Marketers' video wish list for 2021
By Sounita Lebonheur, Digital Marketing Manager
Video, the secret weapon of innovative and successful marketing strategies It's actually no secret that video is at the heart of corporate content strategy. A dynamic, modern, engaging but also human media, video is now greatly used by every CMO. As a management, information, promotion and training tool, video has also become a "link keeper" with stakeholders (employees, customers, partners...) with the arrival and growth of remote working. To face the challenges of costs, production time, and lack of agility, an increasing number of organisations have chosen to gain autonomy on the creation aspects.
The challenge of video creation solutions for companies: to make video creation accessible to all employees and to offer the possibility to produce videos for various needs while surfing on communication trends.
Video marketing: Bulldozer of virality and engagement in all circumstances
On the web or in the core of social networks, video has unquestionably become in 10 years the most consumed media. And companies have clearly understood this. In an English study conducted on a panel of over 800 marketers (The state of video marketing 2021), 86% of companies say they now use videos as a marketing tool. In 2016 they were 61%, which means that there was an increase of 41% in only 5 years!
Marketers are almost unanimous about the fact that video will be an important part of their strategy in 2021 despite the pandemic. 91% of them even think that the use of videos is even more important for brands in this new context. Also, 74% believe that the pandemic has globally favoured the use of videos in marketing and that the new work habits that were developed during these times probably won’t change this trend.
So, what are the video formats that marketers would like to implement in 2021? Let’s take a look at the best uses of video that will propel your marketing campaigns into the stars.
1/ The digital action video
The pandemic didn’t help the development of traditional face-to-face events. However, the multiplication of digital marketing actions has exploded throughout the world. Whatever the format of the action (webinar, live, podcast…), video is essential to accompany the event in its different phases: before, during and after the event.
Examples of video use cases: Teasers, speaker/jury presentation, live presentation, jingle, coverage, street interviews, webinar replays…
2/ The presentation video
“If a picture is worth a thousand words, then a video has to be worth at least 1.8 million words” according to McQuivey’s Forrester study.
Presenting your product, your value proposition in a video is a must have for both marketing and sales. Why you may ask? Because you have to convince your prospects in an ever shorter time, also because video is conducive to demonstration and quick explanation. This is in fact in line with the current consumption of content and the context of remote interactions.
Examples of video use cases: Product/service presentation, app presentation, e-mailing videos, presentation of the profits…
3/ The face-to-face camera and the client interview
E-reputation is essential for all brands. According to IFOP, it influences 96% of Internet users when they make a purchase. So, what better way to have a good e-reputation than to have a manager explain his or her entrepreneurial actions or a satisfied customer testify about their successful experience! As a reassurance element, the customer interview highlights the adequacy between the brand’s promise and the operational reality.
Examples of video use cases: manager interview, fast & curious interview, video coverage/storytelling…
4/ The “social video”
Video is to social media what a cork is to a bottle of wine: an undeniable guarantee of efficiency! If it is used in the right formats, in a professional way, in regular broadcasting and trendy codes, it allows through stories and feeds to literally transform a company’s account into a dynamic and modern media.
5/ The gamification video
In marketing, gamification implies at least 3 conditions: a story to tell, call to actions to insert and feedback to celebrate the winners but also to make people want to try again for a next game. 3 steps which, if organised with video content, can help this type of project take off and promote the chances of a good ROI.
Examples of video use cases: Launch of a contest, challenges, quizzes, votes…
6/ The promotion video
We must not forget that video is still the primary advertising format. But now, you’re able to make your own advertising videos in large quantity by diversifying your communication channels, in particular with display acquisition. Thus, video no longer is only a tool to promote a product or a service but also to highlight a content, a recruitment need, to announce an event or important news.
Examples of video use cases: Offer launch, product release, content promotion, recruitment campaign, corporate announcement, customer reviews…
In conclusion, after a meteoric rise over the last 5 years, video has taken its place in companies and in marketing strategies. It has made it through the pandemic and has helped to build new ways of working, the digitalisation of uses and innovations in terms of communications. It has made companies’ marketing evolve and even transform but in the end, hasn’t it become unavoidable because it is finally within everyone’s reach…?
Column by Alexandre Leclère, Pitchy’s CMO
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