Like the video below suggests, we want to share some of the video marketing trends in 2019 and subsequently 2020.
You could be anyone from:
- A B2C company that’s had series A investment and wants to invest into awareness videos and focus in the early adopter
- Or a B2B company that’s wanting to use video to give your clients a better experience on your website, by utilising ‘how your product works’ (consideration) and ‘how it will benefit your clients’ (decision) video’s.
This blog will show you what your missing and what you can add into you video marketing plan for 2019/2020
82% of internet traffic is going to be video by 2020.
Why is this?
Marketing agencies are pushing more clients to invest into video – Decision maker’s prefer a video to understand a product – Having video’s on a site, or having a strong Youtube channel – Having a video on landing pages/ home page increases dwell time by keeping people on the page longer, which Google love.
Social media channels are saturated with video… but what style of video works best
How do you get onto people’s news feed and then get them to stop scrolling, when Facebook, for example, picks things that go into your newsfeed based off:
- How often you like, comment, share with friends, groups or Pages (friends and family are prioritised).
- If the type of post is something you often interact with (example: photo, video, link).
- The number of comments, likes, reactions and shares a post receives from the people and Pages that see it. Keep in mind that these posts are shared by the friends, groups or Pages you follow.
- How recently something was posted.
The key thing that we suggest is:
- Appeal to a very specific (and your most profitable) market with the video’s/ content that you create.
- They are more likely to engage, comment, like, share and you are more likely to get a better organic reach.
Make sure you start with Identifying this specific person first
Don’t sacrifice the type and style of video that resonates with your audience
If your a healthcare company selling a wellbeing product, and your target demographic is 18-24 year old’s girls, that you know also get comfort from animals. Focus your video’s on that as a topic, relating it back to a story of a client. Or focus you video’s on different bits of advice that related back to tips to improving the way they are feeling. Make sure, however, that your brand continuity is consistent across these video’s.
If your a Sports Technology company selling a
Having a presence on social channels is vital in 2019 / 2020
People, myself included, go to social media channels when they want to know more about you and your company.
People look to social media channel to show:
- The legitimacy of a company
- How many others are following/ have bought into the company already,
- The reviews that people are giving
- To get a better understanding of the companies values.
90% of people say video helps in the decision making process in 2019
Have you ever liked an idea or product, gone through to the website, possibly even with good intentions of buying?
But not gone through with the purchase?
It might have been that you wanted to do it later.
But quite often that’s down to:
- Wanting to do more research,
- Not fully understanding the products feature,
- Not having all your questions answered or
- Can’t quite visualise how it would fit into your business.
It’s therefore important to have Consideration and Decision style videos on your website
and putting them in the right place on your website.
Other Statistic for Marketers in 2019
35% of Facebook’s ad audience is under 25
Don’t believe the rumours that Facebook isn’t cool.
Ok, we can’t speak to its coolness. However, the numbers show that young adults are definitely still using it. And a full 30 percent of its ad audience is aged 25 through 34.
1.1 billion Facebook users speak English
That leaves the other half using the platform in over 100 other languages.
The second most popular language on Facebook is Spanish, at 310 million, followed by Indonesian at 170 million, and Arabic and Portuguese, at 150 million each.
66% of monthly Facebook users use it daily
Worldwide, 1.47 billion people log in daily. Meanwhile, 74 percent of American Facebook users visit daily, with just over half of those checking in multiple times per day. This kind of frequency speaks to the importance of a consistent posting schedule for your Facebook marketing strategy.
88% of Facebook users are accessing via mobile device
And 95 percent of Facebook visits are made on smartphones and tablets. Only 31.8 percent of visits are made on desktops or laptops.
Optimizing your content for mobile is non-negotiable.
200 million people are members of meaningful Facebook Groups
This number has doubled in the last year, supporting Facebook’s five-year goal of 1 billion meaningful Group members. (There are already 1 billion Group members, but ‘meaningful’ Groups are communities that become a key part of a user’s experience.)
Now that Facebook’s algorithm prioritizes meaningful interactions between friends, family and communities (over brands, for instance), Groups are an opportunity to gather like-minded individuals together. Check out our guide to using Facebook Groups for business to get get tips on how to use Facebook’s own priorities to your advantage.
All stats from Hootsuite
Facebook has 80 million small- and medium-sized business Pages
That’s a 23 percent increase year over year. Of these businesses, 6 million advertise on Facebook.
Facebook is the top platform for both B2B and B2C businesses
98 percent of the B2C businesses surveyed in Hootsuite’s 2018 Global Barometer Report use Facebook, while 89 percent of the B2B companies do. (Mixed audience businesses report 97 percent buy-in.)
Compare that to business-oriented LinkedIn, where B2C usage is 46 percent, and B2B is 86 percent. Because the lines between professional and personal use are more fluid on Facebook than other channels, the platform can be effective for both audiences.
Here’s proof: 54 percent of B2B marketers say that Facebook is their most important platform (an increase from 43 percent last year). This cuts into LinkedIn’s popularity, which fell from 37 to 28 percent.
30% of marketers think Facebook offers the highest digital ad ROI
While Google Search came out on top overall, with 48 percent of respondents’ votes, Facebook trounced other social media platforms. Instagram and YouTube came in with four percent of the votes, while Twitter took two percent.
Only 31% of businesses use Facebook Messenger
Speaking of saturation, how about sidestepping it? Facebook has been actively building out the business ecosystem around messaging apps like Messenger and Whatsapp. There’s opportunity here to reach your audience without fighting through the newsfeed noise.
Messenger has 1.3 billion users sending 8 billion messages between businesses and people every month. Not to mention around 300,000 chatbots. This means it’s definitely time to consider a Facebook Messenger bot strategy.
All stats from Hootsuite
The average engagement rate for a post is 3.91%
Reactions and likes are good, but shares and comments are better, according to Facebook’s algorithm. Engagement is the best way to drive reach, and posts with higher engagement are cheaper to promote, so keep this benchmark in mind as you evaluate your posts’ success.
The average price per ad increased 17% in Q2 2018
According to Forrester’s analysis, ad price growth can’t continue indefinitely. Facebook’s been warning of a revenue deceleration since early 2017. While investors may be spooked, marketers can use this number as a barometer for their social ad spending.
Simultaneously, the number of ad impressions increased 21%
This increase was driven primarily by newsfeed ads on Instagram and Facebook.
As organic reach declines and ad prices continue to increase, making sure your ads are relevant and engaging for your audience is more and more important. Our guide to optimizing your Facebook ad spend will help you test, measure and execute effective ads.
An average Facebook user clicks on 8 ads per month
This number goes up to 10 for women and drops to seven for men.
However, this is an overall decline from early 2018, when Facebook was reporting a median of 10 ad clicks per month per user. But this isn’t necessarily bad news: not all ads require a click to be effective.
All stats from Hootsuite
Marketers spend 20 times as much on TV ads to reach around twice the audience as their Facebook videos
Facebook video is highly effective, compared to traditional channels. Average cost per reach on Facebook is significantly lower than TV, in particular.
Mobile-optimized Facebook video lifts brand awareness to 67% percent
As opposed to recycled TV video ads, which run around a 40 percent lift in brand awareness. As well, message association (that is: being able to match the message to the brand) doubles to 41 percent.
Creating video content specifically for mobile viewing is important. Marketers need to adjust ad length, capture attention in the first few seconds, and focus on full-screen vertical experiences. Here are the guidelines for the latest Facebook video specs.
30% of mobile shoppers say video is the best medium for discovering new products
And millennials are 1.35 times more likely than boomers to feel that way. Video can and will help you feed your sales funnel.
When watching Facebook video ads, people between 18-24 spend 75 percent of the attention that people age 65+ do
Given today’s attention spans, consider adjusting your video ad length to your target audience.
Take note that this may mean that view duration and completion rates aren’t always the best measure for an ad’s success. Audience demographics should be taken into account.
People gaze five times longer at video than at static posts on Facebook
Facebook’s user behavior studies show that video is inherently more interesting to audiences.
All stats from Hootsuite