Online Marketing Research During Coronavirus
With the coronavirus pandemic affecting various parts of the world, there is a looming lockdown in various countries, which means that people will be working more from their homes or taking leaves from their day jobs. Online content marketing can take advantage of this fact to reach a wider audience. Some online content marketing trends that can be effective during this coronavirus pandemic include video content creation and voice device content.
Video Content Creation
- Live-streaming and video have been a popular online content marketing method in the past due to video platforms such as TitTok, YouTube, and Twitch. This trend is expected to grow even bigger in 2020, more so due to the coronavirus pandemic.
- 54 percent of consumers, according to Hubspot are looking to see more video content from businesses and brands that they support.
- In fact, according to a survey conducted by a New York Magazine, “80% of respondents said that they would rather watch live-streamed videos than reading blog posts.”
- According to an article published by Quartz on March 18, 2020, streaming hours had gone up by 15% in the last across the platform. In March 2019, Twitch’s average daily concurrent viewers stood at 1.27 million. In the same period this year (2020), the average daily concurrent viewers had gone up to 1.43 million, marking a 12% incline.
- This data is a clear indication that video and live-streaming content will continue to receive more audience owing to the uncertainty with the coronavirus pandemic, which continues to ground businesses and keep people at home.
Voice Device Content
- Smart devices are fast taking over the marketplace, which means that voice device content is a major factor to consider when creating online content. With the availability and increase in demand of AI-Powered assistants like Siri and Alexa and smartphones, the use of voice search can only go up.
- According to a report by NPR and Edison Research on the latest smart audio in the US, there are an estimated 120 million smart speakers. This data shows a year-over-year growth of 78%.
- According to Canalys, in Q2 of 2018, there was a 187% growth in the global market for voice search gadgets. These figures show that more people are shunning typing in a query while searching online for voice search.
- During this period of the coronavirus pandemic, many people will be spending a lot of time indoors, which could see significant growth in voice search devices sales and increased use of the already available ones. As a result, content marketers need to optimize their content for voice search by “focusing on anticipating the questions their audience would ask in a conversational manner and create content based on those conversational questions and longtail keywords.”