We are living unprecedented times.
While humanity has endured pandemics many times before, this is the first time we get to experience one during our age of hyperconnectivity.
The Internet has provided a way to stay communicated with the world while we stay safe inside our homes. But the needs and wants we’ve grown used to don’t simply stop mattering overnight.
So, since day 1 of lockdown, many brands have partnered with experienced content production companies to use video as a form of providing comfort and accessibility during these hard times.
With a whole army of students and workers now staying at home, there is a whole new demand for video content that didn’t exist at the start of the year. And many of those users are accessing video in ways they never did in the past.
So, in this piece, I’m going to go over the different ways in which the pandemic is shaping how we think about video content and how companies adapt and leverage some of these new opportunities.
During the pandemic, people look to entertainment as a much-needed escape from reality. No wonder streaming platforms such as Netflix and YouTube have reported a huge increase in demand for their services.
On this note, cultural institutions around the world are using video content to provide virtual tours and online video exhibits to people stuck at home. Popular musicians and actors have also taken to live streaming to add some joy to your day. Like actor John Krasinski and electronic DJ Diplo.
For brands, the pandemic has reorganized the communication priorities they had towards their consumers. Now more than ever, the goal is to empathize with audiences, showcasing the human aspect of your business with funny and wholesome content.
One of the best examples out there is Bon Appétit’s variety show. The food magazine has gathered over 1 million views with its entertaining cooking show, which includes guests, recipes, and cooking games.
Shutdown can make us feel like we’re all stuck aboard the same boat, so we better make the most fun out of it!
Video has been used primarily as an entertainment medium but has now become an integral part of every educational platform. And since the pandemic caused school shutdowns all across the world, e-Learning may be one of the elements of the new normal that has come to stay.
Plus, with all this free time in our hands, there’s never been a better opportunity to learn something new, like trying a new plate with a video recipe or learning a new language with a video tutorial.
Companies from all types of industries have incorporated how-to’s, tutorials, and explainer videos in their marketing strategy guides for 2020. This type of educational content should focus on the needs and interests of your audience over the products or services you sell.
Walgreens, always a great example when it comes to innovative video content, adapted their “Ask a Pharmacist” series into short, educational pieces. Doctors and health specialists tackle customers’ most common questions related to COVID-19 with simple and easy-to-understand answers.
If there’s one thing that the pandemic has taught us, it’s the value of journalism and local media.
Fear and uncertainty have impacted our lifestyle to the point that staying up to date about the latest news has become a sort of second nature. And with so much disinformation circling the Internet, people need to hear a voice they can trust.
As a brand, your video content should be direct and honest. Check every fact you provide to your customers and communicate information in a peaceful way.
Follow the example of Cottonelle, and how the world’s largest toilet paper producer produced a direct message to ease consumer’s concerns. The brand urged people to stay calm and discourage panic buying, and it worked!
Plus, video has also proven to be a great medium for internal communications in companies. If employees start sharing rumors about the company, a short video or a quick video conference is the most reliable way of addressing those doubts before they spread out of control.
Social distancing seemed like such a hard task when the shutdown started, but social media and video calls have eased that pain, becoming essential forms of getting in touch with our loved ones.
Facebook and Instagram Lives are now part of our daily new normal lives, and the same goes for Zoom and Google Hangouts. Seeing a friendly face, even if it’s on a screen, can do wonders to endure the days till we gather with our friends again.
And when it comes to brands, they also need to stay connected with their customers. Use your social media channels to share video content daily and engage with your customers. Remind them that you are here to help your community, and also that their support means the world to you.
You can also use video to document the activities you’re doing to support your local government in fighting the pandemic. This is an excellent opportunity to showcase how much you truly care about your clients and demonstrate your commitment at multiple levels.
Some parting words
The book about the pandemic is still being written, and brands are coming up with new ways of using video content each day to make the most out of a bad hand.
But it’s fair to say that the four goals I’ve covered in this article are enough to get your marketing strategy up and running.
If your company is using video content to entertain, educate, inform, and connect, you’ll make it to the end of this pandemic having built a stronger and lasting relationship with your audience.
So, good luck!