Quarantine Video Marketing – Research has shown that video is the key differentiator during the pandemic
Turning to the digital world should be the rallying call for organizations in 2020. Why? Research shows that 80% of shoppers consumed more content during the global lockdown than before the virus outbreak. Studies also show that most people prefer video content. It is expected that 82% of the content will be video by 2022. In fact, the average person will watch around 100 minutes of video every day through the end of this year. The influx of video content during lockdown is due to the fact that isolated individuals create greater demand for easy-to-process content.
The question that all brands should ask themselves is, "How do we deal with the public's prisoners at home?" Many companies have likely moved their marketing efforts to the digital environment to replace in-person advertising. Still, they should view this pandemic as the perfect opportunity to train their public to get their information solely from the internet. 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, recorded content, and live streaming.
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How does the video work during quarantine?
As governments around the world extend the period of isolation, people are starting to feel cabin fever and are looking for ways to distract themselves from the overwhelming feeling that authorities have lost control of the virus' spread. People are breaking new records: platforms like Netflix register 15 million new subscribers and Bulletproof 2 receives over 5.4 million downloads. With more people isolated every day, a significant increase in video consumption is expected.
Professional audiences spend more time watching LinkedIn live videos because of the lifestyle changes caused by the virus. In April, the professional platform registered 7.7 million hours of LinkedIn learning content, booming growth considering that in March only 4 million hours were viewed on the same platform.
More time at home means more video content consumption by all means (streaming services, mobile video content, digital content, television). Many companies do a great job adapting their marketing content to video platforms, especially mobile ones, to reach a wider audience.
Since the virus outbreak, people's attention and time have been disrupted, and with both audiences and marketers isolated at home, brands have had to rethink their creative techniques and get used to stepping into the light through content produced at home and reach their customers.
As marketers need to produce video content at home, the number of video production devices has increased. Marketers buy quality cameras, lighting and sound equipment, ergonomic furniture like a standing desk, and editing software. They are trying to achieve new things to grow their business and some have started experimenting with using stock footage, animation, and other tools to create creative video content.
How can brands incorporate video into their marketing strategy?
In these uncertain times, brands need to show understanding for their customers because they are at home and suffer because they cannot connect with loved ones. To increase customer loyalty, brands should employ some strategies when creating a marketing plan during this time.
You need to set a clear goal
Just because video is popular right now doesn't mean that all content is and always will be successful. Studies show that 45% of businesses had to pause or end their video marketing campaigns halfway because they didn't set a clear goal. To ensure that their marketing efforts are successful, companies should determine the destination of their video content. Are you looking for commitment? Do you want to keep the public you already have? Would you like to share your company's efforts to stop the spread of COVID-19?
Once they have the goals set, they need to make sure they are translated into the content they are creating. In addition, they need to align their goals with consumer demand.
The content must be targeted
People are currently inundated with video content, choosing the pieces that they see and appreciate. Obviously, all brands are turning to the internet to share with their audiences what they are doing to protect their products and employees, and how they are helping the local community tackle the challenges of the crisis.
However, since all companies are focused on the same ideas, 43% of people think the messages brands send over this time frame are too similar and offer no real value to them. Most video content creates the impression that marketers are copying and pasting ideas and it doesn't speak from the heart.
In order for companies to reach and retain their customers, they need to create targeted content that engages their customers and differentiates themselves in the midst of the noise. Videos should offer the viewer something more than the classic call to action: "We take care of you, we buy our product." Content should serve the customer rather than the brand in order to motivate and convince them to show their support.
You should focus your marketing efforts on mobile devices
Even when people are isolated at home and can use any devices they have, 55% of them get their daily information and entertainment from their mobile devices because they find it more convenient. Some tend to do their work on their computers and use their mobile devices to do personal searches and social media.
Businesses need to make sure they are creating mobile-friendly video content. Before creating any content, they should consider the platform it will be uploaded to as it will work in the age of easy downloading and streaming. Most brands focus their efforts on YouTube as Google is the leading search engine and owns the video streaming platform, giving marketers greater advantages in uploading their content to YouTube. Google integrates all content published on YouTube and doubles its reach.
Finally, brands should look around to identify the videos that will go viral during the pandemic. They bring hope to people and provide information and entertainment.