2020 was a surprising year indeed. The coronavirus pandemic made everyone aware of way too many things. Taking the earth and its ecology seriously, hybrid workspace, attending weddings and birthdays virtually, etc., have introduced a lifestyle shift. Rarely used terms like quarantine, lockdown, isolation, pandemic have ruled conversations throughout the year. Given this situation, the online engagement of people all around the world have seen a massive hike. There is a smart device on almost every hand, owing to the effects of the coronavirus induced lockdown. From watching product reviews to learning new hobbies, this year, the average person in 2019 spent 84 minutes a day watching videos online. This is expected to go up to 100 minutes in 2021- a noticeable jump of 19%.
This rise brings with itself new challenges for video creators. With several new players in the arena now, catching the attention of the viewer is getting tougher. By 2023, the number of mobile internet users will touch 295 million. Video creators must stay at the top of their game, understand their audience, and get hold of the changing tide to drive traffic and revenue. It is easy to predict that video marketing will stay and gain more importance in the coming time.
Here is a checklist that can help hone the skills of video creators to remain engaging in 2021 as the scenario gets more competitive and demanding.
Create valuable content and not just visual content
Viewers are more likely to appreciate and engage in content that they can relate to. They enjoy videos that relate to their passions and also teach them new ways to gain further knowledge. The consumer must remain in focus. One way to do so is to create content that teaches, engages, and advertises at the same time. Crisp, short how-to-do’s, and DIYs cover all the three points and have a greater chance at converting the viewer into a buyer.
Reach out to the newcomers
The youngsters are seen to prefer short videos and clips made by amateurs. The edgy yet real conversations and presentations leave a mark on the minds of the young viewers. They relate to them personally and find them trustworthy than someone who is in the business for a long time and does this for a living. Amateur content creators’ raw and real user-generated content makes them more authentic since they do not come with the refined and scripted celebrity content.
Subtitles- the silent tool
YouTube and Facebook now auto-plays videos silently while users scroll down their timelines. Hence, the visible content must be power-packed with short and clear subtitles. Listening to a video to understand its content requires higher attention and time, which may discourage viewers, and they may begin to feel tedious after a point.
Major social media platforms like Instagram, Facebook, and YouTube, have rolled out the live video feature. The pandemic has transformed events, meetings, and conferences. Celebrities are conducting concerts, fashion shows, reading sessions by streaming them live. This trend is here to stay, and video creators must churn out effective ways to make the impromptu live sessions impactful and engaging.
Video marketing has a long way to go, and, likely, its significance will only grow in the coming times. Today’s tech-savvy population wants content, and they want it fast, and videos precisely offer that. Of course, other forms of content will continue to play their respective roles, but to grab the right audience to create a desirable buzz around a brand, articles, images, etc., should be clubbed together along with a video to keep the viewer hooked.
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