The coronavirus crisis has had as dramatic an impact on our media consumption as it is on every other aspect of our lives.  In the ‘new normal’ we now live in we are spending far more of our lives digitally and immersed in online video, a medium that has gained a huge amount of traction. 

People have had more time on their hands and have welcomed the ability of influencers on platforms like YouTube to provide us vital connection at a time it has been missing from our lives. Many brands are looking at engaging with the medium and content creators for the first time. There are several key trends that brands should take note of in thinking about the best way to engage with video platforms during this ‘new normal’.

1. The right platform for the right brand
   As a nation we are consuming more video content in general. According to GlobalWebIndex, 38% of people are now watching more online video as a result of coronavirus. We are gravitating towards platforms that produce useful and relevant content, as well as looking for entertaining escapism. As a brand it is worth careful consideration about the right platform to engage your audience. While YouTube is great for useful news, information and education relating to the virus and how to cope. Meanwhile Facebook has become more synonymous with music and listening parties hosted by the likes of Chris Martin. The newest kid on the block TikTok offers escapism and snackable content. All of them feature online content creators are able to get to market quickly and react to consumer needs.

1. Online content creators offer immediacy 
   The immediacy of these platforms reflects the immediacy of our times. Consumers are using these platforms to provide different ways of servicing their needs. It’s the reason Website visitors are up 15.3% overall, on YouTube according to The New York Times. Instagram has 22% more impressions and TikTok has seen a 27% increase in engagement, according to Obviously. Content producers can create relevant and engaging content at pace and reach an audience at scale. The key difference between social media platforms and television is, of course, the ability to quickly react to the unfolding news and produce tailored content. 

1. Fame relates to what you do, not how you look!
   While influencers on Instagram might see their influence wane in areas like fashion and travel, long-form content creators are seeing their value and importance grow exponentially. The best example of this has been Joe Wicks, whose daily exercise classes on YouTube have become a lockdown sensation, watched more than 23 million times in one week. Wicks is one of many creators on the YouTube platform witnessing a big increase in viewers. Average YouTube views increased by over 13% in the UK, France, Germany Italy and Spain in March (according to Tubular Labs). But while in normal times beauty, travel and fashion content are very strong, viewing figures are currently down, with people flocking to home and fitness, up 145%, people and lifestyle, up 48% news and education, up 30%  and food and drink videos, up 36%.
   
    
2. Content creators are tailor made brand ambassadors for socially distant times

Content creators are used to this new  world of communication lived out via our screens. Creators have plenty of tips for surviving social distancing and self-isolation. They offer important virtual connections to people who have been confined to their houses. According to Kantar 92% of people are happy for brands to continue to advertise but 77% of them expect the advertising to be helpful. Working with influencers who know their audiences is a smart way of staying on the right side of consumer sentiment. A great example influencer is Lavendaire providing 15 tips for surviving isolation sponsored by Skillshare. One of the tips was on online learning which referenced the brand, this was a relevant mention embedded in helpful editorial. 

 

5) The ability to track success is heightened in today’s world

With ecommerce seeing remarkable growth even the boss of M&S has said that ‘retail won’t go back to what it was.’ Consumers have all now got used to receiving goods through the post. A real benefit of ecommerce for brands is the ability to really track the success of different influencers. They can build custom landing pages and issue each influencer discount codes. Different genres and messages can then be tested in highly sophisticated ways. The first consideration of brands looking to work with content creators should be their audience. This is one of the main reasons it is worth buying a data tool or working with an agency that has access to audience demographic information.

Online video has certainly become a consistent part of peoples’ lives during lockdown. It is where they turn for information, education and entertainment, a trend that will outlive this virus. By engaging in a relevant way, brands can reach relevant and engaged audiences.