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Has Inbound Marketing Changed Because of Video Marketing Trends?

  

The short answer is "yes" and "no."

The fundamentals of a successful inbound marketing strategy haven't changed. Video marketing trends just amps that strategy to a new atmosphere.

The power of inbound marketing comes from its ability to attract the right kind of people to your brand and then building trust with them over time. To do that, you need awesome content.

Awesome content meets two basic requirements: It answers the questions or concerns your target persona has at a specific point during the buyer's journey. And it does it in an irresistible way, which requires entertaining, engaging messages and formats.

You need awesome content to keep your target personas coming back to your website and blog in order to build that relationship. Trust and authority don't happen quickly. Your company needs time to spark and reinforce a sense of trust and authority in your prospects. So when the time comes, they're ready to buy – from you.

These inbound marketing strategy fundamentals still work. You need to address them all to be successful. But now video marketing trends are here to boost your ability to create awesome, irresistible content.

 

Newest video marketing trends

We've seen the terrific impact video marketing has to improve the reach of your marketing and sales.  The most recent statistics find that putting a video on a landing page increases conversion rates by 80%, while 92% of people watching mobile video share them with others.

Nothing grabs a visitor's attention like video, so it gives you the opportunity and time to deliver impactful messages. The entertainment value encourages sharing and gets people hooked on your content – all tailor made to execute the goals of inbound marketing.

The hottest video marketing trend is Facebook Live Streaming. Originally, Facebook only made it available to select publishers. The response was so great, Facebook has now opened up to all users. Looking at their usage statistics, Facebook discovered that people spend three times as long watching live video than they do recorded. That's why Facebook is now treating live stream video separately from recorded videos. They tweaked their News Feed algorithm to promote live stream above other video content.

Facebook also helps out people streaming live video enabling app notifications during a live stream to help attract audience during the original broadcast. It also shields novice video users from technical challenges by making it easy for anyone to post awesome live content with just their phone.

Mark Zuckerberg recently said Facebook is "particularly pleased with our progress in video as we move towards a world where video is at the heart of all our services." That focus is squarely on its Facebook Live Stream.

While Facebook remains the big boy of social media, other platforms are improving their video features as well. Both Snapchat and Instagram have video features called "Stories." Depending on the demographics of your target personas, either one of these platforms is another good video promotion choice.

Keep in mind that Snapchat Stories disappear after 24 hours. Instagram, which is owned by Facebook, recently changed its algorithm feed from chronological order to curated. Whether it works like Facebook's own News Feed algorithm and prefers live video is yet to be seen. It's not crazy to think pushing live video might be coming to Instagram at some point.

 

Catch the video wave or get left behind

Facebook is now experiencing 100 million hours of watched video every day. US adults now watch over an hour of digital video every day, with digital video consumption growing as traditional TV viewing declines.

This is great news for marketers, especially for companies that don't have budget for traditional video production. Features like Facebook's Live Stream and the prevalence of YouTube searches put digital video within reach of everyone without losing out on production values.

The opportunity of these video marketing trends is also the challenge. You need to incorporate video into your inbound marketing strategy or you'll get left behind. Video today is where the company website was in the 1990s – just on the cusp between being new and being required.  The earlier you can stake your video ground, the greater the opportunity to become the trusted video authority in your market.