2020 Video Trends
2020 is the year that businesses will embrace video as a more natural, integrated, and strategic part of how they engage their audiences. They will start to unlock new potential and realize greater value from video content in a variety of ways. Below you will find Vidyard’s top five video trends and recommendations that span the areas of production, marketing, sales, internal communications, and technology.Explore
Video Creation at Scale Becomes a Priority
Video will never be the only way we deliver our messages. It won’t be the only way we build brands, educate employees, or establish trust with customers. But as we march forward in the age of self-service, on-demand, digital content experiences, video will be a critical format for nearly every aspect of how we do business.
Until now, most businesses have only dabbled in video, leveraging agencies and specialized resources to produce videos as required. But as customer and employee expectations change, so too must your approach. In the years ahead, if your teams and individuals aren’t able to create video content as efficiently as designing a PDF, building a presentation, or even typing out an email, you risk missing out on the massive opportunity that video presents.
In 2020, businesses will accelerate investments in the people, processes, and technology required to scale video content creation in a way that meets the needs of different business units in an efficient way. These investments will involve a multi-faceted approach to supporting a wide range of video types—from employee communications to timely social media posts to online brand experiences.
Marketers Scale Supply to Meet the Growing Demand for Video
The surging demand for video is having a significant impact on marketing teams. Particularly as they look for new ways to engage prospects and deliver more personalized digital experiences. While video is now a mainstay in most brand and communications programs, 2020 will see the use of video accelerate across online channels and throughout the buying journey. For some, it will mean incorporating video more extensively into their websites, social media channels, and digital advertising programs. For others, it will mean investing in video-based explainers, webinars, customer stories, and thought leadership to support the buying process.
As a result, marketing teams will add dedicated in-house video production resources to support evolving content strategies. Content writers will balance their time between traditional long-form content and writing video scripts. Social media marketers will advance their video editing capabilities to help scale video creation and customization for different social networks.
In many cases, in-house producers will take on training and mentoring of others, and may expand their roles to formally include video enablement across the organization. Marketing operations teams will also develop greater expertise in video content management, optimization, and reporting technology.
Ephemeral Content and DIY Video Rise in Popularity
As video evolves from being a promotional content medium to a communication platform for businesses and individuals, the way we think about it is fundamentally changing. The idea of video production is being complemented by do-it-yourself (DIY) video capture and ephemeral video content that is meant for a niche audience.
Much like employees are expected to create emails, documents, and presentations today, they will start to be empowered to capture and share videos to improve the way they communicate. In many businesses, the number of ad-hoc video messages, screen captures, and selfie-style social videos being created will eclipse the number of ‘produced’ videos meant for broader distribution.
This shift in the market will lead to increased adoption of video capture and sharing software, ranging from webcam and screen recording tools to lightweight video editing. Many of these tools will become seamlessly integrated with other applications business professionals use to communicate and connect, such as email, chat, and customer relationship management (CRM) systems. Soon it will be as easy to share videos in our business lives as it is in our personal lives.
Video Everywhere Leads to New Technology Adoption
A major implication of these trends will be that the number of videos created and shared by the average business, as well as the types of videos being created, will grow significantly in 2020 and beyond. It will be common for dozens, if not hundreds, of centrally-produced and employee-generated videos to be shared every month within many businesses moving forward.
This new paradigm will drive businesses to embrace new approaches to video creation, hosting, publishing, security, tracking, reporting, and overall content management. While consumer video hosting platforms like YouTube will continue to be used as a channel to reach online audiences, most organizations will leverage a business-grade video hosting solution by the end of 2020 to support the expanding role of video in business.
Take Advantage of This Video Trend
Marketing teams need to be ready to scale video production, particularly educational content for thought leadership, social media, and sales enablement. Ensure your marketing team has the skills necessary to deliver video at-scale via in-house producers, skilled-up content and social media marketers, and partnerships with freelancers and agencies.
Employees across your company will soon be recording and sharing countless DIY videos to share ideas, connect with customers, update their teams, and more. Stay ahead of this trend by experimenting with video capture and sharing tools and developing a proactive strategy for enabling different teams with video capabilities.
As the use of video accelerates across your various teams, so too will the complexity of managing this content, maintaining a consistent brand experience, and more. Look to business-grade video hosting and management tools to streamline your video programs and to deliver exceptional experiences for your customers, employees, and content creators.
Video Changes the Face of Online Marketing Programs
Over the last two decades, businesses have ramped up investments in digital marketing, social media, and content marketing programs as scalable ways to grow brand awareness, to attract and convert more website visitors, and to generate demand for what they offer. More recently, these programs have evolved to deliver content that connects with audiences in more authentic ways and earns their trust before they even contact sales.
The backbone of these online marketing programs is impactful content that generates audience engagement and the desired next-step conversion. While the written word has traditionally been the dominant format to support these programs (i.e., website copy, blog posts, landing page copy, eBooks, etc.), video has proven itself a versatile and compelling way to deliver digital content that is more engaging, educational, relatable, and trustworthy.
With barriers to creation, sharing, and consumption all but gone, video will emerge as the new face of online marketing programs in 2020. More than just a different way to deliver the same message, it will fundamentally change how businesses educate audiences, generate and convert inbound traffic, and earn the trust of potential buyers. And it all starts now.
Educational Videos Rise to Stardom in Content and Inbound Marketing
Virtually every piece of digital content published by a modern marketing team is meant to be either promotional or educational. While promotional content remains important, many marketing teams have accelerated their production of educational content. Usually, in the form of blog posts, guides, eBooks, research reports, infographics, case studies, and timely social media posts. In 2020, marketers will expand these programs with video-based thought leadership purpose-built for their content marketing programs.
In the old world, videos were produced for other marketing programs and then re-purposed for sharing on social networks or blogs. In the new world, conversational and educational videos are being created explicitly for these channels.
Key industry topics will not only be written about in blogs and eBooks, but brought to life in short videos that take advantage of the opportunity to both show and tell. Many text-based blog posts will be supported by video content, while others will be published as video-first vlogs. Some businesses will adapt written eBooks into long-form educational videos. Others will invest in a branded video series to engage audiences in new ways. And video-centric channels such as YouTube will become an integrated part of content marketing programs.
For many marketing teams, this is the year that video will become a ‘first-class citizen’ within content and inbound marketing programs.
Businesses Embrace Social-First Video Content
The rise of video in content marketing will dovetail into organic social media programs. Video-based thought leadership generated by content teams will be shared on social channels as a new way to stimulate follower engagement and shares. But many social media teams will go one step further in 2020, creating educational videos purpose-built for Facebook, Instagram, LinkedIn, and YouTube.
Social-first videos targeting these platforms will be shorter in length, visually interesting, and often entertaining as a means to earn attention and encourage sharing. They will also leverage key executives and brand ambassadors to create and share timely content that is authentic, genuine, and more human in nature. Some teams will also produce one or more branded video series with short-form content designed to engage social audiences on a weekly basis. In short, 2020 will see the rise of social-first video for many businesses with a great deal of experimentation and learning.
Self-Serve Website Experiences Powered by Video
It’s no secret that today’s buyers expect to learn in a self-directed manner with on-demand content. So there’s nothing more frustrating than landing on a website to learn about a product or a company, only to find surface-level content and a button to “contact sales for more information.” Tactics like these are losing their effectiveness, with many visitors quickly bouncing to seek out the path of least resistance—which may be one of your competitors.
To address these shifting expectations, businesses will expand the use of video on their websites to clearly explain what they do, showcase their products and services, and establish a more personal connection with potential buyers who aren’t ready to speak with a sales rep.
Many marketing teams will enhance their websites to include on-demand product demos, video-based tutorials, answers to commonly asked questions, and video-based introductions to executives and team members. The strategic use of video will drive greater engagement in websites and an opportunity to establish a more personal and human connection with potential buyers, even before they click on that dreaded “contact sales” button.
Take Advantage of This Video Trend
Content and inbound marketing programs must evolve to meet the expectations of today’s audiences. These teams need to start treating video as a peer to written content, investing in video-based thought leadership, educational video series, and new short-form video content for social media and YouTube channels.
Video continues to dominate social media channels and those who create targeted video content for key social networks are reaping the greatest returns. In 2020, take the initiative to start creating short-form, educational, and highly engaging video content that is purpose-built for social media channels.
Today’s buyers don’t want to talk to sales. They want to self-educate through online resources. Expand the use of video on your website to explain what you do, to show your products or services in clear and transparent ways, and to create a more memorable and personal experience.
Video in Sales Goes From Tactical to Strategic
For many businesses with a direct sales team, video has already become a part of their sales strategy in one way or another. Many use video-based content for sales training and sales enablement. Most use some type of video conferencing tool to make their customer calls more personal and engaging. And some have started to incorporate both personal and off-the-shelf videos into their ongoing outreach to prospects and customers who increasingly prefer on-demand content and messages to live phone calls and meetings.
In 2020, we’ll see the role of online video continue to expand within direct sales teams as they look to modernize how they attract, engage, and communicate with today’s buyers and customers. We’ll also start to see more sales teams reimagine their sales process with video as an integrated component. Until now, the use of video has largely been an afterthought with most sales teams looking for ways to incrementally improve their existing approach. But this year, we’ll see innovative sales teams start to redefine their sales process in a way that takes strategic advantage of the true power of video to build rapport, clearly explain complex ideas, and earn the trust of prospects and customers.
Sales Reps Incorporate Personal Video into Prospecting Methodologies
Over the past few years, we’ve seen the rise of personal video for outbound sales prospecting. In a world where people are inundated with utterly ignorable sales emails, personalized videos are breaking through the noise and helping sellers earn the trust of new prospects.
To date, most outbound sales reps have been using personalized videos to augment their existing sales cadences. Reps are mainly using webcam videos to introduce themselves and screen capture videos to share something of relevance. While these tactics help many sales reps increase their response rates, they’re only scratching the surface of how using video can elevate sales results.
In 2020, more sales teams will take a step back to re-evaluate their outbound sales methodologies. They will be looking for new ways to use both personalized and off-the-shelf videos in strategic ways to stand out, earn attention, and generate more demand. In many cases, sales will partner with marketing to generate new and creative concepts. This alignment will result in new ideas for how to leverage video in outbound sales in a way that takes advantage of the format’s unique attributes. It will also drive more sales teams to standardize on video templates and libraries of on-demand video content. This video content will be designed in a way that outbound sales can leverage in similar ways to how they’ve used email copy templates and PDF-based content in the past. In essence, 2020 is the year that video will go from experimental to mainstream in many outbound sales teams. Its use will evolve from tactical to strategic as they learn how to use it most effectively.
Video Content Libraries Streamline and Accelerate Sales Cycles
With more sales teams adopting the tools they need to incorporate video into their outbound communications, the use-cases for video are quickly expanding to support virtually every aspect of the sales cycle. Not only are outbound sellers now using personalized videos to increase response rates, but forward-thinking sales teams are empowering account executives (AEs) with centralized libraries of off-the-shelf video content to improve their effectiveness as well as their efficiency.
Some businesses have started to provide their AEs with a library of targeted video content such as product demos, customer stories, competitive comparisons, and pricing overviews. Others are recording new videos to answer frequently asked questions and to address common objections that come in during the sales cycle.
By empowering their teams with this type of content in video format, they can offer prospects a more compelling and trustworthy buying experience (seeing is believing!)—all while reducing the amount of time sales reps need to spend answering common questions. In 2020 we’ll see more sales teams strategically enable their AEs with libraries of targeted video content and the tools they need to seamlessly access and share these videos.
Video Brings the Human Touch Back to Account Management
Investments in post-sale account management and customer success have steadily increased in recent years due to the fact that it’s easier than ever for customers to discover, evaluate, and switch over to competing products and services. These teams are typically responsible for customer satisfaction, retention, cross-sell and/or upsell, with the primary goal of maximizing the long-term value of each existing customer. Much like a traditional sales role, continuous education and building a trusted personal relationship are key factors to delivering on these goals—and more organizations will discover that video is the perfect way to deliver on it.
In 2020, the adoption of video in account management and customer success will rapidly accelerate as the tools to create and share personalized videos become more accessible. Personalized welcome videos, tailored onboarding, one-to-one video messages, and video-based account reviews will become more common as these teams look for more impactful ways to connect with customers and humanize the post-sale experience. Account management and customer marketing teams will also partner up to deliver video-based tutorials, best practices, and other content to help current customers get the most value possible out of the relationship. After all, when it comes to customer relationship management, video is the next best thing to being there in person.
Take Advantage of This Video Trend
Personal videos have helped countless sales teams humanize their outbound prospecting, but adding one-off videos into existing sales cadences is only the beginning. In 2020, consider how webcam, screen capture, and pre-produced videos can bring your story and your personality to life in more compelling ways. Adapt your approach to outbound selling to take greater advantage of video’s unique abilities to engage, educate, and connect on a more personal level.
Expand your sales enablement program to include a library of targeted video assets that can be easily accessed and shared during the deal cycle to answer common questions, showcase your capabilities, and explain your business models. Don’t have these videos today? Create them. Not sure how to empower your sales team to access, share, and track these videos directly from their email? Tools like Vidyard can help.
Empower your account management and customer success teams with simple tools for recording and sending personalized videos to clients. Employ a strategy to send customized videos to introduce key team members, to personalize their onboarding experience, and to maintain a more personal relationship throughout the year.
A New Role for Video for Internal Communications
For many businesses, video has been a core part of employee training and onboarding for several years. On-demand video offers an effective way to educate new employees and to train them on company policies. All while ensuring your message is clear, easy to follow, and easy to remember. However, with the exception of video conference calls, the use of video content for ongoing employee education, communication, and collaboration is limited in most businesses.
In the traditional business environment, this has typically been the case. It’s not because people don’t want to share and consume videos, but because videos have been more challenging to record, share, host, and access than basic emails and documents. It’s always been easier for someone to compose an email or create a presentation, and they’ve been given the tools necessary for those activities.
However, as the barriers to video come crashing down and employee expectations shift from email and slides to chat and video, businesses will need to rethink the role that video plays in internal communications and collaboration. In 2020, we’ll see more businesses empower select teams and individuals to create and share secure video content while incorporating on-demand videos into more aspects of their internal communications and employee collaboration programs.
‘Shoot-and-Share’ Becomes a New Mantra for Internal Communications
Oh no, not another long email from the finance team explaining how to do expense reports. And please, no more PowerPoint decks with screenshots to explain how to use our internal applications. In the years ahead, chat and video will supersede email and static documents as the preferred ways to share information with employees and coworkers. In 2020, we’ll see teams across the organization learning how to create videos to explain complex ideas and to answer common questions. And they’ll be able to do it without any special tools, skills, video gear, or external hard drives.
‘Shoot-and-share’ refers to the idea of making video capture and sharing as easy as typing out an email or creating a document (or perhaps even easier). There are various tools now available, including those from Vidyard, that enable business professionals to record their webcam or screen share and send it out via email or chat with literally three clicks: Start, stop, and send. Everything happens as an extension to their web browser or email app, and there is no need to deal with large video files—everything happens seamlessly in the cloud.
This will be the year that many businesses start to explore the use of shoot-and-share content to make video a simple, efficient, and more personal way to share information with employees.
Video Humanizes Execs and Brings Them Closer to Their Teams
Timely internal updates from leaders and executives, such as company-wide announcements, quarterly business reviews, and weekly performance recaps, are a key part of any internal communications program. And, as more businesses embrace a culture that supports remote workers and disparate teams, the need for consistent, timely, and more human internal communications will continue to rise. In 2020, we’ll see more businesses moving to on-demand videos to deliver executive updates in a way that is more engaging, more human, and more effective for employees—no matter where they’re located.
Text-based emails and static slide decks will be replaced by a mix of moderately produced and shoot-and-share style videos featuring executives on camera with supporting visual content. Moderately produced videos for major internal updates will be supported by in-house video producers to ensure high-quality visuals, audio, and lighting. Shoot-and-share style videos will be captured by the execs themselves using their smartphone, webcam, or screen share to add a sense of authenticity and humanity. To support this trend at scale in the years ahead, businesses will adopt new tools to simplify the process of recording, publishing, viewing, and tracking these videos in a secure yet seamless manner that no longer requires IT support.
Video Messages and Screen Shares Fuel Employee Collaboration
In 2020 and beyond, the idea of shoot-and-share videos will extend well beyond the use-case of one-to-many internal communications. Shoot-and-share videos, screen captures, and one-to-one video messages are becoming an increasingly common way for business professionals to share ideas, answer questions, provide feedback, or illustrate important points. Instead of typing out a long email or taking screenshots to explain something, press record and say or show it on video.
While this idea will still be in its infancy in the year ahead, 2020 will see more business professionals adopt video capture and sharing tools to augment internal emails with custom video messages. These videos will range from short webcam recordings to longer screen capture recordings, giving employees new ways to share ideas, to show-and-tell, and to collaborate with others. Recording and sharing custom videos will also help to break down communication barriers that are often imposed by text-based emails while helping to foster more personal connections between remote employees.
Take Advantage of This Video Trend
Train up your teams responsible for internal communications on how to quickly record and share videos for ongoing employee communications. Consider tools like Vidyard for shoot-and-share videos using a webcam or screen capture, and entry-level cameras and editing tools for other styles of content. By the end of the year, creating and sharing a video for internal comms should be as natural as writing an email.
Much like the recommendation above, start getting your executives on camera for company-wide updates, quarterly business reviews, and announcements. Strive to create natural and authentic content that humanizes your leaders and makes them as relatable as possible. And, if you’re courageous enough, give them a tool like Vidyard to enable them to self-record using their webcam, screen capture, or smartphone. By the end of the year, this should be second-nature for your company leaders.
Encourage different teams to test out free tools like Vidyard for quickly recording and sharing videos as an alternative to long emails, static slide decks, or one-to-one phone calls. Have managers and leaders share weekly or monthly video updates to their teams, particularly those who have remote workers. Encourage feedback from different people throughout the organization and look for opportunities to boost productivity and employee engagement with custom video messages.
Video Technology Gets Centralized and Consolidated
A central theme to the state of video in business in 2020 is the expanded use of video across teams, functions, and individuals throughout the organization. It’s no longer isolated to brand marketing and employee training, and the types of videos being shared vary dramatically in nature. Video content is now public and private, pre-produced and DIYed, on-demand and live, and accessible to people throughout the organization.
At the same time, video is becoming more strategic to many aspects of business, and the experience surrounding video content matters more than ever. Things like captioning, accessibility, loading speed, player branding, responsiveness, security, content management, and reporting are increasingly important as video becomes a fundamental way that messages are delivered both internally and externally.
As a result, many businesses are now centralizing, standardizing, and consolidating video technologies to ensure they can expand their use of video in a way that is efficient, reliable, scalable, and more strategic. In 2020, many will take the necessary steps to understand their organizational requirements for video going forward and re-evaluate their approach to video management and video enablement technology.
Businesses Centralize and Standardize on Core Video Tech
Many businesses with legacy investments in video are now using various siloed solutions for online video hosting, internal enterprise video hosting, live streaming, social video and YouTube management, video creation, and more. As the use-cases for video continue to expand, and its role becomes more strategic across different business units, this approach will present significant challenges and missed opportunities.
In 2020, more businesses will re-evaluate their current and future organizational requirements for both public and private video content across different parts of their business. These insights will be used to develop an integrated plan to standardize on a small number of tools and/or one central video platform around which they can develop a consistent video experience and a center of excellence (COE) for online and enterprise video. Depending on the size and complexity of the organization, this COE may be a single individual (such as the lead video producer) or it may be a cross-functional team representing various business units.
Video Tech Consolidates From Point Solutions to Cloud Platforms
The trend of standardization will also result in the consolidation of video technologies used within many businesses to help maximize both efficiency and value realization. In 2020 and beyond, most businesses will adopt a centralized enterprise video platform to help support this consolidation. Key to this will be platforms that offer public and private video content hosting, on-demand video playback, live streaming, easy video creation, social video content management, and more.
The standardization and consolidation of these tools will lay the foundation for how businesses manage the lifecycle of video content going forward while optimizing the playback experience for everything from website and social media videos to employee training and one-to-one video messaging.
Video Analytics See Tighter Integration, Greater Value
As video technologies consolidate from point solutions to a centralized platform, businesses will start to unlock the potential of centralized video analytics. With all viewership data now flowing through a single platform with more robust reporting and analysis, businesses will gain much-needed insight into which content is truly resonating with audiences. Armed with this insight, they can deliver more engaging, relevant, and impactful videos whether they’re targeting customers or employees.
A centralized video platform will also give businesses new opportunities to integrate video engagement data with their business systems of record via one consistent channel. For example, engagement in marketing videos will be pushed into marketing automation tools, and videos used by sales teams will be tracked in CRM. Viewership on training videos will be surfaced within learning management systems, and employee engagement in internal communications will be available to executives and HR teams. In 2020, we’ll see more businesses define their video analytics requirements, enable key integrations with other applications, and start to reap the benefits of turning this data into actionable insights.
Take Advantage of This Video Trend
Audit the video creation, hosting, publishing, and analytics tools being used by different teams for both internal and external video content. Look for opportunities to standardize on a set of tools, centralize management and administration, and develop a video center of excellence to build a foundation for the years ahead.
While auditing the video tools and technologies used throughout your business, look for opportunities to consolidate functionality into a centralized, cloud-based video platform. Modern video platforms for business now offer hosting, management, distribution, optimization, and tracking of public and private video content, on-demand video and live streaming, basic video creation and editing, and more. Use this as an opportunity to improve efficiency and to develop a more integrated and strategic plan for video.
It’s a data-driven world and your use of video should be no different. In 2020, dive deeper into the reporting and analytics capabilities of your video hosting platform(s) and develop a plan to turn viewership data into actionable insights. Consider new opportunities to integrate video viewing data into marketing automation, CRM, learning management, and other systems of record to drive better decision making.