Digital Trends for 2020: Evolution of Video
January 28, 2020
As we’ve wrapped up 2019 and are looking forward to a new year and new decade, we’re taking a look at what’s making big moves in the digital world. Thomas Frank, Executive Director of Marketing joined Greer Kimsey and Lauren Sloat, Senior Directors of Marketing, along with Josh Collins, Director of Destination Activation + Marketing, to talk about the evolutions in the digital and social landscape that we’ll be keeping an eye on in the new decade. One trend bubbling to the surface is video content — no longer a nice-to-have, it’s a must-have to remain relevant in 2020.
TikTok Takes Over
Huge amongst the 16 to 24-year-old crowd — looking at you, Gen Z — this app’s easy to use video creation tools allow anyone to be a creator, as evidenced by the fact that it has more monthly installs than Facebook, Instagram, YouTube, and Snapchat. Though TikTok has been around for a few years, it’s now time for brands to play — but without heavy-handed product promotion or production value.
Instagram Stories Come Into Center State
Stories are officially the fastest growing product in Facebook history and brands like YouTube, Spotify, and Google are rolling out copycat features. This passively consumed and addictive medium should be treated as a primary platform, not an afterthought, and once again, with a focus on more organic, less produced content.
IGTV Gets Prime Real Estate
While adoption of IGTV was slower than some expected it to be, Instagram is now allowing users to promote IGTV content through Stories and the Explore tab, making it easier to incorporate a more holistic channel strategy and pushing Instagram’s long-form content feature into the spotlight. One thing to note — it’s reported that 85% of Facebook videos are watched without sound, and the same likely goes for IGTV, meaning visually-driven and captioned content performs best.
Live Video is Begging for Ad Placement
A thirst for shared experiences has helped the rise of live-streamed video. Streaming videos on Facebook Live and Instagram Live are watched three times longer than pre-recorded video, 41% of users watch live videos daily, and 78% will watch ads to access live video content.
There’s been an explosion of growth in video on social in recent years and we expect to see continued exponential growth in video content produced and consumed, as well as video-first social media platforms like TikTok. According to Facebook, 75% of all mobile data (thanks to the emergence of 5G) will be video by 2020. We expect to see short, snackable, and “raw” video — both by brands and the creators who love them — drive engagement and brand evangelism in 2020 and beyond.
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