As promised in Part I of our2012 Video Commerce Predictions, here is the summary of the last 5 predictions. These were initially presented at Liveclicker’s Top 10 Video Commerce Predictions for 2012 webinar presented earlier this month. Enjoy!
6. More brands will attempt to scale video production with technology, leading to an overall deepening focus on product videos
Scaling video production has remained a constant challenge for companies since the beginning of video commerce. Even those companies who are successfully producing a lot of content struggle with automating the production process. With the release of new technologies in 2012 like the newly developed Liveclicker Studio, companies will be able to quickly create quality product videos using an automated process. With a solution like Studio, companies will be able to:
- Shorten the time it takes to shoot simple, scalable product videos
- Reduce required resources needed for each video
- Integrate post-production with pre-built video templates, reducing need for manual editing
- Have a direct connection for batch uploading and encoding to a video platform
7. One top 100 retailer will launch a longer-format ‘branded content’ series as a way to drive long term loyalty & audience
By developing a longer format ‘branded content’ series, at least one major retailer will embrace video as way to integrate their brand into the lives of customers. A good example of a retail brand creating this type of content already is the clothing company, KarmaLoop. They offer several different shows ranging from a daily video series called “Daily Loop”, which integrates the shopping experience with coverage of the most current trends and styles, to other longer form content shows like, “A Day in The Life”, which follows a day in the life of a celebrity.
8. The number of Top 500 Retailers with at least 100 online videos will double by the end of the year
At present, 116 of the Top 500 Retailers have at least 100 online videos live on their sites. 33% of the Top 500 Retailers have less than 10 videos. Those companies are just getting started in video commerce, and have huge potential to grow their video library over the year. For the past three years, the numbers of retailers producing video has grown; this year will prove no exception.
9. Video QR codes aren’t going anywhere
Liveclicker had several clients run video QR code campaigns in 2011. Most of them were successful, although many of them were done in an experimental capacity. Key reasons I expect to see the trend continue:
- Video QR allows merchants to deliver a better quality of service and product information in-store
- Growing smartphone ownership & sophistication among catalog and in-store shoppers will grow the user base
- The ability to measure engagement with print campaigns brings new accountability to these campaigns
- The ability to deliver more compelling brand experiences, any time, any where, has proven to be winning formula for brand marketers
10. 2012 is the year of mobile video commerce (again)
You may recall I predicted this trend last year as well. Looking back on 2011 today, I see the year now as more about the launching of new content with a big focus on product videos, as opposed to one where the primary focus was on mobile video.. Having said, with the growing support of HTML5 video both on mobile devices and in webmail clients, the increased penetration of smartphones throughout the world, and the growth of tablet shopping, I do believe mobile is again the video commerce trend to watch in 2012.
These are all the predictions I have for this year. Only time will tell if they come true. You can sign up to view the recording of this webinar and download the slide deck on Liveclicker’s webinars page. Registration is also open for Liveclicker’s next webinar coming up on February 9th: Retail Video Production A to Z.