The state of video marketing in 2018

McKenzie Gregory

What's in store this year? We took a look at what experts are saying

Over the past few years, video has completely dominated the digital space.

Social platforms prioritized it in their ranking algorithms. It helped boost marketers of all kind boost engagement across channels. Hell – by the end of 2017, it was responsible for a staggering 74% of all online traffic (KPCB). 

But what does this all mean for video moving forward? Have we reached a critical mass for the success of video as a marketing tool, or will its power only continue to grow this year and beyond? 

Let's see what industry leaders have to say. 


1. First Off, Video's Here to Stay.

According to data Wyzowl shared in their fourth annual state of video marketing survey, 2018 is already set to be another big year for video. For one thing, usage continues to rise: 81% of businesses now use video as a marketing tool – up from 63%, the number reported in their 2017 survey.

Additionally, they found that 72% of people would rather learn about a product or service through video, proving its value as a bottom-of-the-funnel conversion tactic. 


2. Video Showcases What's Possible.

While video is already a powerful tool for marketers, the possibilities it presents as a medium are endless and exciting. Just think of all the buzzwords you've heard dropped by the marketing community over the past few months... 

• Augmented reality
• Virtual reality
• Live video
• 360 video
• Video funnels 

See a common thread here? The most cutting-edge developments in tech and marketing are happening around video, as Allen Martinez of Noble Digital explained in this recent article for Marketing Land


3. Marketers Must Embrace Specific Video Strategies.

According to Anthony Helmstetter of Convince & Convert, there are certain tactics that allow marketers to make even more out of video. Among them?

Make it authentic. Today's consumers prefer valuable information over high-production glitz and glamour, which means the barrier to produce video content is lower than ever before. 

Consider live streaming. It's immediate. It's spontaneous. Plus, 63% of people ages 18-34 watch live-streaming content regularly (eMarketer, UBS, 2017). 

Use personalized, one-to-one video. Face-to-face meetings aren't always scalable, but people love hearing the sound of their own names. Arm your sales team with the tools they need to create personalized videos that move prospects down the funnel. 


4. The Secret to Getting Started? Repurpose What You Have! 

One great way to get your company on board with video is to take your existing assets (blog posts, gated content, stage presentations, worksheets, etc.) and simply repurpose them. If you already have great content at your disposal, it will just take a little tweaking and some production time to get it reformatted in a way that makes sense for video.

For instance, Serena Ryan of Social Media Examiner recently created this step-by-step guide for turning existing blog posts into a Facebook video funnel. 



Will video be a key part of your marketing strategy in 2018? What are your plans for utilizing it across channels? Sound off in the comments! 

About the Author

McKenzie Gregory

McKenzie Gregory is a senior content manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.

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