Here are a few important trends video marketers should keep an eye on heading into 2021 to ensure their content stays relevant and interesting.
1. Social video:
Video continued to dominate social media channels in 2020, with multiple platforms rolling out
new or improved video
features to entice users to generate unique content. Social video will continue to be important in 2021, and marketers should consider what kinds of social video fit into their larger social media strategy to create videos that delight followers.
2. Webinar and educational content:
The COVID-19 pandemic forced the transition from live events to virtual ones, including educational seminars and thought-leadership conferences. Many event professionals used live webinars to share their information with interested consumers, and the interest in this type of content is expected to continue through this year. In addition to well-crafted live videos, brands can build off this knowledge-sharing trend by crafting more educational videos for their websites and YouTube channels to build trust and authority.
3. Omnichannel video creation:
These days, videos rarely stay on one platform. Users and brands tend to post video content across a range of social media platforms and other media channels to expand their reach. Therefore, paying attention to this omnichannel approach is more important than ever before. Brands should consider how their videos might be
tailored for multiple platforms
at once, taking into consideration length, shape and format.
4. Shoppable video:
Shoppable videos—ads and video content that contain links to featured products—have slowly been
introduced on platforms like Instagram. After spotting a product, viewers can simply click a link that takes them to your website to buy immediately. In 2021, social media channels and other platforms are poised to support shoppable video even more, allowing brands to shorten the customer journey and maximize conversions.
5. Silent videos:
As video consumption on mobile devices increases heading into 2021, silent video will become more of the norm. Viewers are increasingly watching videos on mute, whether they’re at work or in a public place. For this reason,
captions, on-screen text and graphics are extremely important to include in your videos, so viewers can understand without sound. Video also needs to be immediately eye-catching without the draw of music or voice-over to encourage silent video watchers to remain engaged throughout.
Although trends come and go in video marketing, one thing remains true for the industry: Video is big, and it’s here to stay. Brands that aren’t planning on utilizing video marketing and advertising in 2021 are missing out on expanded reach, better customer engagement and higher conversion rates.
Does your brand need help conceptualizing, creating or launching a video campaign this year? Spin Creative is here to help.
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Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
