How the video trends of 2018 are affecting the music industry
As technology develops and trends shift, marketing strategy must be consistently adapted to ensure that it is still effective. An aspect of marketing that has continued to adapt over the years to match current trends is the use of video. Using video online has been proven as one of the most effective ways to encourage engagement from your audience. Many different video trends have already been dictating the kind of content emerging this year; let’s take a look at some of the current trends.
The way video is consumed has adapted at high speed over recent years. The accessibility of video has had a huge part to play, with consumers now able to access video at their fingertips across a number of different devices. In the past, the only way consumers could be reached by video was through their television advert breaks, but today’s advertising industry is completely different. Video is everywhere and infiltrates every aspect of life. Brands are able to reach consumers on an overwhelming number of levels and can use video to sell products in a variety of ways.
One of the major trends of 2018 is the use of live video. Across industries, the use of live streaming has become instrumental in marketing campaigns. According to HubSpot, 80% of consumers would rather watch a live video than read a blog from a leading brand. Although festival live streaming has been an integral aspect of the industry for years, individual artists are beginning to make use of the tactic, and have been diving headfirst into the use of live video, with live Q&As now more common than ever. Live announcements are also becoming commonplace, and these announcements tend to come in the form of pre-recorded video uploaded to Facebook and scheduled to be unveiled at a specific time. Live announcements, particularly the countdown to the footage, have the ability to build audience excitement much more effectively than regular videos and really increase the audience’s anticipation level.
Plug into the EDC Las Vegas livestream at 9pm PT on Insomniac TV powered by @LiveXLive for NIGHT TWO! ?
?? → https://t.co/TYLQSv3iVk pic.twitter.com/Y00JEPTqub
— EDC (@EDC_LasVegas) May 20, 2018
Selling products through video is also becoming commonplace. Consumers can simply watch a video on social media and then have the ability to swipe to buy. This kind of video marketing taps into impulse buying while offering consumers insight into the product. According to HubSpot, 96% of consumers find videos helpful when buying a product. Videos offer much more insight for consumers than photos and give the buyer much more trust in the product.
360-degree content is also a rising trend in 2018. Brands and individuals are now able to use 360-degree footage to provide users with a more immersive and interactive experience. In 2017, Ultra Miami provided 360-degree footage of Hardwell’s main stage performance, providing a unique experience for fans worldwide. Even 360-degree photos encourage a huge amount of engagement, with users intrigued by the fact that most of the image is hidden unless they click the post. Providing 360-degree footage of an artist’s live performance is a great marketing method, building interest around a particular set and offering something unique to the audience.
Similarly, VR is also all the rage. The technology is adapting rapidly for the better, and the quality of the VR tools available continues to improve exponentially. Originally, VR was gaming-focused, but now it has spread into other industries, including the music industry. Only recently, a VR DJing app was released to provide an immersive DJ experience. The accessibility of realistic DJ equipment using VR will open the door to many budding DJs who are unable to purchase their own real-life equipment. According to HubSpot, the global market for VR software is projected to hit $22.4 billion by 2020.
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Personalised sales videos are also becoming much more common this year. It is common practice for large brands selling high-end products to follow up with customers using a personalised video to try and persuade them to make a purchase. Personalised video has also started to break into the music industry, with artists like Steve Angello conducting Q&As with personal video answers. Offering a personal video message is key to encouraging fan engagement, and boosts an artist’s overall social presence. Unlike usual Q&As, offering individual video-based answers adds the personal touch, connecting with fans on a more authentic level.
Vlogging continues to pick up speed, with more and more vloggers joining YouTube every single day. Many vloggers provide critical promotion for festivals through their footage, especially those with a large following. Many vloggers enter corporate sponsorships with leading brands and provide product placements. These are great sales tactics, as they utilise the authentic appeal of a personal recommendation rather than a corporate advert. Vloggers and influencers are now a key aspect of the marketing industry and hold great potential for marketing festivals, artists, and labels alike.
2018 has already seen plenty of changes throughout the marketing industry, and methods continue to shift over time. With technology improving at speed, every year there are an increasing number of options for marketing products. As an artist, you should always remain aware of these trends in order to further your own brand. Although your campaigns will not directly mirror the campaigns of leading corporate brands, many of the methods used are transferrable across industries. In many cases, the relationship between companies and their consumers has similarities with the relationship between an artist and their fans. Follow the marketing trends in order to really connect with your fan base, and sell your brand through the methods available. Utilising some of the key trends like live streaming and personalised video can have a huge impact on fan engagement, with the potential to improve your content across your promotional channels.