Did you know that, by the end of 2021, the average American customer could spend over 100 minutes a day watching online videos? And this trend is growing fast.
It is no secret that the importance of video has increased exponentially in the past decade, and many experts now believe this medium will be the future of marketing.
However, a favorable path doesn’t equate to automatic success. Businesses still need to embrace this resource with the right precautions if they wish to make the most of this opportunity and maximize their ROI.
Read on to find out what it takes to thrive with video marketing in 2021 and the years ahead.
Why Video Marketing Is Unstoppable
First things first. If you are still skeptical about the potential of video marketing, you need to understand why this tool has gotten so much traction over the years—and why in 2021, it is basically unstoppable.
One of the core benefits of this medium is that video represents the most engaging form of content—allowing you to capture your audience’s attention about 5 times longer than static images, retain more users on your platform, and increase conversions.
As one of the most cost-effective ways to promote your brand, videos can also significantly reduce your advertising bills, engaging a vast crowd of viewers for just a few cents per view. The returns are exponential! And, what’s best, Google seems to love animated content for its highly engaging potential. Thus, leveraging video will often help you rank better on search engines.
Last but not least, videos are a great way to build trust with your customers. They allow you to show more of your products, your people, and your brand (helping you become more than just a logo on a website). They also enable you to address the audience with a conversational tone, without being too “pushy” or “salesy.” As a result, you will appear more trustworthy and convert prospects more easily.
4 Video Marketing Trends
So, now that we agree on the crucial role of video for today’s marketing, what are the best steps you can take to make the most of this resource in 2021? Here are 4 hot trends to check out.
Animated explainer videos. If you used YouTube in the past year, you have probably noticed how animation is taking over the world of video content. That’s because, besides helping you explain complex or convoluted concepts with simple scenes, animation can enhance the interest and emotional investment in the topic.
Silent videos (with captions). Have you ever scrolled your Facebook feed only to end up watching videos in a context where sound isn’t allowed—perhaps during a conference, or late at night when your spouse is asleep? Well, you are not alone: about 85% of short videos on Facebook are viewed without sounds. However, the trend involves all platforms and, in general, marketers can improve the video’s through rate up to 80% by simply adding captions or subtitles!
Live streaming is still going strong. In B2B, streaming comes in the form of webinars or live conferences, and it has grown exponentially during the recent transition to hybrid work. In B2C, though, video streaming is still a phenomenal resource, made popular by the rise of Twitch or vloggers and influencers going live on YouTube. One thing is for sure, there’s no better way to connect with your community online.
Short video (TikTok changed everything). Today more and more platforms are adapting to engage their users with the addictive playfulness of short videos. After TikTok, we have Instagram, Snapchat, YouTube, and Facebook—just to name a few. The trend seems to be extending to traditional advertising, where researchers realized 15-second videos are 75% as effective as their 30-second counterparts at half the price. When they say that less is more…
Top Mistakes to Avoid
Sometimes, though, success is not just about the winning strategies you adopt—it depends also on the steep pitfalls you end up avoiding. Here are a few “fatal” mistakes to keep in mind.
Dissonance with your brand. Video’s popularity is at an all-time high and, as we argued before, you should definitely leverage this resource. Sometimes, though, it can be easy to share content that is foreseeably viral but not exactly in line with your brand’s core values. While you might see immediate benefits (like high engagement or click rates), this will ultimately damage your brand image—potentially hampering customer retention.
Forgetting that SEO is your friend. Creating the most sensational, addictive video in the history of advertising won’t benefit your brand if now one is watching it. So, you should remember that SEO isn’t a must-have just for your website or articles. Videos require well-researched keywords just the same.
Not having a call to action (or having too many). That’s probably the most impactful and avoidable mistake you can make in advertising. However, when it comes to videos, the medium’s complexity can make us forget the basics. Many marketers are also tempted to overload their ads with messages to maximize their investment, but this is just as bad as confused customers won’t have a clear course of action to follow. As with traditional copy, one call to action is all you need.
Failing to use video analytics. Today more than ever, data is power, and video analytics is the superpower that allows you to see how viewers are engaging with your content. Facebook, YouTube, and other social platforms all offer these invaluable tools. So why not use them to tailor your message, learn from your previous experience, and craft the perfect video ad?
Hopefully, this essential guide will help you supercharge your video strategy in the months to come. Don’t forget to stay tuned for more tips and articles to fuel your digital marketing initiatives!
