Last year was a massive year for video content and video marketing. As the global pandemic forced most of us indoors, collaboration and streaming platforms stepped up to help people maintain connected and entertained. With 2021 truly underway, it’s important to look at the value and impact of video content in today’s marketing environment.
According to Wyzowl’s 2021 State of Video Marketing report, 86% of businesses use video as a marketing tool, up from 81% last year and 63% two years previous. This upward trajectory doesn’t look to slow down, especially as more and more apps provide video production and streaming capabilities.
PR Newswire noted that US consumers will have an average of 9.5 video streaming apps installed on their phones in 2021 — up 85% from 2019. One of the biggest apps to emerge during the global pandemic has been TikTok, which is particularly popular with young users since 41% of TikTok users are aged 16 to 24.
Video Marketing with TikTok
TikTok allows users to create 15-second videos, soundtracked with music snippets. Not necessarily a new concept, but easy to use and grew like wildfire over the past couple years.TikTok was the world’s second-most or fourth-most downloaded non-gaming app in 2019 (only behind various Zuckerberg-owned platforms in either case). By 2020, it was easily and comfortably number one.
This growing video platform sees 800 million monthly active users and has played a critical role in helping influencers, celebrities, and brands connect with new audiences, demonstrating an ability to capitalise on emerging trends, create global movements, and support important causes.
At a time when brands were struggling to find or highlight purpose, TikTok was used various brands to positively impact the world, keeping audiences informed and connected. One important example of this is consumer-goods brand, P&G partnered with social-media influencer, Charli D’Amelio to launch the #DistanceDance challenge to encourage people to share their dances while staying safe at home during COVID-19.
Not only did this challenge generate sponsored donations from P&G for Feeding America and Matthew 25: Ministries; but #DistanceDance garnered over 17.5 billion views – eight-times the traction of the ice-bucket challenge and 170-times more viewers than the 2020 Super Bowl.
TikTok’s video creation and streaming capabilities played a critical role in encouraging people, particularly younger users, to stay home and socially distance from one another during the early days of the global pandemic.
The platform was also vital for brands looking to enter the video marketing arena with low-cost, low-risk content that reaches a wide, young audience while revitalising the impact and reach of music and songs that may have been missed or forgotten during COVID-19.
Video Marketing Statistics and Support
The 2021 State of Video Marketing noted that 91% of marketers feel video is more important for brands in light of the coronavirus pandemic. The number of businesses using video as a marketing tool has increased by 41% since 2016.
Consumers expect and trust video content more, often using it as a resource for buyer research prior to purchase. The Wyzowl report said, 79% of people say they’ve been convinced to buy or download a piece of software or app by watching a video. And Hubspot says that 54% of consumers want to see more video content this year.
Brands are realising the value in creating impactful video content that builds brand/product credibility, humanising the purchasing process to connect closer with consumer communities. For example, Animoto‘s Social Video Forecast also suggests that 91% of marketers are satisfied with the ROI of video marketing on social media.
People’s viewing habits changed in 2020, watching an average of 18 hours of online video per week. An increase of two hours per week compared to 2019 and a 7.5 hour increase per week over the past three years. People are also twice as likely to share video content with their friends than any other type of content, including social media posts, blog posts/articles and product pages.
According to Google, YouTube reaches more 18- to 49-year-olds in an average week than all cable TV networks combined. Google added that watch time for shopping-related videos on YouTube grew more than five time over the past two years.
To capitalise on these trends, video content should be considered more strategically. Brands need to understand how audiences currently interact with marketing efforts, what platforms these audiences use most, and how new video content can help support brand identity and impact.
Video Marketing in PowerPoint
PowerPoint is super versatile when it comes to creating, editing, and repurposing video content. For one thing, its user interface is much easier to navigate compared to other video editing software. Most of us have been familiar with PowerPoint’s tabs and functions since primary school – and it has added more capabilities to make video marketing simpler in this digital era.
Beyond PowerPoint’s value in adapting to webinar and online video, the software is also very useful in animation. From basic animations and transitions to complex 3D modelling, PowerPoint’s capabilities are diverse.
We’ve been exploring different animation techniques recently, trying to simplify the animating process for new users and those refamiliarising themselves with the software. However, PowerPoint also makes it easy to create GIFs, which are an important avenue for creating shareable social media content that puts your brand or message into the digital space.
Understanding all these capabilities and techniques is why presentation design is stepping into its lane in 2021. Incorporating video and animation into marketing has been part of presentation design from the get-go. Our industry has been creating, editing, and utilising video content for various channels and industries for decades. As new platforms and technologies democratise video creation, it’s critical businesses understand how these different social-media apps are changing audience expectations and relationships with businesses.