7 Video marketing trends for 2020
Video was a major trend in 2019 and it will continue to be the ‘next big thing’ in 2020 as well. An average Indian spends more than 2 hours watching videos on smart devices. This duration is bound to increase & videos will remain the favorite content format for marketers in 2020.
Marketers see this opportunity in two ways –
1. Producing video content for India’s 325 mn video consumers.
2. Targeting video platforms such as YouTube, TikTok and OTT platforms for advertisements.
You may be eyeing one or both of the above opportunities and some of the insights covered in this document will surely help you chart out your video marketing strategy for 2020.
Let’s look at major trends likely to shape your marketing agenda:
1. Watching a video will become primary activity for smartphone users
Most popular activities on smartphones in India
A report by E&Y – A billion screens of opportunity, 2019 suggests watching a video is the second most popular activity in the year 2019. We expect this to be the No. 1 activity during 2020. And hence, a smartphone user will primarily use smartphones for consuming videos.
2. Regional language content will dominate English language content
Are you prepared for this? Still, most marketers are busy decoding video challenges & they have not moved beyond the language they understand most – English. Trends suggest that the growth in Internet users is dominated by rural users.
Last year, Hotstar announced that their 63% video consumption came from Non-metros. Not just that, more than 40% of content consumption was in non-english language.
3. Use of videos will become inevitable for Facebook & Instagram ads.
This is a simple yet very insightful trend. We all have seen reduced effectiveness of image based advertisements on Facebook & Instagram ads. Advertisements with video get a higher ‘ad relevance’ score. It’s time you prepare a video ad for every small or big video marketing campaign you’re planning in 2020.
4. Short format videos (less than 2 minutes) will perform better
By default, video advertisement is of short duration and we’ve all seen positive ROIs with short 15-20 second video ads. This trend is likely to continue in 2020 as well. When it comes to content, viewers are likely to spend less time on each video. If you are planning to invest in educational videos, product introduction, how-to videos or knowledge based videos – keep it short. Short videos with 1-2 minute duration will drive higher impact in 2020.
5. Use of videos instead of images on social media stories
Social media stories are a great way to consistently engage with users, without flooding timelines. Facebook, Instagram & WhatsApp – all three giants boast of 500mn Daily Active story users.
Stories product daily active users (in millions)