This Christmas shopping season will look different compared to years gone by. How is this going to be reflected in your Christmas video marketing strategy?
If you think about it, the Christmas season is a time when new shopping behaviors emerge. But 2020 has been a year of deep changes brought by the impact of COVID-19.
This shapes business and consumer behavior in unprecedented ways. It also brings new feelings, new corporate attitudes, and video marketing opportunities.
Christmas is the time of face to face interactions.
These interactions have become one of the things we want most in many places. For example, as I write this, Madrid is experiencing its second wave of COVID infections.
This means that, unfortunately, many people will not see their loved ones this year.
Yes, Christmas is in the air. But this year the season needs a personal approach.
In this article, I’ll give you 21 ideas and strategies for your Christmas video marketing. I’ll also share key facts and stats to help your video production company or creative team know where to point.
Video consumption data and statistics play against your brand seasonal video
Each day, consumers use product demos, video reviews, and unboxings to learn about products before they buy them.
Also, corporate videos, face-to-face digital meetings, and one-to-many meetings through platforms like Zoom have become the norm for the public and private sectors.
Video consumption this year has exploded, far exceeding the best predictions for video consumption for 2021.
Nielsen reports that home-bound consumers have led to a 60% increase in the amount of video content watched globally. According to their studies, time spent per viewer watching the news and entertainment content is going up as the spread of COVID-19 worsens.
Even back in 2018, around 87% of consumers said they wanted to see more video content from brands in the next year.
2018 is way behind.
So, what does this mean for your brand video for Christmas and new year?
It’s a tricky question.
On the one hand, we see that video consumption has exploded. However, on the other hand, we see that video creation is within the reach of any organization.
The latter means that you have to try much more to get the attention of the viewers.
You must double your efforts to increase engagement.
In a YouTube survey, 50% of the Gen and Millennial generations said they “couldn’t live” without video in their daily lives.
That’s your opportunity.
If you are thinking about YouTube as your distribution platform for your greeting videos, my recommendation is that your video marketing strategy starts way ahead.
YouTube prioritizes channels that are consistent in terms of uploading new content to their channels on a periodical basis, for example, weekly. If this happens daily, even better.
It takes an average of 22 months for a YouTube channel to reach 1,000 subscribers on YouTube according to data from TubeFilter. That’s if the channel is uploading videos consistently and using some best practices.
This means that if you are expecting organic views for your videos, you need to think about your Christmas video marketing as a long term strategy that you can repeat year after year, but that requires planning.
Thinking about these videos as part of a general strategy and not only a seasonal one will make the difference in terms of building an organic audience.
Now, the key resides in how to make brand video marketing content that sticks to your audience. Video marketing is not useful at all if it doesn’t engage with your particular audience.
Key Questions Before Making The Videos
If you are wondering what are the things you should take into consideration when creating a corporate video, you’re starting off on the right foot.
Your corporate or brand Christmas video is a big decision. In many cases, a video production company will help you with this. But in many other cases, this will be an internal project for lead by your marketing or creative team.
There are a few questions you need to take into consideration in order to create the right script and decide on the creative assets:
- Who is your target audience?
- How long should your corporate Christmas video be?
- What is the video about?
- What format works best for the chosen audience?
- Where are the videos going to be played?
- Is it on mobile devices or on a desktop?
- Are the videos going to be uploaded to a video platform like YouTube, Linkedin, Instagram, Facebook, or even TikTok?
- Are the videos going to be displayed on any of these platforms’ landing page or on a corporate landing page?
- Based on all this, what’s the optimal video length?
Experiment With New Formats: Long Vs. Short Greeting Videos
According to Facebook, the optimal video length for better engagement across all pages sizes is between 2 and 5 minutes for uploaded videos. But YouTube takes you seriously when you use longer videos (from 8 minutes, on average) because this increases ad engagement.
Does this also apply to your Christmas marketing videos?
If your video will be publicly available through a platform like YouTube or Facebook, you should focus on video viewing engagement and video SEO. This will help your video to be recommended by these platforms because they see that there is interest.
By doing this, you’ll also increase exposure and buzz, which translates into more eyeballs for your marketing message.
The more people view your videos in a shorter period of time, the more likely you are to get extra exposure. If this doesn’t happen during the first couple of hours after making your video available, chances are that this extra push won’t take place.
This brings us back to the questions list from above. Your Christmas video can be 20 seconds long, or 20 minutes long. Regardless, your audience needs to love it.
Animation Christmas videos tend to be short, often less than 60 seconds. While videos featuring people are usually longer, around 2 minutes and even more.
Four Reasons Why You Need To Re-think Your Video Marketing Strategy
Video Helps your brand re-engage with your audience
Between October and January, most audiences out there are expecting a brand video in their inbox, preferred social media platform, or even on their mobile devices thanks to platforms like WhatsApp.
Take this into consideration when creating your script, aligned with your target audience. For example, if your target audience is clearly divided by genre, you can create a personalized video to target women, personalized videos for men, even for kids, or for just any segmented audience and marketing niche.
Launch A New Product Using Video
Remember. Your target audience is expecting your brand video.
The holiday season is the perfect excuse to start with your video marketing.
According to Nielsen, digital adoption and new buying behaviors are on your side. With improvements in technology, infrastructure, and customer experience, buyer adoption of online retail shopping has consistently increased over the last two years.
All this coupled with a reduction in barriers to trial digital and physical products.
Use this opportunity to launch a new product. This applies to new products, product updates, and even infomercial videos focused on the upcoming year.
A Timely Video Boosts Up Your Online Presence And PR
Memorable Christmas video marketing and also New Year video strategies can have an average impact of three months. If you think about it, that’s a lot!
Make your seasonal videos memorable. Don’t think about your video as just another item in your to-do list. Think about them from a strategical perspective.
These videos can become powerful assets that allow you to be creative in advertising.
For example, you can be creative in advertising with personalized video marketing that helps you make videos that are unique to each individual.
Imagine that you have 2,000 customers in your CRM or even on a spreadsheet. With Pirsonal, you can automatically make a personalized video for each one of them in no-time.
Personalized videos are about 160% more effective than generic videos. And we’ll know that video is king.
If you use personalized videos, don’t expect a lot of views on YouTube. You’ll instead get a lot of individualized views, with a direct personal impact and higher 1:1 engagement.
Here is a personalized video example for Christmas:
Would you just create any video and launch a video ad campaign on YouTube or Facebook?
Hopefully, you know the answer to that question!
A memorable holiday video can go a long way and even get viral. Video personalization can help you get there.
When was the last time you’ve seen a Christmas card shared all across the internet?
Videos Help Your Brand Increase Employee Engagement
Employee engagement in the workplace is a top priority for many organizations.
But, what’s the workplace anyway? It has totally changed over the last decade.
Take, for instance, how the working market has changed during COVID-19. According to a Gartner HR survey, 88% of organizations have encouraged or required employees to work from home due to Coronavirus.
In the same way, Gartner reveals that 41% of employees will likely work remotely at least some of the time post Coronavirus Pandemic.
With data like this, those responsible for staff engagement have to read between the lines.
Corporate videos are not just a PR asset. Corporate videos are an efficient and cost-effective way to engage with different people within an organization.
According to Insivia, the retention rate when people watch video skyrockets to 95% compared to just 10 percent with standard text communication. And 75% of surveyed executives admitted to Forbes they watch work-related videos on business-related websites at least weekly.
Let’s take this into context.
Greeting corporate videos can become a powerful internal communication and employee engagement tool.
This year, organizations should “overdo” their engagement efforts, because many employees are going through a very difficult professional and personal time.
Employees need organizations to go out of their way to connect with them.
For example, your team, your organization’s employees need to be reminded of the incredible achievement and contribution to your brand and organization.
Ideas For HR And Marketing Teams To Partner Up And Make The Christmas And New Year Celebration An Engagement Machine
These videos are an opportunity to create cohesion in any team, regardless of size.
Make your video a Christmas festival, a celebration. A corporate celebration video can involve many people in your organization. This, in turn, will impact the personal network of each individual. The results will go much further and will become a branding activity, that started with staff engagement.
Here you have a few ideas:
Make each and every team member part of the video production, even through collaborative videos. This video reminds me of when with my previous startup we created one of the first collaborative music apps in the market. It’s a play-safe approach:
Corporate and HR videos offer a great opportunity to increase talent engagement. In a moment where new team members are looking for remote positions, face-to-face activities for many will be equal to annual corporate retreats.
This other video uses humor, in a very corporate environment that can be serious and even boring like the investment world.
Want to go big? Check what WestJet did a few years ago…
The WestJet Christmas Miracle video is a great example that combines PR, social media buzz, even some kind of guerilla marketing, and well-crafted professional video production.
Fast forward three months and, with the help of 175 WestJet volunteers, three airports and Santa himself, we made a Christmas miracle happen for more than 250 guests on two Calgary-bound flights.
If you have a small team, want to keep it warm, classy, and fun, you should check this video example now:
I’m a curious person, so I went ahead and checked this agency’s other YouTube channel videos and found that they had created any Christmas videos over the years.
This agency has less than a thousand YouTube subscribers, so I am tempted to believe that the views they have on their videos are mostly organic. Check out the following video they created:
In this case, this reinforces the concept that making videos with a surprise and humor component is very successful and increases the chances of getting more organic views.
For many, this will be this is the first time working from home. No matter if every year your organization engages with thousands of applicants, or if you only have room for one more. Use this opportunity to empower your HR engagement efforts during this season.
The same concept applies to associates, contractors, freelancers, or other people that add value to your organization in one or another way.
You can help your employees to feel special with a personalized video for Christmas and New Year. Considering that most organizations have data about their employees, use this information to create personalized videos with key dynamic fields like:
- Employee name
- Years in the organization
- Key department achievement
- Position promotion