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Osama KhababJune 2, 2020


People often like to make predictions about what lies ahead. Experts from every field try to paint a picture of the future they believe will unfold.

As we began our journey into another decade, people shared their opinions of what to expect next. Most of these forecasts ended up falling flat, mainly due to the onset of the coronavirus pandemic that’s hit every industry across the world. Just take a look at tourism and aviation right now.

Plenty of predictions were made about video marketing as well. And although certain trends have continued to make waves, others, such as 360 videos, have fallen short.

It’s no surprise that video content, in general, is performing well. Cisco’s report predicted that by 2021, video will account for 80% of all internet traffic.

Marketers and content creators across the world have taken advantage of this engaging medium and thanks to innovation in technology and software, creating video content is no longer a herculean task only ascribed to the highly professional and talented few.

In fact, video content is now scalable and can be produced without breaking the bank. As a business, you should take advantage of this fact.

According to a 2020 survey, 76% of marketers say that video has shown positive ROI in their marketing efforts and 78% believe that video has helped them get new customers.

Positioned at the forefront of the video production industry, I have seen this medium blossom into what it is today. Here are some predictions about the video marketing landscape that have come true in a tremendous way:


The feature that first appeared on Snapchat has now been incorporated into Instagram, Facebook, and even YouTube.

And as short videos, such as those on TikTok, became more popular, so has the trend of sharing bite-sized, candid videos as stories on social media and up to 77% of marketers are on-trend.

It just goes to show how video content and social media have become so intertwined.


More and more companies have managed to tap into the power of video content. Businesses are attracting and engaging viewers; sharing insightful information and building deeper relationships with their audiences with video content.

Here are some brand videos that have gained popularity:

  1. Testimonials

From the customer’s point of view, testimonials provide the social proof they need to make a purchasing decision when it comes to choosing a product or service from a particular company. You can’t deny the influence a well-made video testimonial can have on a viewer.

RECOMMENDED FOR YOUWebcast, July 1st: Marketing During a Crisis: Pivoting Your Marketing Messages and Approach in 2020

  1. Thought Leadership Content

According to an Edelman study, thought leadership content can do wonders for a brand. It’s proven to shorten the sales cycle and increase a company’s credibility in the industry and amongst consumers.

The same study also reveals a caveat: if thought leadership content is not of high quality or doesn’t add sufficient value to the conversation, it can hurt your company’s reputation. So, if you’re going to do it, do it well.

  1. Explainer Videos

In the digital age, content is far too abundant. This has caused our attention spans to evolve. Now, if companies want to hook and hold a viewer, simply laying out a massive wall of text just won’t do.

The average consumer no longer has that kind of time to invest in something regularly; therefore, companies must package information in a compelling manner.

This is especially necessary if you have a complex product or service you need to reveal to the world in an easily digestible way.

It sounds like a difficult task, but that’s where explainer videos sweep in to the rescue. They not only present all the info appealingly but also get results.

A survey found that 83% of people believe that a product/service explainer video helps them in making a buying decision, which is great news for startups that want to present revolutionary; mind-boggling ideas to the world!

  1. Training Videos and Tutorials

Training videos and tutorials have become all the rage these days. It’s perfect for the viewers, as they can watch it as many times as they like, and its ideal for companies because they are a one-time investment that can be shared far and wide.

Customer onboarding videos can have a personalized appeal to them, too. It’s things like this that turn customers into brand advocates.

Employee-training videos, on the other hand, have become increasingly popular with onboarding and training remote workers. With the current COVID-19 situation, it’s tools like these that can help empower and mobilize the workforce.

I believe we’ll see a lot more companies investing in video content specifically for human capital development.


Live streaming is set to become a $70 billion industry by 2021 and we’ve seen companies lean heavily into this form of content this year. Live webinars, Q&A sessions, etc. on social platforms, such as YouTube, LinkedIn, and Facebook, are on the rise.


Another phenomenon you may have noticed is how the popularity of video content has pushed social media platforms to evolve and become more hospitable environments for this form of content.

Think back to how Facebook, Instagram, and LinkedIn rolled out live streaming features on their platforms in 2015, 2016, and 2019 respectively, and have also shown a preference toward native video uploads on their platforms.

The dynamic has fueled the popularity of video content as creators try to keep up with viewer demands. It’s a perfect storm.

The evidence is mounting in favor of video. At this point, there’s no reason for companies to not join in on the action. The tools and information to create decent video content are more accessible than ever.

The more you experiment with this form of content, the more possibilities you’ll discover. You may even become a trendsetter yourself. So, why not give it a shot?