According to research, 80% of consumers have consumed more content since the coronavirus outbreak than they did before and by the end of this year, the average person will watch 100 minutes of video content per day. Furthermore, by 2022, 82% of all content creation will be video.
No doubt over the past months you will have attended several online events. The all too familiar split screen faces are a feature of most and from what we have seen there has been very little brand integration or creative presentation. We have all had to respond quickly to the current climate so this is totally understandable. However, as we move into the next phase marketers need to really think strategically about how about how that can bring a fresh look and more engaging content to these events.
In a recent article for Forbes, Daniel Newman, CMO Network, wrote that from his experience “the incorporation of an engaging video strategy made hours of content consumption more palatable. Yes, people are hungry for content, they have time to consume it, and they’re in a space—most likely their homes—where they are free to consume it at will.” He referenced IBM’s Think 2020 online event as a great example of use of engaging video content.
He went on to say that, “while many companies are focusing on the power of digital as a substitute for face-to-face events, there’s an unprecedented opportunity to turn to video as a general means of customer engagement, communication and retention during the COVID-19 pandemic.”
Here are some key ways to develop a marketing strategy that incorporates video in an effective way:
Make sure you have a well-defined objective and that this is kept top of mind when developing your video content:
Are you looking for…
– engagement?
– to retain your existing customers?
– to share info about what your company during COVID-19?
Ask yourself, “how will this benefit or add value to my customers?” Remember that digital is all about customer experience.
“Establish a clear way to engage, uplift, and support, or don’t send it at all,” explains Daniel.
Here is a checklist to see if your video is right for the current environment:
- Authentic
- Unique
- Informative
- Supportive
- Helpful
- Hopeful
- Joyful
Finally, make sure that your video content is optimised for mobile phone consumption. We always recommend captioning pre-recorded content.
These are certainly extremely challenging times for marketers as navigate this new landscape, however, we are also seeing unprecedented innovation in communications and an authenticity from brands and organisations that is creating greater human connection that will have long term benefits.
References:
https://www.marketingcharts.com/digital/video-110520
