Video trends your business should make use of in 2021
Throughout 2020 digital habits have evolved as people and businesses adapted to the new normal. With everyone spending more time at home, video consumption has grown rapidly and it’s a trend that’s set to continue into 2021.
Video is playing a significant role in our daily lives. From business meetings to online fitness classes, the rise of video can’t be ignored. With 10 million daily Zoom meeting since lockdown, the use of this platform, and many others, has increased significantly. As too has the consumption of online videos.
By the end of 2021, we could be consuming 100 minutes of online videos per day, making it the fastest-growing medium, outpacing TV advertising. There are those that also think that by 2022, the internet will consist largely of video content.
For businesses and marketing professionals this presents an opportunity to engage with their audience more than ever before. With that in mind, I’ve collated a collection of video trends your business should take advantage of in the year ahead.
Go Live!
photo credit: Ars Electronica Virtual Workshop: Future Matters via photopin (license)
Live streaming was a big trend in 2020, and I’d expect this to increase even further this year. As physical events have been cancelled most businesses have found new ways of connecting with their customers. In fact, 75% of businesses say that they increased their live streaming investment in 2020. Whether you’re hosting an interview, streaming an event, or showing off a new product launch, live video is a popular and effective marketing tool that’s here to stay.
For some years now, social media platforms have acted as a new, alternative version to live television. You no longer need expensive broadcast equipment to execute a live stream. Think about it, you could go live right now from the palm of your hand! Live videos allow you to connect with your customers in real-time and they encourage interaction on a grand scale. A recent survey found that consumers stay with live stream content on average 10 to 20 times longer than on-demand content. Above all, it’s an exciting and engaging format that can capture the interest of an audience.
However, there’s much greater scope than just streaming on your mobile. If you’ve been planning a talk or event, you don’t need to cancel just yet. Multi-camera live steams have become an effective alternative. This highly interactive solution allows businesses to stream live conferences and share important key messages to worldwide audiences. What’s more, it offers real time feedback through Q&A sessions and can be repurposed in future marketing collateral. Consequently, it is no wonder that live streaming and webinars have emerged as versatile tools for businesses.
With restrictions set to continue, including live streaming in your strategy could be an effective way to reach your audience throughout 2021.
Update with animation
Right now we’re all being deluged with more information than we can digest. Remaining agile and reacting quickly to the constantly changing landscape is more important than ever. As a result, animation has become one of the most effective tools in a business’s arsenal.
Although live action shoots can go ahead, they often take longer to execute. In contrast animated videos don’t require a film crew on location and can be created remotely and safely. They’re a great way to break through the noise and demonstrate how your business is adapting throughout the year. Also, they can be built to follow existing brand guidelines, keeping communication simple and on message. Expect to see a surge of animated content this year including, explainer videos, safety regulation animations and snappy animated typography statements.
As with live streaming, this style of video can hold the attention of your audience and make challenging concepts easier to understand. And there are many other benefits too:
• Explain complex messages more easily – internal communications and instructional videos, for example, don’t always have the easiest or most interesting story to tell. Animated videos can make complex messages simpler to understand and more accessible.
• Add context – using graphics can cut through paragraphs of text and add context to ideas too.
• Strike the right tone of message – graphics and animations hit the right notes, no matter how sensitive or complex your message.
Animated videos don’t just have to be part of your sales funnel either. With the workplace changing they’re likely to become an integral part of your employee induction and training process.
Take a virtual tour!
Before the pandemic hit, it was common for businesses to host potential clients at their premises. In fact, showcasing your impressive facilities through tours and presentations was the accepted way to make a sale. However, with the need to pull back on face to face interactions, this is a thing of the past.
Interactive 360° videos are great alternative for in-person visits. They’re becoming a popular form of new media that helps businesses keep their doors open (well at least virtually!) They can be used to create an interactive journey through a factory, office space or public attraction. You can even include integrated hotspots, which allow you to combine other video assets and images to help get your message across.
However, this technology is not standing still – interactive videos are expected to become even more interactive in 2021. You can expect to invite your consumers and potential trade partners to explore VR worlds, build stories and customise the experience to fit the audience.
Interactive videos increase engagement and interaction, which leads to improved conversions. You can transport your facilities or products to anywhere in the world, getting your message across with a tool that has measurable results.
Break through the noise
No matter what type of video you produce, remember it must have a purpose. Consumers can feel bombarded with advertising messages and marketing slogans at every turn. And that means, as a brand, you need to think outside the box to grab attention – and to keep it. How you want your audience to think and feel will help you make an impact.
There are many details to consider as part of your video content. The way you communicate with your customers is important. Does it relate to their pain points, does it explain how your products and services will transform their lives for the better? Now more than ever, showing empathy is going to help your brand stand out.
So why not reap the benefits of the latest in video trends as we continue into what could be a challenging yet exciting year for your business.
Explore our strategy led solutions to see how we can help you build a winning video strategy in 2021. If you’re not sure where to start, check out our interactive quiz to find out what kind of video is right for you.
