Streaming platforms have been on the rise for years now, while Tiktok is fighting Instagram for the top spot in the social video platform category. It’s safe to say that consumers today are watching more videos than ever. To ensure your business can reach its target audience, video marketing should already be part of your online marketing strategy.
Data from december 2021 shows that 88% of people say watching a brand’s video convinced them to buy a product or service. Also when they were asked how they’d prefer to learn about a product or service, 73% said they’d rather watch a short video. This compares to 11% who would prefer to read a text-based article, website, or post, 4% who would prefer to view an infographic, 3% who would prefer to download an ebook or manual, 3% who would prefer to attend a webinar or pitch, and 3% who would prefer a sales call or demo (Source: wyzowl.com).
But simply producing video after video isn’t enough. You must also understand the what, how, and why of video marketing, which includes staying up to date on current video trends. To make it easier for you, in this article, we’ll go over the top 8 video marketing trends to watch in 2022.
Biggest video marketing trends in 2022
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Video advertising on social media
Social media platforms, with billions of users, are a goldmine for businesses and content creators looking to reach a larger audience. When it comes to video ads, videos are more effective than static images or text because they are more engaging. Creating social media video ads for your business can be a great way to drive traffic to your website or online store.
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Shoppable Videos
In the pandemic days, the internet became the first stop for customers looking for new products. But they were not looking on just Google anymore. They’re looking for recommendations from friends and influencers on social media.
Shopping videos are being used by eCommerce brands to attract and convert viewers. In contrast to traditional product videos, they are sometimes disguised as regular videos with clickable pop-up text linking to the products in the video.
Social media platforms such as Instagram and Facebook are developing their own types of shoppable video content, particularly for their advertising platforms. On both platforms, brands can create Shops that pull inventory from their eCommerce website. Users on social media can see an organic post with that item tagged, learn more about it, and buy it!
Whatever you’re promoting in your shoppable video, don’t overcrowd the video with links. It will ruin the viewer’s experience. Discuss topics that are important to your audience and provide value.
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Short-Form Videos
Short-form video has taken over almost every content platform, from TikTok to Instagram Reels to YouTube Shorts. The trend is expected to continue, with videos remaining “snackable” in order to capture short attention spans and provide breaks while browsing other content.
Ability to do more in less time is now a required skill for marketers seeking to engage with consumers. In many cases, you’ll have less than 30 seconds to catch the viewer’s attention while also making your point.
Fortunately, that is the appeal of video. You can convey your message quickly by combining visuals, audio, and text. Simply remember these short-form video best practices:
- Capture their attention from the start to avoid them swiping or clicking away.
- Smartphones are used by more than 80% of internet users. Don’t overlook vertical formats and make sure your links are mobile-friendly.
- Each platform, from your website to apps, has a specific style of content that performs best and, in many cases, a distinct audience. Make sure your video is created with the channel in mind.
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Live video streaming
Today’s consumers regard the brands they buy from as trusted friends, and as such, they expect to connect on the same level as they would with anyone else they care about. That is, they want to see intimate, authentic, and relatable video content from you.
During the pandemic, the world fell madly in love with live streaming as a way to feel more connected to the rest of the world while isolated, but going live is still extremely popular even now that the world is opening up again.
Tuning in to a live video stream is the next best thing to speaking with someone in person, and it can be even more exciting when the experience is associated with a brand you adore. Organize live Q&A sessions, broadcast entertaining product demos, and more.
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Virtual and Augmented Reality
Because AR and VR videos are more immersive and engaging than traditional videos, they can be extremely effective in driving sales.These videos can be used to create interactive experiences for customers.
For example, a company could create AR shopping apps that allow users to preview items before purchasing them, VR events that replace in-person engagements, and immersive PR experiences. I have to note that this trend requires quite a lot of know-how and maybe an even bigger budget, since virtual reality content can’t be created very easily … yet.
We’ll keep an eye on the Metaverse and see how things will grow there 🙂
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Social Videos with No Sound
Consumers today aren’t just using social media when they’re alone at home with some free time. They do it to kill time on the train to work, in bed next to their spouses, and even while waiting in line for their morning coffee. That means they’re watching any videos that come across their feeds with the sound turned off so as not to disturb others.
Soundless video viewing has also quickly become the norm. Keep in mind that your videos must scan well without sound if you want people to watch them. Captions should be added to any video that includes talking or narration to help viewers understand what is being said. Also, keep track of your video engagement rates so you know what works and what doesn’t for your brand in the future.
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Interactive Video
People want more from the brands they buy from. They have higher expectations for the content they consume. In fact, they no longer want to limit themselves to simply consuming it. They want to interact with it and possibly even have a say in how what they’re watching unfolds. Including interactivity in your content, including video, increases user engagement and helps viewers retain important information. Consider 360-degree video, chatbot integrations, and other similar examples.
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Vlogging
Brand storytelling is a powerful and effective way to connect with a target audience and develop your brand’s unique personality. Humans have an innate desire to connect with other humans, so when a story includes a face and a voice, it increases the likelihood that a viewer will return for more in the future.
Use vlogs to share your brand’s unique story with your customers, introduce your audience to key members of your company’s team, and let your unique personality shine through in a heartwarming way.
Video marketing is rapidly evolving, and in order to stay ahead of the curve, you must be aware of the most recent trends. Video marketing will become even more important, and businesses that do not take advantage of this powerful tool will fall behind. Implement some of these trends into your current marketing strategy to ensure your company is prepared for the future of video marketing!
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