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Video marketing has been an important tactic for big brands for years. But video is changing. By 2020, video will make up more than 85% of all consumer internet traffic in the U.S. Most of the videos people will be watching won’t be uploaded by brands or businesses – they’ll be uploaded by individuals. One of the biggest hang-ups many businesses have with video marketing is the production aspect. They want their videos to look professional – like they were produced by Hollywood directors. But you can do fine by using simple recording and editing tools. For example, InVideo can help you create stunning professional-level videos in minutes with pre-made templates. Most importantly, people aren’t looking for dazzling special effects. They just want good content that’s entertaining, informative, and story-driven. Not only does HubSpot introduce its new video series, “Brilliant,” the company tells the story of an entrepreneur who overcame significant challenges and built a business through persistence and determination. The video contains some excellent production elements, but it’s the story that drives it. These are the types of videos that garner attention and go viral. Instead of selling software, HubSpot has found a way to build a community around its brand. And that type of brand recognition is priceless.

Since Google dominates the results that businesses get from search engine marketing our summary of the search trends here focuses on Google. Carolanne Mangles reported for us back in August on some of the biggest changes Google made in 2018, many of which will be deployed and evolve in 2019. The most obvious change is the launch of the Google Marketing Platform which saw AdWords renamed to Ads and the Doubleclick ad platform and analysis tools like Google Analytics, Data Studio, and AB testing through data studio more tightly integrated. For organic search the update to keep an eye on in 2019 is Google’s Speed Update which penalizes slower sites and was released after months of trials. While this will initially only affect the slowest sites, from past experience, we can expect Google will change the weighting on the algorithm to affect more sites that don’t improve their speed within time.

Visual search can take the user experience to a totally new level: People can upload an image to conduct a search and get more specific results. Not surprisingly, Pinterest has jumped on the visual search bandwagon. They came out with Lens, a visual search tool that allows users to take a photo of an item to find out where to buy it online, search for similar products or view pinboards of related items. As Marketing Land puts it, it turns your phone’s camera into a search bar. Since the launch of the beta version, Pinterest’s Lens now recognizes 2.5 billion home and fashion objects, has inspired over 600 million searches on Pinterest’s mobile apps and browser extensions, and has seen a 140% uptick from launch day. Pinterest has continued to update its functionality: They introduced Pincodes, a QR code-type technology that enables you to find inspiration while you’re out shopping or flipping through your favorite magazines. They launched Lens Your Look to take the guesswork out of outfit planning. They partnered with brands like Samsung to bring visual search to its latest smartphones and Target to allow customers to search their catalog using related products they see in the real world. They’ve fully automated Shop the Look, a feature that helps users buy products from companies that work with Pinterest, so you can, for example, buy a pair of jeans you see in a picture.11)

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