Video content is likely to rise in 2021

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 15, 2021, 10:05 AM GMT+0

A Social Media Today study found Facebook Live’s viewings increase 50% during the lockdown period in 2020.

With the pandemic mandating stay-at-home lives, virtual events became a popular option for B2B companies. However, the switch to virtual events wasn’t strong enough as consumers started facing Zoom fatigue. With consumer movement restricted, consumption of video content significantly increased.

Studies show video conferencing and pre-recorded videos were used more, to sell and serve buyers, since the start of 2020. The articles states human-driven content like videos and live-streams can help marketers create trust and appear on the top of “in-the-moment” connection, which consumers valued more last year.

With ABM becoming a core part of the marketing and sales strategy, marketers should emphasise more on quality over quantity. Additionally, consumers will expect “more real, true personalisation” from brands with the evolution of technologies like AI.

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