be a better design in the wings if they just scroll a little farther. Long story short, consumers don’t want to engage with sub-par designs.
Secondly, custom design communicates your brand’s commitment to quality. Imagine a company that’s trying to convince you that it will provide personalized service and high-quality products. If this company’s homepage video uses stock footage overlaid with a familiar stock-music tune, are you really going to believe that this company is willing to dedicate the time and effort necessary for producing quality results?
You probably already know what we mean when we talk about custom artwork and footage in videos and motion graphics. But for many, the concept of custom music and sound design might not be as clear. Music and sound effects made especially for your video are able to correspond perfectly with what’s happening on screen — climaxes in the action correspond to peaks in the music, and so on. Custom sound creates a carefully curated atmosphere, and inspires a particular emotional response in your viewers.
Not sure what we mean by sound design? Check out Killer CEO Amy Balliett’s video tutorial on sound design for motion graphics.
Keep these three strategies top of mind as you develop your 2019 marketing plan. Keeping up-to-date with the latest video marketing techniques will be essential for staying relevant and boosting engagement.