Video Marketing trends: what to look out for in 2020


Whether 2D Explainer Videos are your thing or a high-spec 3D Animation render, I’m predicting these to be big this year for Video Marketing;

Social Video

With attention spans of generation Z’s getting shorter and shorter, having your instagram video primed for an intellectual goldfish will stand you in good stead. Load, and I mean heavily, the first 3-5 seconds of any video destined for Insta with highly relevant hooks. This will grip any millennial’s thumb faster than a switch in a teenager’s mood swing.

Youtube Advertising

It’s a specific edit of video. Don’t slap your web-page “conversion booster” video on to a Youtube campaign. You’ll burn cash quickly. Do ask your video agency to make a special edit from your existing video. And really, you want people to press skip ad. If they’re not interested after six seconds, by skipping, they are conserving your budget.


Ever typed in a search on Google and media related to those results have followed your around online? Yup, that’s re-marketing. Open a private browser window to prevent your spouse second guessing your romantic secret weekend away (in Bognor Regis). Video is now a big part of re-marketing, whether it’s a youtube ad or an animated gif on the display network. Done right, it’s very powerful!

DIY video content

There are a few providers out there who combine access to stock video (millions of hours) and use clever algorithms for animated text over the top. Well worth a look are solutions like Promo.comMoovly and Viddyoze. Really cost effective and remember to allocate a chunk of time for content creation on a regular basis.

DIY Animation

Solutions like ToonlyRenderforest and Vyond (formerly GoAnimate) are great for explainers if you have the time to invest. The platforms are a bit quirky and lower tier subscribers have to sometimes carry their watermark, but they are a great place to start for beginners on low budgets.

Find it all a bit of a maze?

We can make it all become clear. Get in touch now to learn more about winning with video Click here to contact us

Including an explainer video on your landing page can boost your conversion rate by up to 80% (Unbounce) so if you have a website then the answer is simply yes.
A better question to ask is “how much do you need to spend?” Find below some golden rules you can follow to get the most from an explainer video!


With most processes, it’s worth starting at the end. That’s why we help define marketing goals with clients before we commence any creative. What does success look like to you? What would you define as a conversion? What ROI do you expect?

If you’re a smaller business with a tight budget, I still think the best approach is to film something on your smartphone. Rehearse diligently and stick to 120 words (for a one minute video) and think about a funky location like a café or innovation hub to film a selfie. Avoid lines like “we were established in…” and focus on your value add. Use the words “you” and “your” and for landing page video, finish on your “Call to Action”.

For SMEs, placing a well executed video on a landing page (above the fold) will establish your authority and garner trust. I hear sometimes fear on the part of the client that videos might be “cartoony” and whilst character animation is right for some, a slick, motion graphics video (also known as motion info-graphics) is a viable alternative that can convert a viewer in to an enquiry. Showing your solution visually has TONS more impact than a paragraph of even the strongest copy.

Repeating copy from your webpage and using it as a script is advisable. This will help create synchronicity between your marketing material and will help you to repeat the same messaging.

Do – ask your video agency for a subtitled version to post across social media.

Don’t – put a landing page video as a YouTube Ad – you will burn cash quickly. A youtube ad is a totally unique video.

Creating a Eureka moment inside the viewers mind, that indeed you have the solution to relieve their pain is absolutely the desired effect. Lead the viewer with your call to action onto next steps and get them to make an enquiry. This is what I call the “hand off” and at this point the job of landing page video is done.

Now it’s over to your sales team!

Interested in getting more inbound leads through landing page video, click here to learn more  and thanks for reading.

Matt Peake, BA Hons Digital Media, Director, Tweak Video

Both Video Production and Animated Films have a place in today’s modern marketing mix.

When though should you adopt one over the other? What are the pros and cons? Here’s our quick guide on how to decide;

Can you film it?

If it’s a microscopic process like medical or scientific for example, then it’s most likely to be animation. If it’s a product concept that’s yet to be released and tested in the real world, then again it’ll have to be something created in 3D…

For most of us though, we’ll have a product that is already manufactured, or a long running service meaning that we could create ideas for clients in both mediums (film and animation) and then it most likely comes down to cost and ease.

We recently produced a 3D animation for Lubetech with their spill control product “Site Mat”. We needed some heavy machinery to appear in videos (a JCB, a generator and chainsaw amongst others) plus, we had to demonstrate the product working in normal and wet weather conditions. What about actors? Could we use an employee to appear in the film? Would he be authentic? Will we have to hire in all the machinery?

We opted for a 3D animation as this gave us total control. We can create rain, sunshine, oil drops and any heavy machinery we wanted. Cost wise, the animation came in less-expensive… but, only just.

Our featured video “Lubetech Character” was also an animation as we wanted to include three separate characters to involve all ethnic minorities. Hiring in three actors would have spiralled our costs out of control.

If you’re looking for a cost effective Video Marketing solution and want advice on which genre to choose, drop us a line at Tweak and we’d be delighted to advise.


In marketing, there are many instances in which the written word simply won’t cut it. For times like these, we often call upon video content to convey our intended message.

With 82% of B2B marketers experiencing success with video marketing initiatives, according to a recent report for demand metric, there’s certainly no denying the compelling nature of the play button.

However, when it comes to video, what does “success” really mean? And what metrics should marketers be keeping tabs on to determine the performance of a video?

Beyond views, which is arguably a vanity metric, there’s actually a lot more to be considered. We’ve defined a handful of metrics below that will help you uncover the true value of video marketing.

1) Play Rate

Play rate refers to the percentage of visitors that click play.

Why It Matters

If you send an email, and nobody opens it, did you really send an email?

The same notion reigns true when it comes to video play rate. If you have a video on your website that contains an super awesome message, but no one actually clicks play, no one will ever hear that super awesome message. Makes sense, right?

How to Improve Play Rate

Small considerations like thumbnail selection, size, and placement can affect your play rate. Experimenting with different variations of each could mean the difference between a viewer lost and a viewer earned.

When optimizing for these influential factors, keep the following tips in mind:

  • Use thumbnails with humans pictured. Snapshots that feature people are more intriguing than those without.
  • Keep your video width between 401 pixels and 600 pixels.  This size is ideal for grabbing the attention of your visitors without overwhelming a page.
  • Focus your efforts above the fold. Videos positioned above the fold see the highest play rate compared to those that fall just under.

2) Watch Rate

Watch rate, also known as engagement rate, refers to the percent of a video that a viewer actually watched.

Why It Matters

Viewers who enjoyed a video were 97% more likely to purchase the product featured in the video, according to findings by Decipher Research.

That’s valuable insight, but to reap the benefits, you need to make sure that people are actually watching your video. Clicking play is one thing, but for someone to truly enjoy a video, they must actually watch it, right?

Consider this: YouTube updated its video discovery features to deliver a better experience for viewers back in 2012. As a result of the changes, the selection of suggested videos are now based on watch time, rather than views. The goal of this change was to ensure viewers were presented with videos that kept previous viewers engaged.

So while many marketers feel inclined to stress over video views, watch rate is actually much more meaningful.

How to Improve Watch Rate

There are a handful of reasons why your visitors might not be watching your video all the way through. To help improve the odds that people actually watch your video, try these tips:

  • Align video content with page context. If your video is about SEO services, but it lives on a page that focuses on social media best practices, viewers might not see the connection, and in turn, they might stop watching. To improve your watch rate, take a minute to reevaluate the context of the video as it relates to the content on the page.
  • Provide multi-language narration. According to Reelseo, viewers that are presented with videos in their native language watch longer and have a lower drop-off rate. If your goal is to appeal to a global market, consider translating your video content into several different languages or offer different variations with subtitles.
  • Leverage a heat map. Video hosting platform Wistia offers video heatmaps that uncover where individual viewers rewatch, skip ahead, and play through your video. Marketers can use this insight to identify confusing areas, rework them accordingly, and ultimately, decrease drop-off.

3) Conversion Rate

Whether it’s subscribing to your video updates or setting up a call with one of your sales representatives, conversions refer to the percentage of people that complete an intended action. 

Why It Matters

Conversions are a necessary step in winning real business.

To prove the effectiveness of video content, it’s important to keep tabs on the number of leads each video generates. Once you have this information, you’ll can tailor your future video format or content focus to drive action.

How to Improve Conversion Rate

If you’re not including a clear, compelling CTA at the end of your video, you’re missing out on a huge lead generation opportunity.

When selecting the best possible CTA for your video, keep the following tips in mind:

  • Focus on alignment. Make sure that the offer you serve up is relevant to the video they just watched. For example, if the video detailed the importance of business blogging, a link to an ebook on business blogging best practices would be a good fit.
  • Use actionable language. To help move viewers from where they are to where you want them to be, use action verbs such as start, stop, build, join, learn, and discover.
  • Keep it simple. According to CrazyEgg, any call-to-action that includes more than 10 or 15 words is probably too long. Get to the point (and get to it fast).

4) Social Shares

Social shares refer to the number of times your video is shared on any given social network. 

Why It Matters

Think about the last time you made a big purchase.

Before you took the plunge, you probably did some research. Maybe you asked your friends, read reviews online, or talked to your one of your co-workers.

When it comes time to make a purchasing decision, 92% of consumers believe recommendations from friends and family over all other forms of advertising, according to Nielsen.

Social media shares serve as the equivalent to face-to-face recommendations. In other words, if your video is being shared by many, you’ve gotten a positive endorsement for your brand.

How to Improve Video Social Sharing

Rather than sit and wait for social shares to come to you, take a look at the following tips to increase shareability:

  • Make sure your video is share-friendly. No matter which video hosting platform you use, be sure that the social share buttons are highly visible and easy to access.
  • Ask. If you really want people to share your video, ask them. Encouraging people to share the video on social if they find it valuable can be done in the intro or close of your video. 
  • Open up a discussion. At the end of the video, prompt your viewers with a discussion question, and ask them to follow up on Twitter or your preferred social platform using a hashtag.