Video Marketing Trend

The video marketing trend and video usage is continuing its incredible rise, compared to other forms of content. Around 80 percent of businesses now use video for their marketing campaigns, which is a rise of around 20 percent from the previous year.

The issue for many companies and content creators is understanding what trends will dominate the landscape in the coming year. Understanding these trends will help companies get ahead of the curve as they look to create a engaging and thought-provoking video marketing trend.

Here is a rundown of the main video marketing trends in 2018:

1. Personalized Content

Companies have so much data at their fingertips. Customers assume companies only retain basic data, but they gather everything. They know when you logged into the site, what device you were using, how much time you spent on the site and what you ended up purchasing.

Now they can leverage that data to create personalized content, targeting individuals or groups of customers. Such personalized videos, which may reach users through social media or email marketing campaigns, can create a big impact among the video marketing trend.

2. Drip Campaigns

Businesses are starting to see the value in short form content. It took a while for them to jump on the train, but they are aboard now! And one interesting trend we are witnessing is the creation of “drip campaigns.”


These campaigns use short-form videos, on platforms such as Facebook, Twitter or Instagram, to create hype. A company may release a series of very short videos over a week, two weeks or a month. The goal is to create momentum across many platforms before the final video reveals most of the information the audience was seeking.

3. Live Streaming

Many video content creators and experts are beginning to notice a trend of influencers, businesses, and organizations using live streams to reach their audience.

Streaming is a great way to engage directly with the most devoted audience, as they are the ones who would open up a Facebook Live or Instagram Live stream the moment it starts.

Brands can also partner with influencers during these streams. For instance, a tech brand may be filming a video with a tech influencer for YouTube – but they could start a live stream showing the audience a “behind the scenes” look at their collaboration.

4. Leveraging Videos on LinkedIn

Regular users of LinkedIn may have noticed an increase in the number of videos they see on the platform. 

Videos on LinkedIn are still a much smaller percentage of content, compared to the outlook on other social media platforms. But they are on an upward trend.

Many professionals see the benefit of creating a short video, introducing themselves and highlighting their most relevant accomplishments. It is easier to stand out through a short, 30-second video, compared to an entire paragraph that no one may bother to read.

The above trends provide an interesting insight into how video marketing may change in 2018 and beyond – for businesses, organizations, influencers, and individuals.

John Foundas is a multiple Emmy and Telly award-winning Director of Photography, Producer, and Editor in Washington DC. He is currently the Executive Producer and CEO of Foundation Digital Media. For Inquiries: [email protected]