4 types of video content you need in 2021
By: Kelly Mirabella
Tags: Digital Marketing, Content Marketing, Video Marketing, Video Content Marketing, Content Strategy

Video content is like the holy grail of content when it comes to brand lift, community growth, and downright bottom line profits. So if you are thinking about incorporating video into your content marketing plans for 2021, you are in the right place, because in this video I am breaking down the 4 types of video content you need in 2021.

Watch the video instead or along with reading.

YouTube videos

Looking to 2021 there is no doubt that YouTube should be on your radar if you are wanting to rank higher online, drive sales, and build a community. YouTube is the 2nd most visited site in the world with 37% of all the mobile internet traffic belonging to YouTube. It is no wonder that those creators who learn how to properly tap into the YouTube engine will thrive in 2021. But it is not as simple as uploading videos, trust me I know. I have been a YouTube creator since 2008 but did not start finding success on the platform until in 2018 I launched my channel Baby Got Bot and really started to take YouTube seriously.

My advice, think of YouTube as a game of chess, a master competitor to be outsmarted. Become obsessed with YouTube the way Elizabeth was with Chess in the Queen’s Gambit. Always focus on learning and getting better at your craft. Use tools like Tubebuddy and Morningfame to optimize your videos and look at each opportunity you do video as an opportunity to improve and wow your audience.

Live video

Live broadcasting was growing in popularity before The COVID-19 pandemic hit but after it blew up! The pandemic has changed the way we do so many things from learning to getting our news and connecting and beyond. One of the largest impacts of the pandemic has been the rapid adoption of live streaming content. In fact, between March and August of 2020, there was a 300% increase in live streaming events! And those of you in the fitness or education space take note because according to Uscreen, Health and fitness verticals saw the most rapid adoption of live videos, with over 1300% increase in minutes live-streamed, And eLearning saw an increase of over 980% in minutes live-streamed between March and August 2020.

Even as the pandemic goes away the live streaming space does not seem to have an end or slowdown in sight. According to Forrester, By 2023, brands are expected to spend more than $100 billion on video content.

So brands take note because Live streaming can bring you so much more than content for your marketing. Think brand lift, conversions, and retention overall. Don’t believe there is profit in investing in live video? Look at China who leads the world when it comes to using live streaming for e-commerce. Taobao, a Chinese online shopping website owned by Alibaba, generated more than $15.1 billion in gross merchandise volume in 2018 using live streaming. (Alizila)

Info videos

Not all businesses have the funds or the people to develop quality YouTube videos and live video strategies. There is still an easy and affordable way to tap into the video momentum with info videos. These are videos that do not have a talking head but instead use b-roll, stock video, and images along with text over messaging to share information with their audiences.

Tools like InVideo, Canva, Luman5, and Magisto make creating info videos a breeze. The info video content type is going to be every content marketer’s best friend. They are also handy when promoting your other content pieces and helping you drive traffic to blogs, product pages, and other more complex videos.

Short From video

Tik Tok is not just for kids! MarketingCharts TikTok data (March 2019) finds over 50% of TikTok users in the US are aged 18–34 — with a nearly even split between 18–24-year-olds and 25–34-year-olds. Interestingly though, we still find a quarter of US TikTok users are aged 45–64.

Since its launch in 2016 TikTok has grown to 800 million active users worldwide (Datareportal, 2020) ranking it as the 9th largest social network and it shows no signs of slowing. In retrospect, it took Instagram six years from its launch to gain the same amount of monthly active users that TikTok managed to achieve in under three years.

Tik Tok has grown so fast that even Facebook-owned Instagram has tried combating it with its own short-form video tool, Reels. And here is where it gets interesting. We now have Reels, Shorts on YouTube, Fleets on Twitter, LinkedIn rolled out a story format and of course, Facebook also has stories. It seems all the major networks are seeing that short-form video is here to stay. So you need to be thinking about adopting it for yourself.

No matter what network you choose to invest your short time in (see what I did there), you need to be able to create catchy videos that are under a minute long. Tools like Canva, InVideo, and adobe spark can help you achieve the look you need. But also I recommend using those smartphones and getting native with your video creation. Play with the platforms and get to know the natives. The best way to win is to learn the lay of the land in the short video playground you ultimately choose. And have fun! Tik Tok and shorts viewers are not looking for the same old cookie-cutter marketing script. Be creative and think outside of the box!

If you are thinking of video content marketing for 2021 these video types are a sure-fire way to win in this space. But if you don’t know how to get started or you want to but don’t have the time or resources remember there is a huge space of micro-influencers, and brand partners who can help you take your video content to the next level in fun and authentic ways. So no matter how you spin it, there is no excuse to not have video content a part of your 2021 digital marketing plans!

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