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2018: The Year of Video Marketing

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Author: Eye

In 2018, video content has never been more important – and if your business isn’t using video to market its products and services, you definitely should be!

The world is watching more video content than ever before, across a multitude of different platforms – and it’s growing fast. In this post, we explore some of the key trends for the year ahead, examining the stats, and showing you just why video content should be an integral part of your marketing strategy in 2018.


The Importance of Video Marketing – Key Trends and Stats

So just how important is video, and do you really need it?

Here are some of the latest stats:
  • By 2019, video will account for more than 80% of internet traffic worldwide
  • 85% of people say they want to see more video content from brands over the year ahead
  • 85% of businesses say they regard video as an important part of their marketing strategy
  • 100 million hours of video are watched on Facebook every single day (85% of these have no sound)
  • 1/3 of internet users (1 billion people) visit YouTube regularly
  • More than 500 million hours of YouTube videos are watched every single day
  • Netflix now has 109.25 million subscribers – watching more than 1 billion hours of content a week!

Video content is changing the way we use the internet – impacting on everything from the way we research products, to our opinions on the brands and businesses we buy from. For businesses looking to influence their customers, it’s a powerful tool that can’t be ignored.


The Changing Face of Video

Video is evolving all the time – and in 2018, there are real opportunities for forward-thinking businesses to utilise emerging video content types as part of their marketing.

Whilst the traditional corporate videos and video advertising still have a place, there are now more ways than ever before for businesses to utilise immersive video as part of an effective marketing programme:


360° has been around for a few years now – and it’s a great way for marketers to bring an extra layer of immersion to video content. From events and training to property tours in the estate and lettings agency sphere, 360 can be a cost-effective, engaging form of video marketing.


Virtual Reality and Augmented Reality are really starting to take off, and the platforms will continue to develop over the year ahead – as prices come down and consumers begin to embrace the tech. Branded augmented or VR experiences can be a great way to set content apart from the competition. For retail, travel, sports and healthcare businesses, the potential for the technology is huge.

Ephemeral Video

It might sound counter-intuitive, but short shelf life content can be a really effective way of driving engagement and encouraging customers to take action. Creating exclusive content, Snapchats and Instagram Stories that will disappear after a set period of time encourages fans to take notice and stay engaged.

Influencer marketing

Whether it’s celebrities, industry experts or the latest YouTube superstar – a video endorsement from a key influencer can drive sales and provide a massive boost for the image of a brand. It’s already big business, and in 2018, we expect investment in influencer video to grow exponentially.

User-generated content

Nothing beats a genuine endorsement from a real customer – and integrating UGC into video content is a powerful tool. From reviews and interviews to polls and stats, including real, genuine content from customers in video helps to bring authenticity and develop trust. We expect it to be a big feature in marketing videos across 2018.

Sponsored content

Sponsored video content is everywhere, and it’s only going to become more important over the year ahead. Sponsoring customers, influencers and users to create a positive video review or vlog of your product or service can be extremely effective, as long as you get the tone right and it appears genuine!


Effective Video Marketing from Eyeweb

At Eyeweb, we specialise in helping businesses to engage with their audience and achieve their commercial goals through effective video marketing.

Whatever your product, service, and target demographic, we’ll help you drive real commercial advantage through the creation, production and promotion of creative, authentic video content that delivers on your objectives.

For additional information, or to arrange a free, no-obligation marketing consultation, please get in touch by calling 01482 628830, or by emailing today.


Date Published: 09/03/18