Marketing the New Trend in Video Consumption, Here's How!

How, why and what people watch have undergone a tremendous change with the pandemic as a larger number of people started shopping and working primarily on the digital platform. Here are three major trends in video consumption that was accelerated due to the pandemic.

Video streaming and Connected TV was gradually making progress before the pandemic in the lives of people. However, in 2020 streaming has become the major form of entertainment as many people preferred streaming to linear TV.

People prefer streaming as they want to be able to watch the contents whenever they want rather than waiting for the ‘primetime shows. As most people are at home they wish to stream the content on the connected TV (CTV) and enjoy the show.

Advertisers have both challenges and opportunities with this shift to connected TV. They are not able to measure the success of their campaigns on connected TV. But soon in the US advertisers can measure their campaigns in YouTube CTV through a third party. Streaming also provides the advertisers with more opportunities to reach out to their customers than linear TV.

Digital Video and E-commerce has also become significant with the pandemic. More people have started shopping online and online shopping grew almost 44% to that of retail sales last year. This shift to e-commerce has increased the importance of digital videos in the area of advertising.

YouTube creators can provide the customers with guidance similar to one provided by an in-store salesperson. This enables the scope of the YouTube creator in aiding the market value of a product. YouTube creators usually spend more time with their audience building a kind of rapport with them. This puts them in a position to provide the user’s influential recommendations.

Many expert reviews from YouTube creators are considered trustworthy by their viewers. This has made YouTube a very important platform that aids a better shopping experience. They are currently trying to help the viewers in making informed purchases directly through the platform YouTube.

Short-form video content creation and consumption has also increased considerably in the last year. Mobile devices are increasingly becoming a device that can make the creation and consumption of video content pretty simple. People have come to short video content and YouTube is trying to make it easier for creators to make short video content.

Youtube ‘Shorts’ is such an initiative. It comes with the ability to add music, speed control, countdown feature and timer. The use of this tool has increased tremendously with YouTube getting ready to expand this feature to the US also.

The importance of video content is tremendously increasing as it allows creators and marketers to reach out to their audience and consumers as never before.