Uyen Le
Digital Marketing Exec
November 26, 2020
May 12, 2021
min read

In 2020, video marketing has witnessed the fastest growth with the explosion of TikTok, the launch of Instagram Reels and other platforms promoting the use of live streaming and high-quality videos. At a time when audiences have no shortage of video content, creating captivating videos that offer more than just viewing is vital for brands to deeply engage their audiences and build a loyal following. Ready to stay ahead of the game? Here are the top 4 biggest video content trends in 2021 for you to include in your next video marketing strategy!

Video Marketing: Shoppable videos

In 2018, Instagram introduced shoppable photos, giving brands the opportunity to drive more business values from this platform. As the name said it, these videos allow viewers to shop on the spot. Upon clicking the product price shown in the video, viewers will be redirected to the online store to complete a purchase. In some cases, the item selected is also automatically added to the shopping cart so viewers can buy it immediately without having to select it again. With its instantaneous feature, shoppable video is a powerful tool to help brands to shorten the customer journey and boost conversions. 

Global beauty brand Maybelline has turned their Instagram profile into a shopping venue with shoppable videos and images. By clicking the “view product” icon, customers can also see other related products. To post shoppable content on Instagram, you'll need an Instagram Business account to upload your catalog, set up listings, then integrate shoppable options in your posts. Businesses approved for Instagram Shopping can tag up to 5 products in a video.

Besides Instagram, Amazon and YouTube jumped into this trend by launching shoppable features on their platforms. Pinterest also has its own version of Buyable Pins where consumers can buy products with a click of the button. This year, TikTok has also announced its partnership with Shopify to ramp up its social shopping features, so brands can reach Gen Z audiences and drive sales on TikTok. As shoppable videos are expected to be a game-changer in the Social Commerce industry in 2021, including this type of video marketing trend in your overall strategy would be a wise decision to stay ahead of the curve!

Live Stream Videos

Do you know that live videos can hook viewers three times longer and produce six times more interactions than other videos? This is because livestream videos create an immediate and intimate connection with the audience, allowing them not only to engage but also interact with their favorite people or ongoing events.

In the first half of 2020, livestream videos made a huge impact on the landscape of the eCommerce industry. As coronavirus drove people onto social media platforms, the number of sales from livestreaming on social media in Southeast Asia increased from nearly 13% to 67%. Giant eCommerce players such as Shopee also livestreams by collaborating with relevant influencers to get in front of different audience segments. In China, the live-streaming market is thriving as Alibaba has tapped into streaming platform Bilibili to leverage anime video content, together with the entry of other platforms such as Red Live-streaming, Kuaishou (Kwai), the second hottest video app in China, and WeChat.

Besides live streaming, brands can create greater engagement with their followers in a variety of ways including live events, webinars, tutorials, Q&A, Ask Me Anything (aka AMA). Benefit Cosmetics is one of the beauty brands that has integrated Facebook Live into their marketing strategy since 2016. Last May, this brand invited its Chief Beauty Ambassador Annie Ford-Danielson for a Live Q&A session talking about makeup tips, trends and beauty products. This is a part of their Facebook Live Series aimed to build trust, share useful content and drive more sales on this platform.

While Facebook, YouTube and Instagram are thriving with their Live features, other platforms such as Twitter, LinkedIn, Twitch have started riding on this video trend too. So if you want your business to stay relevant in this digital landscape, build genuine relationships with online customers and boost your conversions, live video is the way to go!

Soundless videos

Do you know that 85% of Facebook video is watched without sound

With Facebook’s autoplay feature, users don’t have to turn on the volume to watch the videos as it will autoplay silently in the newsfeed. That’s why creating videos that can work with or without sound will help brands spread their messages to all who come across the videos, whether they actually hear it or not. As other social sites such as Instagram, LinkedIn, Twitter also utilize this feature, marketers have been creating some of the best videos on the internet that can speak volumes even without the use of headphones. 

One great example comes from TBC Insurance with their video Thanks To Frontliners, expressing their appreciation towards frontlines who are away from family to fight against Covid-19. Another impressive video is The True Cost Of Plastic made by WWF and Prudentials. The video targets plastic pollution, a growing environmental problem in Vietnam, urging people to take action today and switch to eco-friendly products. Besides the purposeful message, the video succeeded in optimizing the captions to grab the audience's attention from the beginning.

Source: https://www.adsoftheworld.com/media/film/tbc_insurance_thanks_to_frontliners

Another tactic to make your silent video stand out in the crowd is to amaze the audience with powerful visuals! Let’s take Ikea’s creative ad as an example! In the 1-minute video, someone is “cooking” a meal using Ikea’s kitchen appliances and the final dish is a well-equipped Ikea’s METOD kitchen. The ad hooks the audiences not only by its creative, brilliant idea but also stunning, colorful visuals.

As more and more people are watching videos on social media in silence, it is essential for brands to find new ways to deliver videos that can amplify their message without the need for volume!

Videos for Good

The year 2020 so far has experienced many world-changing events, starting from environmental issues (Australian bushfire), the global pandemic (Covid-19) to political conflict (Black Lives Matter protests) and many more. More than ever, brands have started including political and social issues into their campaigns, voicing their opinions through video content and spreading inspiring messages to the community.   

An example of purposeful video comes from Estēe Lauder Singapore. In the midst of the health crisis, this global beauty brand engaged their followers with a meaningful video praising frontline workers who are fighting resiliently against the coronavirus and reminding people to stay positive.  

Also in 2020, Procter & Gamble decided to make a series of thought-provoking films to support the Black Lives Matter movement. Their first video The Look highlighted the bias and racism experienced by Black men in America, while their second video The Choice inspires individuals to take action to create the world we want to live in. Other global brands such as AirBnB, Shopify, Nike also supported the movement alongside millions of people sharing inspirational content around this social issue.

Proud Parent from Oreo is one of the most meaningful videos in 2020 supporting the LGBT community. The ad sends an inspiring message about how important it is for parent to accept and support their homosexual children. Starring a real-life couple, this is part of a year-long ProudParent initiative to empower parents, families, and allies to come out in loud, public support of their loved ones.

If you want to create an ad that makes people remember your name, delivering videos that inspire is a great strategy to lead social media’s conversions and foster brand loyalty. However, this is also a risky marketing tactic that could result in backlash or boycott if it isn’t done right. In 2017, Pepsi ad featuring Kendall Jenner received massive backlash from audiences as it was claimed to be mocking a serious political issue. It’s important for brands to stand up on a cause, but it’s also essential to be mindful and conscious of possible reactions from the audience.

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