Video marketing trends for 2020

2020 brings a renewed focus on video marketing as a key element of an overall digital marketing plan. Here we share a few of the top video marketing trends to be aware of this year.

Video content is now more important than ever with more brands using video as part of their overall digital marketing strategies. Factors such as the way people consume media, the growth of VR (virtual reality) and AR (augmented reality) particularly in the gaming and entertainment industries and the increasing use of stories across social media have all contributed to the growth.

This growth of online video has also been boosted by improvements in display sizes, quality and availability of mobile devices, faster mobile data connections, the spread of connected TVs and perhaps also through the creation and availability of more engaging and innovative content.

As a result, associated ad spend is also growing, to target the rapidly expanding audience markets. More advertisers are investing in online video ads to drive engagement, making online video now the fastest growing digital channel in terms of advertising expenditure.

Bearing that in mind, what are the key video marketing trends that industry experts believe you should be paying attention to and using to inform your digital marketing strategy in 2020?

More platforms and more dimensions


Companies should be using both multiple platforms and multiple dimensions for their videos. With more video platforms available, preferences for video dimensions will increase, whether your video is in vertical, square or horizontal format. Use of vertical video has increased through the popularity of Snapchat and Instagram Stories. However, with initial fairly low usage Instagram also supports normal horizontal video format on their video platform. YouTube and Facebook video also now support vertical video. Previously, square video content was considered best for Facebook and Instagram but then these platforms started supporting broader dimensions for photos and video. On Facebook and YouTube square video never really fully took off.


72% of consumers say they will now only engage with marketing messages that are personalised. Through personalisation you can build a relationship with your audience, providing tailored experiences and opportunities to engage with your brand, product or service.

Personalised video also helps you stand out from the competition, makes the customer remember you and recognise your brand and enables you to provide targeted and relevant solutions and recommendations to fit customers’ interests, needs and even pain points.

48% of consumers say they want videos to reflect the products and services they’re interested in and which will inform their decision making. Many also want now videos to be interactive so they can choose not just when but which information to view – which may be the next step in video personalisation.

Video personalisation isn’t new and its use has been growing over the last few years but it is still under – utilised. The increased interest and importance placed on it by consumers means we’re likely to see a growth in 2020.

A data-first approach


A one-size-fits-all approach is no longer good enough. A data-first approach helps ensure you’re targeting the right audience with the right message at the right time with the aim of increasing engagement and ultimately, conversion.

A data driven approach to video marketing allows brands to better understand what works when it comes to their videos – which platform is best, who should they target, what content is most relevant and effective? This makes sense – it provides insights and focus that can help inform your media and creative decisions and improve your video ROI. It’s an approach we always recommend and monitor with our clients, ensuring the best understanding and information informs decision making, creative approach, spend and expected returns from the start of the process. A data first approach also makes it easier to measure uplift and to identify which messaging works best for each audience rather than adopting a broad targeting approach. Platforms such as Google, Facebook, Twitter etc can easily be used to create and share content for specific audiences and/or for different stages of the buying cycle, offering a range of ways to adopt (and measure) a data driven approach to video marketing.

Long – form video

In recent years, short form (less than 5 minutes, typically 1-3 minutes) and micro videos (60-90 seconds) have been widely used to capture attention and engagement, particularly at a time when there are multiple channels and endless content competing for attention. However, it is the use of long – form video (including documentary style video) that’s really predicted to grow in 2020.

Shorter videos are great and still very much have a role to play – they’re easy to consume, particularly on mobile devices and great for social channels. But they generally don’t allow brands time to build deeper emotional connections with consumers. Longer videos (15 minutes or more) result in increased audience engagement, allow you to create and build a story, to educate the viewer in your brand values and to create memorable and emotionally engaging content.

Given that the average viewer will spend 88% more time on a website with video content, well planned long form video is certainly something to consider.

Big brands such as outdoor clothing brand Patagonia are great examples of using long – form video very effectively – creating cinematic style documentaries with real people telling their stories and sharing their experiences and connecting with the viewer on a more emotional level.

Here’s a couple of great examples of long – form videos that engage emotionally at the same time as they promote brand values and a sense of community.

360 degree video

360 degree video isn’t new but is generally under – utilised although it’s now becoming more accessible and (particularly interactive 360 video) is a huge trend at the moment. Increased availability and affordability of smart devices and VR and AR headsets and familiarity within the gaming industry are some of the drivers along with growing consumer interest in viewing 360 rather than traditional format video.

It’s another way to really stand out from the competition and showcase your brand, product or service through creating an immersive experience for your customer. We’ve used 360 filming (and also mobile 360 video) for a range of clients – particularly in the travel and tourism sector, sports and even heritage and fashion sectors. It can be used to provide a virtual tour experience of a venue, event or location, behind the scenes access and all sorts of exciting, immersive experiences for the customer. It also provides a different perspective, enables a brand to show their personality and really captivate their audience.

There’s also a sense of fun, innovation and difference, particularly for viewers new to the format. It’s also useful for viewers who might not be able to access the experience otherwise, due to geographical distance or physical mobility for example.

360 degree videos are another tool to help deliver increased ROI as well as brand awareness and engagement, with the customer as the focus and the opportunity for brands to experiment more – all reasons why 360 degree filming is expected to increase in popularity this year.

Live video – the rise of live streaming

Live streaming is a powerful tool and should be a key component of your digital content strategy. With Facebook Live, Snapchat and other social media platforms allowing audiences to connect with brands in real time, there’s been a rise in use of live streaming to boost social presence, generate exposure, grow brand loyalty and create customer connection.

As a video marketing and live streaming specialist we regularly use live streaming with our clients, for a variety of purposes – including virtual tastings and tours, live interviews and Q& A sessions, live streamed awards presentations, conferences, music gigs and concerts, arts performances, media briefings, influencer outreach, product launches, demonstrations and more. It needs careful planning, for example around objectives, audience, marketing, timing and of course technical set up but is well worth including as part of an effective marketing strategy.

A fully integrated approach

Something that we believe is key to getting the best out of video is to ensure it’s fully integrated across your full brand and marketing strategy and across all channels. We know video is a powerful content type for engaging and influencing certain audience behaviours. It’s not a nice to have, it’s a key component of any successful brand and marketing strategy.

87% of businesses now use video in some form as a marketing tool but there is plenty of opportunity to be smarter about how and when video is used, the content that’s created and how it’s evaluated.

In 2020 brands will increasingly integrate video content across their entire brand and marketing strategy, using video at various stages of the marketing funnel and across various channels. Expect to see more brands using more video content this year and beyond.

Trends come and go of course so we’re not suggesting anyone slavishly follow them but it is important to be aware of them and to then choose the most appropriate and effective approach for your brand.

For advice on how to use and integrate video into your marketing strategy, contact us.



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Bringing 2019 to a close

It’s a bit of a cliché but as well as everyone busily finishing projects before the festive break, this time of year always feels like a good time to reflect back on the year that’s passed, to refocus on what we do and to look forward and plan for the new year, both individually and as a team.

BlueStar Streaming is heading into it’s 6th year and over the last 12 months we’ve been busier than ever and continue to grow.

Although we specialise in video marketing and live streaming, it’s really about helping our clients create and share their stories through rich content and engaging video and film to promote, support and grow their brand.

We create high quality (broadcast standard) corporate video, livestreams and video. We also work with our clients to plan and manage their social campaigns and to integrate their video content with their social media and web strategies in order to best promote their brands, products and services through considered, tailored solutions. We offer a range of support including training, marketing and consultancy, working on anything from one off projects to multi – channel campaigns and longer term digital and agency partnerships. We often work with larger agencies too, brought in as their specialist video marketing partners to provide a seamless service for their clients. Projects we’ve worked on include high profile music and awards events to travel and tourism, sports and leisure, arts and culture, education, charity and more.

If you’ve worked with us you’ll know we work closely with you to understand your requirements, to guide and advise on strategy and content and getting your video (your unique story) out there to ensure you get the best value and the most impact. If you haven’t, contact us to learn how we can help your brand in 2020!

We thought we’d share some of the changes we’ve made in 2019.

New studio – studio hire, studio shoots and kit hire

studio interview green screen

This summer we moved to larger premises. We’re still in the East End but it’s means we’ve more space to grow and to create a custom studio which is now available to hire as a fully flexible, multi-purpose film, video, live streaming and photography studio.

The studio is available for dry hire and for managed shoots so clients can bring their own crew, equipment and catering to run their shoot – or we can do it for them. We can provide a wide range of production services and support for managed shoots and we also now hire out kit, saving clients the cost of buying their own expensive kit as well as taking away any hassle of storing, maintaining and moving kit.

This is a unique purpose-built live video streaming studio that can be hired for half and full days, Monday to Friday and evenings and weekends on request, subject to availability. We have all the kit and technology to bring your multi camera live stream to life, with over 20 years of professional live streaming, technical and production experience, allowing our clients to interact with their customers and clients in real time. All live steams are also captured full HD video offline, providing full backup and for repurposing and social content after the event.

This is a great option for amazing content creation, product or event launches, publicity shoots, influencer shoots, interviews to camera, livestreams and podcasts. We have green and white screen facilities and can build a studio set to suit requirements plus we provide support to help storyboard ideas and bring them to life as well as technical support – the only limits are the studio space and your imagination. Find out more here or contact us for details and to book.

Support for the third sector

Princes Trust Mosaic Mentoring Project

We work with a wide variety of private and public sector organisations but also do a lot of work with charities, non-profits and the third sector, helping promote their activities, providing training and advice, creating great video marketing and even helping them raise funding. Charities we’ve worked with include Dyslexia Scotland, Pink Saltire, The Willow Tea Rooms Trust and The Prince’s Trust. Read more here about how we work with charities, non-profits and the third sector.

Jibber Jabber masterclasses launched

Performance Art

We launched ‘Jibber Jabber’ – a series of live streamed masterclasses where experts from a range of sectors share their experience and tips for getting on within their industry. We wanted to learn more about how creative people in a range of industries do what they do, what makes them tick and inspires them, what they’ve learned along the way, what they’d do differently, advice they’d share with someone starting out and what’s their take on things.

Each Jibber Jabber masterclass is a live streamed informal chat in our studio in Glasgow’s East End, hosted by Duglas Stewart, best known as the frontman, lead vocalist and composer of Glaswegian indie pop band BMX Bandits.

The first Jibber Jabber sessions have focused on the music industry, illustration, art and design. Our final masterclass for 2019 was live streamed on Wednesday 11 December. We spoke with the ‘Glasgow Miracle’ Professor Ross Sinclair – a key figure in contemporary art in Glasgow in the 1990s and one of the creative minds who transformed the art scene in Scotland. A visual artist, musician and writer, Ross was born in Glasgow and studied at Glasgow School of Art where he now lectures alongside continuing his professional practice.

As well as producing Jibber Jabber ourselves, this is also an interesting option for brands and a way to engage directly with new and existing audiences and markets in an informal influencer style masterclass format. It’s an area we’re developing and exploring with brands wanting to develop their own masterclass live streams.  The livestreamed sessions are shot in our custom studio in an informal conversational style. If you’d like to get involved or you’d like to promote your brand through your own style masterclass sessions contact us to discuss. Look out for more Jibber Jabber sessions in 2020 and catch up on our previous masterclasses here.

Growing the team

In September we welcomed Rosie Walker to the team. Rosie has joined us as Junior Video Production Assistant and will be an integral part of the team.


A graduate in Design and Communication from Glasgow Art School, she brings artistic flair and additional animation skills to our production team. We’ve also expanded our in – house marketing support.

Documentary Making – going into Phase 2

Sir Jackie StewartSir Jackie Stewart, sharing  his experience of dyslexia in the Educate Me documentary

We do a lot of corporate filming but also relish the chance to film documentaries. Last year, BlueStar Streaming and Dyslexia Scotland worked together to create a short (25 minute), independent documentary film called ‘Educate Me. It was a year in the making, shot using a predominantly dyslexic crew and created for general release supported through crowdfunding. This is one of a 4 part series that we hope to pitch as a full documentary to broadcasters. The film has been widely watched and used by the Scottish Education Board, by Dyslexia Scotland and various voluntary organisations and charity groups across Scotland. We created this documentary including all planning, strategy, story boarding, film interviews and film production.

It’s also personally important to us as our Managing Director, Trevor Thomson, is dyslexic and positively promotes disability awareness and equality through his role as Media Adviser for Dyslexia Scotland.

In 2020 we’ll be moving into Phase 2 with the second film of four and are excited to be starting pre-production in the New Year. To create the second Educate Me documentary promoting awareness of Dyslexia, we’ll again be raising funding to release the film through a kickstarter campaign on the Indiegogo crowdfunding platform. We’ll also be offering some great perks as a thank you for donations – more news on that soon!

If you’d like to help us raise funding we’ll be sharing a link and all the details in early 2020. If you’d like to get involved or help in other ways please contact us. We’d love to team up with other organisations in a variety of ways. Thank you in advance – your interest and support is appreciated and will help us launch a really useful educational documentary that we hope will increase understanding and positively improve the experience of everyone, particularly young people growing up and living with dyslexia.

And finally…

Christmas lantern with gifts, colored balls and stars on snow isolated background. Christmas background concept

It’s been a busy, vibrant 2019 with lots of change and interesting people and projects. And of course, we created some fabulous and very effective video and live streams for our clients!

We’d like to wish all our clients, partners, supporters and friends a very happy and festive Christmas and great New Year.

Thanks to everyone we’ve worked with in 2019 and here’s to looking forward to even more exciting and interesting projects and times in 2020 and beyond!


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Working with charities, non profit organisations and the third sector

We really enjoy working with charities, non profits and third sector organisations, whether it’s filming a great documentary, creating rich content and engaging video, providing training or even helping them raise funding to support their video and film projects.

We work closely with all our clients and work in partnership with charity and third sector organisations to support their planning and promotion of their video content, socialising it and getting it out across relevant channels.

We provide pro bono consultancy and design for selected charities and have produced films for Equality Scotland Show Racism the Red Card, The Prince’s Trust Mosaic Mentoring Project, Govanhill Community Dinners and Pink Saltire’s Time for Inclusive Education (TIE) campaign as well as a training programme for Pink Saltire. Have a look at the links below to see more.

Pink Saltire’s TIE campaign – video ad

Govanhill Community Free Dinners

Govanhill Community Dinners

Prince’s Trust Scotland Mosaic Mentoring Project

Princes Trust Mosaic Mentoring Project

These films focused on a range of important and sensitive topics including homophobia in schools, bullying, discrimination and diversity equality and awareness.

We’ve also worked with Dyslexia Scotland on a number of projects.

We produced a series of ambassador profile videos for Dyslexia Scotland which were embedded into their Dyslexia Unwrapped website and also posted on their social channels.

The videos were to show the strengths and abilities of the ambassadors dealing with dyslexia in their everyday life with interviews shot crisp and clean on a whitescreen background in our custom studio in Glasgow. As part of this we also worked closely with the Dyslexia Scotland web development team to produce file sizes for delivery across web and mobile and to embed the videos into their website.

Another very interesting and different project and client was The Willow Tea Rooms Trust– the charity responsible for the restoration and reopening of the iconic Willow Tea Rooms Building designed by Charles Rennie Mackintosh.

The Willow Tea Rooms Trust Blacksmith Maker film

We were asked by the Trust to create a series of 11 ‘maker’ films showcasing the work of the craftsmen and women involved in the restoration of the famous Tea Rooms which reopened to the public in 2018 under the new name ‘Mackintosh at the Willow’. The maker films were part of the documentation of the restoration of this historic building and the opening of an exciting new visitor and heritage attraction in Glasgow. The films were shot on site, at the workshops of each of the makers involved in the restoration project in various locations across Scotland and the north of England and were to be used on the Trust and Mackintosh at the Willow websites and social channels. We were later asked to format the films for use within the new Exhibition Centre at Mackintosh at the Willow, to produce a short 360 virtual reality tour of the newly opened visitor attraction, to create some short video ads for social channels and to recut and repurpose a 1 hour BBC documentary about the restoration project with the edit to be used within Mackintosh at the Willow’s Exhibition Centre.

Have a look at one of the maker films here and the short BBC edit is here

Documentary films

Although a lot of our work is corporate filming, the team also enjoy the chance to create documentary style films. Another interesting project was the ‘Educate Me’ documentary.

Dyslexia Scotland documentary

BlueStar Streaming and Dyslexia Scotland worked together to create a short (25 minute), independent documentary film. The film was a year in the making, shot using a predominantly dyslexic crew. The film has been widely watched and used by the Scottish Education Board, by Dyslexia Scotland and by various voluntary organisations and charity groups across Scotland and we’ll be following this up with the next stage starting pre-production later this year.

BlueStar Streaming created this documentary film including all planning, strategy, story boarding and filming which also included studio interviews with many of the participants. It meant a lot to us too – our Managing Director, Trevor Thomson, is dyslexic and positively promotes disability awareness and equality through his role as Media Adviser for Dyslexia Scotland.

This was an independent documentary created for general release supported through crowdfunding – more of that later. This is one part of a 4 part series that will be pitched as a full documentary to broadcasters for additional funding.

Raising funding for your video or film project

Budgets and funding are often a concern and a perceived or very real barrier for this sector but again, as well as effective planning and use of available budget there are also ways to boost spend and to increase value – whether that’s through repurposing of content filmed once that can then be adapted for a variety of purposes, possibly partnering with other organisations to share costs or raising funding through kickstarter or other funding platforms. To create the Educate Me documentary promoting awareness of Dyslexia, we raised funding to release the film through a kickstarter campaign on the Indiegogo crowdfunding platform.

So we understand and can help our charity and third sector clients raise funding as well as how to promote and get the best out of their video assets and content afterwards.

Our Values – social responsibility

As a company, we value and welcome diversity and inclusiveness. Our Managing Director Trevor is dyslexic and has direct experience of the challenges and opportunities that brings and is actively involved in promoting equality and disability awareness through his role as Media Advisor for Dyslexia Scotland.

We believe in social responsibility and social care. We like to help young people access digital media skills and develop their confidence and as part of this we provide training for young people in media production, film and video. We’ve run training and taster courses for The Prince’s Trust and Glasgow City Council and we also offer internships and work experience opportunities for students and undergraduates – and we’re always interested to hear from and work with charity, non profit and other third sector organisations. Take a look at our website for more examples of our work.

If you work in a charity, non profit or third sector organisation and want to know how we can help raise awareness and promote your activities and services through great film and video – contact us and we’ll be happy to help!

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