Turning to the digital world should be the rallying cry for organisations in 2020. Why? Research shows 80% of purchasers have consumed more content while in worldwide lockdown, than before the virus outbreak. Studies also highlight that most people prefer video content. It’s expected that by 2022, 82% of content to be video. In fact, by the end of this year, the average individual will watch around 100 minutes of video daily. The influx of video content during the lockdown stems from the fact that isolated people generate more demand for easy-to-process content.
The question all brands should ask is “How do we engage with the audience’s captive at home?” Many companies probably switched their marketing efforts to the digital environment as a substitute for face-to-face promotion. Still, they should see this pandemic as the perfect opportunity to teach their public to take their information solely from online. Why? Digital marketing is less harmful to the environment because it uses fewer resources. As a source of information and entertainment, video content can be a differentiator for brands during the pandemic. This includes vlogging, pre-recorded content, and live streaming.
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How is video performing during the quarantine?
As governments worldwide extend the period of isolation, people have started to get the sense of cabin fever, and they’re looking for ways to distract themselves from the overwhelming feeling that the authorities have lost control of the virus spread. People are breaking new records, with platforms like Netflix registering 15 million new subscribers, and Bulletproof 2 getting over 5.4 million downloads. With more people in isolation daily, it’s expected video consumption to register a significant growth.
Professional audiences spend more time watching LinkedIn Live video because of the lifestyle changes the virus brought. In April, the professional platform registered 7.7 million hours of LinkedIn Learning content, a booming growth considering in March, people watched only 4 million hours, on the same platform.
More time at home translated in higher consumption of video content, via all means (streaming services, mobile video content, digital content, TV). Many organisations are doing a great job at adapting their marketing content for video platforms, particularly mobile, to reach a broader public.
Since the virus outbreak, people’s attention and time have been disrupted, and with the audiences and marketers both isolated at homes, brands had to rethink their creative techniques and get more accustomed with stepping into the light and reaching their clients through content produced at home.
Because marketing experts have to produce video content at home, growth in the number of video production equipment has been registered. Marketers are buying high-quality cameras, lighting and sound gear, ergonomic furniture like a standing desk chair, and editing software. They are trying to accomplish new things for the growth of their companies, and some have started experimenting with the use of stock footage, animation, and other tools to produce creative video content.
How can brands incorporate video in their marketing strategy?
During these uncertain times, brands have to show understanding for their clients because they’re at home, suffering because they cannot socialise with their loved ones. To increase customer retention, there are some strategies brands should adopt when they create a marketing plan during this time.
They need to determine a clear goal
Only because video is popular right now, it doesn’t mean all content is successful, and it will always be. Studies reveal that 45% of companies had to pause or end their video marketing campaigns midway because they failed to establish a clear goal. To ensure their marketing efforts succeed, companies should determine what the target of their video content is. Do they look for engagement? Do they want to retain the public they already have? Do they want to share their company’s efforts to stop the COVID-19 spread?
Once they establish the goals, they must ensure they translate into the content they create. What’s more, they need to align their goals with consumer demand.
Content must be purposeful
People are inundated with video content right now, and they’re selective with the pieces they watch and appreciate. Clearly, all brands are turning to the Internet to share with their audience what they do to keep their products and employees safe, and how they support the local community to face the challenges the crisis brings.
But because all companies focus on the same ideas, 43% of people think the messaging, brands send during this period is too similar and provides no real value for them. Most video content creates the impression marketers copy and paste ideas, and they don’t speak from their heart.
So, for companies to reach their clients and retain them, they must produce purposeful content that speaks to their customers and differentiates themselves amidst the noise. Videos should give something to the viewer, more than the classic call to action, “we care about you, buy our product.” Content should serve the customer rather than the brand to engage and convince them to show their support.
They should focus their marketing efforts on mobile
Even if people are isolated at home, and can use all devices they have around, 55% of them are getting their daily information and entertainment from their mobile devices because they find it more comfortable. Some tend to do their work on the computer, and use their mobile devices to perform personal searches and use social media.
Companies must ensure they create mobile-friendly video content. Before producing content, they should consider the platform they use to upload it because they function in the era of easy download and streaming. Most brands focus their efforts on YouTube because Google is the leading search engine people use, and it owns the video streaming platform, so marketers have more significant benefits when they upload their content on YouTube. Google integrates all content published on YouTube and doubles the power of reach.
Lastly, brands should take a look around them to identify the videos that become viral during the pandemic. They bring people hope and provide information and entertainment.