The top video marketing trends of 2022
New Year, new marketing trends. What remains a constant is that video marketing is an essential part of the future of marketing. As we always say, quality marketing begins with a professional video strategy. And with 82% of the web dominated by video, it is essential that your business has a video strategy in place.
Check out our pick of the trends set to take centre stage in 2022.
1) Using video on your Instagram & Facebook stories
Videos in your social media stories help create that personal, on-the-go, real time touch with your consumers that you don’t get with other forms of video content. Stories also offer multiple ways that businesses can interact with their consumers. You can ask you clients questions, run a poll, or do a Q&A. This help consumers feel valued and connected by your brand.
2) Getting real with your Reels
In a recent survey by Animoto, 21% of consumers surveyed made a purchase because of a video on Instagram Reels. Move aside dog videos and clips of people falling over, because Reels Sell. And reels are definitely having their moment, currently receiving 22% more engagement over regular video content. The reason for this engagement? They are short, sharp, and you are more likely to watch a complete reel than other forms of video.
Micro videos in general are seeing a rise. Businesses are wanting to get their message across before the ‘skip’ option pops up on YouTube. By having a short video, you are ensuring your content is seen.
Note that micro videos don’t work for every brand, or every purpose. It would not be advisable to try and communicate important safety information in 6-10 seconds. So keep in mind that this is just one potential popular video pathway you can look down. While short videos are popular right now, long form content that provides value is just as popular. For example, Vlogging (see point 4 in our pick of video trends).
3) Just videos on socials full-stop
In the same Animoto study, consumers said video ads on socials were the #1 way they discovered a brand they later purchased from. And 93% of businesses gained a new customer after sharing g video on social media.
The takeaway here should be if you are not using video on your socials – start now. Elite Media offer a range of social media packages, or we can customise a package to suit you.
4) Vlogging
Two facts remain constant: People love learning through video, and people love a good story. Vlogging offers an opportunity to to connect with your consumers, develop and build on your brand personality, and share knowledge and stories. You can now find Vlogs on almost any topic. Vlogs as video type are getting big engagement and outperforming other video types because they are about finding a customer group and providing them with consistent, ongoing value. They are about establishing yourself as an expert in your field and as an added bonus, they will help build your confidence in speaking about your brand, service and products.
5) Optimisation your video marketing for soundless viewing
It is estimated that around 85% of short videos viewed on social media are watched without sound.
But as many as 41% of videos on social media would be incomprehensible to viewers without the sound on.
With so many people watching videos on the go without sound, ensuring that the message in your video can be understood without sound increases the accessibility of your content.
Including subtitles or captions can increase an online video’s view-through rate by up to 80%. Animation, text graphics, and GIF/meme like imagery in your videos can also assist in soundless communication of ideas and messages.
A further benefit of optimising for soundless viewing is that when you do not depend on the audio of a particular language, it is easier to adapt your video content for new markets and geography.
6) Sequential storytelling
Another interesting trend that offers some ‘food-for-thought’ when planning your 2022 video strategy is the popularity of sequential storytelling. Sequential storytelling is where you tell an ongoing story through a series of videos ads. An example that springs to mind that Australian’s would be familiar with is the Rhonda and KaTut ads for AAMI. You-Tube now offers marketers the option of Video ad sequencing, where you can serve ads to consumers in a specific order.
From YouTube:
“Video ad sequencing updates the traditional model, allowing you to serve up a planned sequence of ads that tell a story to customers across their purchase journey. New technology makes sequencing manageable and offers gains for marketers. It’s proven to be more memorable than the 30-second ad spot.”
7) Longer-form video
As mentioned earlier in the post, while some videos are getting shorter and shorter, longer form videos are also rising in popularity. Think online shows, interviews, how-tos and other educational content.
The key to engagement with longer form videos is that the video needs to be offering the consumer something of value. In a nutshell – it needs to be good. And the results are worth it. A study by twenty-three.net found that videos longer than 15 minutes accounted for 50% of all video engagement, but only 8% of content. What this suggests is that with the right content, you can produce fewer, longer videos and get greater results.
8) Education and Training Videos
Continuing on from number #7, education and training content is one of the most in-demand types of video content today. 68% of consumers prefer watching videos to learn about products or services – more than reading articles, infographics, ebooks and presentations combined!
Educational and training videos can be effectively used both inside and outside of your business. Save time and money by using video content to train your staff. Then have the videos as a resource bank to add value to your business. Externally, share your knowledge and build a community by posting informational videos and FAQs to your clients and database. They will appreciate the information and grow to see you as an expert in your field.
In conclusion...
Incorporating video into your marketing campaign is an essential way to be seen and heard. With several video pathways to go down, there is a video solution that will suit your brand and audience. For a free chat about your video strategy for 2022, please reach out to the Elite Media team using the form below.
Elite Media is an award-winning Australian Video Production Company, providing video production services across a range of industries. We are located in Melbourne and produce videos for clients nationwide. Some of the industries we service include – Advertising, Health & Wellness, Hospitality, Education and Training, Real Estate, Construction & Development, B2B, Products, Professional Services, Technology, Tourism & Travel.
