In 2021, video continues to be a powerful tool to connect and engage with customers. This has also caused a surge in video content being shared online. Meaning it’s more difficult to ensure your brand’s are not only reaching your audience but also getting them to engage as well.
With that, here are 4 tips for making your brand’s videos stand out in 2021.
1. Go Vertical for Story-Friendly Content
Vertical content is eye-catching, engaging and relevant. And with Stories on Instagram, Snapchat and Facebook, as well as Instagram Reels and Tik Tok growing in popularity, it has become the preferred dimension for video. If you haven’t begun optimizing your videos for these platforms, it’s time to start. Stories, Reels and Tik Tok will only continue to grow in value as marketing channels for brands. As they allow you to easily reach a greater audience as well as increase engagement with them.
2. Center Your Content for the Platform
While vertical video is now the preferred dimension, it’s still important you’re optimizing your content for each platform. So while vertical works best for Stories, YouTube still favors long-form, landscape videos. When we talk about optimizing content per platform, we mean in terms of sizing, type of content and audience. Always consider the demographics of the audience on each platform you’re sharing to. As users on Facebook engage much differently than those on YouTube or Instagram.
3. A/B Test
If you run video ads it’s essential to vary and compare versions to help determine what performs best among your audience. If you have long-form videos maybe try running a shortened version, switching up sizing, colors, text, etc. When A/B testing it’s important to remember to only change one factor at a time so you can be sure what’s driving changes and results.
4. Save the Best for First
Lastly, when it comes to creating marketing videos, you don’t want to take too long to get your main message across. You want to include the most enticing image, clip, discount or promo code upfront. This is to both keep the users’ engaged and in case they do click away, they still get the main point of the content and may come back to it later.
Consumer habits will continue to evolve as more brands move their offerings online and 2021 brings more changes in general. It’s essential for us marketers to consistently keep up with the trends and make adjustments to our strategies and tactics appropriately. And while digital marketing trends change rapidly, the popularity and value of video isn’t going anywhere.
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