Top 7 Video Marketing Trends to Watch Out for in 2021
2. Data-driven videos
If you want your video marketing to bring in more qualified traffic and conversions, you have to put out videos that are timely and relevant to your audience.
And how do you create timely and relevant videos? By looking at the data, of course. Thanks to recent breakthroughs in artificial intelligence, machine learning, and big data, we now have access to all the search data we need to effectively create and distribute videos that our audience will care about.
By learning what keywords prospects are searching for and then optimizing your videos accordingly, you’re not only creating relevant videos, but you’re also making it easier for your audience to find them. But where to start with video SEO?
Before you start with the scripting and creation process, you should ask yourself the important question: what topics do people find interesting on Google and Youtube? You can find these topics easily by comparing search volumes in Google and Youtube for each keyword via tools like Ahrefs, SemRush or even Google Keyword Planner. Then, move on to the competition for each keyword: which tells you how many other businesses target their videos for the same keyword and how hard it is to rank your video high on Google or Youtube. The trick is to choose keywords with a high search volume (people search a lot for these topics in Google and Youtube) and low competition. This way, your videos are more easily ranked at the top of the search algorithm and you generate more traffic to Youtube or your website.
Tip: if you are just starting out on a new topic don’t start with targeting broad terms having high competition. Instead target long-tail keywords or niches first as you don’t yet have the authority yet to rank your videos high. So start with long form videos.
For example, a new online yoga brand could start with creating long form content first like ‘pregnancy yoga’ or ‘how to create a yoga habit’ before creating more general programs such as ‘Hatha yoga course’. When your channel and authority continue to grow with your created videos, it gets easier to rank for general terms as well.
As search algorithms continue to become more sophisticated, more businesses will invest in video SEO research and YouTube SEO (through long-tail keywords, video transcriptions, video tags, etc.) in the next year or so. We also recommend reading our latest article for optimizing your Youtube channel.
Want to start right away? Sam Oh of AHREFS provides an excellent breakdown of how to get more views consistently on Youtube or how to rank your videos high on Google and generate more traffic. And of-course you can always contact us for expert advice on video SEO.
5. Live Videos
The live streaming scene is growing faster than ever. Given the inexpensive equipment required to produce live videos and the number of live streaming platforms available on the web, there’s no reason to believe the trend won’t continue for a while longer.
Due to the coronavirus pandemic, the popularity of live streaming has reached new heights. No wonder the live streaming industry has grown by a whopping 99% between April 2019 and April 2020.
No surprise there. Considering the social distancing measures that were put in place to combat the spread of COVID-19, people have turned to live streaming to cope with the “new normal,” whether it’s concerts, online business events, remote workshops, live fitness classes, and more.
At VIXY, we also notice a big spike in requests for streaming live events from both educational companies and sport & media organizations. With limitations for attendees set to a maximum of 30 people in the Netherlands, many businesses are forced to use live streaming platforms to increase their reach and maximize engagement.
6. Immersive videos (360/AR/VR)
If you want to engage and hold your customers’ attention, you have to use something that will engage their five senses.
You can serve them immersive content through AR/VR and 360-degree videos, for starters.
Because let’s face it, when you’re able to provide your audiences with a virtual environment they can explore and interact with, you’re more likely to have their undivided attention.
360 videos are nothing new (YouTube started introducing them in 2015). Chances are, you’ve encountered at least a few of them on your social media feeds. Moreover, the AR market, which was estimated to be worth $11.14 billion in 2018, is predicted to be worth $34 billion by 2023. With so much untapped potential in the technology, it’s not hard to see why.
BMW UK made quite a huge impression in 2016 when they released a 360 video that captures the experience of driving a BMW at a breakneck speed (without the risk of receiving a ticket!). The video garnered over 3.5 million views, 11,000 likes, and over 2k shares on Facebook videos in just two months.
If there’s something the above example shows, it’s that immersive video content allows you to put your prospects and customers in the driver’s seat (no pun intended). In other words, it allows you to engage your prospects and customers in ways that are authentic, accessible, and exciting, which leads to higher conversions.
After all, the future of content marketing is about putting customers at the heart of the brand experience, and immersive videos are the perfect platform to accomplish that.
7. Social Media Stories
Social media Stories are the rage these days. Unless you’ve been living like a hermit for the past few years, you’ve probably encountered them at least a dozen times while mindlessly scrolling through your social media feeds. And the way things are going, it looks like we’re going to see more of them for a good long while.
The fleeting nature of Stories is a big part of what makes the short-form video format a popular marketing tool for brands. Because they last only for 24 hours, they add a layer of urgency and spontaneity (FOMO, anyone?) you can’t get from typical Facebook or Instagram posts.
Instagram stories and Facebook stories are also incredibly immersive and interactive. On top of the full-screen experience, Stories give you a full arsenal of fun tools like Question stickers, Emoji stickers, reactions, and more, providing you with many opportunities to showcase your brand personality and shore up customer engagement.
The best part? Instagram users are always up for engaging with Story content, even if it’s coming from brands. In fact, a recent Facebook, Inc. survey shows that 62% of users say they have become more interested in a brand or product after seeing it in Stories!
No two ways about it. If you want to create a truly immersive brand experience that will resonate with your target audience, you’d do well to leverage Stories in your video marketing campaigns.
[Image source: Business 2 Community]
So there you have it—the top video marketing trends that will help your brand dominate the competition this year, in 2021, and perhaps through the next decade.
We live in interesting times, and in a world where everything is always changing, you have to stay ahead all the time. It’s not going to be easy, but as long as you stay connected with your audience and remain focused on their needs, you already have the battle half-won.
Need a video platform that empowers you to engage with your online audience, whether live or with on-demand content? Do you want the most comprehensive set of online video management, publication, distribution and monetization tools? Request a demo for VIXY Online Video Platform.