Content Marketing in the Coronavirus Era: The Triumph of Brief and Feel-Good

One of the effects of the coronavirus crisis was to bring changes in the content consumption habits of citizens. During the months of confinement, consumers ended up taking refuge in content to pass the time and to act as a kind of counterweight to the stress of the moment.

Notably, the content consumption processes marked two clear trends. Users were falling into the hands of comedy and nostalgic content. They saw content that was fun but also series that were already known and that were among the classic favorites of each one.

Content consumption trends also impact content marketing access patterns. In general, content marketing does not remain on the sidelines of what happens with the trends in consumption of information and entertainment. Content marketers should be a bit like media managers. They have to understand what kind of content is of interest, what information is the most sought after and also what innovative formats are on the rise. They need to take the pulse of consumption patterns and consumer interest.

For this reason, in the year of the coronavirus, they have had to adapt to different trends and have been forced to follow the ups and downs of content and user interests. It could be said, in general terms, that this year consumers have looked for content that was a counterweight to the bad news and the current climate. That’s where the brands had to move with their activities.

Now, a trend in content is standing out above the others, one that also has a lot of potential for brands if they are able to understand its essence and what it can mean when talking about their products, creating connection with the brand and reinforce the perception of corporate values.

The feel-good video jerk

It is the boom of what AdWeek calls short videos feel-good. That is, consumers are repeatedly accessing videos of less than 10 minutes of comedy, DIY, crafts and cooking. They are videos that are easy to watch, positive and have a certain optimistic effect. As they remember in the middle, this content consumption fits with the other activities and consumption patterns that are being seen in the market. Consumers are consuming more “adult beverages” to relax, but also playing with play dough (in the United States, Play-Doh launched an adult version this year) or doing crafts.

The data for this type of content is quite positive. A study by TheSoul Publishing collected by the US media indicates that, right now, 69% of consumers spend between 30 minutes and 3 hours a day watching these types of videos (the study is carried out on an American sample).

Part of a healthy life

In addition, it is not just that they spend a lot of time accessing them, but it also highlights how they watch those videos. Consumers do not view these short feel-good videos as information but as a part of their wellness routine. In other words, they have integrated them into their wellness practices and one in three respondents believes that watching these types of videos is one of their healthy habits.

Possibly, the saturation of bad news consumption and the fact that these last few months have not been very positive for mental health have led to this type of content being seen as an optimistic counterweight.

Videos work, therefore, very well in social environments and are generating a boom moment for media specialized in this type of content. For companies, they explain from one of those companies, these videos can help them understand what consumers want and their mood. Companies, however, can also integrate them into their content strategy.

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