A new year is approaching and with it come the new trends in video marketing 2021. Knowing them is key so that you can use them in your next digital strategies to complement your content. This format is far from out of date, so you have to keep up to date.
Today’s consumers are more inclined to audiovisual materials: they prefer to listen and see than read. This does not mean that the text will disappear, it will be present as a good descriptive companion. However, the protagonism is taken by the videos and, therefore, you cannot stay on the sidelines.
Once you know what the 2021 video marketing trends will be, it will be much easier to structure your strategy and apply new techniques to impact the audience. The idea is that in the coming year you can continue to captivate your target audience with the content they prefer to see.
Advantages of video marketing
Before delving deeper into the 2021 video marketing trends that will be present next year, it is important that you remember the advantages that this great format offers.
This information will encourage you to continue applying this format to your strategy or to incorporate it if you have not already done so. Among its great benefits are the following.
- Provides greater and better experience than any other communication format. You can explain the benefits of your products or services and show their use, which humanizes the online sales process.
- It is ideal for involving the consumer, since it is a communication channel in which a dialogue can be established between the viewer and the company.
- It provides greater transparency because you can make known what is behind the product or service.
- It gives more credibility because people can see what you offer and not just read it or see an image without any reference. Therefore, it generates greater proximity and increasing consumer confidence.
- Not only is it more eye-catching content but it’s also entertaining and comfortable. This is because people today prefer to watch a video without having to read the content.
- Greater effectiveness in the message to be transmitted. It is proven that people remember 70% what they can see and hear at the same time.
- The content goes viral more easily because many share it, post it on their social networks or send it through mobile devices.
- Send traffic to your other online channels because it has the advantage of being able to place the video link on your website to redirect users.
- Improve your positioning of your brand, since the main search engines start their pages with video results.
Learn about 2021 video marketing trends
The time has come for you to discover what will be the 2021 video marketing trends that will revolutionize digital marketing. You may see some that you have already used, but this does not mean that they are obsolete, but that they will remain current due to their effectiveness.
1.- Animated explanatory videos
This is not something new, but it is certainly a format that made an impact in 2020 and will continue to do so in 2021. They are commonly used by brands to describe a product or service quickly and very creatively. These types of videos usually last less than 1 minute, enough time to show the personality of your brand through illustration and animation. Doodle Maker, Doodly are few best tools which you can use to make animated videos for your brand.
They will be of great help to describe complex business ideas in a more entertaining and fun way. But don’t think that animated explainer videos take your business away from seriousness. In fact they are widely used in the financial, health and real estate sectors.
2.- Videos in which you can buy
The trends are just trying to innovate, to advance according to technological evolution. For this reason, you cannot be left behind with your 2021 video marketing strategy. Next year you have to experiment with videos in which you give the audience the opportunity to buy.
How is this? Simple, these audiovisuals allow users of social networks to buy on the spot. This gives consumers an experience similar to what they can have in a physical store. As you view the product and how they use it, they have the ability to click to purchase and will be redirected to a website.
In some cases, they give the possibility that they can add it to the cart and go directly to the checkout. This is a way to shorten the customer journey to speed up conversions. You can also use this function in other types of audiovisual content such as tutorials and other informative videos, you just have to insert a link.
3.- 360º experience
Videos are clearly the best way to give customers a visual representation of what your brand can do for them. But if you really want to attract consumers, you must give it a unique experience, and you can achieve it with 360º audiovisuals.
This trend has redefined and will continue to redefine the viewing experience for many consumers. This is because they feel they have control over how they can view the product or service. Also, that the experience is more exciting than with other types of audiovisual formats.
According to figures collected by Omnivirt, these videos generate a video completion rate of + 46% compared to normal ones. And a click-through rate of + 300% relative to other display ads. The percentages speak for themselves, they are a clear example of how effective they are.
And the tourism sector has been able to take advantage of this format because, without a doubt, it offers a broader vision of the destinations. A good example is the Hamilton Island virtual reality experience of Qantas Airlines with which they promoted their trips, showing what they offer in 360º.
4.- The “live” will continue
Another trend that will continue in 2021 are live videos, which have a wide receptivity on the part of users. In fact, social media algorithms often prioritize events of this type because they take place in real time.
Why are they so in demand? Brands have managed to interact more closely and effectively with their followers. This makes people feel more involved, they become part of the event. So much so that lives are capable of catching three times as long as prerecorded videos and can produce six times more interactions.
5.- Vlogs for brands
Among this list of trends you will find vlogging that will continue to grow and increase in popularity in the coming year. This type of format put a drastic twist on blogging and helps vloggers diversify content categories.
As online viewing habits advance, vlogs are adapting. Thus becoming one of the most popular forms of video content among Internet users. While it is true that most use them to show their daily lives, this does not mean that brands cannot use it.
You can take advantage of this format to post about the news of your company, as well as to show how to use your products. Depending on the sector, you can adapt the strategy. For example, in the health area you can offer care tips. This is a way to humanize the brand and make it more accessible.
6.- Longer ads
Surely you have seen and even worked with short ads in video format, which did not exceed 6 seconds. It seemed fine because the important thing was to get the message across. However, in 2021 this will change because these micro-ads can be even annoying for consumers.
A study by Digital Content Next indicated that 40% of all online ads launched from 2018 to 2019 averaged 15 seconds. Whereas 0-5 second ads only accounted for 3% of total online ads during the investigation period.
It is true that current customers have a fast pace of life, but they also like to be well informed before making a purchase. For this reason, it is important that your video marketing strategy has ads of at least 15 seconds, enough time to capture the customer.
7.- Silent videos
They say that all fashions return and in the world of marketing it is no exception. One of the trends that has already been seen but that will strengthen next year is that of silent videos. The idea is that brands can show more and explain less, make the images speak for themselves.
Facebook had already anticipated this and a few years ago launched a feature that allows autoplay in which user’s stream without sound. In fact, a Verizon Media study revealed that 92% of people watch videos with the sound turned off from their mobile devices.
This same report shows that consumers want to find subtitles on videos about tips (55%), food (53%) and news (52%). So less talking and more demonstration in your audiovisuals… Ah! And don’t forget about the subtitles that, as you can see, are in demand.
Now you are ready to structure your strategy with the 2021 video marketing trends. And to help you throughout this process, at Blogger Cage we offer you our Inbound Marketing services. It will help you identify your audience and convert them into loyal customers.