Don't Panic. Pivot.

‘Unprecedented times’

How many times have we read that over the past couple of months? 

More than a handful.

So you’d be forgiven for getting a little panicky amidst the madness and uncertainty that has become the new normal. Especially when budgets everywhere are getting frozen or cut.

But here’s the really tricky bit. While marketing budgets are being frozen, teams furloughed, and output slowed - the demand for online content has never been higher. And that’s down to one simple reason.

We’re all at home, all the time. 

Never have more eyes been online, searching for distraction, entertainment, comfort, answers - you name it. Most of planet earth are glued to their screens in lieu of all other banned activities.

In fact, there was 20x growth in YouTube viewing numbers in Italy between the first and last days of February. Although these stats don't include March, it is probable that the viewer numbers increased even further over that month.

UK YouTube watching time "only" grew 6.5x in February, but that probably merely reflects the fact that Coronavirus took longer to take hold there. 

What’s your usual approach to creating video content? Is it something which could be altered to adapt to the new circumstances?

So, really now is the time that brands and marketing teams should be doubling their output, ready to meet the huge demand for content. 

If you’re reading this - that means you.

And better yet, if you can figure out a way to grow your content offering during this time, you’ll have a huge advantage over your competitors, because they will be freezing their budget and lowering their output. Panicking, not pivoting.

That means more pie for you, your team, and your brand. And who doesn’t like more pie?

But here’s the big $1 million dollar question - “How on earth do I pivot, now of all times?”. Well, believe it or not, there are many things you can do - especially when it comes to video. 

Time to put the thinking hat on.

What’s your usual approach to creating video content? Is it something which could be altered to adapt to the new circumstances? Of course, going out and shooting new video isn’t possible right now, but does that mean you have no footage to play with? 

Think about re-purposing what you have. Previous videos from last year’s events, B-roll and scenes that were never used, video released only on YouTube but which could be resized, re-jazzed and released on Instagram.

And what about short animations? They require no footage whatsoever, but can still provide your audience with answers to their questions.

That’s not to mention the fact that we all have phones in our pockets with recording capabilities we could have only dreamed of just a few years ago. If you’re shooting for vertical stories platforms like TikTok, phones are the best tool you could wish for. 

Now is a golden opportunity to win more eyes, hearts and minds while other brands are scaling back operations.

And there are a million ways of being creative whilst stuck at home which could provide your audience with a truly human insight into the faces behind your brand during lockdown.

Plus, even if you’re stuck for footage to use in your social videos, there are a load of free resources available offering gratis HD (or even 4k) stock clips of just about any subject matter you could imagine.

Needless to say, contrary to slowing down or even keeping your video output the same, now is a golden opportunity to win more eyes, hearts and minds while other brands are scaling back operations.

You can check out our other recent blog to see more specific ideas for how to produce video content during lockdown.

And if you need any help with any of the above, why not try us out for a week 100% free. You get to keep everything we make for you during your trial, even if you decide it’s not ultimately for you.