It’s hard to believe that, at the beginning of last year, the word “webinar” sounded like something out of sci-fi literature and “Zoom” was only a 1982 hit song by Fat Larry’s Band. Barely 18 months later, online video has become part of the fabric of our lives, and video marketing is exploding in popularity.
There are several other reasons why online video marketing is having a stellar moment in 2021. The phenomenal rise of platforms like TikTok and Reels are enabling brand new ways of creating, and they’re changing the visual language of video. Alongside the rapid spread of 5G and broadband, online video is bringing in a whole new type of consumer, far more willing to engage with brands if they resonate with their short-form, engaging mobile videos.
What does it mean for your business? Without great video content, your digital marketing campaign is unlikely to connect. The video revolution has been nothing short of overwhelming, and it’s vital you understand the video marketing trends that are dominating in 2021.
Your Digital Marketing Plan Isn’t Complete Without Video
Before you decide on whether you need to use video marketing, consider a few statistics:
- The average U.S. consumer has 9.5 video streaming apps installed on their smartphone.
- Users arriving on an e-commerce site via video are 184% more likely to purchase.
- E-learning grew by 36% in 2020.
- Spending on digital video ads is projected to reach $12.6 billion by 2024.
*Statistics via Social Media Today
That all points to a very healthy market that is only set to rise further. In fact, these are still the early days of marketing with video in the mobile era. The best is yet to come.
Video marketing trends all seem to indicate that the form is engaging, entertaining and educational for consumers — and that it’s growing exponentially. As long as it’s good content and it has integrity, consumers are happy to interact with brands using video marketing.
The Top 5 Video Marketing Trends of 2021
What’s hitting the mark with consumers these days? Here are five trends we’re watching.
Trend #1: Short-Form Video Is King
When it comes to entertaining, engaging marketing content, short-form video is unmatched.
It draws us in, makes us feel like participants and generates enormous brand loyalty.
These are tech-savvy consumers who are receptive to brand messaging. Research from accounting firm Deloitte shows that over 70% of survey respondents say that they would be more satisfied with their online experience if they received targeted, relevant ads. Short-form video is an easy, direct way to deliver this.
It brings together all the elements of audio and video to tell bite-sized stories. It builds intimacy and loyalty using unforgettable, shareable content, alongside more and more interactivity. Music, text, performance, humor and unbridled creativity all come together to create great content that connects emotionally and has the potential to go viral.
Trend #2: User-Generated Content Is Key
When users become fans and they start to generate content on your behalf, you know you’ve hit the sweet spot. Brands should do everything in their power to make it easy for their consumers to become their champions.
Take this little piece of magic as just one example:
Nathan Apodaca’s TikTok where he drinks Cranberry Juice on a skateboard and listens to Fleetwood Mac generated so much business for Ocean Spray that they ended up buying him a truck to say thanks.
No marketing department came up with that. It was simply the right video at the right time for a viral video moment. Of course, the best part of it is that there is no cost when consumers become content creators.
Trend #3: Live Streams Are Booming
There’s something thrilling about watching live, unedited video. An intimacy between the connected parties, and a sense that anything can happen and that, as a viewer, you have a front-row seat for the unfolding story. For instance, recently the Olympic Committee in Tokyo decided to issue beds that could only handle the weight of one person, and they promoted this COVID-prevention method via video.
Within a few days of the Games starting, there were hundreds of live streams of athletes getting to their rooms and trying out the beds. It blew up spontaneously, ended quickly, and there was nothing anyone could do about it. That’s the power of live video.
Some of the most popular ways to use live streaming include:
- Hosting a Q&A with an influential person
- Taking the viewer “behind the scenes” to find out more about what you’re doing
- Showcasing new products
You can invite consumers into your world using the power of live-streaming video.
Trend #4: Video Is the New Classroom
People love to learn by watching video content. They can take it at their own pace, watch a clip as many times as they like and flip between subjects in ways that make sense to them. You can gain a lot of loyalty and gratitude from your customers by investing in training videos and providing content that helps them to better themselves.
Trend #5: Shoppable Videos Are Set To Boom in the 2020s
Interactivity is a big driver of activity in digital marketing, and that’s because it’s never been easier to engage with your consumers using video. Shoppable videos are the next frontier — these are multimedia recordings that let the viewer order a featured item from within the video itself. You can also insert CTA buttons and sign-up forms in the video to build your audience and connect consumers more deeply to your brand.
Take Your Video Marketing to the Next Level in 2021 and Beyond
At the end of the day, there is nothing more powerful than a good story. Online video marketing gives you all the storytelling tools you’ll ever need to create a timeless, valuable brand association. Learn how to use audio and video to tell a positive story and you’ll find you can build a community of ambassadors who are willing to share your video and add to it with their own video creations.
As these video marketing trends prove, short-form, mobile video is where the most creative minds of digital media are excelling in 2021.
Making great video content is hard work. Not only do you need to invest money in it, but you need to commit time as well. Unless you have a tech-savvy, digital media team, you’re better off partnering with a content provider like Orpheus to manage your online video and create fresh, appealing content on your behalf.
Reach out today and speak to one of our agents to discover what we can do for you.
