“Content is king.”
It’s a saying that many—if not all—marketers are familiar with. To most, this means long-form blog content, whitepapers, or ebooks. In fact, creating rich, informative content that builds trust between the brand and the audience is still incredibly valuable, but it’s no longer just written content pulling digital audiences in.
In recent years, there’s been a growing demand from consumers for branded video content. According to a 2020 study, 96% of consumers increased their online video consumption, with 9 out of 10 viewers stating that they wanted more video content from brands.
The demand makes it clear. It’s time to start ramping up digital video strategies and we’ve ranked the top 5 digital video strategies brands should be using to keep their consumers interested and engaged.
Consumers want more video content, but specifically, they want more engaging video content. This is where interactive video shines. Not only does interactive video foster deeper engagement, but it also enhances the user experience.
Through interactive videos, brands give consumers the power to create their own journey within the content while simultaneously amplifying the brand story. In fact, interactive videos have been shown to drive a 591% lift in user engagement.
Interactive video technology is also being used to create shoppable videos, which perfectly align with consumers’ online behavior. Consumers look for products online, but they’re not just using search engines to find products, they’re also looking on social media. In fact, social networks have seen the direct purchasing of products and services on their platforms grow by 30% in 2020 to 80 million social buyers.
At the same time, these platforms are seeing video content grow as well, prompting social media platforms, like Instagram and TikTok, to introduce shoppable video content to further encourage in-app purchasing. By leveraging shoppable video, brands can create a seamless commerce experience, from discovery to conversion, all without requiring consumers to leave the platform.
Live streaming is also on the rise. It offers more authenticity and a deeper connection than traditional in-feed video, making it a popular way for influencers to connect with their followers. In 2020, Instagram saw a 70% increase in live video usage within a month after the COVID-19 pandemic started, which further illustrates that desire for connection and interaction.
For brands, live streams give brands the opportunity to connect directly with the consumer and tell brand stories or answer frequently asked questions. Social networks are also tapping into the potential of live stream shopping, such as “Live Shopping Fridays” on Facebook or Live Rooms on Instagram.
This trend is only predicted to grow. According to Statista, by 2024, the e-commerce revenue created from live online shopping will reach 35 billion dollars. Brands that are looking to deepen their connection with their audience while shortening the path to purchase could find live streaming to be an essential part of their strategy.
As we mentioned earlier, social media is quickly becoming the main discovery point for consumers. In fact, it’s estimated that brands will increase spend on paid social media marketing by 18% in 2022.
Social platforms often require that videos be on the shorter side, which pushes creators to ensure the content is concise and snackable—these are highly engaging to users on the platform. In fact, videos on Instagram are proven to generate more engagement. And just like with any other social post, brands benefit from the shareable nature of the medium to reach more people.
The key thing to remember with social, however, is that most people scrolling are looking for content that they can consume quickly. One report found that 68% of viewers will only watch videos in their entirety if they are less than 60 seconds. After 60 seconds, the rate of view completion drops to just 25%.
That would explain why TikTok, a short-form video app, has grown so rapidly in popularity. In fact, as of April 2022, TikTok has over a billion monthly users. By keeping videos short, you increase the odds of increasing views and getting the busy consumer to watch your video in its entirety.
As the digital-first experience continues to rise, video content will take center stage. By leveraging these video strategies, brands can better reach consumers where they are and drive a deeper connection.