The Covid-19 pandemic has had a major effect on how we socially , travel, work, and go about our daily lives. Our current circumstances are extremely complicated. If you are on a marketing team or happen to be responsible for the marketing of a company, it can be difficult to see the silver lining right now.
But there just so happens to be one. Average consumers now absorb over 80% more content than before the outbreak, and video is leading the way.
As we continue to deal with growing concerns around COVID-19, organisation worldwide are facing tremendous challenges, from moving their entire operation online and securing business continuity to experiencing significant drops in sales and revenues. Having to innovate in order to survive these unprecedented times, and being forced to adapt to consumer expectations that have changed irrevocably, marketing has in fact never been more critical.
The Marketer’s role has also become abruptly much more challenging. Marketers today must address not only the question of what type of content and messages they should use, but also the content that surrounds it—its context—the raging and disturbing news cycle that their content lives within and the impact it has on their audience sentiment both online and offline .
On the one hand, brands now must practice empathy, thoughtfully and sensitively crafting their content and messaging, steering clear of anything that may be perceived as too opportunistic. They have to form a considerate and helpful approach and speak with an authentic voice as their response can leave a lasting impression in people’s minds.
On the other, these unprecedented times call for brands to be less “safe”, bolder, and more socially conscious. To take a stand and share their voice on important topics and to touch on subjects that are not as easy to tackle in a way that feels genuine. They have to need creative ways to stay relevant and make sure they interact with their audience in a timely, almost real-time, manner.
Online consumption habits are showing dramatic changes as well. Everyone is online, and people are craving information, quality content, and essentially looking to feel connected. But as a result, their feeds are bombarded and their inboxes are loading , making it harder to rise above the noise and truly stand out. This noise can be even more challenging for marketers looking to connect with their potential customers given the dominance of “bad news” and misinformation. Though how consumers think, behave, and buy will probably change, their need for information and their demand for superb experiences most definitely will not. With increasing trust issues and growing uncertainty, marketers must not only be able to reach their audience, but also truly engage them and delight them with immersive experiences that provide value —all while keeping their brand intact.
Incorporating video into your marketing activities can be very beneficial when trying to overcome these formidable challenges—both the type of messages and content you should be producing right now, and the unique and demanding context that they are placed within. Video consumption continues to grow rapidly worldwide in recent months, chosen by people worldwide as their main means of staying connected—either when working from home or for remote learning, for interacting with family and friends, or for sharing information about the Covid-19 situation. In this new normal, video, it seems, has become the new normal enabler, bridging the generation gap and prevailing with its powerful attributes for transmitting information, educating, collaborating, entertaining, and socialising. Making social distancing into a mere physical imperative.
Marketers have long been the pioneers of video within their organisation , having seen for themselves its successful track record in reaching audiences, and then engaging, converting, and retaining them. In this difficult moment, video may clearly become the most important item in your toolbox, powering attention-grabbing, customer-centric, brand-safe, and result-driven experiences.
By 2022, 82% of all content production is expected to be video. That means the average person will be watching almost two hours of video content on a daily basis.
While many companies focus on the power of digital technology as a replacement for face-to-face events, there is an unparalleled opportunity for businesses to use video as a means to engage, communicate with, and retain customers during the Covid-19 pandemic.