Technologies to future-proof your video marketing

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Marketers have their work cut out for them. With a wealth of information at their fingertips, consumers are savvier than ever. They have high expectations of brands, and if they don’t measure up, there are plenty of competitors to turn to.

Video marketing can be a differentiator, however. Videos distill complex topics into short, engaging content that makes and impact and stays with the audience, leading to video marketing’s growing popularity.

But with virtually every brand producing videos, you have to put in an effort to stand out. In addition to following the best practices of successful videos, this means capitalizing on the emerging video technologies that make video production more engaging, convenient, and effective.

Why are videos so popular?

Videos have been showing increased success since the start of the COVID-19 pandemic. With everyone stuck at home, a lot of time was spent on social media platforms consuming videos – and the trend stuck. Now, consumers expect to see similar video content from their favorite brands.

Why? There are a few reasons:

Visual stimulation

Watching videos engages your brain better than other types of content. You have to decipher imagery, interpret facial expressions, and take other visual cues, which is different from reading a long-form article or listening to a podcast. This engages your brain’s learning ability, and by extension, helps you retain what you see.

Videos improve learning and retention, which is really important for a brand looking to gain recognition from the audience. As viewers draw connections between the information on a video and the emotional experience they gain from it, their dopamine rises. That helps your topic and your brand stay at the top of their minds.

Highly shareable content

Content is often shared online in video form. With attention spans shortening every day, people busier than ever, and constant competition for attention, viewers are looking for something that’s comfortable and easy – even if it’s related to a brand and not strictly entertainment.

For the time spent, videos pay off much more than written content. This means your brand video or product demonstration is more likely to get a share from viewers than an email, blog post, or image.

Learning opportunities

Video content can be promotional, but it shouldn’t always be selling. Your videos can be educational and informative, giving viewers a learning experience that provides value. This is especially important if your product or service is complex or technical. Educating in a video format helps your audience better understand what you have to offer and why it should interest them.

Overall, consumers would prefer a short-form video that shows how a product can be used in the real world, rather than reading about it or looking at a diagram. For example, showing off how a feature can be used, instead of rattling off specs, resonates much more with the audience.

Video marketing technologies

Videos used to be the foray of major brands with bottomless marketing budgets, giving them the option to make highly polished, professionally produced videos. Now, technology has made video marketing easier, cheaper, and more accessible to brands of all sizes and budgets.

Here are some of the top emerging video technologies and how you can use them for your own success:

Short-form video content

Video became popular during the pandemic, leading to the rise of TikTok as the premier social media platform. Consumers made their expectations clear with a desire for short, compelling, authentic videos that were easy to consume and enjoy.

Not long after, other platforms tested out copycat features with short-form videos, such as YouTube Shorts and Instagram Reels. While long-form videos still exist, short-form content that’s merely 15-30 seconds long – with features available on all of these platforms – is leagues ahead in popularity.

This trend is even more noticeable among younger audiences. Immune to traditional advertising and its salesy, polished approach, the younger generations appreciated the raw, approachable nature of short-form videos on TikTok and Instagram to feel connected to a brand.

Interactive elements

Not all videos need – or should have – a lot of fancy additions. However, if it’s appropriate, adding interactive elements to your video can increase engagement and make the experience more fun and memorable for the audience.

Interactive videos add elements that affect the viewing experience and allow the viewer to take a more active role. For example, interactive features that use clickable elements or embedded quizzes can make a huge difference in how invested the audience becomes.

One of the best aspects of interactive videos is that the way the audience interacts can offer insights to inform your future marketing campaigns. You can track the decisions viewers make, using those details to improve engagement across all aspects of your marketing campaign.

For example, YouTube allows clickable links that take a viewer directly to the website from the video, simplifying the buying process for a seamless experience.

Virtual reality and 360-degree views

Virtual reality and 360-degree views create a unique viewing experience. Best of all, anyone can create videos with these features using a tablet, smartphone, or even directly from a social media account.

Adding virtual reality or panoramic views can add another dimension to your videos to make the experience more immersive. For instance, virtual walkthroughs in the real estate industry can give a viewer the experience of actually seeing a property in person, helping them with their purchasing decisions.

This technology is fairly new, but it’s likely to expand to include more options and platforms. For now, you can experiment with virtual reality videos to adapt your video content for VR headsets.

Shoppable videos

Most marketing videos follow the classic content format. They start with a hook and introduction, followed by the core aspects of the messaging. They finish with a concise conclusion and a compelling call to action (CTA) that tells the viewer what action you want them to take.

CTAs are important, but getting them right can be tricky. Using shoppable videos streamlines this process by allowing viewers to interact with the elements in the video frames, such as the product pages or features. When they click, they’re taken directly to the page to make a purchase.

Fashion brands often use shoppable videos to highlight all the products worn in a fashion editorial. Interior design also leverages shoppable videos to help viewers purchase the décor they see in a curated design.

Artificial intelligence

Artificial intelligence (AI) has been revolutionizing many industries. It also has applications for video marketing, especially if you’re working with a small team or by yourself. The resources necessary for polished videos may create problems with return on investment, but AI can act as your graphic designer, artist, videographer, and editor to finish your video faster and at a lower cost.

For example, video editing can be a time-consuming part of video production, but it’s necessary if you want a video that’s pleasing to watch. Instead of hiring an editor or posting the video unedited, you can use AI tools to finish the video and add the elements you want, including closed captions or transitions.

You can’t rely on AI to make your videos start to finish, but using these tools to handle the repetitive work can streamline the process, save you time and frustration, and free you or your team to focus on more creative endeavours.

What can video technologies do for you?

As new technologies impact video marketing, there are greater opportunities for your brand to create compelling videos that stand out on a crowded market.