Digital marketing has evolved over the years to become the most effective way for businesses to promote their products or services. From written content, webinars, case studies, and white papers, there are numerous ways to present your company on the internet. Nevertheless, one tool of online marketing has especially proven to be powerful, with 81% of brands using it.
We are, of course, talking about online video.
This medium offers so many opportunities for promotion. Brands can make short video ads, create Instagram Reels and vlogs, go live on social media, and more. Needless to say, it’s difficult to imagine a successful marketing strategy without videos.
In 2020, brands have increasingly started to realize how useful videos are. This year, the whole world had to adjust to the new normal due to the coronavirus pandemic. This meant that personal contact had to be reduced to a minimum in order to flatten the curve. As a result, businesses had to find new ways to reach their target audience.
With most people staying at home, a strong ally emerged. What else can you do when restaurants, coffee shops, and theaters are closed? Watch online videos, of course! In fact, video consumption is up 120% in 2020. It’s not surprising, then, that customers expected to see this format from their favorite brands:
Not only that, but they also mostly wanted to learn about new products or services by way of videos. Take a look:
As the popularity of this medium is only going to grow, it’s time to discover video marketing trends for 2021. Here’s what we expect will stand out in the new year!
2021 is just around the corner. Publishers, content creators, and brands are probably evaluating the success of their marketing efforts in 2020. At the same time, they are curious about video marketing trends for 2021. Based on everything we’ve seen so far, let’s see what is likely to dominate the new year!
Interested in marketing trends for 2021? Discover them here.
Technology has advanced so much that brands are now able to deliver personalized video messages right into the hands of customers. Mobile phones have gotten bigger and faster, making them suitable for advertising. Indeed, more than 3 billion people own a smartphone around the world. As a result, mobile video consumption increases by 100% every year.
According to Facebook, customers are 1.5 times more likely to watch a video on a smartphone than on a computer. This is a major trend you need to consider for your marketing strategy. It is expected that the number of mobile internet users in the U.S. will grow to 295 million by 2025. Right now, Americans spend three hours and 43 minutes on their phones every day.
The amount of smartphone users, combined with the average time spent consuming video content, makes video marketing an essential part of your future marketing campaigns. This is also one of the leading video marketing trends for 2021.
Starting from Facebook Live to Instagram Stories and IGTV, to TikTok and Snapchat, it’s now possible to create mobile videos in different formats to engage your target audience. You can start a live Q&A session, film an explainer video, or promote a product launch. The sky is your limit in video content marketing!
But there are other video marketing trends for 2021 that will shape the new year.
Social media has changed the way people do business. It has bridged the gap between brands and customers by enabling them to interact on a more personal level. This helps businesses attract leads and nurture a relationship with their existing consumers. One content type that allows brands to communicate in real time is live streaming.
In 2020, the whole world took live video seriously. As a result, the industry experienced a live streaming boom. For instance, internet users streamed 1.1 billion hours of video content on Twitch in March of 2020. Shortly after that, the platform broke another record, with people watching 3 billion hours. Other social media networks also experienced an increase in live video watch time.
Furthermore, we expect the number will grow in 2021. In fact, live streaming is set to become a $70 billion industry by 2021. This isn’t surprising at all. Customers favor personal interaction over anything else. Take this into consideration and be available for your audience. Let them post their questions on social media, then answer every single one of them in real time. This will build trust and engage your viewers. Obviously, you cannot ignore these video marketing trends for 2021 if you want customers to notice you.
To adjust to this particular trend, you can host live webinars, hold Q&A sessions and product demonstrations, and more. If you have a business account on social media, leverage the power of these platforms and their features that enable you to go live whenever and wherever you are.
We’ve already talked about social media and its huge impact on the marketing world. Naturally, these platforms will drive most video marketing trends for 2021. After all, video content takes prominent place on users’ feeds. Instagram and Facebook have developed so many features that support video content, making it easier for brands to reach their target audience.
What’s more, one of the leading social media networks, TikTok, which has 800 million active users, relies entirely on short-form videos. It enables users to create fun, engaging, and energetic content that quickly goes viral around the world. In addition to that, Instagram developed Reels, proving that the short video fever is taking over the world.
You Might Also Like: TikTok Marketing Strategy 101: Making Full Use of the Platform’s Potential
This trend of making short-form videos is also being picked up by major brands. For instance, The Washington Post is pretty active on TikTok. So, if a daily newspaper can make it work, you can as well!
The key to creating a successful video for TikTok or Reels is to find a way to combine information and entertainment. Brainstorm which details you can present in less than 20 seconds, ensuring your presentation is captivating and engaging.
You might have expected these three video marketing trends for 2021, but we doubt you predicted the return of 360-degree videos!
Videos help you show existing and prospective customers what your brand has to offer. Sometimes photos aren’t enough because consumers want to see products or services in action. With such a fierce competition on the market, your audience should be persuaded that your brand can solve their problems. And the best way to do this is through videos.
If you want to up your game, you might want to go with something more immersive such as 360-degree videos. That’s right, it is expected that this video format will make a big comeback in 2021! Are you excited about these video marketing trends for 2021 as much as we are?
More and more brands have started to rely on virtual and augmented reality to create the best user experience possible. Therefore, it would be a wise move to incorporate them into your 360-degree videos.
The use of augmented reality (AR) has proven to be beneficial for brands. Get inspired by these examples of AR in marketing here.
This will surely redefine the viewing experience for your target audience. Namely, they will have more control over how they interact with a product or service. Also, they will feel that they have a chance to “try out” a product before buying it. Trust us, customers love 360-degree videos! In fact, 98% of respondents think that this video format is more exciting than other types.
Shoppable content is on the rise!
Instagram made a big splash this year when it introduced shoppable posts. They allow users to purchase a desired product while they are on the app. This means that you can sell your products within Instagram! Add your products to your business account and they will be displayed to your followers every time they access your profile.
Instagram is one of the most popular social media platforms in the world. Increase engagement on this app by using Carousel posts to present your business.
But we think that marketers will go one step further and start selling their products through shoppable videos in 2021! With these, customers won’t need to leave websites or apps to make a purchase — they will be able to do that on the spot. After clicking on a desired product in the video, they will be taken to checkout. This shortens the buyer’s journey and creates a better user experience.
The beauty of shoppable videos is that they mimic an e-commerce website, but they don’t disrupt consumers and their time on the internet.
As you can see, most of these video marketing trends for 2021 are focused on the customers and how brands can ensure they stay satisfied while researching about their business, making a purchase, or interacting with them by way of video.
Customers aren’t only interested in seeing posts and advertisements that promote products or services. They want to go behind the scenes and meet a more human side of your business. This means making videos that present your employees and show how you run your company. The idea is to humanize your brand.
Forget about staged, professional company videos in 2021! Create those videos that show a more authentic side of your business because that will connect you with viewers. This will turn out to be more cost-effective than videos that need professional editing. So, take a moment to think about your business and how you can go behind the scenes to increase brand awareness and build trust!
2020 has turned out to be a roller-coaster ride for the whole world. We had to adjust to the new normal and find other ways to interact with each other. The marketing landscape, in particular, underwent massive changes, with businesses searching for a medium that would help them connect with their target audience despite the global pandemic.
Luckily, video was there to help them along the way. That’s why this tool will remain popular among brands in the new year. So, examine these video marketing trends for 2021 and decide which ones your brand can follow!