8 Video Marketing Trends for 2021
Just like many other marketing trends this year (and indeed, our whole lives), video marketing trends for 2021 are likely to be heavily influenced by the ongoing COVID-19 pandemic. While there may not be many radical technological changes, some existing technology and techniques in videography and video marketing are being repurposed into new kinds of content.
Staying on the proverbial bandwagon will be crucial here because video is fast becoming the world’s favorite form of online content: videos can be entertaining, convenient, and easy to digest. Continue reading to make sure you don’t get left behind!
1. Livestream Video Marketing
Live streaming gets more organic engagement than regular videos. This is because your viewers can interact with the person streaming the video, and with other viewers, in real-time. Viewers can also share the live video or the recorded version on their timeline and in private groups. The popularity of live streams is evident in many different content categories, such as live music performances, tutorials, commentaries, and online selling.
To prove this point further, an end-of-2020 report by Socialbakers on social media trends found that Facebook Live delivered the highest audience engagement on the entire platform while also providing the best organic reach – that’s pretty impressive.
It shows you can build a better rapport with your audience in terms of interactions and retention if you do livestream videos. Your live stream doesn’t necessarily have to be a direct sales pitch – it could just be something useful to your audience, like an instructional walk-through of your product or a fun and friendly Q&A.
2. Cross-Posting Across Channels
Videos on social media networks like Instagram and TikTok tend to have very short-lived popularity. They’re visible or trending for a few hours, but are usually lost pretty quickly in the crowds of constantly emerging content. This is likely due to these platforms preferring short, snappy videos, between 15 seconds and one minute long, that can deliver fast entertainment that’s just right for our short attention spans.
Conversely, video content posted on platforms like YouTube and Vimeo is capable of sustained traffic for several years. You can also monetize your videos on YouTube as well as on your website if they continue to attract new viewers, and you can do this long after your marketing campaign has ended.
Therefore, it’s very important that you cross-post your videos to other platforms so that you can ride the rapid waves of TikTok whilst also reaping the rewards from YouTube. Doing this will get your content in front of more viewers and give you the chance to increase your chances of growing a following. It’s also important to carefully plan your video content so that it’s entertaining, useful, and relevant to the platform.
3. Repurposing Your Video Content
One of the ways you can make the most out of your content is to repurpose it, especially if it’s longform content like a whitepaper or a documentary video. There are many ways you could repurpose your content: you could divide a longer video into several shorter ones, use relevant clips to promote the original video, or even transform written content like blog posts and podcasts into videos so that the content is easier to digest.
Similarly, if you have several shorter videos, you can always build on them to create one informative video instead. Going back to our previous point on cross-posting, you could then strategically post the shorter clips to platforms like TikTok or Instagram, and leave the longer version for places like YouTube. However you decide to do it, repurposing your content into videos will help you to reach a wider audience by making your content more accessible.
4. The Continued Rise of Video Conferencing Apps
Video meeting platforms, such as Zoom, Google Meet, Skype, and Microsoft Teams, along with their app versions, are now being commonly used in corporate conferences, work collaborations, seminars, and school lessons. The pandemic has forced companies, government agencies, and schools alike to rely on these virtual platforms, and that means they can be a great place to reach your target audience.
One of the ways you can use video conferencing apps is for marketing campaigns. For example, you can organize either paid or free webinars for your target clients, or you can conduct conferences with other professionals and entrepreneurs within your niche. For example, if you’re in the real estate business, you might want to use a video conferencing app to conduct virtual tours of properties you’re selling.
Using video conferencing apps is a great way to uphold the spirit of connection amid such disconnected times, while giving you the opportunity to engage with customers and clients in a new way – and one that they’re increasingly familiar with.
5. Shoppable Videos
An effective way of converting leads into customers is to make the buyer’s journey as easy, convenient, and straightforward as possible. While someone may watch your product video online, if there isn’t a quick and easy way to click through and buy the product at the moment they are primed and ready to purchase, their attention can quickly be diverted elsewhere and you could lose a potential customer. To combat this, you might want to consider using shoppable video content.
Shoppable video content usually has links to the product, store, or checkout page embedded into the video itself, making the process of buying as easy as 1-2-3. You no longer have to rely on a link in the description or an instruction of where to purchase; when there’s a sea of online content to contend with, you need to give your audience no excuse or opportunity to click away.
6. SEO for Video is Ultra, Ultra Important
Search engine optimization (SEO) for video content will be more relevant in 2021 as people consume more and more videos, and companies compete for the attention of more consumers.
While big brands will invest more in SEO to stay on top, for startups and SMEs, there will be specific and specialized niches to fill if you want to cut through the noise and make it to the top of the search engines. Make sure you do your market research and have a solid SEO strategy in place when you come to create your videos.
7. Content Communities
Content communities are online forums or pages where members share common interests, both personal and business related. You can build your own content community using social media, especially on platforms like Reddit, where loyal followers can gather round to support you and each other. But even if you don’t want to create your own content community, joining one has many benefits as it will allow you to share your content with people who are specifically interested in your area.
Sharing videos in content communities is a great way to gain more traction for your business, services, or products. Because content communities are more personal than social media platforms, it gives you the chance to have more personal interactions with members and increases your likelihood of converting them into customers. You can also minimize your expenses on advertisements when you share content in this way.
8. User-Generated Content (yes, it’s still a trend!)
Testimonials, reviews, comments, and blogs created by your customers have more credibility than traditional ads. This is because user-generated content is more sincere, trustworthy, and often gets straight to the point.
You can use video marketing to influence the creation of consumer-generated content, whether it’s duets on TikTok, where consumers respond to one of your videos, or someone sharing your video to their feed. If you want to inspire consumer-generated content like this, you must first create content that’s worth sharing and talking about.
Want to find out how to take advantage of this year’s video marketing trends? Let’s talk.