This year, 2017, has been an exciting year for businesses from all over the world.
The rapid increase in the public’s demand for video content is one of the most significant causes of growth in the video marketing industry.
Taking into account what happened in the video marketing field in 2017, we’ve examined the state of video marketing and what you should anticipate in 2018.
We did extensive research on video marketing in general, as well as various platforms including Facebook, Instagram, YouTube, Twitter and LinkedIn to help you devise a better video marketing strategy for 2018.
Here are some of the most interesting predictions we’ve made, plus our reasons for them.
The Costs of Social Media Ads Will Increase
Social media ads have been a favorite marketing tool this year, both for small businesses and large corporations. But as the number of social media-based businesses increases, the bidding wars for specific target audiences rise as well.
In 2017 alone, ad spending on Facebook alone increased by a whopping 74%. Granted, ads are not the only key to more sales. However, the specific targeting features on many advertising platforms are too sweet of a deal to miss, especially for B2C companies.
Mobile Optimization Will Become Essential
Internet users just don’t use desktops nearly as much as we used to.
They still rely on PCs, laptops, and Macs for heavier task like video editing or content creation. But when it comes to consuming content, most people prefer to do it on-the-go and on-demand, which is why 69% of digital media engagement happens on mobile platforms.
Marketers Will Start Using the Facebook Creator App
Facebook’s Creator App is a one-stop shop for creators of all kinds, to help them take their passions to the next level.
The app allows brands and individual creators (who own Facebook fan pages) to create more engaging content and better manage their audiences.
With the app, creators can easily create original videos, go live with exclusive features, and connect with their communities on Facebook—all from the palms of their hands.
It will spur brands and creators to do more live broadcasts and share more stories.
The additional community management and personalization tools are valuable bonuses that can be used to manage communities and create better video content.
Companies Will Start Rolling Out Vertical Ads on YouTube
YouTube is the largest video content sharing platform to date. In June 2017, they launched an update that brings vertical video into its mobile app.
Viewers can now view vertical videos on full-screen without having to see ugly black bars around the video. It doesn’t replace horizontal videos: what it does is give an option to viewers who prefer watching videos with their phones in an ergonomic, more comfortable position.
Marketers and C-suite Execs Will Start Uploading Explainer Videos to their LinkedIn Profiles
Explainer videos are essential for introducing a company or new product. LinkedIn rolled out an update that allows personal profiles to natively upload videos (instead of linking them from other platforms).
As a social media platform mainly populated by professionals and businesses, LinkedIn will become a more prominent platform for B2B companies.
For now, the native video upload is only available on LinkedIn’s mobile app, and it’s likely to stay that way, considering the ongoing shift in the public demand for smartphones.
There are many more predictions that we made for video marketing in 2018. For your convenience, we compiled them into this infographic.
Embed code for this infographic can be found at the bottom of this page.
<div style="clear:both"><a href="https://breadnbeyond.com/articles/the-state-of-video-marketing/"><img src="https://breadnbeyond.com/wp-content/uploads/2017/12/the-state-of-video-marketing-2018.png" title="The State of Video Marketing in 2018 [INFOGRAPHIC]" alt="The State of Video Marketing in 2018 [INFOGRAPHIC]" border="0" /></a></div><div>Courtesy of: <a href="https://breadnbeyond.com">Breadnbeyond</a></div>