By Victor Blasco, Founder & CEO, Yum Yum Videos
Video marketing is all the rage right now.
Most brands use video content across many different platforms to reach potential consumers, and all because video is the perfect medium to deliver your message in a dynamic, effective, impactful way.
So, if you think video content still doesn’t have a place in your marketing strategy, you’re missing out. But you don’t have to just take my word for it!
In this piece, we’ll take a look at some of the latest statistics on video marketing for 2021. By the end, you’ll hopefully see all that video can do for your business.
Let’s get started!
1. Video is the king of content
If you are still ambivalent about adopting video, it’s probably time to reconsider. Taking the lead from blogs and infographics, video has been crowned the new king of content, as the primary form of media used on promotional strategies, as HubSpot indicates in their State of Marketing report.
It makes sense, considering video mixes the best of everything. You can convey a lot through visual content without the nuisance of having to read walls of text, making it easier to keep audiences engaged.
2. Promotional videos are the #1
When talking about video, we can refer back to a wide variety of styles, depending on the content’s goal. Marketers have been using promotional videos the most, HubSpot says in the same report, closely followed by brand storytelling.
The former focuses on brand awareness, while the latter is less advertisement-like and more emotionally engaging. Whichever you choose, you can give it your own spin playing around with styles and formats: maybe an animated video or an interactive one could do the trick and lure your audience in!
What is for sure is that it should be planned around your strategy’s needs and your brand’s best selling points.
3. Mobile is the new black
9 out of 10 people are more likely to engage with videos daily from their smartphones than a desktop computer, as Hootsuite indicates. This means that you should consider producing your video content for smaller displays. But what does this mean?
For starters, it means optimizing your video for full-screen and portrait watching – as most smartphone users favor it. As for audio, mobile users usually keep videos muted when scrolling. Plan accordingly and add captioning when needed, so the audience won’t miss a thing.
Last but not least, you must be aware of the length of your video content. Make it over 2 minutes long, and you will probably end up with low audience retention. Quick and succinct win the race!
4. No need to spread too thin
According to Hootsuite, over 98% of social media users engage in at least two different social platforms. This means that by including only a couple of platforms on your video strategy, you already have most of the field covered!
To improve your chances of success, choose carefully which platforms you engage with. Your target audience’s preferences should be the compass to guide you.
5. Instagram’s on the rise
Even though Facebook currently holds the lead on social media videos, Instagram has been up-and-coming in recent years. Hootsuite’s report indicates that 61% of video marketers are planning to up their presence on Instagram in the coming year.
You can get ahead of the game right now by focusing some attention and resources on Instagram. Facebook, Twitter, and YouTube are good options too, of course.
In the end, it’ll all come down to what’s the best fit for your brand. But as you can see, Instagram is nothing to sneeze at – you should give it a chance!
6. More is more
Businesses of all sizes are producing around a video per week – at least! And the tendency is increasing by leaps and bounds, as Vidyard reveals. This shouldn’t come as a surprise at all.
The content-hungry audience needs to be fed new videos periodically. If you limit your uploads to twice a month or so, there’s every chance your brand will slip from the consumer’s awareness. Out of sight, out of mind, as they say.
7. Don’t skimp – your competitors won’t!
According to Statista, video advertising budgets are growing steadily, with a predicted annual rise of 2,23%. It doesn’t mean you can’t get good, quality videos without breaking the bank!
Instead, you should consider giving video content the prominent place it deserves in your marketing budget. It can be your most efficient tool for reaching consumers, after all.
Where do you go from here?
As you can see for yourself, video content is here to stay.
Sure, your marketing strategy should be diverse and put eggs in at least a few baskets – still images continue to work wonders for audience engagement, for example. But If you haven’t yet, maybe it’s time you consider how much the right video content can do for your business.
Try and see what the leaders of your niche are doing in terms of video content, and start figuring out what that could look like for your brand!
It’s a great place to start.
Bio Victor Blasco:
Victor Blasco is an audiovisual designer, video marketing expert, and founder/CEO of the explainer video production company Yum Yum Videos. Besides running the business, he’s a lifelong student of Chinese philosophy and a passionate geek for all things sci-fi.