Over the course of 2013, video marketing has grown even bigger with new technologies, new apps, and new ways of cultivating quality video content. A wide range of trends have emerged, and they show the direction that video marketing is taking in 2014. In the new year, many trends from 2013 are expected to continue to grow, such as the rise in micro video and the connection between video, social media, and mobile apps. In addition, we will see the beginnings of even more advanced technologies, such as continuous playback online and cloud-delivered advertising, which will change the way video marketing happens online. Read on to learn more about the top four trends in online video marketing for 2014.
Throughout 2013, one trend that has been discussed non-stop is the rise of micro video. Not only did Twitter’s 6-second video sharing app, Vine, see the most growth out of any other apps on the market, but Facebook’s Instagram also launched a micro video sharing service, Instagram Video. It is clear that in 2014, micro video will rule. Users love micro video because it is short enough to capture their attention in this fast-paced Digital Age. Micro video is also a simple marketing strategy for brands because it allows them to shoot quick videos straight from smartphones rather than creating elaborate video productions.
Another trend that we have seen in 2013 is the inseparability of video sharing, social media use, and mobile apps. It is no coincidence that the most popular platforms for sharing video – YouTube, Vine, and Instagram Video – are also social media networks and mobile apps. In 2014, it is likely that these apps will continue expanding, and new video sharing apps will be developed, too. Furthermore, mobile video ads will gain traction and become more accessible to all brands. This will lead to a new age in the way brands interact with customers via social media.
One emerging trend in video advertising involves changing the way ads are delivered to consumers. Currently, video ads are not delivered as well as they could be – they frequently skip, stop, and cease working altogether. However, experts are working on using cloud technology to deliver ads without these common issues. Cloud-delivered advertising will also be beneficial to marketers because they will be harder to block. About 30-40% of advertising is lost in the face of pop-up blockers, but cloud-delivered ads exist within already streaming video, which means that pop-up blocking software will not recognize them.
Finally, another emerging technology that could change the face of online video is the concept of continuous playback online. On TV, we always have continuous playback – as one program ends, another one immediately starts playing. However, online this is not typically the case. Some video sharing services, such as Hulu and Netflix, do cycle automatically to the next video. In 2014, it is likely that continuous playback will expand online, perhaps even becoming the norm.