1) Video marketing is one of the biggest trends of 2016 due to the growing need for visual content across social media platforms and the prediction that video will account for 69% of internet traffic by 2017. 2) Popular platforms for branded video include Facebook, YouTube, and Snapchat, with Facebook videos favored in newsfeeds and an over 3.6x increase in video content from 2014 to 2015. 3) Video can increase conversions for ecommerce sites by up to 80% and cause visitors to stay longer, with many sites using video on landing pages and product pages to introduce companies and represent products realistically.

1. What are the biggest video
marketing trends of 2016?

2. Video marketing certainly isn’t new, but the
growing need for visual content across
distribution channels has turned it into one of
the biggest trends of 2016.

3. Branded video content
It is predicted that video will account for 69% of all
internet traffic by 2017. For brands, video content is
a powerful way to:
• introduce themselves
• spread their message
• promote a product
• increase their reach
• boost engagement
• explain their service

4. Facebook, YouTube and Snapchat are the most
popular social platforms for video content, and
brands can benefit from each of them,
depending on their target audience, their goals
and their strategy.

5. Facebook
Native Facebook videos are favoured in
Newsfeeds, and it’s no surprise that there has
been an 3.6x increase in video content
between 2014 and 2015. Brands are exploring
how useful videos can be in their Facebook
marketing strategy and Buzzfeed’s Tasty
channel is the best example to showcase the
power of video content.

6. Tasty started as a standalone Facebook page
with short videos featuring easy recipes and it
now counts 65 million likes, while it has also
spread to more specific pages, adding an even
wider audience to Buzzfeed’s reach.

7. Moreover, Facebook introduced 360 video,
which opens the path to further opportunities
of appealing video content. National Geographic
was among the pages to try it out.

9. YouTube
YouTube counts more than a billion users and
has seen its average viewing session rise to 40
minutes, which is 50% more from 2014.

10. Jamie Oliver’s FoodTube is among the most
successful YouTube channels with its use of
storytelling, counting 2 million subscribers who
eagerly await every new video.

11. Snapchat
Snapchat currently counts 10 billion views daily
from dedicated users who catch up with the
latest creative (and ephemeral) content.

12. Many brands have already started experimenting with
Snapchat’s unique appeal and vertical video seems to be
effective on its own, as it leads to a more engaging
experience.

13. Landing page videos and product videos
Many ecommerce pages have discovered how effective
video can be, either in a landing page, or in the
promotion of a product.

14. It has been observed that video can increase conversions up to 80%, while 88% of
visitors will stay longer on a site that showcases the right video.
Video content can be found in the “About Us” section of a page, as a way to introduce
the company to customers, which has proven to be very successful for Zappos and its
famous company culture.

15. What’s more, many ecommerce sites feature videos in the product pages, in order
to allow customers to get a complete idea of the product, as ASOS does with the
catwalk for its clothing.
This leads to an improved trust and confidence among customers who feel that a
video is a more realistic representation of the actual product.