As we are about to head into a new decade. Video will play an increasing tool we use to communicate to build our audience and grow our business. Here are four trends I see for video in 2020.

The first trend is one-to-one video. This has been around for a while; very few people are using video to reach out to a person. Now there are plenty of platforms you can do this on. Did you know on your LinkedIn app, you can now message someone with a video. And there are plenty of other platforms such as Soapbox, Bonjoro, Vidyard. All allow you to record a video to an individual, send it as an email, and you can track when they open it and what they watch — really powerful stuff for sales teams.

The second trend is the decreasing organic reach in social media. Have you noticed that your Facebook posts aren’t being seen as many people? Well, if you say, “Oh, did you see my post?”, they go, “What post?” This is because, particularly on Facebook, the news feed is just so crowded, they cannot just put all the content on it. Did you know your intended audience sees only 8% of a post that you put into Facebook? Now, apart from being overcrowded, there’s a reason for this, Facebook wants you to start pay to play. I pretty sure when you’re posting your business page, you’ll see this little ad come up and say oh you can boost this for about 10 pounds and reach x number of people. This is the Facebook business model. Like it or not, if you want your videos to be watched by your audience, you’re going to have to pay.

The third trend is video on mobile. Increasingly every year, more people are consuming social media on their mobiles. Something like 96% of Facebook users uses mobile to consume Facebook content. And when it comes to video, apparently 85% of users do not have their sound on. So it’s increasingly vital that you burn captions onto your videos when you’re using them on social media channels.

The fourth trend is voice search. There are one billion voice searches per month, and I can only see it increasingly, especially after Christmas when everyone gets this little device when they can talk to. Now, when people do a voice search, it only returns one search. So when someone says, “Hey Google, show me a video on x,” you have to make sure that it finds your video, and to do that, you’d have to have the video transcribed. I used to transcribe and create captions for this video. When you post the video on your website, you have the transcription underneath, so that Google can search for it. And if you do this, it’ll make your video easier to find for those voice searches.

So those are my four top trends for 2020. Let me know how you are planning to use video for next year.