As the brand new 12 months shortly passes, it opens the best way for brand new prospects for artistic content material. And at present, greater than ever, as digital advertising and marketing demands greater innovation, you want to plan your technique to develop content material that can generate excessive model visibility amongst your customers.
A (*6*) gives such an alternative. For some years now, this content material has confirmed to be distinctive in its capability to entertain and have interaction social media customers and encourage them to contain extra together with your model. And projections for 2021 appear to verify this development.
But don’t take my phrase for it. This information is written to enable you to uncover the benefits of video content material for your self! Backed with laborious knowledge, I’ll discuss six essential traits to observe carefully in 2021. In the method, you’ll find out about artistic methods to construct your new video advertising and marketing marketing campaign.
1. Completion Rates Fare Better with Short Videos
For many entrepreneurs and content material creators, a video technique may appear intimidating initially, as they assume it requires extraordinary work and energy. However, if we analyze the traits of latest years, we see that brief and candy items have a tendency to be extra fashionable amongst customers.
For instance, B2B movies lasting one minute or much less had a 68% completion rate final 12 months. In distinction, 20-minute or longer movies have a tendency to be much less considered to the tip, with solely a 25% completion fee.
What it means for you: A video-centric technique for selling your model ought to by no means really feel exhausting. As customers take pleasure in fast-paced content material, you possibly can take into account creating movies that reply to this want. For occasion, you possibly can repurpose your content material elsewhere to:
• Make brief edits for trailers and adverts.
• Join rising traits, resembling Instagram Reels and TikTookay challenges.
• Re-share it many times as tales (in case you’re utilizing Instagram, make the most of the platform’s particular results).
• Create cool GIFs from memorable moments in your video.
By recycling your movies in certainly one of these methods, you’ll have no downside preserving your content material up to date.
2. Video Drives the Purchase Decision
Now the query all of us need to hear about: Is video value it? Make no errors about it: some movies (although in no way all) could be pricey and tough to produce. So earlier than diving into any such content material, it’s good to know if it actually helps your advertising and marketing and growth hacking functions.
The knowledge listed here are revealing. A latest survey exhibits that almost all of customers—a minimum of 96% of them—flip to video to be taught extra a couple of product earlier than making a purchase order.
Video even proves to be indispensable for software program companies and apps, the place eight out of ten patrons make their choice after watching a model video.
What it means for you: Part of your video technique ought to concentrate on explaining your services in element. For this, product demos are incredible to offer live stream displays of how your answer works and the way it may be leveraged.
But extra didactic movies resembling animated explainers will also be helpful to immerse curious viewers in a narrative and familiarize them together with your model.
3. YouTube Is the Place for Educational Videos
Promotional movies shouldn’t be the one entry level for customers to your model. More typically than not, prospects bump into new merchandise not directly, as they seek for instructional content material that helps them carry out the duties they’re in fixing.
YouTube is the place to go when it comes to instructional content material. According to one estimate, a staggering 86% of US users often use the platform to be taught new issues. With channels like Tasty, MasterClass, and hundreds of different DIY creators, data is on the fingertips of anybody keen to uncover one thing thrilling to do on their very own.
What it means for you: How-To movies are a should in your content material technique. This form of video focuses on educating your customers, step-by-step, how to do a job shortly and simply.
Although How-To items focus on the duty at hand, you possibly can make the most of them to showcase your answer. As a part of the creation course of, don’t waste the prospect to make use of your product in order that viewers can respect how it’s helpful and sensible for what they need to do.
4. Mobile Views Dominate on Social Media
What do stats have to inform us about video optimization? Perhaps among the many most revealing knowledge for 2021 is {that a} very large portion of video consumption happens by way of cellphones. To be actual:
• Users are 1.5x extra possible to view a Facebook video on cell.
• On YouTube, greater than 70% of complete consumption occurs by way of cellphones.
• 93% of Twitter video views happen on cell gadgets.
As desktop computer systems steadily make approach for smartphones and tablets, customers all over the place discover it far more handy to watch social movies from the consolation of an app.
What it means for you: When enhancing your video, you want to adapt it to the cell codecs of the platforms the place you’ll add it. Some of the important thing edits you need to concentrate on are to:
• Go sq.—as these movies take up more room in the cell feed information than panorama, supplying you with larger visibility and user-experience.
• Run it on mute—ensuring that visually the video is sensible with out the necessity for sound.
• Make subtitles sufficiently big—in order that customers can simply observe the textual content you current there.
5. Live Videos Are More and More Popular Among Users
As the pandemic compelled us to transfer each facet of our lives to an on-line format, 2020 noticed the rise of the webinar and reside video as social media requirements. But how have customers tailored to this new digital panorama?
Surprisingly, they’ve accomplished it extraordinarily effectively. Stats present that users engage 3x more with reside movies than with different sorts and that the previous generates up to 6x extra interactions in the type of feedback and likes.
The trigger? Many customers (79%) report that the expertise with reside movies is extra genuine. And nonetheless others (63%) declare that seeing manufacturers and content material creators go reside provides these a human contact that’s distinctive to the format.
What it means for you: Live movies are great for establishing your self as a reliable enterprise and thought chief. So, you shouldn’t miss the chance to run a reside session on social media from time to time.
You don’t want an uncommon excuse to maintain a broadcast. Some content material creators make the most of reside video to announce their new merchandise and choices, whereas others arrange Q&A periods to deal with their followers’ considerations.
6. Users Favor Video Over Written Content
You could also be questioning if all of the stats we’ve analyzed to date don’t apply in an analogous approach to different kinds of content material than video. After all, written content material—whether or not in the type of newsletters, advertising and marketing copies, or weblog posts—remains to be indispensable to convey visibility to your model.
Nevertheless, video continues to be the main format. One estimate states that retention charges for video content material are over 52%—which means that greater than half of your customers will pay attention to your whole message via to the tip.
Compare that to the 75% of customers who superficially skim over weblog posts with out taking additional motion in your website or social channel.
What it means for you: The lesson to take from this knowledge shouldn’t be that written posts are irrelevant for model promotion. Rather, it’s wiser to use your movies as reinforcement to optimize your content material elsewhere.
For instance, in case your product has its personal touchdown web page, it’s good to complement your gross sales copy and descriptions with an explainer video. This approach, customers have extra choices on how to inform themselves extra about your supply.
Conclusion
If there may be one theme that has come to gentle with our evaluate, it’s that video content material is dynamic sufficient to meet all types of your model’s wants.
Make positive not to stick to preconceived formulation. As we’ve seen, all kinds of video have a spot to serve your varied advertising and marketing functions on totally different social platforms. Just maintain these helpful stats in thoughts and you will note how your subsequent video reaches new customers.
