Video has been trending for the past 3 years. More and more people are using it either for entertainment or business purposes.
According to Cisco, video marketing is expected to make up about 82 percent of all consumer internet traffic by 2022. About 78 percent of people watch videos every week, and 55 percent watch every single day. Social video is shared 1,200 percent more than text and images combined, and 64 percent of consumers report buying something after watching a branded video from a company.
With this, marketers should step up the advertising game and dive into the video marketing space to learn more about the platform and how to maximize it.
Below are the top 6 Video Marketing Trends to Expect in 2021
1. Live Stream
Socialbaker’s Q3 2020 Trends Report revealed that Facebook Live was by far the most engaging format on the platform. However, the same report shows that live video is actually the least used content type. This is a huge, untapped opportunity for smart marketers as we head into 2021.
Due to the global pandemic, companies left with no choice but to maximize virtual meetings and events. These live videos opened an opportunity for companies to reach their audiences worldwide while still being authentic.
Benefit, a cosmetics manufacturer, hosts a weekly Facebook Live series called Tipsy Tricks. It is a great way for Benefit to showcase their products to increase exposure and sales. The fact that the hosts drinks a glass of wine while filming does a great job of making the brand relatable and giving it a more approachable look.
In 2021, most probably, huge numbers of live video coupled with real-time shopping on both Facebook and Instagram will be produced.
2. Social Media Algorithms and Video Content
Another trend to expect in 2021 is the surge in video uploads to about 487 million – which is about 1.3 million videos uploaded a day, or 55,594 an hour. As a result, change in algorithm is surely to follow. Social media will optimize what videos will recommend.
Facebook’s algorithm uses signals like how many people react to, comment on or share posts to determine how high they appear in News Feed. Moreover, it highlights posts that are trending, sparks conversations and meaningful interactions between people.
On the other hand, Instagram uses the following signals to help determine how one’s feed is curated:
- Interest in the content
- Date the post was shared
- Previous interactions with the person posting
The goals of YouTube’s search and discovery system are twofold: to help viewers find the videos they want to watch, and to maximize long-term viewer engagement and satisfaction.
Video SEO may help a new video get discovered, but if it doesn’t get enough watch time in the first three to six weeks, then it won’t be discovered at a later date.
While Twitter scores each tweet using a relevance model. The model’s score predicts how interesting and engaging a Tweet would be specific to a user.
3. WFH-Produced, Raw Content, and Entertainment Video Platforms
The current lockdown worldwide is affecting and still going to affect how videos will be produced in 2021. Below are the 3 key trends:
- More content will be produced whilst wfh with minimal manpower and editing e.g. podcast interviews via zoom
- More ‘raw’ user-generated content e.g. customer unboxings, etc.
- More focus on producing content that entertains e.g. TikTok
4. Video Sequencing and Remarketing
Video sequencing will play a big role in 2021.
Though video remarketing capabilities have long been available on Facebook and YouTube (Google) networks, LinkedIn finally joined and opened up to this functionality.
Video Remarketing works when someone watches a certain percentage of the video, they can be added into a specific advertising audience. This audience tactic allows marketers to create “video ad funnels” where users will be served up a series of videos as ads in a specific order. This can be an opportunity to create more story-based content then creating a clean consistent brand experience from video to video.
To reach the full effectiveness, marketers need to create a clean storyline between videos. The first video can end with a call to action such as, “…watch my next video on the top 3 solutions I’ve found”. Then the second video can start by picking up from the previous one, “Hey it’s me again! In my last video I talked about <issue> and in this one I’m going to share with you…”.
5. YouTube Recommendations, A/B Testing, and Blogs
YouTube playlists will play an increasing role in video marketing in 2021.
Use keyword research to figure out what people are searching for on YouTube in your niche and create playlists on those topics. Then link to those playlist URLs from email newsletters and website articles.
A/B testing will become more widespread on YouTube.
Only a few video marketers know they can A/B split test video titles and thumbnails. Thumbnails are the make or break of the video as it is the first thing that catches potential viewers’ attention.
Focus will shift away from the YouTube search results to YouTube’s recommendation engine.
YouTube legend Evan Carmichael explained on my Marketing Speak podcast that most views on YouTube come from “suggested” (the recommendation engine), rather than from search. So the game to play is ranking not for search but ranking against other people’s videos as suggested videos.
Convert boring transcripts to an engaging long-form blog post. In other words, make the transcript look like an article, and spiff it up with stock photos, click-to-tweets, pull quotes, quote card images, etc. This works especially well with podcast show notes: the pages will rank much better than show notes that are short outlines.
Speaking of podcasts, many podcasters are moving to recording their interviews in video format instead of just audio.
6. Live Video Monetization
Facebook now allows users to set up paid events with a live streaming aspect. With paid online events, users are able to create an event, charge people attending, promote it to the audience and customers, and host, all in one place. Guests will be able to watch the event through the Facebook event page on their phone, tablet or computer, or through the Facebook TV app.
Facebook will recognize the value in incorporating more advanced creative tools (lower thirds, multiple simultaneous guests, etc.) within their native platforms, probably buying out certain live video production startups while leaving others to wither away.
Video marketing will surely ramp up in year 2021, and for brands that doesn’t have plans on venturing in this medium, they’re missing out on a massive opportunity for their business.