The pandemic has only accelerated the trend
There are many pieces that must be integrated into the digital marketing strategy. Brands need to connect with consumers and they spend more and more time online. However, it is not enough to simply position yourself in that scenario, you also have to understand what works online and what are the expectations of consumers in that environment. It is necessary to understand what type of content is expected and which ones will achieve a greater impact among consumers.
And in that search for what interests and what will lead to connect with audiences, video is essential. Video content has become the big stars of the Internet, what Internet users are looking for and what they spend more and more time with.
The conclusions of the State of Visual Media study, prepared by Cloudinary, make it clear. The experiences of the last almost two years have accelerated the weight of the visual. Consumers want more images and consume much more of this type of content.
The pandemic has increased the amount of audiovisual content published online, but also the interest of Internet users for them. More videos are being watched than ever and brands need to keep up with their potential consumers in their appetite for content.
The figures in the video are unquestionable. During the second quarter of 2020, when the pandemic started globally, the bandwidth consumed by video rose by 140%. Video viewings were doubled.
But brands should not make the mistake of thinking that this video boom was simply a pandemic and that once that moment has passed, things will return to their “normal” course. The normal pre-pandemic will no longer return, at least as far as content consumption is concerned. The study itself has figures that prove it: according to its conclusions, the “use of visual media continues to grow.”
What brands should do
This video boom changes the strategy of brands and forces them to make certain decisions and position themselves in a more ambitious and stable way in the video universe. They have to give it as much attention as possible and work the video, something they are not exactly doing. Many brands still have a long way to go.
The leading companies are doing the most sophisticated things. There are brands, they point out in the study, that have already designed videos thinking about how they will be delivered using the internet of things. Still, it is not usual. Most commonly, brands are still using videos in a somewhat limited way and there is still a lot of untapped potential.
What they are clear about is that they must think about the mobile universe. Being responsive to mobile media is already mandatory and crucial because mobile traffic is increasingly important and content consumption is becoming more and more from those devices.
If your consumers are watching videos and if that is what they want and are looking for, there is no choice but to bet on that content. There is no point in continuing to market something that the consumer does not want to see.