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Trends in video communication for 2020

Dec 27 2019
Posted by:Jordi Sabater

In 30 seconds

Video has established itself as the preferred format for communication in the business world. It is interesting to look at the figures and statistics to see that this statement is already supported by very strong ratios and trends.

The latest statistics show that 72% of businesses claim that video has improved their conversion rate. 83% of marketing managers say that video is becoming more and more important in their advertising plan. This makes it clear that the video format is completely dominating the current marketing strategy. Users are expected to increase the time they spend consuming video, leading many advertisers to invest in video advertising to attract customers and generate engagement.

A year ago the most general predictions about video posed a very positive scenario for the format, and they have been fulfilled. For video personalization, some trends have also been confirmed, such as its irruption in the world of gaming.

Now the questions are, how is audiovisual technology going to evolve and what are the trends in business communication in video format going to be? Are those of the previous year going to be confirmed? And in which sectors will video personalization stand out?

State of the art: Trends in video technology and its modalities

Social networks, the rise of stories and the way users consume media, and video in particular, have contributed to the need for this format to evolve technologically and to offer more and increasingly attractive formats.

We look at technologies where the video component is essential and which are evolving most rapidly.

1.Personalized videos

In many posts on our blog we have stressed that the goal of any company is to get more customers. And to achieve this goal we must generate a connection with them, seek a dialogue and make them feel that they can identify more easily with the brand.

A brand that interacts with them more closely. Personalized videos have proven to increase customer commitment to the brand and therefore have become an indispensable resource in any marketing strategy.

1.2.Live Streaming

Live streaming videos make viewers feel like they are being spoken to directly. This video format has great advantages among which we can highlight the closeness it provides and which contributes to strengthening branding and engagement.

Its appeal also provides immediate opportunities to amplify your reach as streaming video can be easily shared by many users and immediately, through social networks or applications. In this way, the content can reach many more potential customers.


1.3.Video eLearning

Explanatory videos are one of the most sought-after and visualized contents on the web, so they have an enormous potential for brands. Tutorials can position a brand as an expert and at the same time give value to its users. There are various forms, from content created by the users themselves, to professional e-Learning videos that companies themselves publish on specialized platforms.



Vlogging is one of the most popular video trends gaining popularity today. The word vlog is used as an abbreviation for "video blog" and basically consists of a video that documents a person's life or thoughts. Vlogging applied to companies can be very effective in bringing viewers closer to the brand, showing a more human side, which viewers can easily connect with. It's a way of allowing the user to take a look behind the scenes to get to know the team, their routine and their values. It can be used to show how an event is organised, the launch of a new product or simply a typical, everyday day at the office. It also adds value to the organisation's human resources team.


5.IGTV and vertical videos

It is an undeniable reality that we spend a great deal of time consuming audiovisual content on our mobile phone. More than on the tablet or the computer. That's why producing videos in vertical format has become a must. We owe this trend to social networks like Instagram and Snapchat, with their stories. Also, not long ago, the new IGTV (Instagram Television) was incorporated, a tool that allows the user to upload vertical videos lasting between 15 seconds and 60 minutes. These videos provide the possibility for companies to branch out and publish those videos on their YouTube channels. IGTV is an excellent tool for influencers, providing them with an easy way to connect with their followers.

1.6. Interactive Videos

The dialogue with the customer in the online environment is evolving towards friendlier and closer technologies. The interactive video allows to give the customer options and suggestions. It allows the customer to choose. It allows to establish a bidirectional communication that even if it is not in real time, it makes a big difference with more traditional systems.

The incorporation in this dialogue of personalized content (in particular, customer data that are in the CRM of the companies) has facilitated an exponential growth and the incorporation of the interactive video in many of the phases of the purchase cycle.

1.7.360 degree videos

They offer users immersive content, with interactive and real experiences. They are beginning to be used more frequently in innovative video marketing strategies, especially in certain sectors. For example, they are especially interesting for event companies. Or for a design company that wants to offer a virtual tour of a completed project.


1.8.Augmented reality

Augmented reality is not a recent invention, but it has become more visible in recent years as marketers have begun to use it in campaigns and social networks. This technique, applied to marketing, is very appealing to the consumer, but it also provides creative content and greater value. It allows potential customers to see and use a product before they buy it, as if it were real. The user can know the characteristics, values and benefits of a product in remote places. This content can be especially effective in some retail companies that want to offer the customer the opportunity to virtually test their products. For example, thanks to augmented reality, a person can see how a pair of glasses would look, or how a new sofa would look in their living room.


1.9.UGC Videos

UGC stands for User Generated Content. We know that users tend to trust other users more than the brand itself. With this information in their possession, more and more companies are encouraging their fans and customers to produce favorable content that they can then share. For brands this is an excellent marketing technique as it requires little investment and they receive free content.


1.10.Real time shopping video

This type of video offers consumers the possibility of buying the products they are watching on the spot. The instant the user clicks on the item in the video, they are redirected to a website where they can continue the online shopping process. This option is convenient, practical and effective

Technology, a key factor

Video personalization has behind it a highly developed technology that can only be offered from platforms optimized for all parts of the process of creating, sending and tracking/monitoring the message.

From capturing the data in a form to be introduced in a video in a few seconds to the rendering of millions of videos in real time, the technology is increasingly relevant. In addition, many of these messages are displayed online, in different geographic locations, at different times and all of them must be monitored in a uniform way in order to measure the results.

In all these cases, the technology of 1to1video's technology partner, Idomoo, has been consolidated as one of the world leaders. Recently, innovations have been introduced in everything related to the monitoring and analysis of campaign results.

The reinforcement of the technology will allow adding innovative features in all phases of the purchase cycle where personalized video is present and we will see, throughout 2020, an improvement based on machine learning, analytics and business intelligence.



Without a doubt, video marketing is, nowadays, an essential tool in the communication strategies of companies in any sector.

In the coming months the different technologies that use video as "raw material" will confirm new features and benefits while offering new possibilities.

In this sense, video personalization confirms its leadership as one of the solutions with the most satisfactory results. The capacity for personalization reinforces the message and adds to the attractiveness of the format.

Technology plays, and will continue to play, a fundamental role in offering more possibilities to companies' communication strategies.