It’s no surprise that brands value using video marketing strategies to connect with their audiences.
What is a surprise is that video has become pivotal on virtually every platform and channel.
If you asked marketers 10 years ago to predict the future of content on Instagram, Facebook, and Pinterest, they probably never have stressed video marketing.
But the founders of TikTok changed all of that when they showed up to the market in 2017, didn’t they?
Because TikTok knew that other players were still trying to figure out …
Young consumers eat up viral, engaging video content.
In other words, it’s absolutely critical to pay attention to how consumer behavior – especially when it comes to video marketing. Like with all forms of promotion, video content should be tailored to the interests and needs of the consumer. Video marketers are competing against fast-changing trends and shortened attention spans.
It’s thus to stay up to date on where those interests and needs lie — and which influences impact change.
Let’s take a closer look at what’s happening in video marketing and how consumer behavior plays an intricate role.
We’re happy to report that post-pandemic online shopping is still going strong.
Consumers have been spending a lot of time engaging with social video platforms and discovering new brands. From binge-watching outfit hauls to researching the best deals, consumers trust videos to help them make sound buying decisions.
In fact, video is becoming so popular amongst consumers, that the need for other mediums, such as images, print ads, and billboards is decreasing.
Brands are even linking arms with other professionals to help scale their video marketing strategies. For instance, some brands looking to capitalize on post-pandemic online shopping are integrating affiliate marketing into their video marketing strategy.
Creating and implementing an affiliate program boosts momentum by encouraging virality.
For instance, Mos, a financial institution has an affiliate marketing program that allows video creators to recommend student debit cards as well as scholarship programs. This combined with other video marketing strategies, helps Mos reach more of its target customers quickly and effortlessly.
Consumers interact differently with each platform. Consequently it is important to reflect their behavior in your video marketing efforts.
In other words, if you want to create engaging videos, you have to get used to tailoring your content to the consumer’s interests by channel.
Let’s take a closer look at the trends and culture affecting social video platforms today.
Brands officially struck gold when they realized how effective YouTube videos were for product demonstrations.
For instance, American Trucks, capitalizes on this trend with its vast catalog of YouTube videos showcasing how to use its tires and rims and other best-selling products.
Demographics on social video platforms also play a role in video marketing. For example, if you specialize in selling kids’ debit cards, then your traditional marketing plan probably involves marketing directly to parents.
However, since TikTok users can be as young as 13 years old, you can actually market the card directly to kids by capitalizing on the “TikTok made me buy it” trend.
Does pitching a debit card to kids sound radical? Sure. But remember, we’re talking about TikTok here — a platform dominated by youth. It’s time to get creative.
What’s also trending, is some brands, like DuoLingo, focus less on their product and more on building a community out of humor. Leave it to TikTok to win in the world’s most unique video trends department.
Instagram is still a top go-to for visually pleasing and inspiring content. The most common video trend taking Instagram by storm? Reels. Reels. Reels.
With steadily decreasing attention spans, social platforms have driven the consumption of and attraction to short-form content.
This directly affects how brands create and edit videos for marketing campaigns.
Whether it’s using explainer videos to demonstrate how your virtual medical assistants service works, or comparing the best video editing software – creating videos in bite-sized chunks is the only way to keep up with decreasing attention spans.
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Small creators hold a lot of trust from their audiences.
Consumers are more attracted to authenticity and realness over flashy, highly-produced content. As a result, video marketers have begun featuring smaller influencers (or “micro-influencers”) over celebrities in their campaigns.
Take this Tiktok from Tailor Brands, for example — it’s quick, concise, and features a real person instead of a commercial actor. It exudes authenticity and thus establishes a genuine connection with viewers.
Brands are also incorporating more user-generated content to build social proof and trust with their audiences. Social listening tools are key here as brands can use them to quickly stay up-to-date on the latest brand mentions in real-time.
Video marketing has become paramount to virtually every platform and channel.
From changes in consumer behavior patterns to viral trends taking over TikTok, there’s a lot at play — and even more to keep up with.
So how can you keep your head above water? Continue to educate yourself on the latest trends in consumer behavior and video marketing — and tailor your videos to your audience’s needs and preferences.
Competing against fast-changing trends and shortened attention spans can feel intimidating. But the truth is, it just takes commitment to stay up to date and implement the lessons you learn.
Before we let you go, let’s quickly recap the key takeaways we covered today:
And that’s it!
We hope this article has inspired you to keep up with evolving trends and consumer behavior patterns so you can create videos consumers can’t get enough of.
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Shane Barker is a digital marketing consultant who specializes in influencer marketing, content marketing, and SEO. He is also the co-founder and CEO of Content Solutions, a digital marketing agency. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.