03 Video Trends

From Facebook Live to vertical video, explore the past, present and emerging trends that could inform and influence your video marketing strategy.

Ever since the advent of YouTube in 2005, the use of video online has grown exponentially.

6 out of 10 people prefer online video platforms to live TVTHINK With Google

As businesses have become aware that audiences are shifting away from traditional media, like newspapers, magazines and television—6 out of 10 people prefer online video platforms to live TV—they’ve increasingly incorporated video content into their marketing strategies.

So much so that two thirds of advertisers shifted budgets from TV to digital in 2018 alone. Over time, some of the new and innovative strategies for using video in marketing have resonated with viewers so effectively that more and more companies have adopted them in their marketing, thus creating video marketing trends.

Video Trends:
Five Years in Focus

Video Trends 2021:
Where are we now?

1. Interactive Video

Interactive videos do exactly what they say on the tin: engage viewers by directly interacting with them. Shoppable videos are some of the first tangible examples to hit the market, where viewers can purchase items directly through drop-down menus linking to product pages. Big brands like Ikea have jumped on board but there are also examples of interactive films, not to mention the ever-evolving interactive options on live streams.

2. Personalized Video

Personalization gives you a leg up in what can seem an impossible task – standing out from the crowd. By taking the recipients personal information and using it to sub bespoke content into a video, personalized videos are a step up from the well-trodden personalized email and when done well, can be very shareable. Cadbury, for example, recently ran a video campaign called GLOW using data from their existing accounts.

3. Searchable Video

With more and more high-quality video content and search engine algorithms easily matching pace, it’s essential to keep with the crowd by maximizing your video SEO. Things like file names, titles and descriptions will obviously be helpful, but so will adding subtitles and closed captions or using original thumbnail images – Google has plenty of information to find out more.

4. Animation

Animation is the new school old school, an evergreen tool for sparking attention and one that is set to gain evermore momentum in 2021. Relatively easy to produce, animation can add a playful element to your marketing content. Take a look at this advertisement from Paypal to see what we mean.

5. Social Media Video

It nearly goes without saying that social media videos will continue to grow in popularity in 2021. Brands have embraced Instagram Reels and TikTok, with the likes of MAC Cosmetics and Sephora just some of those leading this trend. As an extension, ephemeral video (one’s that disappear after a set amount of time, like 24 hours) and vertical videos are trends unto themselves.

For more 2021 video trends, see our roundup of predictions for the year ahead.

What Next?

Continue to the next chapter to find out all about Video Channels, or skip ahead to Chapter 5: Video Case Studies to find out which brands get video right and how they nail the format and why.