In 2020, digital marketers from all across the globe reshaped their marketing strategies to implement the power of video — and in 2021, as our way of life continues to move further and further online, that’s set to drastically increase.
In fact, in 2020, 63 percent of mobile traffic was video-related — and that’s set to grow to 76 percent by 2021.
According to HubSpot, 91 percent of marketers feel the pandemic has made video more important for brands. Perhaps now more than ever, everybody could use a little human connection — and video is one of the best ways to provide that to your viewers while promoting your brand, products, and services all at the same time.
“But what are the best ways for me to implement video into my 2021 marketing plan?” you might be wondering.
Let’s start by taking a look at the top five video trends to watch in 2021.
Trend No. 1: Live Videos
In 2021, live streaming is set to become a 70-billion dollar industry.
Live streaming allows you to watch, share, and create videos in real time — just like on television, but on the internet instead!
This type of video mainly occurs on social media platforms like Facebook, Instagram, Tiktok, YouTube, and Twitch. It’s entirely free, and viewers are able to interact in real time by posting comments that appear next to the livestream. On Facebook Live, for example, viewers are able to express feelings via “reactions” (re: emoticons) they share during your live broadcast. You’ll receive instant feedback about how people are responding to your content, and you can even directly address individuals through questions or comments of your own.
And viewers love this! In fact, Facebook Live videos were watched three times longer than videos that were pre-recorded. In addition, those watching live content showed an emotional engagement rate of 25 percent — and when compared to videos that had already been posted, this rate was 17 percent.
Why? Because live content feels real, intimate, and suspenseful.
In 2020, lots of businesses turned to live streaming to host events that otherwise would have had to be canceled — like online conferences and webinars, to name but a few.
As we make our way through 2021, consider adding live video to your digital-marketing tool belt, especially if you’re looking to draw more engagement and interaction to your platforms and pages.
If you want to learn more about the different types of live content you can implement into your digital marketing plan, you can head to this link to read our blog on live streaming.
Trend No. 2: 360 Videos
A 360 video will provide a unique and immersive virtual-reality browsing experience for your viewers.
Perhaps the most common type of 360 video is a Google 360 Tour. A Google 360 Tour is a virtual-reality simulation of an existing location that’s comprised of a series of images taken and stitched together by a Trusted Google Photographer or a Google Trusted Agency (just like our team here at OpticTour!)
They’re attached to your Google My Business page and appear alongside your business listing, and they serve the purpose of allowing your viewers to walk virtually around your space, get a feel for the ambiance, find out where things are located, and so much more!
With the power of inside tools like OpticTour Interactive, you’re able to display products and services you have on sale, allowing visitors to view and interact with these areas of interest almost as if they were walking through an actual store.
In addition, 360 videos also serve to bolster your ranking on Google, aid in SEO practices, build trust and authenticity for your brand, and can also be leveraged among other marketing efforts for maximum potential.
Especially in a world that’s growing increasingly digital, consider creating a 360 video if you want to share not only your products and services with the world but also your company values and greatness in a way that really resonates — and one that also keeps people safe and engaged.
Trend 3: Educational Videos
When’s the last time you Googled how to do something, found a video explaining it, and learned a new skill in less than five minutes?
How-to videos earn the most attention of any content category on YouTube — and YouTube is the second most popular search engine in the world.
Educational videos work so well because they’re directly related to audience intent, and you can cater that to your company by including explanations of common trends, topics, or products. You’re also providing tangible value to your audience by teaching them something related to your area of expertise.
Types of educational videos include:
FinancesOnline reports that 68 percent of viewers said they want to learn about a new product from a short-form video — whereas only 15 percent want to learn about it from a text-based article.
So if you want to set yourself up as an expert and thought leader while making new connections with viewers everywhere, consider adding educational content to your digital marketing plan in 2021.
Trend 4: Repurposed Video Content
Think you have to create a fresh video every single time?
The fourth video trend you’ll want to watch in 2021 is related to repurposed video content.
Repurposed video content is essentially taking a longer-form, professional video, cutting it into shorter bites, and integrating those bites into various parts of your digital marketing plan (like your social media profiles, landing pages, and email marketing campaigns.)
How many times have you seen a video on Twitter and later saw your friend share the same video on Facebook?
What you’re really seeing is a prime example of repurposed content.
Doing so will provide your video with more chances to reach the eyes of the people you want to see it because you’ve posted it in many places — not just one.
So if you’re looking to save yourself time while your video achieves its maximum potential, consider repurposing some of your video content, and get ready to watch the views roll right on in!
Trend No. 6: Soundless Video
Lots of people will likely be scrolling through their feeds in areas where they can’t play sound out loud. You don’t want them to scroll past when they realize they’re not able to tune in and listen — you’ve got such great content to show them, after all!
That’s why you’ll absolutely want to add captions to your video so people can watch them without sound.
Verizon Media revealed that 69 percent of people watch videos with the sound completely off — and 80 percent of consumers are more likely to watch an entire video when captions are available.
This doesn’t necessarily mean that you shouldn’t include any sound in your video — you definitely should — but instead, prepare for people to be able to watch our videos without hearing them by including captions and solid visuals (like infographics, for example) that aid in the explanation of your video content.
Need a Hand?
That’s a wrap! Thanks for taking the time to learn about the top five video trends to watch in 2021. We can’t wait to see how you use the power of video to grow your digital marketing strategies to new heights!
But whether it concerns creating high quality video content, Google 360 Tours, social media strategies, or anything under the digital marketing sun, if you have any further questions about how to effectively market your company and grow your audience, we’d love to do what we can to lend a hand!
You can head to this link whenever you’re ready to schedule your free audit.
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