With such an unpredictable year coming to an end, many are trying to foresee what will happen to video marketing trends in 2021. Us included. When trying to anticipate what will happen next it’s always important to take a take inspiration from the trends that have led us here.
It’s fair to say that 2020 has been anything but predictable so far. Unforeseeable circumstances have forced society to change in previously inconceivable ways. Changes in law, mandatory social distancing measures and a lessening of resources has forced businesses to adapt and overcome obstacles in new and creative ways.
This has inevitably had a direct effect on video marketing trends. An adaptation in how videos are organised, shot and produced has altered the field extensively (even beyond recognition in some circumstances). Video content creation has in fact increased during this period. And with good reason.
Statistics show that extended periods of time sat at home due to lockdown has led to an increase in time spent on screens as well as an upward trend in the money spent on online advertising.
Below we’ve outlined what has changed in the world of video marketing in 2020 and how this will ultimately influence video marketing trends in 2021.
How Things Have Changed in 2020
It seems logical that during a year where individuals weren’t allowed to meet up in conventional circumstances that directing, shooting and producing videos remotely has become somewhat of a norm.
Stumbling blocks in the form of reduced video resources and remote communication can prove troublesome but the same principles apply and, with the correct preparation in place, premium quality video production is still very much possible.
Follow our Complete Guide to Remote Video Production for our best tips on creating premium content remotely with limited means.
Increased Content Consumption
With everybody having to stay at home for extended periods of time during 2020 came an increase in time spent on their devices. Whether it be via smartphone, tablet or laptop, daily content consumption around the globe has increased exponentially.
In fact, it has been reported that a staggering doubling of content consumption occurred during the COVID-19 pandemic. The undeniable influence of video campaigns in particular can be deduced from YouTube and TikTok being amongst the most popular platforms during this period. This presents both a fantastic opportunity to make use of marketing videography and a greater need for your videos to stand out amongst the crowd.
Shorter Video Formats
With increasingly convenient access to online video content comes a decrease in attention spans. 2020 was no different and there is nothing to suggest that 2021 will be either.
There is no set formula that can tell you what the perfect video length is. Whilst research suggests that 15 to 30 seconds is the ideal video length for drawing attention, you should always consider your audience and the message you are trying to convey without limiting your playtime to a specific timeframe.
That said, video content need only be long enough to get your message across and not a second longer. Whilst an advert may be able to do this in under 30 seconds, it’s unlikely to be enough time to squeeze in an in-depth staff training video.
Video on Mobile and Social
We live in an era where the world is slowly becoming dominated by mobile technology. In fact, a staggering 3.5 billion people are believed to own a smartphone in 2020, with that figure predicted to rise significantly in 2021. Social media platforms like Instagram and TikTok ensure that people’s daily lives have become inundated with hoards of videos, each vying for the attention of the viewer.
This is why optimising videos for mobile, and social in particular, has proven to be a key part of successful video marketing campaigns during 2020.
Making your video stand out from the crowd and grabbing the attention of the viewer can be difficult in this competitive climate, but social can prove an essential tool in any campaign.
This is why you have to make sure that you are ticking all the right boxes when addressing your target audience. Read our blog on creating videos for social media to help get the best out of a format that dominated 2020 and doesn’t show any signs of slowing down.
Increase in Targeted Content Campaigns
This is a theme that goes beyond video. Marketing campaigns of every description became increasingly targeted during 2020 thanks to restrictions on leaving your home. COVID-19 safety measures have changed the online market extensively, with the vast majority of activity happening within the home.
Due to this, in many ways avenues such as print and OOH marketing have become all but redundant during this time. Instead, a more personalised at-home experience is required. This is where targeted marketing campaigns come in.
Targeted campaigns are a means of making sure that your content lands amongst the right crowd. With increased online traffic, they have become a valuable marketing tool during 2020, helping content – video or otherwise – leave its mark with the right people.
Less Large Form Pieces
This is a video trend that had its hand forced by the restrictions that came with the COVID-19 pandemic. With limits on where you can go, who you can be with and even what you can do, it has become increasingly difficult to produce large form video pieces.
Whilst this can be a little frustrating (who doesn’t enjoy getting involved in a larger set creative piece) it has necessitated more creative means in which to stand out. This in turn has levelled the playing field somewhat between smaller brands and corporate giants.
What We Anticipate for Video Marketing Trends in 2021
Given the unpredictability of 2020, predicting what will happen in 2021 may prove to be a bold move. Will we see more of the same or a veer in the direction of a return to ‘normality’?
There is no set formula for predicting what will happen further down the line when it comes to marketing trends, particularly in times as unpredictable as the present. However, using the information above we can take a well-educated guess at what the future holds for video marketing campaigns.
Here are our predictions for how video marketing will adapt in 2021:
More of the Same
As predictable as it sounds, it is likely that we will see more of the above in this coming year. But this predictability also helps us set up for what’s to come. As we head towards a more digital world, video trends like a focus on mobile and social, remote filming and shorter formats don’t appear to be going anywhere in a hurry.
In fact, it is likely that these trends in video marketing will become more significant as time goes on, with video predicted to make up 73% of video ad spending by the time we reach 2024. But let’s focus on the more immediate future.
2020 was a year ravaged by a pandemic that was predicted by few (if any) people across the world and as much as we would love to be out of the woods, it appears likely that the effects of COVID-19 will still be lingering well into next year. This means more remote recording and less large form pieces as well as higher content consumption.
Increase in Shorter Video Formats and Targeted Campaigns
As previously suggested, we live in a fast-moving era where people’s attention needs to be grabbed quickly or it won’t happen at all. A 2018 study found that in the B2B sphere, the longer a video is, the less likely it is that it will be watched until the end. 68% of videos under 1 minute were watched until the climax, compared to 50% for videos lasting 2-4 minutes and only 25% for those lasting over 20 minutes.
This is a video trend that will not be shifting any time in the near future and we can expect a high demand for shorter video content in 2021. With the popularity of YouTube and TikTok rising, as well as an increase in the popularity of functions such as Instagram stories, it would be illogical to suggest that these short, ‘snackable’ video formats won’t also be hugely influential in 2021.
However, your videos will have no impression if they are landing with the wrong audience. Due to this, these two trends will likely continue hand in hand as we enter 2021. Its important to set your targets early, distinguishing exactly what it is that you want your video to achieve and, in doing so, making it more likely to grasp the imagination of your target audience.
More Streamlined Video Production
Due to the anticipated increase in market patterns like shorter formats and more ad-hoc recording tactics, it can be presumed that video marketing in 2021 will necessitate a more streamlined production process to keep pace with these video trends.
With a more streamlined production process comes the ability to produce videos faster, which in turn brings the possibility of higher volume production.
However, from conception and planning to filming and distribution, streamlining the process has to take all stages into consideration and is a process that isn’t mastered with ease by most.
How We Can Help
Executing an effective video marketing campaign can prove to be a difficult task, even when the world hasn’t been subjected to a state of such unpredictability. The video campaign process can be arduous and intimidating but that’s where we come in.
Our streamlined production model has been specifically designed to operate on a remote basis, meaning that our clients never have to set foot on set. Not only is this a preferable format of video production in the current climate, but it also means that we can produce premium quality video and animated content in an efficient and focussed manner.
All successful video campaigns begin with a strong content strategy. However, the first steps towards creating an effective video marketing strategy can be overwhelming.
Who is your target audience? What messages do you want to get across? What platforms should you use?
These are the first of many questions that have to be approached before you begin the production process. Luckily, we specialise in video content strategy and can help lead you towards formulating a successful campaign.
Our award-winning content is a reflection of our passion for all things video. But we see making the video as just half of the task. Without the correct groundwork in place, your campaign won’t have the ability to soar to the heights that it should. This is where our team of creatives come in, helping you design a strategy that not only adheres to your values but sees a tangible ROI.
Thanks to our experience and expertise, we have mastered the art of producing creative content in a fast and focussed manner. This in turn opens up the opportunity to the creation of a higher volume of eye-catching video campaigns with visible results.
It can be difficult to stay relevant and current in the modern market and this is a trend that is sure to continue in 2021. We endeavour to get our clients’ work online and engaging with their audience whilst the conversation is still happening.
Thanks to our high-volume production capabilities, we can ensure that you have as much video content as is required to see your campaign succeed before the ship has sailed.
Video marketing trends in 2021 are anything but predictable. And we are heading towards the climax of what has been one of the most unpredictable years in recent memory.
However, by taking inspiration from the recent past we can ascertain that certain patterns are likely to emerge in 2021. It is likely that the year will reflect 2020 and see an increase in demand for shorter form videos as well as streamlined production.
Whatever next year does throw at us, we will be sure to adapt accordingly to ensure that our video content is as effective as always.