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2020 started the golden age of video technology and no business would want to miss out on this opportunity for engaging a large volume of audience.
Fremont, CA: 2020 will be remembered as the time of digitization. With successive lockdowns and quarantines, many of us were dependent on our cell phones and laptops for entertainment. The pandemic saw a sharp increase in the number of people streaming online on weekdays. Social media brands made advantage out of this situation by introducing some new features. For example, Instagram introduced Reels that lets a user make and post a 25s to 30s short video, a feature very similar to what TikTok does. And it was not surprising when Instagram saw a surge in daily usage after rolling out the new feature. Not just Instagram, YouTube, Twitch also saw massive usage. 2020 really was the golden age of video.
Pivot to Video
Back in 2015, when ‘pivot-to-video’ came into existence, several companies were restructuring their organization and setting up new departments so that they stay relevant in the growing age of social media. Social media is used by everyone nowadays, and businesses don’t want to lose the attention of their target audiences. Hence it was not surprising when even businesses started setting up special teams to focus on their social media presence. It has always been evident that video was the most crucial part of social media, hence companies started focusing on creating catchy, informative videos to gain more attention.
Content is everything
In the past couple of years, there have been major developments in broadbands, which led to more content being available easily. The movie theatres shut, but that did not stop movies from releasing. Many movies made online premiers on popular streaming services like Amazon Prime, Apple TV, HBO Max, Disney+, and Netflix. Many television networks are also trying to make their presence felt in this industry, like Peacock TV by NBC Universal.
Viewers are now more conscious about the kind of content they will consume. Be it YouTube or Instagram, content creators who can produce unique, quirky, and informative content are engaging more audiences. Startups and even individuals (called influencers) can create great videos by utilizing several video making and editing applications that are now easily available. Hence no doubt that with a little investment in production and hiring great content creators, businesses could flourish with the help of social media. Needless to point out, but this golden age of video is very comprehensive.
How can companies enter this ecosystem?
1. Provide quality content: Social media, though very easy, but needs to be used tactically if one wants to engage the audience. It needs consistent efforts to generate results, just as any business does to succeed. No one can become an influencer overnight. One has to also take care of the content. There are thousands of videos on YouTube telling about the new features of the iPhone 12. If you want viewers to see your video, out of all these, then you must offer something that others are not. One doesn’t need to start big, one simply has to initiate participation and maintain consistency.
2. Keep up with the trends: Social media is dynamic, and what is relevant today, might not be tomorrow. One secures a million views in a day. One has to try to keep up with the trend. Learn what the audience likes, learn the tricks of social media, learn how to engage more audience. All major social media platforms also provide analytics, which helps in determining the future course of action. Marketing campaigns and advertisements are also very easy to run.
Consult those who use it often: Needless to say, social media is a child's play for millennials. They know the tricks of social media better than anyone since they use it day and night. Hence it is a wise decision to consult them. Conduct regular surveys to understand what your viewers want and like, and what their expectations are. Combine the information and analytics gained with the experience and knowledge of a daily user to maximize user engagement.