Video has quickly risen to be the most effective marketing medium. In fact, in 2020, 92 percent of marketers agreed that it should be the core of every marketing campaign, given its incredible potential to engage and convert. It’s also great for branding messages onto their customers’ minds; viewers reportedly retain 95 percent of a message when they learn it through video instead of reading about it.
With these impressive statistics, you’ll have all the more reason to start improving your marketing strategy by incorporating video content into it. With more and more people watching hundreds of minutes’ worth of videos every day, you have a golden opportunity to convert your target audience. Here are four video marketing trends to follow in 2021:
The pandemic has forced industries everywhere to adapt to remote working conditions, including video marketers. With most of the workforce confined to their homes, video shoots became almost impossible. However, with most places reopening thanks to the rollout of vaccines, you can invest in a video production service to ensure that all your videos are high-quality and made by experts. High production quality videos will make your company look more credible and reliable and make your viewers more likely to trust what you say.
One of the biggest questions that many companies ask is how long a video should be. Most people believe that the shorter it is, the better, as today’s attention spans are far shorter than they were a few years ago. However, at the same time, interest in long-form content has also surged. Some studies suggest that videos that are 15 minutes or longer drive 50 percent of audience engagement, which is something you’ll want to consider.
Interestingly, despite being the generation with the shortest attention spans, Gen Z viewers are more likely to watch long-form videos than any other generation. If they’re your target market, then you may want to consider putting out longer but incredibly engaging videos to grab their attention and nudge them along the buying journey. It’s also a great way to establish a deeper relationship with your audience since you have more time to offer valuable content.
Live streaming has always been popular, but it became even more so during the pandemic. People craved human connection during a time of isolation and social distancing, which is where live streaming comes in. It allowed businesses to connect with their audiences in real-time, adding a digital human touch to their content while abiding by social distancing guidelines. Additionally, social media algorithms favour live streaming events since they’re most relevant when they happen, so it’s worth exploring. Whether it’s a Q&A, an ‘ask me anything’ session, a virtual conference, or a live product demonstration, your target audience will get to engage with you in real-time and learn more about you.
It may be counterintuitive, but soundless videos have risen steadily in popularity over the last few years. Given the accessibility of online video, many people have taken to watch them in public spaces. To avoid disturbing other people around them, they’ve established the habit of watching videos on mute, reading the provided captions or subtitles to understand what they’re watching. Ensure that people can watch your videos with the sound on or off. Be sure to provide captions, which will skyrocket your engagement rate.
Given video marketing’s power, it’s definitely here to stay, which means it’s essential to invest in the right strategies to widen your reach and ensure your target audience consumes your content. By exploring these four video marketing trends, you’ll be ahead of your competitors and convert more leads.
Mustard Productions is a video production agency in Calgary specializing in commercial and corporate video production. We work closely with your marketing, communication, and human resources departments to create meaningful, engaging video content that resonates with your viewers. Contact us today to learn more about what we can do for you!