SEO content written for a video marketing agency
Over the last year online video watching platforms have boomed, none more than YouTube. The new trends that have emerged are changing the way that modern marketers are allocating their budgets and how they approach video marketing.
These content trends and viewership insight on the world’s biggest video platform are ripe for ideas for your video marketing too. Here are the trends:
Watching Video on TV
As soon as quarantine started, people were spending more time at home, and their TV and online videos viewing habits increased. The difference was they weren’t just watching video on their phones or computers as usual, they started watching video on their TVs.
Now, watching online video on TVs is a standard practice. YouTube content watch time trends on TV screens has increased more than 90% over the last year. There are now over 100 million people in the U.S. who consume video on their TV screen.
What People are Watching
Professional Development
As people began spending time at home, many chose to practice self-improvement and upskill via video.
They acquired new skills by watching teaching videos that explain processes and ideas for topics they wanted to learn. You won’t be surprised to hear that watch time for this type of learning video has more than doubled. While in quarantine cooking and container gardening were among the top search terms. That hasn’t changed over a year later.
Cooking
When restaurants closed last year many home chefs decided to advance their kitchen talents. Cooking tutorials are still among the most popular YouTube videos. In particular, videos about cultural cuisines such as Asian and Indian food are top view getters.
Imitating the cuisine they’d normally get in a restaurant allows viewers a sense of control that permits them to feel comfort and luxury of dining out in the safety of their own home. Plus it’s a feather in the cap to learn and impress others later on.
Socialization
When social distancing began, people were desperate to maintain face to face connections with loved ones and friends and found way via video. Likewise, brands and organizations started to use video to connect with their audiences too. Museum tours, cultural experiences, and candid interview videos are still being consumed at breakneck speed.
Because of this, the term “With Me” came to the forefront. In these videos, viewers share the experience or activity or information with the video creator. These day-in-the-life with me videos have grown 600% since March 2020.
Live Sports
When live sports came to a halt, teams and their fans needed to find a new way to connect and they did so with video.
Fans went to online video to see what they’d missed, hear from their favorite players, watch past classic moments, and to view candid commentary they weren’t getting elsewhere. Viewing sports content on YouTube grew more than 65%. Even though live sports are restarting, the video trends will continue.
Fitness of mind and body
When quarantine peaked and gyms closed and the emotional reality started to kick in many sought out video content to cope. YouTube reported a 215% increase in videos with “self-care” in the title.
These popular videos include yoga, fitness, and meditation. Collectively these videos have seen increased watch time by more than 180%. Turns out following along on video at home isn’t much different than the gym.
What this Means for Your Video Marketing
Video has finally broken through across generations as the go-to form content for most consumers. To be successful video marketing must:
- Work on the big screen and the small
- Help viewers in some way
- Give them something they won’t find elsewhere
- Use video as a social connection tool
As the video viewing behavior of the world has changed, so too must our video marketing strategies. Online video viewing is still increasing and it’s here to stay. How are you adapting and creating value in this new reality?