Video Marketing In
A Time Of Crisis
Part 1

PART 1

Written By Shari LeGate

2020

Last year at this time, most of us were putting together our marketing plans, organizing budgets, planning the calendar for the upcoming year and getting ready for show season. I can absolutely guarantee no one foresaw the country coming to a complete standstill and the business models we’ve followed successfully for years being changed forever.

If there’s one thing this pandemic has done, it’s made us look at ourselves differently. It forced us to rethink how we socialize, travel, work, shop, live our daily lives and do business.

As the customer has adapted to new purchasing habits and lifestyle patterns, they’ve also come to expect retailers and manufacturers to adapt as well. Over these past few months, I’ve seen some very imaginative and innovative solutions to the challenges this pandemic has created, particularly in video marketing strategies.

According to Forbes, 80% of consumers have engaged with more digital content since the outbreak than they did before. And even though this piece of information comes as no surprise, this trend will continue as more than 6 in 10 consumers expect their use of YouTube to increase. They’re finding they can easily gather information, stay connected and be entertained without ever leaving the safety of their home. Forbes goes on to predict by the end of 2020, the average person will watch 100 minutes of video per day.

A study conducted by Cisco revealed by 2022, an estimated 82% of all content creation will be video. That’s 15 times higher than 2017, and even though it’s been proven time and time again using video will increase engagement, it doesn’t mean it will always be effective.

Today’s “cancel culture” and people’s sensitivities to how a product or idea is presented might need to be readdressed. For example, a recent study conducted by Kantar showed 75% of the people surveyed wanted ads that informed them about a brand or retailer’s efforts to face the COVID-19 crisis, but they were offended if the brand exploited the coronavirus pandemic to promote their business.

Changing Video Strategy

Retailers and manufacturers have had to shift their marketing strategies to address the social distancing mode we now live in. Be it major or minor, changes happened across the board in almost every aspect of business, whether it was in hours of operation, product releases, budget cuts or marketing strategies. As a result, the way video is being used has changed as well. It’s no longer just for ads and promotional videos.

Video is having a stronger presence and getting broader use in customer care, support, product education and direct communication with the consumer. With people not being able, or willing, to have face-to-face interaction, video is the best option during this crisis to reach out to new customers and connect with existing ones.

New and different video formats are emerging and content is changing to adjust to this new reality. Video content marketing is gaining an unprecedented edge over other marketing formats and this is the time to use video to talk to your customer. But it’s important to talk to them with the correct message and tone. So, with the consumer watching video for more than an hour a day, what is the best type of content you can create in this COVID-19 era of marketing?

Use The Right Type Of Content

Whether your content is to distract, inform or entertain, the content you create must be specifically made to fit your customers’ needs. When you consider 72% of consumers prefer learning about a new product or service through video, this is the time to take advantage, but before you do, determine your end goal. What conversation do you want to start? Is it to promote a new product, address an issue relating to an existing product, provide a tutorial, create engagement or simply just share information on how the company is coping with the difficulties of meeting its customers’ demands?

The first step is to go beyond the goal. Video marketing is good at creating an emotional connection to the customer experience. In these times, any video you create should give something back. If your content serves you first and your customer second, the chances of converting someone into a loyal customer are diminished and will hurt more than help. Lay a foundation to uplift, interact and support the customer.

Rise Above The Noise

Since overall consumption is projected to keep increasing, it goes without saying there’s more video marketing going on now than ever before. Consumers are being bombarded with content. Every business wants their customer to know what they’re doing during this crisis. How they’re safeguarding their employees, their products and their overall business. Being heard above everyone else will take sincerity, originality and authenticity.

Video is the best option during this crisis to reach out to new customers and connect with existing ones.

The tag line, “Your safety is our first priority” is everywhere to the point it’s simply become background noise. Around 43% of customers are unhappy with this messaging, saying the messages received during this crisis are way too similar. However, research is also showing 56% of consumers want to hear COVID-19 messages from the brands and business they use. So, make sure what you’re saying has a purpose and is true to your personality.

Take a look at a few of the brands getting it right, like Budweiser (“One Team”), Apple (“Creativity Goes On”) and Oreo (“Stay Playful”). Their messages are heartwarming, encouraging — even playful, but they are geared to elicit a response. Granted, these brands have incredible budgets, production teams and large agencies to plan their campaigns. It doesn’t mean a smaller brand or retailer can’t do the same thing; it’s just done a bit differently.

Find the videos going viral during this pandemic. What type of content is being produced? What’s your tone and end goal? Then step back and figure out what you want your content to emote, taking your cue from their messaging. Decide what message your brand wants to send or what your store stands for in your community. Put it together with a message your customer will feel good sharing and make your voice rise above everybody else’s.

Right now, times are hard and people are scouring the internet looking for real information, support, encouragement and to make a connection. You can do all this with a simple, easy video — as long as it’s sincere.

Editor’s Note: In Part 2 of “Video Marketing In A Time Of Crisis,” we’ll examine five realizations of new consumer video consumption and buying behaviors — and how your content can keep fans engaged.

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Video Marketing In A Time Of Crisis Part 1