Video Marketing What Will Change in 2021

Running a successful marketing campaign is impossible without a decent video marketing strategy. Why? Well, because video marketing is the biggest breadwinner in the digital marketing world. Now, 2021 is a year in which a lot of previous year’s trends will live up to their full potential but we might also get to see something new. Here’s what to expect in the coming year.

1. Short videos is how people learn about new products

According to some of the more recent marketing statistics, more people are learning about new products from short videos than from all the other sources combined. This doesn’t mean that presentation, pitches, infographics and e-books are useless. They all have their own purposes and niches but expecting them to compare to the exposure and effectiveness of video marketing is simply ridiculous. Even text-based articles (that come in as second) simply cannot compare in terms of sheer numbers.

2. Optimized videos

In order to be efficient, a promotional video needs to pass two separate criteria – by a human audience and by the algorithm. Experts behind one of the top video production agencies in Sydney believe that optimizing these videos is incredibly important. It requires you to add relevant tags so that it becomes more search engine-friendly. Other things that a video editor is expected to do is use appropriate video file names, titles and descriptions for keywords. This allows the human audience to find what they’re looking for much efficiently. Handling all of this may sound routine but the truth is that a lot of work and effort normally goes into it.

3. 360-degree video

The greatest advantage of a 360-degree video lies in the fact that it’s an incredibly intuitive piece of content. Shooting 360-degree video is a bit of an art and it has its own rules. The biggest challenge comes from not being able to see the recording as a whole until you buy a high-end 360 camera. This means that you will have to rely on intuition and “shoot blind” so to speak. The best way to learn this is to start doing it, as soon as possible and get some practice. This way, you will learn from experience.

4. Live videos

The matter of live videos is quite controversial. On the one hand, they’re supposed to be completely spontaneous but, then again, they still need to follow the guided path. First of all, they’re massively popular, they produce almost 6 times more interactions than their traditional counterparts. Moreover, they’re incredibly unpredictable. During the majority of instances, even the person recording the video has no clue what comes next. This is why people are, on average, watching live videos three times longer than pre-recorded. Well, there’s also the fact that you can’t skip through a live video. Overall learning the rules of live video production is more important than ever.

5. Interactive videos

Interactive videos increase the engagement rate and the immersion of visitors. This is one of the main reasons why the majority of brands are leaning more and more heavily towards this. While interactive videos are hardly a new concept, what’s new is the fact that AR and VR technologies were never as developed as they are today. This gives you more options than ever before and a chance to approach your audience from a completely new angle. Also, keep in mind that a higher impressiveness increases the engagement rate, as well.

6. Social media videos

When talking about videos, the majority of people see this as a singular format. The truth is that this is definitely not the case. Videos for social networks and videos for YouTube are not one and the same thing. You see, with your audience using various devices to browse your format, this is something you need to adjust to. YouTube videos are often watched on larger screen sizes (monitors, smart TVs and tablets), while social media content is still predominantly browsed via smartphones. This is just one of many such facts worth keeping in mind.

7. Stories

Stories on WhatsApp, Instagram, Snapchat and Facebook are a unique format and a medium that reaches a lot of people around the globe. Daily user number on each of these apps is through the roof and by finding a way to enhance the effectiveness of your content, you might increase the engagement rates in all segments and sectors. Namely, there are as many as 450 million daily users of this feature. This is a massive global audience that consists of all the necessary demographics. In other words, it’s hard to imagine an industry whose target audience is not represented within these 450 million people.

In conclusion

As you can see, it’s not about entirely new concepts but about the updates on the pre-existing ideas and notions. The numbers speak for themselves and as more and more digital marketers embrace these ideas, they will become major trends.


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