6 min learn
Opinions expressed by Entrepreneur contributors are their very own.
In 2021, movies will rule the on-line area greater than ever. From brand movies to reside movies and basic video content material, movies have acquired the biggest potential increase from 2020. The stats are staggering.
According to Oberlo, 54% of customers wish to see extra video content material from a model, individual, or enterprise that they assist. More staggering is a latest Youtube survey that exposed that fifty% of Millennials and Generation Z customers say that they “couldn’t live” with out video in their life.
The explosion of video content material is in tandem with the want for it. The solely query left unanswered is whether or not model content material is evolving with the ever-changing appetites of the typical client of video content material.
I caught up with Emmy-nominated tv journalist Charisse Yu, a former reporter for ABC, CBS, and CNN associates, for a chat. Charisse has since left tv reporting and began a recipe video-based enterprise underneath the Charisse Yu model. Parts of this text are impressed by my conversations with Charisse about how as we speak’s social media customers eat video and the way these tendencies might have an effect on model visibility and acceptance in 2021.
Videos are getting even shorter
This 12 months, I spent rather more time viewing movies on Instagram and YouTube than the common individual. It grew to become more and more obvious that I used to be naturally drawn to shorter movies. It virtually felt like I had a aim of becoming a bigger quantity of movies into the 1 hour I spend viewing movies every day. The tendency to skip an advert additionally adhered to this unwritten rule.
Charisse echoes this identical sentiment as knowledgeable video creator. According to Charisse, her common video size is 45 seconds. Charisse has constructed a powerful following along with her fast, snapshot 30-60 second recipe movies. The motive she cites for the more and more shorter lengths of her movies is straightforward, “Viewers appreciate videos that are easy and simple to consume. Videos must also catch the viewer’s interest in the first 5-6 seconds.”
Length has always been important to content creators, whether it’s text, audio, or video. The longer a piece can run, the better they can express themselves and wow the audience. However, the tolerance for longer videos has gone down year after year, and content creators are left with little wiggle room. The results? More innovation.
Stop Motion Videos have risen to the fore with the new realities. Charisse Yu has utilized this system almost exclusively to build her brand in 2020. She expects that based on the success it has attracted, along with a combination of traditional top-down videos, this trend would see more and more brands adopt it in 2021.
Animated videos also stand out as one innovation brands have used to pass their message to great effect while also being innovative enough to imprint the brand qualities in their viewers’ minds.
Augmented Reality is also gaining a stronger presence in the ad and video content space. Of all the future technology inventions predicted by Techlurn in the business space, AR might be the most prevalent in 2020.
Tim Cook, Apple’s CEO, has stated that AR will in the future be as essential in our on a regular basis lives as “eating three meals a day,” It is looking like his prediction just might come to pass.
Longer videos are not exactly out of the window; they require far more creative, “in your face” quality to keep the viewer engaged. Brands can often release such engaging videos once in a long while.
User-generated videos go mainstream
A recent study revealed that 81% of customers are influenced to purchase a product, service, subscription, or membership by a social media friend or family member’s post. The bottom line behind the success of UGC’s is the subtle distrust people have for brand marketing due to increasingly unethical marketing practices.
Getting loyal customers or viewers to speak about your brand may be more effective than anything you can say about your brand. Charisse Yu describes this phenomenon as a “Trust Construction” course of. According to her, the world of movies has a fantastic affect on clients and viewers and so tends to construct the biggest suspicion. UGC’s are a good way of constructing belief in the buyer’s thoughts.
This is particularly efficient when the consumer who generates the content material is traceable and accessible by different customers of your platform. 2021 is actually going to see UGC’s explode much more on the video scene.
Related: 4 Key Benefits of Video Content
Collaboration movies and reside video grow to be mainstream
The Video Live Streaming Industry elevated by 99% in 2020. Let that statistic sink in. It most likely goes with out saying that manufacturers want to noticeably look into producing extra reside streaming content material in 2021.
“Live videos have a way of inviting people into the process and making them stakeholders in the end product,” says Charisse. The affect of reside streaming on various industries in 2020 has been encouraging.
Live movies additionally create room for collaboration together with your customers and different professionals. The reputation of video-conference collaboration content material in 2020 indicators development in that development in 2021.
In the phrases of Charisse Yu, “Collaboration videos broaden your brand’s horizon in the eyes of your audience and signals that you are relevant in your industry and beyond.”
This sort of video has overlapped with influencer advertising in 2020. Brands made collaboration movies with influencers like the common SkillShare Ad with Olivia Wilde and Neil Patrick Harris or the Coin Master advert with Jennifer Lopez and Kris Jenner. The success of these adverts is predicted to encourage extra comparable video content material for each adverts and common content material.
Collaboration movies may embrace members of your viewers. This technique doubles as UGC’s as effectively and is definite to yield comparable, if no more tangible, outcomes. Another Popular advert that utilized this technique in 2020 was the plethora Expert Option advert that featured customers of their platform.
Collaboration movies can stand alone, however when mixed with the large success of reside movies in 2020, it’d double the engagement for manufacturers in 2021.
In 2021, Charisse plans on persevering with her video efforts to assist her greater than 400,000 followers on social media. These methods have seen her movies produce, on common, greater than 275,000 views, some exceeding greater than 1 to three million views.
The pandemic has come, however it has not fairly gone but. The results are actually going to be with us far into 2021. This is why it’s no shock that the tendencies which have risen this 12 months are solely poised to blow up extra into the scene in 2021. The concept is for manufacturers to find what tendencies work finest and experience that wave into the sundown.