2017 video marketing trends

2017 Video Marketing Guide

Video is well and truly established as a groundbreaking marketing method as we mentioned in our Digital Marketing Trends of 2017 report, but we’ve done a little digging and have a guide on how you can use video as part of your own marketing strategy.

2017 Video Marketing: What You Need to Know

Source: Video Production Company


Let’s look at startling facts first. Hubspot have estimated that by the end of 2017, video content will represent 74% off all internet traffic, and Cisco have projected similar, suggesting that global internet traffic from videos will take up 80% of all online traffic by 2019. If you’re wondering just how influential it can be, just using the word “video” in an email subject line can increase open rates by 19%. Not just that, but it increases click-through rates by 65%.

Here are some quick fire stats from HubSpot to keep in mind:

  • – Video has become such a phenomenon that more video content has been uploaded to the web in a single month than in 3 decades of television.
  • – It’s estimated by HubSpot that 65% of users watch more than three quarters of a video.
  • – A third of tablet owners watch about an hour of video on their devices daily and 28% of smartphone users watch video on them at least once a day.
  • – While 78% of people watch videos online every week, there’s a select 55% of people who watch them daily.

2017 Video Marketing Trends

landing page video

Source: Youtube


So we know that it’s worth pursuing video for your marketing strategy. But how should you be doing it? Let’s take a look at the trends:

Live Video

Right now Facebook is the biggest player when it comes to live video, with Periscope steadily rising. Brands are taking notice of this and they’re using it within their social media strategies. While no numbers are reported for how many brands are utilising Facebook’s live video feature, 15% of the top brands are using Periscope. So how can you jump on this? Well, it seems like the main use for live video is sneak peeks of new products, demonstrations, behind the scenes footage or Q&A sessions. Some are even going as far as celebrity takeovers.

How to Do It

When it comes to mastering live video for PR and marketing posts, Maree Jones – social media and PR specialist – says that PR professionals should:


“…work closely with social media and digital marketing teams to leverage live video for company news and press opportunities… Figure out a strategy at the start of the year and experiment with it throughout 2017 to determine if it’s worth investing more time and resources towards this style of publishing.”


Nailing your video or live video content can be really difficult – going live right away can be a bit daunting, especially if people don’t dig what you’re doing. If you want to experiment with your methods first then use Instagram or Snapchat stories – they disappear after 24 hours and at least if you monumentally mess up you can just pretend it never happened. Kidding. But it’s a casual approach to video production that also doubles as low cost experimentation.

Video Landing Pages

Have you considered scrapping your landing page copy and opting for video instead? Some brands are. They link directly to a video which has the same goal as a landing page, but fulfil the requirements of information in a much more easy-to-digest format (pandering to the users’ increasingly shorter attention span). It seems like a risky idea, but in study by Forbes it was found that video landing pages can increase conversions as much as 80% compared to written ones, and that 88% of visitors stay longer when a prominent video is displayed.

If you’re wondering which types of businesses can benefit the most from transforming their landing page copy into a video – since, after all, it’s a big step – the answer mostly boils to the ‘boring industries‘ according to WordStream. We don’t all sell super exciting products and services, some of us sell insurance or even vital, but unappreciated products. You can spice things up by differentiating yourself from competitors with video. Of course sometimes your product can be so awesome that images and text don’t do it justice – then it’s just as appropriate.

How to Do It

Autoplay – You would think that autoplay is a complete no go (it all gives us flashbacks to popups of random dudes talking about all those imaginary dollars they made doing nothing) – but – there’s a risk that comes with allowing your audience to play or not to play the video on your landing page. If your pitch depends entirely on them watching this video and they don’t want to watch the video? Not good.

Length – Determining the length of a video is difficult. We told you earlier that the shorter it is the better, but depending on how much info you might need to show the user, you should develop different lengths and test them. If we had to give you a ballpark figure we’d say around 90 seconds.

Making It – If you don’t have an in-house videographer or animator then you will have to outsource and this will make your production costs sky rocket. Depending on your visual requirements as well as deadlines and costs could make this at least hundreds of £££. If you’re trying to cut corners you could use Adobe After Effects and Adobe Premier, but remember these take time and effort to learn. Not to mention the fact your computer might not be able to handle them.

Size – How big should your video be? You should first of all remember that people will be viewing your website on a few different devices. So for this reason you should pick a size that works okay for all of them. Some websites use 650 pixels wide, but you need to remember aspect ratio. If you did decide to use that size, then your video would have to be 366 pixels tall to maintain the right aspect ratio. If you’re in doubt and need to know the correct aspect ratio for a given dimension use this aspect ratio calculator.

eCommerce: Who Can Benefit Most from Video?

ecommerce video

 Source: Lush Video Demonstration


Health industry startups in particular are set to be the big winners when it comes to using video marketing. Consumers turn to video to visually understand a topic, so this works well for health industry companies. If you’re wondering how this can be put into practice then let’s say you’re a fitness expert. Users being able to see you share your tips live will give viewers a sense of what it’s like to work with you. We’d suggest that you check out Joe Wicks, the body coach behind Lean in 15. It’s safe to say he well and truly nailed video marketing.

Business2Community suggests that retail sites benefit most from video landing pages. Users stayed on the website 120 seconds longer if there was a video to watch and viewers were 64% more likely to make a purchase. When a video is visible on a retail site, customers are 52% more confident in their purchasing decision. You can hit two birds with one stone on this one by including company leaders or employees in your videos – instilling trust in potential leads.

B2B 2017 Video Marketing

2017 video marketing

Source: Shamrock Communications


We have discussed the benefits of using video in an eCommerce environment, but what about B2B? A recent report from Vidyard has stated a whole bunch of key insights into B2B video marketing based on data from almost 250,000 videos posted by 500 B2B companies:

  • – 86% of B2B video streams occur on desktop computers while 14% happen on mobile devices.
  • – Chrome is the most popular browser for viewing (accounting for 53% of views) and Internet Explorer comes in second at 34% followed by Firefox (9%) and Safari (4%).
  • – 84% of B2B video views occur of the workweek, so if you’re wondering when to schedule or plug your video content, there’s your answer.
  • – The majority (56%) of B2B videos are about 2 minutes or less in length although you should note that no matter the length of the video, a significant proportion of your audience will leave in the first 10% of the video. As a general rule, the shorter your video, the more of your audience will remain there at the end of the video.

It is known that 69% of marketing, sales and business professionals have used video before and 31% are now planning to. With 81% of people featuring a video on their brand website, video for business is booming.

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