As video marketing continues to evolve every year, it is our job as marketers to take note of all the important video marketing trends and developments that are happening and have happened in this current year.
Understanding these trends and why they have become so successful in recent times gives us a better idea of how audiences behave and consume video content.
This gives us a better idea of how to tailor our video marketing content to accommodate and adapt to these trends as industry standards and possibly, even find ways to get ahead of our competitors by creating our own trends as well.
This article will be your guide to keeping track of the most important video marketing strategies and the top video marketing trends you must remember in 2021.
Important Developments and Statistics That Show the Power of Video Marketing in 2021
- A lot of people are consuming more video content
Video content has proven to be one of the most entertaining, useful, and effective types of content that continues to become more accessible to a lot of people around the world.
This development, especially in recent times because of the pandemic, has led to more people wanting and even needing to watch more videos to get their entertainment fix and to learn more about almost any topic under the sun.
Here are some statistics which show that people are consuming more video content than ever:
- 60% of people would rather watch videos online than on television. (Google)
- The consumption of mobile videos rises every year by 100%. (Insivia)
- YouTube is now the second most popular website just behind Google. (Alexa)
- By 2022, 82% of all consumer internet will comprise of online videos which will be 15 times higher than it was during 2017. (Cisco)
- Viewers are able to retain 95% of a message when they get it through watching a video, compared to just 10% if they read it in text. (Insivia)
Based on these statistics, it is safe to say that video has made a great impression in 2021 and that people will still continually watch more videos in the future.
- Video marketing is an effective strategy for brands
Since custom videos have become so effective and popular to consumers, it makes a lot of sense to do your own video marketing efforts for your brand.
Also, it’s good to know that as long as you do it well and with a great team, your video marketing efforts will be fruitful for the success of your brand and its offerings.
Here are statistics that prove the effectiveness of video marketing for brands:
- A website’s organic search traffic increases by 157% when it includes videos. (Conversion XL)
- Having videos can attach 300% more traffic to your website and help to nurture leads. (MarketingSherpa)
- A website is 53 times more likely to make it to the front page of Google’s search results if it has videos. (Insivia)
- 72% of consumers would rather learn about a product they are interested in through a video. (HubSpot)
- 64% of consumers will buy a product after watching branded videos about it on social platforms. (Tubular Insights)
When you create great videos that allow you to showcase the benefits of your products to your customers, your message will resonate with them and will push them to eventually purchase your product. These days more and more SaaS companies are promoting their software and services via catchy video ads, explainers, corporate videos, etc. as informative visual content help potential customers understand how the software solves their problem by showcasing the complex functions using engaging elements and visuals in their saas product videos.
- Video content is performing well on social media platforms
Social media platforms have also taken notice of how effective videos can be that is why a lot of these platforms, like Facebook, are prioritizing video content on their feeds.
This gives your videos more exposure and can also help you reach more audiences which means more engagements and hopefully, more purchases as well.
Take a look at these impressive statistics that show how well video content is performing on social media platforms:
Social media posts that contain a video have 48% more views. (The Marketing Helpline)
Facebook videos receive over 8 billion views every day. (TechCrunch)
Over 2.3 billion people worldwide use YouTube at least once a month. (Global Media Insight)
Video campaigns on LinkedIn get 50% higher view rates. (LinkedIn)
Social videos generate 1200% more shares than photos and text combined. (G2 Crowd)
Looking at these statistics should convince you to create videos that can appeal to a wide range of audiences so that they can be shared to even more people on their social media feeds.
- Statistics for the best video marketing practices
While video marketing can be an effective tool, there are some practices you should consider when creating your videos so that they can perform as best as they can.
Here are some statistics that you should keep in mind before you start creating your own video marketing campaigns:
93% of marketers nowadays are using videos. (SingleGrain)
73% of B2B marketers say that videos positively impact their return on investment. (Tubular Insights)
Videos that last for just under two minutes get the most engagement from viewers. (Wistia)
33% of viewers will stop watching a video after 30 seconds, 45% after one minute, and 60% by two minutes into the video. (Ad Age)
Remembering these statistics can help you create great videos that will be optimized for success.
Top Video Marketing Trends in 2021
- There is a streaming boom on mobile devices.
The trend of downloading video streaming apps on mobile devices, which grew significantly last year because of the pandemic, continues to be one of the top video marketing trends for 2021. This year, an average consumer in the US will have around 9 to 10 video streaming apps installed on their mobile devices.
This showcases the abundance of video content that is available online and on mobile devices for everyone to watch. Some of these video streaming apps include the usual like YouTube, Facebook, or Instagram where you can watch videos on your feed.
There are also live streaming apps like Twitch, Facebook Live, and YouTube Live that allow you to watch live streams. Along with these are all of the paid video streaming apps like Netflix, Hulu, Disney Plus, and Amazon Prime just to name a few.
- Short-form videos are becoming even more popular.
In recent years, we have seen the sudden emergence of the video platform, TikTok along with its specialty, short-form video content. Because of the success and popularity of TikTok, Instagram has also tried their hand in short-form videos which they call Reels.
This means that in 2021 and even later on in the future, there will be even more short-form videos as more social media platforms are prioritising them in their feeds.
This trend is important to know as marketers as it shows how the demand for videos is changing and evolving. You will have to create fast-paced and energetic short-form videos to ensure any success with your video marketing efforts in 2021 and beyond.
- There are more online training and educational videos.
In 2021, there are still a lot of countries that are requiring students and employees to still study and work from home. This means that there are more online training and educational videos online so that everyone can adapt.
What has emerged is that the e-learning industry has grown significantly the past couple of years and will still continue to grow.
Already, the e-learning market is currently experiencing a powerful surge as they are growing by 36.3%. This massive growth will make its market value rise up to nearly half a billion in the year 2021.
Having access to more online training and educational videos is a great trend as it makes information more available and accessible to those that need it
- Brands are starting to create more shoppable videos for consumers.
As eCommerce continues to grow in 2021, more and more brands want to create their own seamless shopping experiences to make it easier for their customers to purchase their products.
One of these experiences that is trending in video marketing is the use of shoppable videos. These videos allow for interactivity which lets buyers purchase a product that is being advertised directly in a video.
They are already proven to be an effective trend as the engagement rates of shoppable videos, like click through rates and conversions, have already surpassed the rates of traditional display advertising.
Shoppable videos is one of the hottest video marketing trends not just in 2021, but in the near future as well. Make sure that you create these experiences for your customers to stay above your competitors.
- Virtual events will continue to be a viable option for companies.
One of the most impactful adjustments that companies had to make because of the pandemic was to limit in-person events to virtual events.
As more countries are opening up and in-person events are starting to return, virtual events still have their own place in a company’s schedule of events.
Even when companies had to rely on virtual events like webinars for most of 2020 and even a large portion of 2021, it seems like they can still be a great option for everyone.
Virtual events allow you to reach even more people around the world. It can also help you by lessening costs because your company will not have to rent a location to accommodate hundreds of participants.
Because of advantages like these, we can expect to still see a lot of virtual events in the future even when more in-person events are being allowed.
- User-generated video content is playing a larger role in consumer’s purchasing decisions.
User-generated content always plays a key role when it comes to influencing purchasing decisions of consumers. This rings even true to video content that is user-generated.
User-generated videos do a great job attracting and informing users as well as keeping them engaged. User-generated videos uploaded on YouTube receive up to 10 times as many views compared to branded content.
Another advantage of user-generated videos is that it does a much better job of converting potential customers into sales because it showcases how the product actually looks and performs in real time without any influence from the company itself.
Utilizing user-generated videos is a great way for you to collaborate with video creators that admire your brand and to showcase honest and genuine feedback about your products.
- The creation and usage of interactive videos is on the rise.
What makes videos so effective is that it does a great job of engaging audiences. This makes interactive videos even more effective because it provides an experience that is even more engaging and entertaining.
The creation and utilization of interactive videos is on the rise and around 24% of video marketers said they planned on using them this year which is an increase from 2020.
There are a lot of different types of interactive videos you can use like branching videos and 360 videos. These can be most effective with experiential marketing since it fully immerses consumers into the video content.
- There is an increased focus on a brand’s social media presence.
Nowadays, people are more focused on a brand’s social media account instead of their website. According to Animoto’s recent consumer survey, 58% of consumers will check out the presence of a brand on social media before visiting their website.
This means that more than half of consumers would rather check on what your social media accounts look like and post so that they can get to learn more about your brand and your offerings.
In 2021, your social media presence and content has now become more important than ever. Moving forward, it is crucial that all of your accounts on the most prominent social media platforms are up to date.
Some of these platforms that you should focus on and where most of your customers will be are Facebook, Instagram, YouTube, Twitter, and LinkedIn.
Having great videos that are tailored and optimized for each of these platforms will show consumers that you have interesting and informative content and a great social media presence.These are the top video marketing trends that you should remember in the year 2021. Hopefully, you can take advantage of these trends to keep up with your competitors and provide video content that your consumers would love to watch and experience.