It’s been a busy year for the advertising industry – with marketers having to navigate the media space in a COVID-19 pandemic and keep up with major political changes in 2020. This year, we’ve already seen the explosive rise of TikTok and the increasing importance of online presence and digital marketing. As the year draws to a close, brands and businesses are already making predictions and gearing up for 2021.
Outside of politics and the pandemic, changes in tech and user behaviour also play a part in determining the future of marketing. With consumer attention spans reportedly down to 2 seconds and 5G networks becoming a thing, it’s important to stay on top of the latest trends going on in order to keep your marketing strategy relevant and up-to-date. In this article, we’ll be diving into a list of 9 video marketing trends that have the potential to grow and become mainstream in 2021.
#1 Shoppable Videos
Shoppable videos are a form of interactive video that lets the viewer purchase items directly from the video being played. Shoppable videos typically have a drop-down menu that links the viewer to the product page for the product being shown in the video, and each video typically features a variety of products from the brand’s catalogue.
El Corte Ingles Department Store Shoppable Video
Big corporations like Amazon, YouTube and Instagram have already started to launch shoppable videos on their platforms, and we’re also starting to see sites like AiBUY, NTWRK and Shoploop which are video platforms that exclusively host shoppable videos.
#2 Ephemeral Videos & Vertical Video
Ephemeral videos are only accessible temporarily (usually 24 hours) before they disappear forever (Facebook/Instagram Stories). According to their website, Instagram has over 1 billion monthly active users worldwide and over 500 million accounts that use Instagram Stories every day.
Source: Social Media Examiner
Ephemeral videos play an important part in video marketing strategy, as they’re a great way for brands and businesses to directly interact and engage with their audiences. Instagram Stories typically see good levels of engagement due to their time-sensitive nature and have a reposting feature that allows brands to share user-generated content (UGC). This helps to promote transparency between buyers and retailers and improve brand trust and loyalty in the long run.
Nike is a good example of a brand that makes good use of Instagram Stories. Instead of showcasing products or famous athletes, Nike will often feature relatively unknown people overcoming physical challenges – like Maynor De Leon (Thatbigguy700), who originally weighed 700lbs but managed to bring that down to 492lbs.
Screenshot of Nike’s Instagram Story
Another trend that’s emerged alongside ephemeral videos is vertical video. Interestingly enough, vertical videos were once considered a meme. Nowadays, vertical videos are everywhere – on Instagram Stories, YouTube pre-roll ads and TikTok. According to a study by MediaBrix, vertical videos see a 90% higher completion rate compared to horizontal videos and less than 30% of mobile users watch videos horizontally. Like it or not, vertical video is here to stay, and video advertisers need to be prepared to produce videos that require vertical aspect ratios.
#3 Personalised Video
Personalised videos are videos that incorporate a user’s personal information (name, email address, profile image, job title, etc) to give the user a more personalised experience – which helps to stimulate engagement and build relationships between brands and consumers. This effect is achieved through the use of video effects – which means that only one base video is required to produce an infinite number of personalised videos, provided you have the recipients personal information.
According to SalesLoft, they managed to achieve a 75% close rate using personalised videos for clients who required extra convincing. Nick Barber, a senior analyst at Forrester, reported that an insurance company found that customers who watched personalised videos renewed at a rate 12% higher than those who didn’t.
Most people will be familiar with Facebook’s personalised videos – which show up in your news feed on the same date that you and a close Facebook friend added each other on Facebook. Facebook has the personal information required and can easily produce personalised videos for all their users, which is projected to hit 1.69 billion by the end of 2020.
Facebook “Faceversary” Personalised Video
Another example of a brand using personalised video Cadbury, who ran a campaign in Australia that generated personalised videos for users who gave Cadbury permission to access their Facebook data. The videos would incorporate pictures shared on Facebook and ultimately determine the dairy milk chocolate product that best suits the user based on their Facebook data. According to Mobile Marketer, the campaign saw a 65% click-through rate and a 33.6% conversion rate.
Cadbury Personalised Video
#4 Live Stream Video
Live streaming has become increasingly popular and seen an unprecedented surge this year – with COVID-19 lockdowns forcing live events, gatherings and functions to go online. According to a study by 99firms, 80% of consumers would rather watch a live video than read a blog, and video streaming is expected to account for 82% of all Internet traffic in 2020.
Even when the pandemic is over, live streaming still has a role in marketing strategy. Using live streaming platforms like Twitch, YouTube Live and Facebook Live are great for broadcasting live interviews, Q&As, product launches and showcases. A great example of a local brand that has fully embraced live streaming is Misshopper Boutique, which auctions clothing and other items exclusively on Facebook Live.
Source: 8 Days
This article isn’t an exhaustive list – there are other video formats like augmented reality/virtual reality (AR/VR) and 360° video that are still in development and have yet to enter the mainstream. Nonetheless, we hope that you’ve gained a better understanding of video trends to look out for, and better prepare for the upcoming year.
Interested in other media marketing articles? Check out these articles!
- Small marketing teams – how do you do it?
- 5 Essential Marketing Strategies To Reach Generation Z
- Choosing The Right Platform For Your Brand: A Comparison Between TikTok & Facebook
Here at Big 3 Media, we have a suite of services to market your business during these challenging times:
- Livestreaming services
- Video production
- Website design and development
- Media Buy
- Graphic Design & Mascot design
- Content Marketing Strategy