The Covid-19 pandemic has changed how we live, how we work, and how we consume content. Just like many other industries, video marketing has also been greatly affected by COVID-19 and has reshaped the way people consume video content and video advertisements. Taking a look at the trends on videos and video marketing that have grown because of the pandemic can help you understand and adapt your strategy. Check them out below!
The Impact of COVID-19 on 2021 Video Trends
- Consumers are watching a lot more video content.
Since almost everyone has had to stay at home during the peak of the pandemic due to quarantines and lockdowns, people have had more time to watch more video content than before.
Over 80% of consumers in the US and the UK are saying that they are consuming more content since the start of the pandemic. Online videos from YouTube and TikTok are the popular platforms across all generations and genders. (World Economic Forum)
More people have had time to watch and even binge videos during the pandemic because they do not need to travel to and from work or school. So, right after work, they can go straight to watching their favorite video content.
About 80% of consumers have been engaging with more digital content since the COVID-19 pandemic. (Forbes) Because of how effective videos can be and how people are so reliant on them especially due to the pandemic, videos will just continue to grow in the future. According to Cisco, by 2022, more than 80% of all created content will be video. This is 15 times higher than what it was in 2017.
- Consumers are able to complete more videos.
With more people watching videos during the COVID-19 pandemic, consumers are also able to complete more videos instead of leaving them halfway. Video completion rates have been experiencing a sudden growth ever since the start of the pandemic. 63% of consumers are saying that they often or always finish a video from start to finish in just a single sitting. (Adobe)
Tracking these video completion rates is important for marketers as these can give you an indication of how well your video content and campaigns are performing. The completion rate is also an indication of what content your audiences like, what they don’t like, when they stop watching, the styles of videos they want and more. Do some A/B testing, and you will be able to understand more about your audiences and create more relevant, meaningful content for them.
- Over-the-top streaming is experiencing significant growth.
Over-the-top (OTT) streaming is currently experiencing a significant growth because more people are consuming video content in their homes. In the US, there was an increase in streaming services from 192.7 million viewers to 207.5 million viewers. (eMarketer) OTT streaming services like Netflix, Amazon Prime, Disney+, and Hulu are the most popular choices and have driven more people to consume video content during the pandemic.
What does this mean to video marketers
- Take advantage of new and emerging video types
During the pandemic, two types of videos have become more popular: short-form videos and shoppable videos. Short-form videos can mostly be seen in TikTok and Instagram and focus on content that is quick and easy to digest. There are 1 billion users on tiktok every month. It’s one of the fastest growing social media out there. Videos on Tiktok are 15-second, 60-second or 3-minute long. This goes to show that short-form videos’ popularity will continue to increase in the future.
Shoppable videos create an interactive experience that lets consumers buy products in a video advertisement. This has made online shopping a lot easier for people who are browsing products at home. Shoppable videos gather higher engagement rates compared to display advertising and will become more popular in 2021. (Internet Retailing) If you are running an ecommerce business, this is a great format to explore.
- Focus on creating authentic content.
Recently, consumers have increased their expectations towards companies and are urging them to feel and act like human beings. Creating authentic video content is one way of showing this human behavior to consumers. Videos are a great way for companies to communicate and engage with their customers by expressing their company values and beliefs.
Two examples of authentic video content that can be made are social media videos and live videos. So while you want to showcase a high-quality video, don’t be afraid if your video is not “perfect”. Consumers want to see the people behind the brand, not the impersonal perfection businesses tend to portray. Experiment and find out what works well for your audience.
However, being authentic does not equate being unplanned and unprepared. You still need a thorough social media plan, video script and storyboard if you want to engage with your viewers. While your video may not be cinematic, make sure that the image and sound are clear, the message well thought of and easy to understand.
- Make more live streaming videos.
Even though live streams have been somewhat popular before, their popularity has significantly increased because of the COVID-19 pandemic. More people have the time to watch and create these streams because they are staying at home.
From January to August of 2020, the number of events which were streamed live increased by 1468%. (Uscreen)
Live streaming videos have become popular for individuals and even brands as well because it is an authentic and cost-effective way of engaging with worldwide audiences. You can create live interviews, webinars, product demos, and even live product selling.
79% of marketers are saying that live videos let you facilitate more authentic interactions with your audience. (Go-Globe)
To end, the pandemic has drastically changed how people consume and create video content. As a marketer, knowing and adapting to these new trends and developments is crucial for your video marketing plans in the future.
As long as you are able to incorporate short-form videos, authentic content and live streaming videos that are aligned with your company’s objectives, you will be able to create successful videos that viewers will want to watch.