We are all aware that the Covid-19 pandemic has drastically impacted the economy of the affected countries. It was typically in the initial months (i.e., March, April, and June) when the world was stunned with the news of Covid-19 spread. But did the brands stop Marketing, or the consumers stopped buying any product? Of course not, thanks to the innovative technology and digitization, which kept the world connected despite the most challenging situation. Here we are talking about video marketing trends during COVID-19.

Similarly, it was even challenging for marketers to keep the consumers connected to their brand. Initially, it wasn’t easy to communicate with consumers online. At such a point, videos came as bridging the gap between them. It always kept the viewers engaged, informed, educated, and entertained. When we were adjusting in the most critical situation of lockdown, marketers, too, were struggling. We all know, with more challenges, there is an advent of appealing solutions.

With several measures like work from home, home-stay, and lockdown, the only thing people could do was watch a video. We are part of this so-called ‘new normal’ show where the curtains are up for enriching videos. It has completely changed the working style of businesses and even educational institutes. Slowly and gradually, video marketing also followed several trends, with the ultimate focus of influencing each section of society.

Popular trends of video marketing during Covid-19

• A high rate of video consumption and engagement

Video marketing is present almost everywhere, and the current data correctly supports this fact. Before the month of March 2020, from 2019-2020, the increase in the hours watched in a week was 18%. In the early days of March, there was a gradual increase of 4.6 million viewers; initially, it was 2.6M. This rate continued to increase to 5.7 million in the last week of April. There was even an increase in the average weekly video plays by 65% compared to the previous year.

Such an increase revealed the active participation and interest of viewers towards video content. Such an appealing engagement paved the way for small businesses to connect with the top-notch content. There are several options for keeping viewers engaged, like personalized sales content, Social Media outreach, video voicemails, or teaser videos.

• Brands are more focused on creating video content

Whether it is crucial communication with co-workers or connecting with large consumers, brands rely on video content. In this phase of work from home and quarantine, both marketers and non-marketers have to embrace better productivity constraints. It has eliminated the biggest myth that one needs huge bucks for creating professional-like audio-video content.

Whichever sector it is, brand owners have accepted challenges to make a video without compromising its authenticity. There is an approx 42% increase in the weekly uploads of the video content by different brands.

• Finding new ways to connect to the customers

Marketers of small business enterprises have correctly grabbed this opportunity of engaging with the customers on an online platform. They are well-versed with organizing virtual events while creatively reaching the audience. Even school and exercise tutors, entertainers, and influencers embrace the proven strategies of video content. Whether it is the small webinars or the large conferences, videos are the best option for communication.

• Social media videos drive more traffic

The popularity of video content is not just limited to the small business enterprise. Instead, it has taken a successful step towards social media platforms as well. For instance, people are uploading reels and IGTV videos more on Instagram than the previous year. From Youtube to Snapchat, Instagram to Facebook, brands are becoming stars while providing original and enriching content to the audience.

While keeping intact with the customers’ needs, they provide such content that influences them the most. The content creators understand that the audience wants such content that connects their personal life with the brand. The social media platform is the best option to find what utmost users wish to and customize accordingly.

• Marketers are opting for expressive contents

Video is the most expressive and compelling format to drive the audience. Consequently, there has been a strategic shift to vlogs from blogs. Approx 87% of marketing experts use video as a popular marketing tool. Even viewers are heading towards the video content and expect the same from different brands. In the professional and corporate platforms like Linkedin, networking content has shifted to a platform video.

• Shoppable videos are gaining popularity

In place of the salesperson, shoppable videos play the role of virtual salesperson, influencing the buyers and informing them what to buy and why to buy. Videos not only engage them but even provoke them emotionally to buy from a particular brand. Despite the critical situation of lockdown, brands never failed to reach their audience. In other words, they remained responsive throughout the pandemic.

• Adapting exclusive video content strategy to target potential customers

There was an immediate need to change the marketing strategy even after remaining in the quarantine mode. It was not only confined merely to uploading promo videos. But one needed a more robust approach like responsive customer care support, educational and informational content, and direct communication. They lowered production costs while shifting to the useful techniques of video creation. 

Creators understood that without professional cameras and luxurious lighting setups, it is easy to make videos. The only thing required was well-executed content with loads of creativity in it. Besides this, the video trend’s heart retained the brand’s authenticity to build better brand loyalty. Live streaming videos became effective and affordable ways of promoting a brand.

Just because you are working from home doesn’t mean that your creativity door gets shut down. Despite the severe pandemic, new and impactful ways emerged to reach the audiences in this highly advanced era. Marketers are working in all possible ways to enhance their video content with better strategies. The only thing the customers want from the brand they know and trust is reassurance. The interactive video marketing trend of Covid-19 is all about this reassurance.

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