2015 was a big year for online video as more organizations introduced video into their marketing plans. Why the increase? The play button has become the most compelling call to action on the Internet. Looking forward, here are the top 3 video trends you can expect to see in 2016.

#1 Video will play a larger role throughout the customer journey.

According to a recent survey, 74% of businesses reported that video content outperformed all other content types in driving customer conversions. Today, more companies understand the value of video content. Videos will be used more frequently throughout the sales process as a result

#2 More companies will take control of their video content.

As marketers find more ways to enrich the customer experience with video, the medium’s already strong conversion rates will continue to improve. Therefore, businesses of ALL sizes will find it easier to move away from free tools such as Vimeo or YouTube – and take full control of their video communication.

#3 Prove the value of video with data.

Video provides the ability to measure success much better than text-based content. Every Marketer knows that proving ROI is essential in getting buy-in for your next campaign. With the advancements of video analytics, you can see in real-time how visitors are engaging with your video content. Things like how long they’re watching, and how these actions are influencing visitor behaviour on your site. This information is invaluable to marketers as video can be customized and tailored to ensure the highest degree of audience engagement.

It’s clear that visual content is the future of marketing. With a little planning, we all have the ability to shoot compelling videos — and turn traditional communication — into something fun.

If you have any questions at all about using video effectively in your organization, or how these video trends influence you, you can reach out to one of our video specialists who would be happy to chat. Happy filming!