Video continues to be one of the most effective elements in a digital marketing strategy as we roll into 2021 — and with good reason. Human beings are a visual species, studies show that videos are more engaging, more memorable, and have become the most popular form of content in the market.
Video as a means of storytelling and advertising has transitioned from a 'nice to have' – to a 'must-have' tool to convey your message and reach new audiences. With all the digital tools available in the market, it doesn't cost an arm and a leg to produce video then utilise a third party to edit, overlay some groovy graphics and sound bites to it.
Getting Your Messaging Right
It's quite important to understand who your audience is at your stage in the business lifecycle, doing a simple customer profiling exercise can help you fine-tune and map out the type of content you need to create to attract the audience you are after, this includes demographic-specific:
Tonality (What language to use to connect the brand with a customer)
Messaging (industry specific/sex/age/nationality/locational/job specific)
Distribution (where does your audience spend their time absorbing content)
Branding (Fonts, formats, filters, slogans etc..) + More
Customer Profiling - Explaining The Curve
Customer adoption patterns are important to understanding how to market a new product for adoption. Without a clear understanding of what each type of adopter values it can be difficult, if not impossible to target them through marketing.
Read More On Customer Adoption - Here
Some of the current trends in the type of video we are seeing at the moment:
Explainers/Top Tips
Presentations
Video blogs (vlogs)
Tutorials
Webinars
Ads
Customer testimonials
Interviews
Live streams
Product videos
Live video
In conclusion, if content is king the below statistics on Video shows us just how effective video can be in your strategy for 2021. If you want to increase conversion and exposure, it's always good to consult with a digital strategist to map out a path to track and measure performance.
15 Interesting Video Statistics - 2021
81% of businesses use video as a marketing tool — up from 63% over the last year. (Hubspot)
6 out of 10 people would rather watch online videos than television. (Google)
Mobile video consumption rises by 100% every year. (Insivia)
By 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than it was in 2017. (Cisco)
78% of people watch online videos every week, and 55% view online videos every day. (HubSpot)
A Facebook executive predicted that their platform would be all video and no text by 2021. (Quartz)
YouTube is the second most popular website after Google. (Alexa)
Users view more than 1 billion hours of video each day on YouTube. (YouTube)
59% of executives say they would rather watch a video than reading text. (Wordstream)
75% of all video plays are on mobile devices. (eMarketer)
Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. (Insivia)
72% of customers would rather learn about a product or service by way of video. (HubSpot)
People are 1.5 times more likely to watch video on their mobile phones. (Facebook)
92% of users watching video on mobile will share it with others. (Wordstream)
One million minutes of video cross the internet every second. (Cisco)
