Over the last few years, the internet has been rapidly morphing into a video-based portal. And the COVID-19 pandemic has violently escalated that translation thanks to a surge in consumer demand for video content.
Savvy marketers have expanded their video horizons because the changes in consumer behavior caused by the pandemic are not expected to go away even with a vaccine. Viewers are going to continue to demand more content that’s more dynamic and from more platforms.
Here are three ways marketers are planning to give them what they want in 2021.
1. From Shoppable Video to Shoppable Entertainment
When Instagram added the “swipe up” feature allowing users to go from Stories straight to product pages, the phenomenon of shoppable video was born.
In 2021, you can expect to see a huge surge in its popularity, as shoppers will continue to prefer shopping online to going out in public places. And it won’t just be more IG stories, either.
What if you could watch an episode of Gordon Ramsey’s Masterchef and add ingredients to your cart with a click? Imagine Jerry Seinfeld’s Comedians in Cars Getting Coffee if you could click the screen and have a bag of this episode’s beans delivered to your door?
Amazon has already experimented with shoppable entertainment with its show Making the Cut. The fashion show hosted by super celebs Tim Gunn and Heidi Klum let viewers buy their fashion picks with a click.
The show ended up being a failure. Why? Because the product stock sold out so fast that most viewers were left empty-handed.
Amazon and Instagram are on-board with shoppable entertainment, and Netflix has the technology for it too. Get ready to see it much more in 2021.
2. Interactive Video Gets More Interactive
Shoppable video is just one form of interactive video. And while it might be the most attractive to eager marketers, it’s far from the most important.
Interactive video expansion in 2021 will see viewers building stories, exploring VR worlds, customizing their products, and engaging with service staff. They will become a part of the video experience themselves. This has massive implications for brand awareness, recall, education, instruction, and more.
Up to now, most online videos have been passive. But interactive video is, as the name suggests, active. Active learning is regarded as superior to passive learning, and active learners are said to have increased knowledge of the content they learned.
Interactive video is in its early stages now. Think Google Earth’s Streetview (sort of), polls on IG and FB stories, and Netflix’s choose your own adventure shows like Black Mirror: Bandersnatch.
In 2021, we’ll see a huge leap in VR interactivity thanks to the launch of next-generation gaming consoles PlayStation 5 and XBOX Series X. Brands like Shangri-La Hotels and Resorts have already begun offering VR tours.
We’ll likely see a lot more storytelling and product-building videos as well. These will allow users to make choices following a predetermined flow of pathways. These are not just fun videos for viewers, but they offer a gold mine of data for marketers, too.
3. More Platforms, More Pitfalls
You’re going to have to produce a lot more video content in 2021. And that’s because there are going to be a lot more platforms. While there are already a bunch of popular social media and streaming channels, there’s still plenty of room for newcomers. And with new mediums on the rise such as VR and 8K, you’ll be required to produce different types of content for platforms that support different mediums.
But that doesn’t mean you should go all in. Smart marketers will choose the platforms best suited to their needs. And they’ll do their research to make sure a platform is a good investment. Many will fail. Just look at Quibi and TikTok. Both had massive potential and investment, but one fizzled out.
If a certain service or medium could be a game-changer for your brand, then get in early. Otherwise, it’s worth the wait.
If you want to spread your video content far and wide without breaking the bank, invest in HD stock video. You can buy it up pretty cheap and then turn it into interactive, shoppable, or entertainment content. There’s even stock footage in 4K, and in 2021 we’ll see it in 8K, too.
2021: The Year the Internet Will Become One Big Video
Cisco predicted the internet would be mostly video by 2022, but that didn’t take COVID-19 into account. The next few months are going to see huge changes in video marketing trends, from the expansion to shoppable content to a decade-leap in VR tech to the realization by creative teams that the Coronavirus is likely to stick around throughout the next year.
They are all innovating. They’re preparing for the video revolution. Are you? Start with the 3 top video marketing trends above and you’ll be ready to stream with the best of them.
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The content marketing team at Vidooly publishes articles and blogs on current and relevant online video industry related news.