Facebook was launched in 2004. Kevin Systrom created Instagram in 2010. And we didn’t have TikTok until 2016… On average, an adult spends 3 hours on social media every day! Whether you like it or not, this ‘beast’ has become a great big part of our lives.
Today we are going to tell you about the video trends that are dominating the social media industry in 2020.
Video Content is King
Why the demand for video content will continue to increase.
Which Video Trends Are Dominating the Social Media Industry Now?
1) Stories are taking over.
2) AR videos.
3) User-generated content.
4) Advanced customization options.
5) Niche social video platforms.
Video Content is King
Trends come and go. Especially in the social media industry. However, there is one thing that we can be certain about. Demand for video content will continue to increase. In 2021, an average person will spend 100 minutes per day watching online videos (that’s a 19% increase, in comparison to 2019).
Over 50% of consumers want to see more video content from the brands that they support and that’s exactly what the companies are giving them (87% of marketing professionals use videos as their main marketing tool). Moreover, we, humans, simply love seeing video content. Our brains process visuals nearly 60.000 times faster than text! And it is easier to remember the message, in case it was watched. When it comes to text-based messages, we can easily forget those.
Which Video Trends are Dominating the Social Media Industry Now?
Stories are taking over
Stories are, basically, our modern news feed. The best thing about them is that they are short, visual (not text-heavy) and that they disappear.
This format was ‘invented’ by Snapchat. However, nowadays plenty of platforms have their own version of stories (Facebook, Instagram, WhatsApp, and even YouTube).
Stories are growing 15 times faster than feeds. This format is more interactive (you can come up with polls, questions, and other fun things). Moreover, stories disappear. A lot of people choose to watch them because they are afraid that they will miss out on something important if they don’t.
For a lot of us, the stories format has already surpassed feeds. By the way, more than 1 in 3 people surveyed by Facebook said that they have become more interested in a brand after seeing it in Instagram Stories.
If you are a company that wants to take over the social media industry, then you should definitely take stories into consideration – record the process of creating a new product and show everyone the members of your team; ask your viewers questions, and create polls…. The possibilities are endless!
The future is here! Augmented reality is a ‘tool’ that overlays digital content onto our physical world. For example, Live View Beta in Google Maps will help you find your way around the city by putting directions right on top of what you see. Or you can place 3D digital objects in front of you! And the funny thing is that augmented reality has been with us for quite a while already. Remember Pokemon Go? How about Snapchat’s filters?
AR can be used in videos as well. Some companies use augmented reality to show the customer how exactly their product or service works – it’s like a good old tutorial but with a futuristic twist. By 2022, the augmented and virtual reality market is expected to reach a size of $209.2 billion. It is safe to say that AR will soon go mainstream.
Become one of the first companies to include AR videos into your marketing strategy. You don’t need huge investments or specialized knowledge to get started.
User-generated content (UGC) is also becoming more and more popular. Companies will continue to use the content published by ordinary people that involves their hashtags or products. Each one of us can become the star of a new campaign if you have managed to create cool content. Take a look at what GoPro marketers are doing.
Start a fun challenge that includes your products. Encourage your viewers to come up with a cool song that will, later on, become the highlight of your campaign. Or simply ask the users to leave more reviews.
Advanced customization options
No more irrelevant content! Soon, you are going to see only the videos and the ads that you are interested in. In 2020 and beyond, brands will continue to invest in predictive analytics. Platforms use previous consumer data and algorithms related to browsing patterns to optimize marketing campaigns.
You should definitely step up your targeting game, whenever you are launching a new campaign. Facebook, for example, provides advanced targeting features.
Niche social video platforms
There is no one single social media platform that will continue to dominate the market. Some time ago, it was all about Facebook, then Instagram stole the spotlight. Right now, TikTok has taken center stage, but plenty of other platforms are also performing well. Some companies prefer LinkedIn, while the gaming community chooses Twitch. Several alternative social media platforms will continue to organically gain popularity in the near future.
Here are a few other social video platforms to bear in mind: WeChat (a versatile video platform that’s popular in China, India, Southeast Asia, and Latin America), Flipgrid (an educational video platform), and Pinterest that now features promoted and inspirational videos.
When building your marketing strategy, focus on the social video platforms that your target audience loves. It might be a small platform, but it’s the level of engagement that matters, not the coverage.
We bet you wouldn’t have guessed these trends a few years ago 😉
Here is a simple checklist that you can follow to keep up with the main video trends in the social media industry.
- Use stories on your social media platform of choice
- Find a way to implement AR into your videos
- Encourage users to create more UGC
- Use advanced targeting features, when launching your ad campaign
- Post your content on niche social video platforms
About the author
This article was written by Alisa Begoun who works at Perfomante – a company that creates cool videos within the shortest time possible.