There are so many ways to get your story told through video, with new and exciting ways constantly popping up and older, established ways evolving. Over the years, video marketing trends have evolved from 30-second ads and viral videos to vlogs, live videos, and now newer and more engaging formats such as 360-degree experiences and shoppable videos. How do you incorporate these new video tactics into your current marketing strategy? What other video marketing trends for 2021 should your business keep an eye on going into the new year?
Here are 8 video marketing trends to look forward to in 2021:
1. Shoppable Videos
Shoppable videos allow the viewer to directly purchase an item from the video that is being played. Viewers can either click on a link in the video and be re-directed to a product page or make a purchase while viewing the video. Shoppable videos will likely boom in 2021 and become one of the biggest video marketing trends of the year. Big corporations like Amazon, YouTube and Instagram have already begun to launch shoppable videos on their platforms.
Takeaway: If your business is in the ecommerce industry, you should explore shoppable video as an addition to your marketing strategy. It creates an enhanced shopping experience that is engaging, interactive, informative, and captures consumers’ attention. Most customers are likely to buy your products once you educate them on the product’s value and use, and that is what a shoppable video does. YouTube and Instagram both currently offer features to support shoppable video.
2. “Temporary” Videos
In 2014, Snapchat inaugurated the “stories” feature — short-form, real-time, “day in the life” images and videos that disappear from a user’s profile after 24 hours. Instagram copied the Stories format from Snapchat in 2016, Facebook added the feature in 2017, and LinkedIn recently hopped on the bandwagon with its own Stories feature in 2020. The growth of Stories has been astronomical – Instagram Stories surpassed Snapchat stories by acquiring 250 million daily active users within a year of the feature’s launch. According to its website, Instagram now has over 500 million users worldwide that use Stories every day.
Stories play a very important part in a business’ video marketing strategy, as it is a fantastic way for businesses to directly interact and engage with their audience. Stories usually see good levels of engagement because it is time-sensitive (24 hours) and is an easy way for brands to repost user-generated content from their customers or clients.
Takeaway: Over 50% of businesses on Instagram have produced a story on the platform. If your business isn’t using Stories to promote your product or service offering, it’s not too late. Almost every single major social platform now offers a variation of the Stories feature – apart from Twitter. Remember that your stories don’t need to be highly produced or polished – it’s all about capturing real-time, authentic moments.
3. Vertical Videos
Nowadays, vertical video is everywhere. You can find them on pretty much any major social platform, including Instagram Stories, Facebook stories, IGTV, Snapchat and Tik Tok. According to a MediaBrix study, vertical videos see a 90% higher completion rate compared to horizontal videos. On Snapchat, vertical video ads are watched all the way through 9 times more than horizontal video ads.
Takeaway: Vertical video is here to stay. Think about how you hold your phone – it’s vertically. Business owners and marketers alike must prepare to produce their videos with vertical aspect ratios, as most social platforms can accommodate (and even encourage) vertical video now.
4. Tik Tok and Reels-style Videos
With the explosive rise of Tik Tok and Instagram Reels, short videos with a fun and fast energy style have rapidly grown in popularity across all major social platforms. This video style can be carried over into marketing as well. (Check out The Washington Post Tik Tok account that successfully delivers news in this quick and entertaining format.)
Takeaway: Contrary to popular belief, Tik Tok and reels-style videos are not just for dancing teens and silly pranks. Businesses can adopt the format of these videos and apply it to their own marketing videos. The trick is to have your video be short (within a minute or so), feature music and text over top, and combine entertainment with useful information. This style of video is yet to be adopted on a mainstream scale by businesses and brands, especially B2B ones, so this is your chance to get ahead of the competition.
5. Live Videos
Live streaming saw an enormous surge this year, with COVID-19 restrictions forcing live events to go online. Even once the pandemic is over, live streaming will still play a role in business’ marketing strategy. According to a study by 99firms, 80% of consumers would rather watch a live video than read a blog.
Takeaway: There are several platforms your business can use to incorporate live streaming into your marketing strategy. You can use live streaming platforms like Facebook Live, YouTube Live and Instagram Live to broadcast live Q&As, interviews, webinars or product launches. Learn more about how to use live streaming video for your business here.
6. 360-degree Videos
360-degree video for marketing has yet to enter the mainstream, but nonetheless, you should keep an eye on it as you prepare your marketing strategy for the upcoming year. AR/VR technology is already a trend, and when combined with interactive 360-degree video, has the potential to drive engagement in promising new ways. Users can immerse themselves in another environment and experience everything you have to offer – whether it be your corporate culture, trainings, or simply your new location.
Takeaway: 360-degree video is a great option to consider if your company is looking to find innovative ways to market your products online and stand out from your competitors. It’s now relatively inexpensive to create your own 360-degree video experience – you can use cameras such as a Rico Theta, which allows you to record 360-degree videos in 1080p.
7. Silent Videos
When Facebook rolled out its auto-play feature, it completely changed the way people watch videos. Now, when you scroll down your social media feeds, video will play without the sound on – you would have to manually click it to turn it on. Research from Digiday shows that most people (up to 85%) never turn the sound on. This is because it’s more convenient for viewers who are watching in public or on their commute to work and can’t disturb others with the sound. As a result, showing, not explaining, is a trend that will evolve more next year.
Takeaway: Your video must be able to stand on its own with no audio. Emphasize appealing visuals and incorporate captions and subtitles to convey your message and accommodate all audiences.
8. Optimization of Videos for Different Channels
Gone are the days where you can create one video clip and use it everywhere. Now, videos must be optimized for the channel it’s published on, in order to maximize engagement to users.
- Sound vs. No sound
- Horizontal (YouTube) vs. Vertical (IGTV, Instagram Stories, Facebook Stories, Snapchat, Tik Tok) orientation
- Shoppable link or not
- Length of video (learn more about the ideal video length for each platform here).
- Video description and keyword tags
Takeaway: Make sure your video isn’t lost in the noise by optimizing it for each platform that you share it on. This ensures that you have the best possible chances of being seen and shared by your target audience. You also need to keep an eye on each platform as they are constantly introducing new features and trends and keep up and adapt alongside them.
Getting ready to put your 2021 video marketing plan into action? Or perhaps you’re looking to evaluate and shape your video marketing strategy going into the new year? JIL & Associates is here to help you with any or every step of the way, from concept development, strategy, pre-production, production and post-production of your videos. There’s only one month left of 2020, so there’s no time to waste – Let’s Talk.