As the new year passes quickly, it opens up new opportunities for creative content. And today, as always, because digital marketing requires more innovation, you need to design your strategy to develop content that results in higher brand visibility among users.
A video marketing strategy provides such an opportunity. A few years ago, this content proved to be unique in its ability to entertain and engage social media users and inspired them to engage better with their brand. And the 2021 estimates confirm this trend.
This article is designed to help you discover the benefits of video content for yourself! Based on the accurate data, we will discuss some important trends that need to be followed closely in 2021. Learn them to create a new video marketing campaign.
How Marketers Make Videos
Video production is a collaborative process. Tools and skill levels vary widely.
- 75% of businesses make videos as a team.
- 39% of marketers make an in-house video, while 17% still outsource video production entirely.
- 58% of marketers make videos with professional software, while 49% use simple online tools such as BitBoy.
- 38% of marketers use smartphone apps to make videos.
- 35% of marketers make videos from scratch each time, while 18% use pre-made templates. 48% use a mixture of both.
1. Short videos have better performance values
For many marketers & content creators, a video strategy may seem daunting at first as they find it an extraordinary job and effort. but, if we analyze the trends of recent years, we see that shorter and sweeter pieces are generally more popular among users.
For example, B2B video was 68% last year at a rate of one minute or less. In contrast, videos of 20 minutes or longer watch each other less, with a completion rate of only 25%.
What this means for you: A video-focused strategy to promote your brand should never end. Since users enjoy fast-paced content, you can consider making videos that meet this requirement. For example, you can redirect your content elsewhere:
• Preview and edit advertisements briefly.
• Join trending and emerging trends such as Instagram reels and TickTalk challenges.
• Share as stories again (if you use Instagram, take advantage of stage special effects).
• Create cool GIFs from memorable video moments.
If you use your video in one of these ways, you have no problem keeping your content updated.
2. Video controls the purchase decision
Now the question is: Is the video worth it? Make no mistake: Some videos (though not all) can be expensive and complicated. Before you dive into this type of content, it is good to know if it really helps break down marketing and development.
A recent survey shows that most users – at least 96% – turn to videos to learn more about a product before purchasing a product.
Video is also required for software services and applications, with eight out of ten customers choose the premium subscription of any software after viewing a video.
What does this mean for you? Most of the part of your video strategy should be to focus on the details of your products and services. For this, product demonstrations are fantastic to show how the solution works and how to take advantage of it.
But many instructive videos, such as animated commentaries, can also help to immerse curious viewers into a story and familiarize them with the brand.
3. YouTube is a site for educational videos
Promotional videos should not be the only point for brand users. Often, potential users will indirectly stumble upon new products when looking for educational content that will help them to complete the tasks they want to complete.
YouTube is the house of educational content. An estimated 86% of US users often use the platform to learn new things. With thousands of other DIY artists, anyone can find something exciting to do.
What does this mean for you? How are videos necessary for your content strategy? This type of video focuses on teaching users step by step how to get things done quickly and easily.
Although the pieces focus on a specific task, you can use them to describe the solution. As part of the manufacturing process, do not waste the opportunity to introduce a product so that your audience can appreciate how useful and practical it is for them.
4. Mobile views dominate social media
Perhaps one of the 2021 figures is that a substantial proportion of video consumption is done through mobile phones. Specially:
• Users are 1/2 times more likely to watch Facebook videos on mobile.
• More than 70% of YouTube’s total consumption is through mobile phones.
• 93% of Twitter videos are viewed on mobile devices.
As desktops gradually allow space for smartphones and tablets, users everywhere will find it much more convenient to watch social videos from the convenience of the app.
This means you have to convert it to the uploaded platforms’ mobile format when editing a video. Here are some essential tips:
• Go portrait – because these videos take up more space in the mobile feed than the landscape, portrait gives greater visibility and user experience.
• Play with mute – check if the video has visual meaning without sound.
• Create captions large enough for users to follow the text presented there easily.
5. Users like videos over written content
You might be wondering if we analyze all the data so far for videos and other types of content. Ultimately, written content – whether in the form of newspapers, marketing copies, or blog posts – is necessary to increase brand visibility.
Nevertheless, video remains the leading format. There is an estimate that the retention rate for video content is over 52% – meaning that more than half of users listen to your entire message the entire way.
Compare this to 75% of users who superficially review blog posts without taking any further action on your site or social channel.
What does this mean for you? Lessons to be learned from this data should not mean that written posts are not relevant to brand promotion. Instead, it is smarter to use your video as a reinforcement to optimize content elsewhere.
For example, if your product has its own landing page, it is good to add a video stating your sales copy and description. This gives users more options to provide better information about the offer.
Social Media Video Stats
1. Instagram stats
Instagram introduced several new features in 2020. The brand has been launched to make it better to sell and make it easier for shoppers to shop and purchase things on live video. The reels are included in the Instagram video package, further enhancing the network’s desire to work closely with the creators.
- Instagram has one billion active users every month, and 500 million of them use Instagram stories.
- The network’s largest demographics are women between the ages of 18-24.
- The total industry intermediary for the post-post Instagram engagement rate is 1.22%. This average decreased by 23% as compared to 1.60% in 2019.
90% of US marketers cite Instagram as the most important social media platform for marketing influencers. The two most effective types of content in influential marketing are posts (78%) and stories (73%).
2. Twitter statistics
Like Facebook, Twitter has introduced a new set of facts to test the facts as a direct response to the US presidential election and to control the negotiations to help shape the valuable and positive debate. The stage was dominated by news around the world and was moving at a rapid pace.
- In the third quarter of 2020, Twitter reported an average of 187 million revenue-generating daily active users, with a year-over-year increase of 29%.
- The Twitter industry’s commitment benchmark for all industry intermediaries is 0.045% per tweet. This is a consistent number for three consecutive years.
3. Pinterest stats
Pinterest, a network of community bookmarks and brainstorms, had helped focus its latest projects in 2020. The company has published a report on their forecasts for 2021 based on the experienced trends for that year.
- According to the company’s third-quarter report for 2020, global MAUs grew 37% year-over-year to 442 million pinners.
- Demographic growth on Pinterest is significant. Women and men make up more than 60% of the global pinner community, about 50% of the pinner year. Gen Z pinners have grown 50% year-over-year in terms of generations, while Millennial pinners have grown 35% year-over-year.
- When they want to start a new project, 85% of pinners choose Pinterest as their starting point.
- Over 98% of Proud’s people say they have tried new things found on Pinterest.
- Looking for shopping inspiration, 89% of pinners use the network.
4. Linkedin statistics
LinkedIn, the world’s largest professional networking site, is about relationships and business impact. Branded LinkedIn marketing helps you to recruit and get customers.
- LinkedIn has more than seven hundred twenty two million users in more than 200 countries and regions around the world.
- 96% of B2B market people use LinkedIn to deliver organic content and 83% use paid social networking sites, making it the most used platform in both types of content delivery.
- Long posts perform well on the network. In fact, the 1900–2000 word posts performed best in terms of ideas and commitment.