Top Video Marketing Trends in 2021
The exponential growth of video content has been well known for some time. For years, statistics on the production and distribution of video content have recorded double-digit growth. But what impact did the pandemic have? What should we expect for 2021?
For those who are not willing to pay to appear among the top results in Google searches, attracting traffic to the site and gaining space and visibility requires skill, expertise, and commitment. And a good dose of consistency and patience. If we do not want to invest in paid campaigns, such as Google Ads, we must accept the fact that it will not be easy to quickly achieve satisfactory results; it will take time before climbing to the top of the search results. But this is as true as the fact that it will be an investment of time and effort that will reward every effort handsomely.
Video Marketing Trends to Know in 2021
2020 turned everything upside down for businesses and consumers alike.
Now more than ever, daily life and the business world have shifted from the physical realm to the virtual one. This has resulted in three main phenomena:
- X2 online traffic;
- boom in video conferences;
- surge in video content.
Why are we interested in discussing videos and identifying upcoming trends? Because it matters to companies.
84% of respondents say that videos have generated an increase in leads and a rise in sales. Overall, 87% report that the ROI of video content is becoming increasingly satisfactory.
How can we continue to seize the opportunities of video marketing in 2021?
By following and anticipating trends. Let’s explore the most promising ones for business.
# Video and shopping
The statistics speak clearly.
The role that videos play in purchasing decisions is constantly increasing.
Focusing on video formats for product presentations and promotional offers is becoming almost a mandatory choice for companies in every sector.
Trend 2021: Shoppable Video
The phenomenon of the "storeless" economy (without a physical store) was already well known before last year. However, it increased by 500% post-pandemic.
38% of customers claim to have purchased a product seen in a video ad.
On the web, video content has become increasingly shoppable. This new form of online shopping via video is appealing to both consumers and companies.
Consumers respond positively to purchases through interactive videos, a highly experiential format that evokes the in-store environment.
In response, it is estimated that in 2021 the number of companies investing in shoppable videos will grow by 40% to seize these sales opportunities.
# Videos and channels
Companies' resolutions for video marketing in 2021 are heavily focused on integrating social live streams.
Why? Because, for example, Facebook live streams have engagement rates three times higher than traditional videos.
Video content is certainly more engaging. Live videos are a type of authentic content, even more personal. You have to put your face out there.
The fact is that videos, especially live ones, manage to convey a sense of trust to customers, which is what they need to believe in what you say and offer.
In some ways, attention is slowly shifting from the product itself to the company and the image and credibility it can build.
Trends 2021: Live Video
It all started with YouTube, followed by Snapchat, and only later by Facebook in 2016. The order may change, but the result remains the same.
After the success of Facebook Live and the introduction of Stories on Instagram, now we also have TikTok, LinkedIn, and who knows how many others tomorrow.
The fact is that live videos are increasingly popular and engage like no other tool.
Live videos, according to users, add more authenticity and a "human" touch to the content.
These added values translate into significantly better performance, especially when we talk about Facebook Live:
- +300% increase in live video views from 2019/2020;
- 25% of users continue to stay updated and follow live broadcasts;
- 3x the engagement rate compared to traditional videos;
- 6x the number of interactions and comments on live videos compared to traditional videos.
# Video and formats
The video format is by far the most flexible. The opportunities for creativity, customization, and reconfiguration are virtually limitless.
However, as competition increases, it becomes essential to optimize the effectiveness of the content and the message you want to communicate.
On the other hand, the amount of "consumable" content on the web has reached unprecedented levels. The brand must not only become visible but also condense its message, as the scroll to the next video is just around the corner.
Trend 2021: Short Video
Until a few years ago, a micro or short video could be defined as content lasting a maximum of about 2 minutes.
However, with the advent of Instagram Stories and TikTok videos, the duration is becoming increasingly shorter. Today, the term short video typically refers to a video lasting 30 to 60 seconds on average.
What do users look for in these short video formats? What captures their attention?
Emotions. Short videos are much more emotional because you have only a few seconds to communicate the message effectively.
It's not easy, of course. But if you succeed, the efforts will be more than rewarded.
According to a LinkedIn study, emotional content generates 7x more sales.
Let's not forget that while it is true that creating effective short videos requires greater creative effort, these formats are definitely more budget-friendly to produce.
Moreover, being brief, they can be integrated with much more flexibility across other channels and tools.
# Video and advertising
Trust in the ROI of video marketing investments remains more than positive. And spending budgets will not decrease; on the contrary.
On the other hand, videos are capable of generating traffic, leads, sales, and customer loyalty.
An increasing part of the budgets for video marketing in 2021 will be allocated to promoting video content on social media and platforms.
Facebook and other platforms continue to implement increasingly effective video advertising formats, especially in relation to the ROI these activities generate.
As is the case for all advertising content on social media and the web, it is primarily the ability to conduct targeting and retargeting operations that attracts more and more investments.
Trend 2021: Video remarketing
Let’s consider the statistics: 87% of users look for information about products or services online before deciding to buy.
Online content is now an essential part of the customer journey for clients.
And video advertising can be a truly winning strategic lever to convert interested parties into buyers.
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