Brands must examine their strategy roadmap carefully to ensure that socially conscious marketing is a central component and to determine where it makes the most sense to employ video techniques in a way that connects with their target audiences. Because, in these uncertain times, customers need to know that brands prioritize them over their money.
COVID-19 has caused a significant shift in social consciousness, affecting how consumers view and consume information. Marketers must address this new reality. Businesses would have to market from a distance for a while even when the world enters a new “normal.”
Consumer behavior indicates that the usage of mobile devices has increased during the pandemic. People are increasingly watching videos on their phones, which satisfies their need to stay connected to the outside world. Video tends to be the most successful marketing tool in the pandemic and post-pandemic world, owing to its convenience, flexibility, and shareability – but not in the way it has always been done.
Here are a few reasons why socially conscious video marketing is crucial if brands want to connect with their target audience.
Brands Need to be Socially-Conscious
Consumers today are overworked, overburdened and emotionally exhausted. Right now, the last thing anybody wants is to be sold anything. As a result, brands must adapt to the current “woke” consumer. More consumers, especially Gen Z and Millennials expect brands to solve their issues and enrich their lives by being socially conscious.
This necessitates a rethinking of brand strategies and an assessment of the social problems that their products assist in resolving. For example, if a solar company is trying to sell residential home solar panels, it must avoid using phrases like “top of the line” or “best in the market.” Instead, their primary messaging should emphasize principles that people care about, such as energy equity, housing protection, and cleaner environments.
Thinking Inside a 360 Degree Box
With brands needing to sell online and fewer consumers trickling into shops, a new consumer experience is gaining popularity – virtual reality (VR) and augmented reality (AR). Consumers need to be able to experience products in order to be persuaded to make a purchase, even though they are locked indoors. Consumers can soon expect VR to be the trend across the board as more brands come online to deliver these experiences.
Vertical video is here to stay, whether brands like it or not. With customers empowered to market themselves on popular channels like Instagram Stories and Reels, as well as TikTok, brands must reflect embrace the world their target audiences live, play and thrive in. New AI-powered vertical video editing platforms are attracting more attention from brands.
As brick-and-mortar retailers shift to selling online, primarily on Instagram and Facebook, short, interactive shoppable videos are becoming increasingly popular. For instance, Walmart recently revealed plans to test a new video shopping experience on TikTok, in which users can purchase directly from Walmart without leaving the app.
Consumers are being bombarded with too much data. There is just so much going on: the pandemic, social inequality, unemployment, climate change, and so on. Simply put, they don’t have the time. Videos that are bite-sized and digestible, ideally under a minute, can make a bigger impact. Shorter videos appeal to a broader audience and encourage sharing.