POV trend: Social media is a vast platform where videos, audios, and challenges can become viral in an instant, but not all of them can stand the test of time. Some trends vanish in a week, while others endure. It’s challenging to predict which trends will become popular, but while they are in the spotlight, it’s worth examining how they gain traction, why people love them, and why some hate them. One of the current trends on social media is POV, which stands for point of view.
Unlike some trends that have been around since the beginning of the internet, POV is a more recent trend that gained massive popularity on TikTok. Although it has only been viral for a few years, POV has the potential to become a long-lasting trend like ASMR and unboxing. In the following paragraphs, we’ll delve deeper into the reasons behind the success of the POV trend.
POV trend?
The POV trend in video production involves creating content that places the viewer in a specific scenario or environment constructed by the creator. This type of video often utilizes a first-person perspective or direct address to the viewer to enhance the immersive experience. One notable aspect of POV videos is their versatility and expansive potential. The creativity of POV videos is virtually unlimited, allowing creators to explore a vast array of ideas and concepts.
The rise of TikTok spurred the growth of POV videos, particularly in the United States. Google Trends data shows that searches for TikTok POV began to increase significantly in 2019 and reached peak levels in July 2020, November 2021, and June 2022. This trend’s initial traction occurred in mid-2019 and has since continued to gain momentum in the social media influencer marketing space.
POV Trend As Marketing Technique
POV videos possess the ability to establish a personal connection with individuals. This enables them to fully immerse themselves in the interests of others or identify with a range of experiences, from routine daily activities to highly specific events.
Creators have the freedom to utilize POVs to welcome their audiences into their worlds. This can be through fantasy and horror storylines, or documenting their everyday work and personal experiences. This promotes a sense of community and a feeling of belonging, benefiting both the creator and the viewer. POVs are a refreshing deviation from the typical social media content and memes, tapping into shared human experiences, both realistic and imaginary.
Leveraging influencers/creators to tap into the POV trend is a shrewd marketing technique, given that 93 percent of consumers prefer to base their purchasing decisions on third-party experiences rather than conventional advertisements.
How To Tap Into The POV Trend with Influencers
Brands have the opportunity to leverage POV content for their campaigns, but it must be approached with care. The appeal of POVs lies in their originality and relatability, and as such, marketers must develop a highly creative angle for their POV videos to avoid coming across as forced or inauthentic.
Since POVs focus on experiences rather than the products themselves, creating POV content demands a unique perspective and a more creative approach than tapping into a trend like unboxing. However, creators are adept at producing relatable content, and there is potential to generate an experience from any product.
When executed with maximum creativity, a POV campaign can stand out and resonate positively with target audiences.
Tips for successful POV content:
To achieve successful POV content, the following tips may be helpful:
- Provide creators with creative freedom as they are well-versed in the interests of their followers.
- Incorporate comedy, even if it borders on absurdity, as it can generate positive engagement by making people laugh.
- Encourage the use of duets with witty dialogue or captivating calls to action to increase engagement.
- Keep the content raw and avoid excessive production
Content Ideas
- Product reviews and demonstrations: Have influencers use your products in their daily lives and create a POV video showing how the product enhances their routine.
- Behind-the-scenes footage: Allow influencers to take their followers behind the scenes of your brand, showing how products are made, packaged, and shipped.
- Interactive experiences: Use POV videos to create interactive experiences that allow viewers to virtually try on products, explore new places, or participate in fun challenges.
- Emotional storytelling: Use influencers to share stories that evoke emotions, such as tales of overcoming challenges, creating change, or pursuing dreams.
- Creative collaborations: Partner with influencers to create unique and creative content that taps into their individual styles and interests, such as music videos or short films.
