Key Video Marketing Trends to Watch For in 2021

In terms of popularity, impact and appeal, video continues to go from strength to strength. It’s been the most influential marketing and promotional medium for some time, and is expected to continue its meteoric rise throughout 2021 and beyond.

 

According to a recent poll, content creators who concentrate on YouTube are seeing up to 30% more views right now than a year ago. More broadly, research suggests that around 56% more people are watching video on social media today than during the same period in 2019.

Live streaming in particular has seen a stellar spike in popularity last year – up as much as 70% on platforms like Instagram.

It’s therefore clear at a glance that video marketing is set for another incredible year in 2021. As for the most notable trends to watch for, the following are widely predicted to rule the roost over the coming 12 months:

1. More Interest in Webinars

It’s taken a while, but Webinars are finally beginning to hit their stride in terms of popularity and influence. Simple yet effective, these ‘web seminars’ are essentially enhanced and extended tutorials, which can be published for a variety of purposes. Education, industry insights, basic entertainment – a webinar can be anything you want it to be. It can also be a seriously powerful and impactful marketing tool, when engineered and distributed strategically.

2. Greater Emphasis from Google

Roughly translated – Google is showing preference to websites and publishers that include high-quality video in their content strategies. Traditionally, video hasn’t had a huge impact on SEO as its content cannot be crawled and assessed by search engines like Google. Today, increasingly sophisticated algorithms are giving video content the respect and consideration it deserves. Of course, the fact that Google owns YouTube also plays a major role in its preference for quality video content on web pages and sites.

3. Live Mobile Video Streaming Growth

Sophisticated mobile technology combined with 4G and 5G networks is making live HD mobile streaming more popular and accessible than ever before. Some of the world’s most popular social platforms now make live streaming literally as easy as touching a button. All of which has spurred meteoric growth in the popularity of live mobile streaming – both with publishers and consumers alike. Live streaming is often considered to have more appeal than conventional and video content, in that it’s unfiltered, unedited and ultimately more ‘real’ by design.

4. Multichannel Video Content Distribution

 Last up, it’s becoming increasingly rare for publishers to dedicate themselves exclusively to just a couple of channels. These days, you’ll usually find out when a video has performed well on Facebook, it’s also been published on Twitter, Instagram, TikTok, Reddit and elsewhere. The fact that so many social platforms have such massive global audiences makes the whole omnichannel distribution thing something of a no brainer. Even if your audience is primarily on Twitter, there’s no harm in promoting your content to audiences elsewhere

How to Survive (and Win) the Post-Christmas Lull

 There’s always a sting in the tail with the annual Christmas ecommerce frenzy. Things are just about as peachy and positive as it gets for a couple of months, after which comes the inevitable lull. 

One of the biggest (and most common mistakes) made by smaller businesses is focusing too heavily on leveraging shoppers’ appetite to spend over the festive period. And in doing so, losing sight of the importance of compensating for what happens next.

Consumer spending always dips massively in January and February – a fact and a reality there’s nothing you can do about. Nevertheless, this doesn’t mean there isn’t plenty you can do to survive and even thrive during this post-Christmas lull.

A few suggestions on how to make January and February slightly less painful for your online business:

1. Launch a Sale

It’s a pretty old-fashioned concept in this day and age, but consumers still cannot resist the prospect of the classic ‘January Sale’. They’ve already overspent during November and December, yet are attracted to January discounts like moths to flames. Don’t forget that your closest competitors are probably planning major January sales of their own, so it’s worth doing likewise.

2. Leverage the New Year Attitude

New year, new start, new opportunities etc. – the New Year attitude that temporarily motivates the masses. At the very beginning of the year, people become determined to improve their personal productivity, clean and sanitise their homes, improve their health, do something charitable and generally become ‘better’ people. All of which can and should be leveraged in your sales and marketing strategy for the New Year.

3. Launch Something New

Most businesses time their new product and service debuts for the spring and summer. They instinctively avoid times of diminished spending, for reasons rooted in logic. However, this also means there’s a glaring gap in anything new and interesting hitting the market at the start of the New Year. If you’ve been sitting on something you think your audience will get a kick out of, why not take advantage while your competitors are hibernating?

4. Get Serious with Email Marketing

Ideally, every single sale you made over Christmas will have resulted in another email address making it onto your list. In which case, there’s no better time than right after Christmas to start working on a serious (and appropriately segmented) email marketing strategy. Too soon to start bugging those who only recently shopped with you? Not at all – it’s always best to reach out to satisfied customers while they remember why they shopped with you in the first place!

5. Stay Active and Communicative

Last up, don’t make the mistake of going quiet and temporarily vanishing into thin air. Due to a combination of fatigue and the fact that business is slow, countless brands go dormant and largely inactive after Christmas. In doing so, they overlook (or are oblivious to) the fact that social media use skyrockets during the darker and gloomier months of the year. Hence, there’s really no better time to engage your audience and take your social media marketing strategy a step further.

October 2020 Latest Digital Marketing Statistics

The time has come for us to once again share a few interesting and important facts and figures regarding the world of digital marketing. This time, there are snippets in their regarding livestreaming, personalisation, the travel industry and more. 

So we’d like to think, something for everyone…with a bit of luck! 

Here’s how things are looking right now in a few key areas of digital marketing:

Live streaming is growing in popularity

First and foremost, new research suggests that live streaming engagement is in the midst of something of a meteoric rise. Compared to the same period last year, the number of social media users engaging with live streaming content has jumped by around 8%. More than ¼ Internet users stated that they have now engaged in at least one live stream on social media.

72% of consumers turn to Amazon to research products

Despite the fact that it may not be used for quite as many purchases, evidence suggests that Amazon has become the number one resource for researching products. In fact, almost ¾ (72%) of people stated that they use Amazon to research products before purchasing them. While 51% stated that they use Amazon to compare prices, around 26% use the information available to compare similar products, read reviews and so on.

Personalisation generates 50% higher email open rates

Once again, there’s strong evidence to support the importance of personalisation when it comes to marketing emails. Even when something as simple as the subject line is personalised, click-to-open rates have been found to increase by a full 58%. Which would seem to suggest that those who are not using personalised e-mail marketing could be letting significant amount of time and money go to waste.

Live TV is on the decline

While the issue itself is far from a new development, it’s becoming clear that live television is experiencing an even faster decline than before. The CTA reports that more than half of all millennials are now watching recorded or streaming television services rather than standard live TV. For over 35s, around 35% prefer this time-shifted content.

Millennials respond better to sales outreach via social media

A study carried out by Bambu found that a growing proportion of millennials respond better to sales tactics in general that are performed using social media. A 35% stated that they would be more likely to make a purchase when product information or industry news are shared by representatives via social media – the total percentage preferring this kind of outreach having increased to 45%.

Only 9% of people use high-street travel agents

Last but not least, it would appear that the long-predicted and somewhat inevitable death of the traditional travel agent has taken a significant step towards becoming a reality. According to a recent study carried out on UK consumers, just 9% of those actively planning and booking holidays now visit traditional travel agents in any way, shape or form. As far as younger audiences go, the figure falls to an even lower 4%. Nevertheless, the same study found that if traditional travel agents were to fully embrace modern technology like virtual reality, close to half (48%) said that they would be more likely to revisit them once again.

The Rise and Rise of mCommerce

 Once again, the extraordinary value and importance of mCommerce has been illustrated in the numbers alone. As of right now, approximately 1.6 billion people are known to be using mobile devices to make purchases online. Or to put it another way, that’s more than 25% of the entire population of the world. 

Not only this, but as the popularity of mCommerce continues to grow worldwide, traditional eCommerce by way of desktop and laptop computers is seeing something of a decline. Nothing particularly dramatic, but a 15% in 2019, compared to the year before. During the same period, transactions originating from smartphones doubled.

Quote these figures to the average business owner and chances are they’ll be anything but surprised. After all, mCommerce didn’t exactly come out of nowhere and nor is it a secret that the modern world is addicted to mobile. But what is interesting is the way in which so many business owners still seem entirely unsure as to how to adapt and engineer their content for success in the mCommerce era.

Smooth and Simple

As a rule of thumb, the key to success when it comes to mCommerce is to deliver a smooth, simple and seamless experience for every customer. Easier said than done, but nonetheless essential.

Speed and simplicity are the two most important attributes demanded by today’s consumer. For example, approximately 65% of mCommerce shoppers are unwilling to wait more than 4 seconds for any given webpage to load. If it takes longer than this, they’ll head elsewhere. When they do, close to 70% stated that they’d be far more likely to go through with a purchase, if the mobile experience as a whole was on-par.

By the end of 2020, total mCommerce value in the United Kingdom alone is expected to hit an incredible £42 billion. What’s more, mCommerce will also account for at least 45% of all online sales – its highest figure to date.

So it’s abundantly clear that mCommerce isn’t going anywhere but skywards for the foreseeable future. Hence, now really is the time to invest as heavily as necessary in creating a premier mobile experience, built in accordance with the following key principles:

• Creativity. However you choose to go about it, your mobile website needs to stand out from the crowd, delivering a strong and true reflection of your brand. It shouldn’t be a generic, watered-down version of your primary desktop website.

• Visuals. Most mobile shoppers expect the kinds of high-quality visuals that make it quick and easy to see what it is that’s on offer and whether or not they want it. Creative imagery having much greater impact than standard stock photography.

• Adaptability. It’s no good to provide a mobile experience that’s outstanding on the customer’s Samsung smartphone and pure garbage on their iPad. Quality mobile web design means ensuring your content and layout can adapt to all devices, without exception.

• Simplification. Ideally, the customer should be able to find whatever they’re looking for and complete the entire purchase process in just a few touches. The slower and more complicated the conversion process, the less likely it is to happen.

• Speed. Last up, capitalising on the value of impulse purchases and generally maintaining the attention of modern audiences means providing a lightning-fast mobile experience at all times. When mobile site speed isn’t up to scratch, it’s game-over.

Still Focused Exclusively on Search Engine Rankings?

 For much of recent history, it’s been the norm to focus on SERP rankings above and beyond everything else. Which of course makes sense, given the way in which a high position in Google or Bing can result in the most enormous traffic boost for any website. 

But here’s the thing – rankings never have been the be and end all of things.

What’s important to acknowledge is the way in which your current position in any search engine doesn’t accurately indicate the success of your wider campaign. There are three primary reasons why an unhealthy fixation on rankings is exactly that – detrimental to your business and your marketing strategy:

SEARCH RESULTS ARE PERSONALISED

First up, it’s becoming extremely difficult – impossible even – to accurately measure your own SERP performance. The reason being that search results have never been more meticulously personalised. From location to browser to device to language to personal preferences and so on, thousands of different search results are delivered by the hour for the exact same search terms. You cannot look how you perform for one or two specific terms and interpret this as a constant for all searchers across the board. It might show one thing for you, but could show something totally different for someone else. Particularly in the case of local businesses and local search, personalisation has never had a greater influence on both exposure and performance.

RANK FLUCTUATION

No matter what you do and how much you do it, you’re never going to hold onto the same ranking indefinitely. It just doesn’t happen. One day you’re third, the next you’re second, then you fall to page 5 and jump back to the first page once again. Why? For any number of reasons – being outperformed by competitors, algorithm changes at Google, flaws in your own SEO strategy etc. In any case, your position is always going to change on a fairly regular basis. As such, and given the fact that there’s often nothing you can do about it, you cannot gauge your overall performance by rankings alone. There are so many external influences that can affect your ranking – it isn’t all nearly as within your control as you might think.

RANK DOESN’T ALWAYS CORRELATE TO SUCCESS

Last but not least, traffic represents just one contributory element to wider success in business. Without exception, a solid Google ranking for a competitive keyword is going to win you a lot of traffic. But what then? What if just 5% of these arrivals stick around and less than 1% convert? You’d perhaps have been better-off with a tenth-place position and greater focus on improving conversion rates. If you focus all your time and attention on rankings, you cannot focus sufficiently on the quality of your website. Even a number-one ranking is all but useless if it isn’t backed-up by an outstanding user-experience. The problem being that far too many businesses seem unable to strike the ideal balance between the two, in terms of their own efforts and investment.

So if you are still focusing somewhat obsessively on rankings above all else, it’s worth asking:

What might you be allowing to suffer in the background?

Are You Overspending on Social Media?

 Just to clarify one important point, there is technically no such thing as spending too much money on social media marketing. Assuming that every penny you invest is put to valuable and strategic use, investing heavily in social can be highly beneficial. 

That said, there is definitely such a thing as spending too much money on social media marketing efforts that bring you little to nothing in return.

Which is precisely why not every social media marketing budget delivers the same results – even if the initial budget limitations are the same. Five different companies may all decide to invest £10,000 in social media marketing for any given period of time, but chances are that all five will produce entirely different results.

Why is this the case? It’s simple really – while some common social media expenses are essential and advisable, others are quite the opposite. Which is why we’ve decided to dedicate two posts to a few of the common bad habits that could lead to unnecessary overspending.

So if any of the following rings a bell with you or your business, you might want to take a step back and consider investing your money elsewhere:

1. Buying fake followers

First and foremost, the fact that social media is essentially a popularity contest leads many to focus on nothing but the numbers. Quite a lot of businesses believe that the secret to success lies in the numbers – the size of their audience, the number of ‘likes’ they earn and so on. But in reality, quantity is nothing without quality. Which is precisely why it can be so dangerous to buy fake followers to bump up the numbers. Along with bringing little to no actual value to your profile, purchased followers give entirely the wrong impression to your target audience and can also land you in hot water with the platform itself. A prime example of an investment that rarely delivers any kind of returns.

2. Hiring low-grade social media companies

When two competing social media marketing agencies offer the same package for two very different prices, it’s usually for a very good reason. Now, it’s not to say that overspending is necessary, in order to access outstanding social media services. But at the same time, when you come across companies giving their services away for practically nothing, guaranteeing “instant results” or in any way making promises they clearly cannot keep, you’d be better off hanging on to your money.

3. Spending without setting goals

In order to make any kind of headway with social media marketing, you first need to have an established set of goals and targets. If not, you are essentially grasping for proverbial straws in the dark with one or both of your hands tied behind your back. Social media can be used for just about anything – increasing sales, expanding your audience, building your reputation and so on. But in order to achieve any of these kinds of things, you first need to decide what exactly it is you intend to target. If not, you could essentially be wasting money on a social media campaign that has you going around in circles.

4. Unpopular contests and competitions

Contests in general can be a great way of promoting your business and generate engagement. After all, comparatively few people can resist the prospect of taking something home free of charge. But at the same time, contests and competitions can prove costly if what you get out of them is less than you are forced to invest. Always be strategic, realistic and as frugal as necessary when it comes to social media contests and competitions.

5. Hiring in-house staff

Given that it’s not as if your own in-house staff will happily handle your social media accounts free of charge, you’ll still be paying for the required manpower. In which case, wouldn’t it make sense to spend the same social media staffing budget on the kinds of experienced and qualified professionals who can get the job done quicker, better and perhaps even for a lower price? Paying for the services of under-qualified or inexperienced social media staff is never advisable.

6. Paying for reviews and ratings

While it may be a strategy followed by businesses all over the world at all levels, there technically should be no reason why you should have to pay for reviews and ratings. The reason being that given the social nature of the platform – the clue being in the title – you can simply ask your fans, followers and customers directly to provide you with their own independent feedback. And if it turns out that your rating leaves a lot to be desired, you should probably focus on overhauling whatever it is you do, before investing any further in social media marketing.

7. Paying for ads that have poor performance

There’s absolutely nothing to gain by shelling out good money for social media ads that perform poorly. The problem being that far too many businesses simply throw together ad campaigns with the presumption that they essentially cannot fail to deliver a decent ROI. Without extensive planning, careful execution and ongoing analysis/optimisation, any investment in social media ads can end up being a wasted investment.

8. Failing to incorporate wider SEO

Your social media marketing campaign can be an immensely powerful tool for boosting your overall SEO profile. Rather than seeing your social campaign as something of a separate entity, you should be working to incorporate it into your wider SEO and marketing efforts in general. If not, you are throwing money down the drain.

9. Focusing on the wrong platforms

When it comes to platform selection, there are two important things to remember. One being that you don’t have to use every social media platform in the world, the other being that certain platforms will suit your business, your audience and your goals better than others. While Twitter and Facebook will always be the first options that spring to mind, some businesses get far better value for money from their investments in Instagram or LinkedIn.

10. Automating updates and duplicating content

Last but not least, while it’s true to say that automation of updates and duplication of content can technically save time and money, the damage you do to your profiles and professional image could prove costly. Every penny and second invested in these kinds of efforts represents time and money wasted, which could have been used to actively engage with and nurture your audience. You’ll simply be interpreted as lazy and disingenuous – a heavy price to pay.

Aiming for the Top-Spot On Search Engines? Time for a Rethink

If your business is involved in SEO, chances are you share the same goal as everyone else. That being, to climb right to the top of the rankings to the number-one position.

It’s no secret that the higher the ranking, the more likely you are to win the lion’s share of traffic. With three-quarters of web users now refusing to look beyond the first page, this really is the place to be. 

But what if we were to tell you that fighting tooth and nail for the top-spot isn’t always the best way to go? What could be more important than doing whatever it takes to claw all the way to that prestigious number-one spot?

Particularly if this is the main goal of your SEO strategy, it could be time for a rethink…and here’s why:

It Might Be Impossible

First and foremost, actually getting yourself to the number-one position could be impossible. There’s every chance that whatever your niche and specialist area, you’ll always be outperformed by a bigger rival. If their SEO spend is literally 100X yours, you can’t expect all the strategy in the world to give you the upper hand. You could throw every penny you have at your SERP performance, but it might not be enough. Painful as it may be, it’s sometimes necessary to accept the top-spot for certain key words is completely out of reach.

SEO is Unpredictable

A strategic SEO campaign should be all about solid performance and measurable improvements. The SEO landscape is just too unpredictable to have such a stubborn and specific goal in mind. You spend more than you can afford boosting your SEO strategy, you finally hit the top-spot and you’re happy. Only then to watch Google alter its algorithm and drop back to your prior fifth position. If you can reach a strong position and hold onto it, you’re golden.

Position Zero is Better

The interesting thing about position-zero is that not only is it better, it’s also more achievable. Check out a few position-zero pages and you’ll see how comparatively few come from the biggest brands and businesses out there. If you can offer something that perfectly answers the question being asked, you’ve every chance of hitting this prestigious beyond-top-spot. Lists, top-tens, detailed snippets – all great for attracting Google’s attention. If planning on campaigning for the top-spot, try campaigning for position-zero instead.

Hedge Your Bets

Last up, campaigning to hit the top-spot for one particular search term means investing heavily in this one term. In the meantime, search terms and keywords of enormous value could be denied your time, effort and attention. You may dominate the rankings with this key term of interest, but what about the rest? What if you end up on page two or three for a bunch of other major keywords and search terms? Rather than attempting to rule the roost with just one or two terms, think about hedging your bets with a more widespread approach to your SEO strategy.