Video Marketing in 2018


Published: April 9, 2018 Author: Jason Holicky - Hometown Design Studio Inc.
Video Marketing in 2018

Every year, the video experts at Wyzowl release the results of their State of Video Marketing Survey, and the 2017 numbers are in. It’s no surprise that 2018 looks like another year that video is set to be a headliner, but there are a few revelations that will help you improve your video advertising game so you get better results this year. Let’s take a look.

Three Key Trends in Video

Before we dig into how to make the most of video, here’s some information on how video is currently impacting marketers:
  1. Video is becoming increasingly important. In 2016, 63 percent of businesses used video for marketing. In 2017, that number jumped up to 81 percent. Of those marketers already using video, 99 percent plan to keep it in the mix. (That means it’s working!) Of those marketers not already using video, 65 percent plan to start this year.

  2. Consumers watch tons of videos. In a typical day, most people view at least an hour and a half of video content. Some people--up to 15 percent--watch more than three hours every day!

  3. Marketers are increasingly relying on video. Almost all marketers identified video as a useful tool for helping people understand their products and services. More than 75 percent said video directly increased traffic and boosted sales. Plus, consumers are loving it: 85 percent said they would like to see more branded videos this year.

How to Make Better Video Content in 2018

Video production can take many forms. Whether you’re creating a quick 5-second pre-roll video ad for YouTube or an extended, in-depth look at implementing your products in a typical workflow, there are a few things people are looking for to get an exceptional video experience on a variety of devices. We’ve narrowed down the three most important things to focus on.

Square Format

What!? What happened to the 16:9 ratio (commonly known as “landscape”) that’s been the standard since way back when we had to use a TV for videos? The smartphone. For better or worse, the smartphone has changed the way we all interact with digital content and optimizing videos for smartphones will only improve the experience on all devices.

The square format became increasingly popular on Instagram where all content has to fit into a perfect square or it gets cut off. As these square videos got shared across other networks, users found that the shape is just right for other social feeds, and makes viewing on a smartphone easier. Videos in landscape mode can show more--but only by flipping the screen sideways. Square videos manage to fill most of the screen without flipping the phone. It might seem like a small inconvenience to flip a phone sideways, but it’s enough to annoy viewers as cropped videos are watched to the end 65 percent more often than landscape videos.

And one last PSA: never, ever shoot your videos vertically (portrait mode).


This might seem like another surprising small detail until you think about it. People are watching more videos more often, and that means they’re watching them in a variety of locations including work, waiting rooms, and on public transportation. In other words, places where there are lots of other people, and being disruptive isn’t a good idea.

Subtitles allow for silent viewing. This is obviously the right choice to include viewers who are hearing impaired, but it’s also essential for anyone who needs to maintain a quiet environment or just wants a little privacy. Plus, most social media platforms use an “autoplay” format which starts videos as soon as they’re viewable. Many users disable the sound on these videos as a default; subtitles will help you capture their attention right away.

When you make room for more viewer needs and different environments and circumstances, you also expand your reach and boost engagement rates.


Social media has affected more than just the size of videos and ways to engage with them. It’s also made an impact on what people want to see when they’re watching videos. Professional video production is still important, but authenticity is currently the deciding factor when it comes to whether or not a video is going to be effective.

“Being authentic” is a difficult thing to nail down as it’s going to vary from company to company--otherwise it wouldn’t be very authentic, would it? There are some things, however, that everyone can do to make better connections.

The first is to not rely on a traditional commercial format for your video content. People want to engage with brands, not have constant reminders that you have products and services for sale. Use your videos to tell people what you’re about, what drives you to make your company successful, and how you’re giving back to the community.

Don’t be afraid to be entertaining from time to time--even if it means skipping your product mentions entirely. Be unscripted! Make a rough outline of what you want to cover, and let the rest come to you as you go. The end product might not be as polished as YOU prefer, but that’s what your audience wants to see. Or, be extra brave and go live on social media with no opportunity to edit and fix your mistakes.

Take Video to the Next Level in 2018

Two of this year’s most important trends are technical details that are easy to implement once you decide to move forward. They don’t require intense strategy sessions or tons of budget dollars, either. The last one is a little trickier, but it’s something that consumers have been asking for specifically since at least 2013. The trick to getting it right usually boils down to letting go of what you think is important--a perfect, blemish-free image--and letting people see your humanity instead.

About the Author

Creative Director Jason co-founded Hometown Design Studio of New Lenox, IL in 2013. He spends his days guiding and consulting industrial clients and small businesses owners on their marketing strategy and projects. Jason enables everyone to be successful and grow their business by sharing his knowledge and experience.
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