5 Big Video Trends to Market With in 2022
For the past decade, video content marketing has taken the web by storm. As per Wyzowl’s seventh annual State of Video Marketing survey report, 86% of businesses used video as a marketing tool in 2021- a staggering 41% increase since 2016. Further, 93% say it’s a critical part of their digital strategy.
All things considered, it’s easy to see why. Video marketing is adaptable, accessible, and can offer an edge over your competition when done right. Plus, it can drive sales, conversions, and brand image to boot.
Ready to harness the power of video marketing?
Let’s dive into five emerging video trends set to dominate the online space in 2022.
A. Short-Form Content
Short-form videos are all the rage nowadays, with over 4.8 million 0-30 second videos uploaded in 2020. People have flocked to bite-sized content on social media heavyweights like TikTok, YouTube, and Instagram. The number of monthly TikTok users grew nearly 800% between January 2018 and August 2020.
But short, fast-paced videos aren’t just entertaining- they provide marketers with a tool to drive brand engagement. They’re a great way to attract busy consumers with limited free time. You get to tell a story in under two minutes- what’s not to love?
That’s not all.
Short-form videos also:
- Improve search engine ranking
- Result in memorable experiences
- Promote better retention
- Require less time and resources
Given these benefits, it’s safe to say that the era of short-form videos has only just begun. So, if you’re looking to jump on the bandwagon, here are a few tips to help you set the ball rolling.
Take viewers behind the scenes to offer them a sense of exclusivity
- Focus on making the first few seconds impactful
- Invest in proper lighting, camera, and sound design
- Use good music and add captions
Optimize the video for different platforms (YouTube Shorts, Instagram Reels, and TikTok)
B. Live Videos on Social Media
Live video streaming has skyrocketed in popularity, especially after the pandemic outlawed in-person interactions. Livestreaming platform Twitch saw 1.1 billion hours of watched content in March 2020, hitting a new high since its launch in 2011. In the next quarter, Twitch smashed its own record, experiencing a massive 62.7% increase in hours watched.
For brands too, live videos are no longer a novelty, but offer an alternative way to connect with clients. You can’t host personal meet-and-greets all the time. The next best thing is to hop on a livestream.
Live video is also typically unrehearsed and feels more authentic to viewers. They can comment/contribute to the conversation directly, no questions asked.
While Facebook, Instagram, and Twitter still receive a decent share of live views, platforms like YouTube Live, Periscope, and Brightstream are gaining traction. But regardless of which live streaming application you choose, you must have a clear plan of action to make the most of this video trend. Check out these live video dos and don’ts before you press play.
- DO let your community know when you plan to go live, so they know when to tune in.
- DO check your equipment and internet connection. Technical glitches can kill your stream in no time.
- DO engage with your audience. Try calling them out by name and answering their questions.
- DON’T pick a random host. Make sure the person is well-prepared to lead the live video.
- DON’T cut things short. The longer you’re live, the more time your community will have to join the broadcast.
- DON’T forget the CTA.
C. Interactive Video Content
Even with these video trends, it can be hard to keep viewers absorbed long-term. Blame it on our dwindling attention spans. Fortunately, there’s a way to enhance user engagement further- through interactive video content.
It’s not hard to imagine why 24% of video marketers planned to use interactive video in 2021. Not only do they generate nearly 3-4 times more engagement than a linear video, but they also turn passive viewers active.
Simply put, interactive videos encourage your audience to react and be more dynamic. This, in turn, leads to a more memorable brand experience.
Interactive videos also:
- Improve viewer retention
- Keep viewers accountable
- Ramp up conversions through innovative calls to action
- Put the viewer in the drivers’ seat
See how Hyundai aces the interactive video trend. Complete with an upbeat soundtrack and seamless transitions, the content captures attention right from the get-go. Since the hotspots are all stowed away at the bottom, they don’t distract from the viewing experience. But viewers can still click them to learn more about the car, and even book a test drive straight from the video.
D. User-Generated Videos
User-generated video content isn’t exactly new, but it’s a one of the many video trends every brand needs to capitalize on. This is because an overwhelming number of consumers trust user-generated videos more than branded content.
72% of consumers believe customer reviews and testimonials are more credible than a business’s views on its products. And, 91% say they’re more likely to share a brand’s content if they see it reposting user-generated content.
TikTok and other social media have really sparked an interest in user-generated videos to sell, advertise, and educate users about brands. Customers can generate video content talking about your product on their social channels. All you have to do is re-share it for increased visibility. It’s as simple as that.
However, be sure to not use UG video content without permission. You don’t want to find yourself on the wrong side of a lawsuit.
A few ways to obtain and use user-generated video content are as follows.
- Choose social networks that fit your campaign
- Use powerful hashtags
- Run promotions or contests requesting viewers to submit videos about how they benefited from your product
- Support a good cause
- Use major events to maximize exposure
- Engage with your audience as regularly as possible
E. AR and VR Video Content
You can’t talk about marketing juggernauts and video trends without bringing up Augmented Reality (AR) and Virtual Reality (VR). In fact, the AR and VR market is expected to reach a staggering $105.67 billion by 2028. While AR adds digital elements to the real world, VR transports users to a virtual universe. Both, however, seek to create an immersive experience.
It hasn’t been long since AR and VR entered the video marketing mainstream. Yet, they’re already making waves. Given their popularity, AR and VR video content is something you want to include in your digital marketing strategy.
For example, you can use AR to help people experience your product first-hand. IKEA’s new furniture app, ‘Place’, does this by letting customers preview the homeware in their rooms before making a purchase. It’s easy, but oh-so-effective!
This is one of many possibilities. As AR and VR technologies continue to develop, brands are likely to find more ways to incorporate them into their video marketing strategies.
As the new marketing tool to enter the ring, video is quickly turning into a crowd favorite. Hopefully, this post has given you some insight into the five biggest video trends set to take center stage in 2022. All you have to do is map and match these techniques to your brand’s specific requirements, and you should be golden!
Or, just trust Inbound Studio to beef up your video marketing game. We stay on top of video trends, so you don’t have to! Just contact us with your queries- we’ll do our best to answer them.