If someone had told you several years ago that videos would be
the most important elements in a successful marketing campaign, you may not have believed it. It was difficult
to imagine that TVs would be replaced by internet platforms such as YouTube or
that 70 percent of people would begin viewing videos from their mobile
devices.
The changes that occurred in the last decade are thrilling and
the speed at which videos keep developing is increasing every day. The number
of businesses using video as a marketing tool has increased by over 24 percent over the last few years. This means that in 2021, video
content will get to all-time highs.
All experienced digital marketers are aware
that when it comes to content, video is growing in importance. Whether it’s on
Instagram, YouTube, or Facebook, people love video content. This doesn’t only
apply to social media – emails are opened 7 percent more when they contain a
video.
Considering these, business owners who would
like to be successful or keep up with the competition need to know what’s
happening to video production right now and the latest tips and tactics for
2021.
The usual types of advertising and promotion are oversaturating the global marketing landscape. Customers today are bombarded with intrusive
advertising, so they are more likely to purchase from a brand if it gives them
exciting impressions.
Video marketing makes it possible for
organizations to connect with their clients at a personal level and create a
more human interaction. Video marketing is expected to become the most
effective digital marketing trend in 2021.
The average person spent 84 minutes daily watching online videos this year. However, this is expected
to increase to 100 minutes per day in 2021.
With 88 percent of video marketers stating
that video gives them a good ROI, it will be prudent to make the most of this
medium. Going into 2021, below are some video marketing tips and tactics
created to help your brand get more out of video production.
2021 - tips and tactics
We are all aware that video is a vital part of the marketing
strategy of any company. In fact, 92 per cent of marketersagree with that. Trends come and go, but some
are here to stay in 2021, particularly when you’re planning out your video
marketing strategy.
1. Don’t be left behind
With the ever-changing nature of online, it’s
not surprising that video platforms have rapidly altered. Last year, 85 per
cent of companies used video as a marketing tool and 92 percent of those
marketers reported that video is a vital part of their marketing campaigns.
As the most recent video sharing app on the internet, this time
last year, TikTok was an untapped market for companies. But today, with 800 million active users in the world, spending an average of 52
minutes per day on the app, more brands are taking advantage of the new
platform. TikTok provides businesses the opportunity to reach the youngest audiences.
2. Focus on clients
Video content is a huge part of how consumers
make decisions today. This is a great way to position your business, product,
or service as one of the best. If you want potential customers to engage with
your brand, you need to make videos from their point of view.
Ensure that your videos explain your brand because studies show that short video clips and other explanatory product
videos help clients feel comfortable with their buying decisions. When you do
it right, this content can educate, entertain, and even advertise to them.
Videos can help to increase sales, assist with customer service,
and lower support calls. B2B marketers can use video content to share product information, thereby increasing leads and
conversions.
3. Take it live
There are various formats of video content to select from,
depending on the platform you’ll be using. It’s advisable to present content in
the most convenient format for your audience. Since most people view content
vertically on their mobile devices, most marketers now produce vertical videos.
In addition to that, vertical videos have a 90
percent completion rate, retaining the attention of the audience to the end.
Before the COVID-19 pandemic, 57 percent of
marketers used live videos for online conferences and events. But this number
is estimated to rise in 2021. You need to take advantage of live streaming on
social media platforms such as Instagram, Zoom, Facebook, or YouTube.
4. Increase your SEO
Just like a regular blog post, video SEO is
necessary for getting your content seen. Producing quality videos embedded on
your website can increase traffic and encourage viewers to spend more time
engaging with your content. This will in turn increase your search engine rank.
When you mention the word ‘video’ in your
email subject line, it will increase the open rate by 19 percent. Also, landing
pages that have video content can increase conversions by 80 percent. Always
include a call to action in your video to increase audience interaction.
To make the best of video content, use targeted keywords in the title and Meta description, select an engaging image,
and use transcripts. Remember to upload your videos directly to your social
media platforms, rather than embed links to other platforms. This will ensure
that they auto-play and are prioritized by the search algorithms.
5. Reduce the video length
With more products and services in the global
marketplace, users look for brands that can grab their attention. They don’t
want to waste time going through long and boring descriptions or watching long
explanatory videos. That is why 73 percent of marketing videos are less than
two minutes long.
This year has been a year when businesses began to actively repurpose longer videos into bumper ads . For most people, a video that lasts for six seconds is sufficient to get the message. If you intend to remain ahead of the curve in 2021, you need to pay attention to this popular format already used by various international brands.
6. The power of storytelling
Great video content gets views. You need to create a compelling story that communicates the values of your brand. Authenticity is also important; this is why working with influencers is now popular. They use their creativity and personality to create a story for your business.
Videos that tell a story typically perform much better and generate more ROI when done strategically and authentically. Your videos should show and not tell. Strong visuals help convey information better than just words.
7. Adding videos to the omnichannel experience
As mentioned earlier, using videos for marketing is a strong strategy that will surely give you a boost. But if you make them a part of a campaign that provides an omnichannel experience, you may attain new grounds.
Unlike multichannel experience, omnichannel provides applicable content at the right time and needs more accurate tailoring and research. This strategy will work together with the trend of personalization and helps you find out, even more, experimental and unconventional marketing strategies.
Google’s in-depth research for instance, shows three unexpected ways
people use videos while shopping:
55 percent of respondents use online videos instead of shopping lists
Users watch videos in-store to feel more comfortable and confident about products
More than 50 percent of people watch instructional videos before buying a product
In short, in 2021, you should aim to provide users with short and concise videos that make your customers and prospective customers more comfortable with making a decision.
