Video production

Video production – the latest tips and tactics

Think lab

Stories and Science


If someone had told you several years ago that videos would be the most important elements in a successful marketing campaign, you may not have believed it. It was difficult to imagine that TVs would be replaced by internet platforms such as YouTube or that 70 percent of people would begin viewing videos from their mobile devices.

The changes that occurred in the last decade are thrilling and the speed at which videos keep developing is increasing every day. The number of businesses using video as a marketing tool has increased by over 24 percent over the last few years. This means that in 2021, video content will get to all-time highs.

All experienced digital marketers are aware that when it comes to content, video is growing in importance. Whether it’s on Instagram, YouTube, or Facebook, people love video content. This doesn’t only apply to social media – emails are opened 7 percent more when they contain a video.

Considering these, business owners who would like to be successful or keep up with the competition need to know what’s happening to video production right now and the latest tips and tactics for 2021.

The usual types of advertising and promotion are oversaturating the global marketing landscape. Customers today are bombarded with intrusive advertising, so they are more likely to purchase from a brand if it gives them exciting impressions.


Video marketing makes it possible for organizations to connect with their clients at a personal level and create a more human interaction. Video marketing is expected to become the most effective digital marketing trend in 2021.

The average person spent 84 minutes daily watching online videos this year. However, this is expected to increase to 100 minutes per day in 2021.

With 88 percent of video marketers stating that video gives them a good ROI, it will be prudent to make the most of this medium. Going into 2021, below are some video marketing tips and tactics created to help your brand get more out of video production.

2021 - tips and tactics

We are all aware that video is a vital part of the marketing strategy of any company. In fact, 92 per cent of marketersagree with that. Trends come and go, but some are here to stay in 2021, particularly when you’re planning out your video marketing strategy.

1. Don’t be left behind

With the ever-changing nature of online, it’s not surprising that video platforms have rapidly altered. Last year, 85 per cent of companies used video as a marketing tool and 92 percent of those marketers reported that video is a vital part of their marketing campaigns.

As the most recent video sharing app on the internet, this time last year, TikTok was an untapped market for companies. But today, with 800 million active users in the world, spending an average of 52 minutes per day on the app, more brands are taking advantage of the new platform. TikTok provides businesses the opportunity to reach the youngest audiences.


2. Focus on clients

Video content is a huge part of how consumers make decisions today. This is a great way to position your business, product, or service as one of the best. If you want potential customers to engage with your brand, you need to make videos from their point of view.

Ensure that your videos explain your brand because studies show that short video clips and other explanatory product videos help clients feel comfortable with their buying decisions. When you do it right, this content can educate, entertain, and even advertise to them.

Videos can help to increase sales, assist with customer service, and lower support calls. B2B marketers can use video content to share product information, thereby increasing leads and conversions.


3. Take it live

There are various formats of video content to select from, depending on the platform you’ll be using. It’s advisable to present content in the most convenient format for your audience. Since most people view content vertically on their mobile devices, most marketers now produce vertical videos.

In addition to that, vertical videos have a 90 percent completion rate, retaining the attention of the audience to the end.

Before the COVID-19 pandemic, 57 percent of marketers used live videos for online conferences and events. But this number is estimated to rise in 2021. You need to take advantage of live streaming on social media platforms such as Instagram, Zoom, Facebook, or YouTube.


4. Increase your SEO

Just like a regular blog post, video SEO is necessary for getting your content seen. Producing quality videos embedded on your website can increase traffic and encourage viewers to spend more time engaging with your content. This will in turn increase your search engine rank.

When you mention the word ‘video’ in your email subject line, it will increase the open rate by 19 percent. Also, landing pages that have video content can increase conversions by 80 percent. Always include a call to action in your video to increase audience interaction.

To make the best of video content, use targeted keywords in the title and Meta description, select an engaging image, and use transcripts. Remember to upload your videos directly to your social media platforms, rather than embed links to other platforms. This will ensure that they auto-play and are prioritized by the search algorithms.

5. Reduce the video length

With more products and services in the global marketplace, users look for brands that can grab their attention. They don’t want to waste time going through long and boring descriptions or watching long explanatory videos. That is why 73 percent of marketing videos are less than two minutes long.

This year has been a year when businesses began to actively repurpose longer videos into bumper ads . For most people, a video that lasts for six seconds is sufficient to get the message. If you intend to remain ahead of the curve in 2021, you need to pay attention to this popular format already used by various international brands.

6. The power of storytelling

Great video content gets views. You need to create a compelling story that communicates the values of your brand. Authenticity is also important; this is why working with influencers is now popular. They use their creativity and personality to create a story for your business.

Videos that tell a story typically perform much better and generate more ROI when done strategically and authentically. Your videos should show and not tell. Strong visuals help convey information better than just words.

7. Adding videos to the omnichannel experience

As mentioned earlier, using videos for marketing is a strong strategy that will surely give you a boost. But if you make them a part of a campaign that provides an omnichannel experience, you may attain new grounds.

Unlike multichannel experience, omnichannel provides applicable content at the right time and needs more accurate tailoring and research. This strategy will work together with the trend of personalization and helps you find out, even more, experimental and unconventional marketing strategies.

Google’s in-depth research for instance, shows three unexpected ways people use videos while shopping:

  • 55 percent of respondents use online videos instead of shopping lists

  • Users watch videos in-store to feel more comfortable and confident about products

  • More than 50 percent of people watch instructional videos before buying a product

In short, in 2021, you should aim to provide users with short and concise videos that make your customers and prospective customers more comfortable with making a decision.


Before kicking off your 2021 marketing campaigns, you need to know that by 2022, 82 percent of all internet traffic of customers will come from the video content, according to Cisco .

When you have the knowledge and you implement these 2021 video marketing trends that are particularly vital to your brand, you will achieve your business goals. At Liwa, we understand the need to keep up with the trend, and as video marketing specialists, we take this into account.

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