Now is the time to make video work for your business! Here’s why…
Consumers continue to rely on video as COVID-19 shifts human behavior. There’s no question that we’ve all had our fair share of screen time last year. Whether on FaceTime for family celebrations and holidays, Zoom or Teams calls for work, or binge-watching more Netflix than you’d like to admit, you most likely have relied on video for connection, information, or entertainment.
The data says it all: consumers are relying on video
What people are searching for can tell you a lot about consumer interest and behavior. Changes in searches are glimpses into cultural shifts. Search trends around the reliance on video during the pandemic were just as eye-opening. When comparing search trends from spring 2020 against that same time period in 2019, Google saw a 200 percent increase in searches for Fitness Apps1 and a 400 percent increase in searches for Online Learning.2 Data from YouTube reveals similar trends. Consumers are looking to YouTube not only for informational content but also for experiences. Viewership of videos related to “nature sounds” increased 25 percent in the first three months of the pandemic in the U.S. compared to the first quarter of 2020.3 Think with Google also reported a 60 percent increase in daily views of videos with “museum tour” in their title.4 Consumers are turning to video for everything from self-care and a sense of calm to an exploration of art and culture. Visit YouTube Culture & Trends for a full view of YouTube search trends in 2020.
Long-term impacts of habits formed during COVID
According to Healthline, it takes anywhere from 18 to 254 days to form a habit, and an average of 66 days for a behavior to become automatic. We know…we also don’t want to think about the bad habits we’ve picked up in the last 365 days of the pandemic. People have figured how to cope and live a semblance of their previous lifestyle while spending more time at home. Whenever this pandemic is over, the habits formed during this time will remain in some form. In a future where more options are available, Grandma isn’t always going to go to the game or concert in person–and she’s going to expect virtual options to be made available to her. If there’s a more convenient option that offers similar results at a similar price point, human behavior is to vie for convenience. Call it efficiency or a shortcut, video is here to say.
How does this change your business strategy?
COVID has accelerated business and consumer trends that were already expected, just not in such a short time period. Consumers were already starting to shop for groceries online; early adaptors were using grocery delivery services for years. For those of us who preferred more traditional ways to shop and work, the pandemic forced us to adapt faster than we would have normally. You’ve likely felt these shifts in your business; for better or for worse. The question now is how do you shift your operations and marketing strategy to meet the expectations of consumers? We have a few ideas:
- What service do you offer to your customers? Is it coaching, banking, education, retail, or food and beverage? How can you give your customers a similar (or improved!) experience through video? If you typically do cheese and wine pairings, can you provide kits for customers to have their own tastings with a group of friends over YouTube with you as their charming virtual guide? Instead of in-person seminars on buying a home or on refinancing, can you host virtual seminars? Think about the most critical 3-5 parts of your experience. You might be able to use video to deliver 2-3 of those vital pieces. As for the benefits of going virtual, it may mean less overhead costs for staffing, being able to host more frequent events or increasing attendance.
- How can entertainment trends fuel your marketing results? The events of 2020 put an increased focus on the purpose, values, and social impact of brands. You can use video to better communicate who you are and what you have to offer while consumers are spending more time on video platforms like YouTube, Instagram Reels, and streaming services.
- Video provides an opportunity to scale more effectively. Video ads and virtual experiences can reach the masses and remove the barriers of geographic limits. Potential customers who live hours away no longer have to make the drive to your showroom. You can now advertise outside of a driving radius and offer virtual experiences to showcase your products. Your virtual events can now connect friends from across the country and globe while extending the reach of your offerings. Video can give you an avenue to scale your business in ways you previously thought out of reach.
To brainstorm how video can enhance your business strategy or to discuss an upcoming project, visit Uproot Creative Services or give us a call!
1Google Data, Global English, July 29, 2020–Sept. 26, 2020 vs. July 29, 2019–Sept. 26, 2019.
2Google Data, Global English, June 17, 2020–Aug. 15, 2020 vs. June 17, 2019–Aug 15, 2019.
3YouTube Data, Global, Videos with “museum tour” in the title. March 15–April 30, 2020 compared to Jan. 1–March 14, 2020.
4YouTube Data, Global, Videos with “museum tour” in the title. March 15–April 30, 2020 compared to Jan. 1–March 14, 2020.
Uproot Creative Services, LLC. is a video production company based out of Harrisburg, PA. Newsroom veterans’ turned business owners, Kevin Hillman and Colin Powell, have a combined 14 years of experience producing, writing, shooting, and editing videos professionally. Uproot offers video strategy, production, live streaming, wedding coverage, and aerial video. Whether it’s a commercial, a web video, or an informative explainer spot, with Uproot, you can create something meaningful.
Contact info:
Colin Powell
Co-Founder Uproot Creative Services, LLC.
(717) 816 – 8603
Colin@Uprootcs.com