5 Video Marketing Trends for 2022
The year is 2022 and video has become the go-to for online content. By the end of 2021, 86% of businesses were using video as a marketing tool, and even more impressive, 93% of them say it’s a critical part of their marketing strategy. That’s because there is a clear demand for video content.
Research has found that 84% of consumers have been convinced to buy a product after watching a video, and they’re now twice as likely to share videos than any other types of online content. Videos result in high engagement, they’re shareable and they can be extremely low cost. All this to say, if you’re not already on board with video marketing, it’s time.
From live videos to Instagram stories, video marketing trends will take many different forms this year and open the doors to a wide variety of new and exciting marketing strategies. So, what trends does the year 2022 have in store for us? Let’s take a look!
Social Media Stories & Interactive Video
In 2013, Snapchat popped onto the scene and quickly rose in popularity, taking the social media world by storm. Snapchat featured a new take on video sharing that focused on real-time documentation, but with a twist, the video only lasted 24 hours, and then it was gone.
The videos were for anyone to see and didn’t have to be sent directly to anyone individually. It didn’t take long for Instagram to offer their own form of video sharing, and the rest, as they say, is history.
Social media stories are now a huge part of brands marketing efforts and experts don’t expect that to change anytime soon. Because of their casual nature, stories give companies the perfect opportunity to showcase and promote their products and interact with their consumers without a ton of work. In fact, when it comes to social media stories, the more raw and real, the better. Use the questions feature on Instagram to do Q&A with your audience.
Post polls to get their input on products and ideas. Asking customers to tag you in their own stories so you can share the ways they’re wearing or using your products is a fantastic and free way to market your business.
A recent study found that a staggering 85% of videos on Facebook are watched without any sound. This is largely due to the fact that most people are watching videos on their smartphones, regardless of where they are — waiting rooms, classrooms, at home with their kids, in restaurants. This means, if you want people to watch your videos, you need to optimize them for silent viewing.
Does this mean you need to start producing Charlie Chaplin-like silent films? No. Luckily this trend is super easy to accomplish and all it takes is the addition of closed captions to keep people engaged. Turns out that people watch captioned ads for 12% longer on average than videos without captions. Adding subtitles will not only benefit those consumers who are hard of hearing but it will keep everyone engaged, longer.
Recent studies have found that consumers tend to watch live videos for 3x longer than pre-recorded videos, and live content generates 6x more interactions and engagement. This is why live video should be at the top of the list of video marketing priorities for 2022.
Thanks mostly in part to the Covid-19 pandemic, live video skyrocketed in popularity in 2020. People were staying home more than ever and brands were desperate to find a way to continue to stay top of mind. Live streaming offered brands a way to continue to connect with their customers and keep them engaged.
Even now, as life is getting back to normal, the demand for live video content isn’t going away anytime soon. Live streaming is still being used by everyone from musicians streaming live concerts, to influencers promoting products because the demand remains high.
Let’s be honest, consumers are sick of ads. They’re everywhere and they’re not subtle. In fact, Around 30% of all internet users use ad blockers to remove ads from the websites they browse. According to a Deloitte Global survey, more than 17% of consumers ages 18-34 block ads in four or more categories.
What this means is that today’s largest consumer audiences, Gen Z and millennials, are most likely not even seeing most ads that are targeted for them. Nowadays consumers want real, authentic, informational content. They want to be informed, not sold.
Educational videos or tutorials may take more time and work to produce but they’re worth it in the end. Consumers want to feel taken care of and appreciated. When brands take the time to educate their consumers on their products and industry it creates a greater sense of brand loyalty.
You don’t want people to just buy your products or services, you want them to get the very most out of them, you want them to be able to use them with ease and confidence and educational videos are a great way to get that message across.
The power of short-form video is here to stay. Why? Because consumers have short attention spans. It should come as no surprise that Instagram reels and TikTok videos out-perform most other forms of video content.
“TikTok, one of the most popular social media platforms with 800 million active users, is exclusively based on short-form videos. It allows users to generate entertaining, engaging, and exciting content that swiftly spreads throughout the globe.” –SurfShark’s Eric Carrell
The key to success in short-form videos is finding a method that integrates knowledge and entertainment. What information can you share in less than 20 seconds and how can you present it in an entertaining and engaging way? Think, behind the scenes shots, user-generated content or quick tutorials. While learning the art of short-form videos may come with a learning curve, 2022 is the year to master it.
Ready, Set, Action!
2022 is looking to be an exciting year for video marketing. With so many new and innovative ways to use video, businesses of all sizes will have the opportunity to reach their target audiences in fresh and engaging ways.
If you’re feeling overwhelmed by all the options or need help getting started, don’t worry – NLC has you covered. Our team of designers can help you create videos that are both creative and on-brand, making sure your message reaches your customers loud and clear.
So what are you waiting for? Start planning your 2022 video marketing strategy today!