The COVID-19 pandemic set the stage for a digital revolution.
Video is now one of the most important aspects in marketing and advertising. Whether you are an entrepreneur looking to build your personal brand or a small business owner, video has become essential in attracting attention, educating people on products and services, or even just being interesting in general. Video marketing is about so much more than just making content that viewers want to watch – it’s about understanding how they’re watching it, what they’re interested in when they’re watching it, and delivering them content that will satisfy their needs.
Video Marketing
Video marketing is a powerful tool for any business. It can be used to educate your customers, attract new ones, and even just entertain them. And it has never been more important than it is today because people are spending more time online and on their phones – especially as they work remotely.
People are doing so much more online than we were even ten years ago. For example, people used to only be able to watch live TV on our televisions, but now we can watch live TV on various platforms on our phones, tablets, and computers. This means that people are spending more time in front of screens where that you can reach them on – the key is to creating the right content.
It’s true that video content is becoming the most engaging type of content on social media sites like Facebook and Instagram. Instagram, which initially was a photo sharing app, is shifting more and more to video because people are watching video and engaging with video. So you should be using video in your digital advertising strategy if you want to get noticed by potential customers or clients.
Understanding the How, What, and When
Video marketing isn’t only about creating video content that viewers want to watch – it’s about understanding how they’re watching it, what they’re interested in when they’re watching it, and delivering them content that will satisfy their needs. Although it’s easier to get video content in front of people, that also means that it’s harder to keep their attention because there is so much other content to compete with. In other words, if your content isn’t satisfying their needs, they’ll quickly move on. So show viewers what your company or business has to offer them and why they should buy from you instead of one of your competitors.
Passive Viewing
People are watching video in two different ways. The first method is passive viewing, which occurs when people watch online video without actively looking for specific video material. Think about when you are passively watching video – typically it’s on your phone, when you’re scrolling through your Facebook feed, Instagram Feed, TikTok, etc. Typically, passive viewing is in front of you and being watched because it’s an advertisement or a video that a friend shared.
These sorts of videos are eye catching, entertaining, and offer enough value to the viewer that they stay to watch. This is why these types of videos are so important to businesses looking for an audience and customers.
Active Video Watching
The second form of video viewing occurs when consumers actively search for specific video content that they wish to watch, such as a how-to video on your product or service. Because these videos are purposely designed to deliver information, viewers must think more about them than passive viewing. People who are hoping to learn a new cookie recipe are actively searching for cookie recipes, and will intentionally seek out videos offering a recipe. The cookie recipe video that is the most relevant information to the viewer will be the one that’s watched.
It’s possible to use online video content for more than just information. People frequently search for various sorts of videos and simply want to be amused. They are willing to be entertained by companies who offer them good video content. Video entertainment is often the easiest way to grab a viewer’s attention, and it can increase brand awareness or drive traffic back to your website.
I think about firms that have excelled at both entertaining and selling their product, such as Dollar Shave Club, Squatty Potty, etc. This sort of video content is actually effective everywhere and not solely online. For example, some people watch the Super Bowl for the commercials because they want to be ultimately entertained. Audiences desire to be amused in the end.
So, essentially, passive viewing is when people watch video content on social media for no apparent reason other than to kill time, whereas active viewing has a goal behind it.
So, what impact has COVID-19 had on passive and active viewing? Because of the COVID pandemic and individuals spending more time online than in person and, as a result, more time on platforms that passively show you videos (i.e. Instagram, TikTok, Facebook, and Twitter). People are filling minutes and hours of their day, actively scrolling and watching videos, often times with no real purpose.
The COVID-19 epidemic also gave people more time to learn new hobbies and hobbies, allowing for more active viewing of video content. People had free time on their hands to figure out how to create a sourdough starter, mix drinks correctly, and a variety of other skills. Consider how many new hobbies or skills you’ve attempted since COVID, when we had the time and access to learn via video online.
What does all this mean? Brands must now think about how they'll use video content in order to keep up with online trends so they aren't left behind by competitors.
Companies need to find ways to leverage those hours spent passively scrolling as well as those actively searching for specific types of video content! Video marketing will only continue getting more popular, especially since audiences spend time watching these videos.
Video content is necessary for any company hoping to succeed in the Digital Age. Video marketing will only continue getting more popular, especially since audiences spend time watching these videos. As we spend more time online, people are also spending that time online watching videos and that’s why small businesses should be spending money and effort creating videos to sell their products, services, and content. Video entertainment is often the easiest way to grab a viewer’s attention, and it can increase brand awareness or drive traffic back to your website!
What videos should your business and brand be creating to capitalize on this time where people are utilizing online video every day?
If you or your business are looking for a video to help market your company better, I’d love to touch base and discuss what videos could work for you to help reach new customers through video marketing. If you’d like to get it touch, feel free to reach out with me through this contact form.