80% of people would rather watch a live video than read a blog, and voice search is increasingly in demand, according to new research looking into the technology that will shape the future of the content marketing industry.
Emerging out of the wealth of creativity surrounding the content marketing industry, a new whitepaper by Kaizen identifies the three forms of content that will form the future: video, immersive and added value.
Some of the key facts include:
- 80% of respondents would rather watch a live video than read a blog
- In 2014, 200,000 people worldwide had Virtual Reality technology. In 2016, it was 43 million. In 2018, it’s 171 million
- Voice search is becoming increasingly important – 62.7% of users noted that their priority is asking the app a question and getting an answer
Video Content
Possibly the most adaptable content available, 87% of marketers now use video in their content marketing, showing its huge prevalence with the content world. But what makes video such a good option for marketers?
- A site is 53 times more likely to show up first in Google if it has an embedded video
- Videos on a website landing page can increase conversion rates by 80%
- 78% of people watch videos online every week
- Video content is set to occupy 74% of internet traffic, and it has been identified as 4 times more appealing than reading.
Within the category of video, there are the following extra options to traditional video:
- Interactive Video: Interactive video adds an extra layer that makes it more engaging and relevant to users.
- Reactive Video: video content produced for social media, reacting to an event or trend can be used to tie your brand to the hype surrounding a trend or event (although approach reacting to topical conversations sensitively).
- Live Video: live video is a huge recent trend, and Instagram Live and Facebook Live have 200 million and 360 million regular users respectively. 80% would rather watch live video from a brand than read a blog.
- Mass Participation Streaming: this adds another level to live video where the hosts use comments or reactions to the video to guide its content.
Immersive Content
- Immersive content refers to Virtual Reality (VR), Augmented Reality (AR), Mixed Reality (MR) and 360 Video.
Virtual Reality
- VR drives a 17% higher emotional response than 2D experiences, and people are 29% more likely to view a VR video than the same video in a traditional format.
- In 2014, 200,000 people worldwide had VR technology. In 2016, it was 43 million. In 2018, it’s 171 million.
Augmented Reality
- AR, unlike the majority of VR content, doesn’t require specialist hardware – games like Pokemon GO can be played through a mobile phone.
- 5 million AR headsets were shipped worldwide in 2017, and 27.3 million are projected to be shipped in 2021
- 88% of mid-market companies are already using some form of AR in their marketing.
Mixed Reality
- Snapchat filters (that alter the image of your face) are a good example of Mixed Reality.
- Ad spending across VR, AR and MR hit $12.8 billion in 2017, and is forecast to accelerate to $143.3 billion in 2020.
360 Video
- 360 can be video or static content, explored by the user to a greater extent than normal.
- 360 video cameras are cheaper than many mobile phones and no more expensive than non-professional photography cameras.
Added Value Content
- Added Value Content is branded content that is useful independently of the brand, providing value that isn’t just advertising or selling.
Native Advertising
- A common form of native advertising is a sponsored article, which looks like standard editorial content, but is actually paid for.
- 57% would prefer banner ads on websites to native advertising, and 67% felt deceived if they realised content was sponsored by a brand.
- However, 26% of desktop users and 15% of mobile users browse content with an adblocker installed – native advertising gets round this block.
Progressive Web Apps
- Progressive Web Apps combine web browsers and app performance (e.g. Google Drive, and don’t require a system download.
Smart Home Skills
- Smart Home Skills, such as Amazon Echo and Google Home, can download their own equivalents of apps called ‘skills’.
- Voice search is becoming increasingly important – 62.7% of users noted that their priority is asking the app a question and getting an answer
Overall, key trends in the future of content marketing are that content is interactive, as users spend more time on interactive content and pay more attention to it than static.
Content must also offer independent value from the brand, and offer value to customers in exchange of putting the brand in their lives. Behind-the-scenes content makes users noticeably more willing to engage with online media – 87% would prefer to watch a video online if it means more behind-the-scenes content.
