The year 2022 has just arrived, inspiring us with its innovative “2” instead of “1”, which sounds like a pretty noise of progress. All of us are waiting for a great year that will be full of new trends, new great brand stories, and new-found achievements. This is just something that is still ahead of us, something we can’t reach yet; something we don’t want to reach right now, to be honest. However, we do have predictions to make.
This year seems to be one of the most obvious when it comes to video marketing. Back in 2019, we wrote about this year and its prediction in regard to the importance of video marketing. Besides, we knew this much: video will be even more versatile as a medium than it ever was. So, it is time to rethink our predictions, make them in a proper shape and glance closely at what exactly is this year prepared for us. Are you onboard?
Why on earth do you have to make any predictions?
Businesses are not in the position to just guess things, you know. They don’t have to build marketing and video strategy based on some foggy assumptions. They’re responding to clear consumer demand and analytics. Both of them stating what was oblivious even a few years ago – the most preferable form of content now is video.
This is why when we are trying to predict the situation in the global marketing field we are turning to the leaders of thought and top marketers. Brands, no matter which field they work in, need to rely on something stable in order to win over the audience.
Research has found that 84% of consumers have been convinced to buy a product after watching a video. 84%, just think about it! Good copywriting matters and you might include it as CTA or just a script for a video. Why? Because, as it turns out, people are more likely to share it on their social media. Not articles, but videos.
Apart from being the most preferable form of content for millions of people – no exaggerations! – we would also like to say that it is the most versatile form of content, too. Thanks to social media like Instagram and TikTok we have more ways of expressing some things in the shape of moving pictures.
Besides, we always have an animation which is like another dimension inside video marketing. To tell you more, it is a kind of dimension that grows wild, offering more and more for a bunch of marketing goals – from simple explainers to rather sophisticated art forms.
So, let’s perform deep submergence into the next year trends, predictions, and general situation in the world of video marketing.
Are you ready?
1. Social Media Video Advertising will rock. In 2021 social media video advertising has become a must-have for most businesses. Since people hang out on social media way more than they do on other platforms, it is natural to encourage them to follow brands on the site and discover new products. Besides, as we said before, users are making purchasing decisions based on brands actions on social media way more than through other sources.
It seems pretty obvious to invest in social media video advertising. No matter if your organic reach is low or just good – advertising on Instagram, YouTube or TikTok could make you a fortune. In order to be found by people, brands will be using social media more than ever.
Let yourself be creative and use different formats to engage people. Engaging is a key when it comes to making people interested in the product – all kinds of formats will do these days. However, it is helpful to use something that your audience will enjoy.
Comment from James Wedmore
“Stop thinking of ‘video marketing’ as this separate entity that is optional for your business. A video is an effective form of communication that needs to be integrated into each and every aspect of your existing marketing efforts.”
2. Short videos (of course) are growing all over the internet. Our days are quite deprived of contemplative activities and time for things of such nature. People are packing their days with obligatory dues and they have little time to dedicate themselves to the bigger forms of content. Besides, shorter means more.
The idea of stopping a day to consume content that lasts for more than a minute is minor to the possibility of watching 5 reels in the meantime.
Are you getting that? This is the key to staying closer to your audience. This year is going to be more and more fruitful with short videos. Possibly, we will see some new formats like reels.
3. Demand for live video streams will be even more serious. People need people, even if they talk on their screens. COVID-19 great travel around the world in less than 80 days changed the way we perceive our need for connection and the real presence of other people.
The same goes for brands. Yes, nowadays we expect to connect with brands through great copywriting, how they address and treat their audience. You can get the idea of that through social media, but… this year will be even more “the year of live video streaming”.
The Pandemic shows how people look for human content that manifests itself in personal-level connection. Last year people were spending almost 70% watching live streams. Don’t expect it will be less than that.
Only Instagram had an enormous boost after the start of the pandemic – 75% of live video usage overall.
Live Q&As, showcasing the lives of the folks behind the brands are more than popular now – people want to know what is happening through the looking glass.
4. Animation conquered the world. Here comes more. Well, yeah, sounds simple enough, but actually, animation is taking over the land that was entirely possessed by living video. Today there are so many shapes that it is hard not to pick something for you. Animation became one of the most precise tools for marketing purposes. It is a highly creative form of communicating what you can offer to people. Definitely one of the main trends for next year.
“Animation offers a medium of story-telling and visual entertainment which can bring pleasure and information to people of all ages everywhere in the world. It can explain whatever the mind of man can conceive. This facility makes it the most versatile and explicit means of communication yet devised for quick mass appreciation.”
Walt Disney
5. Sequential storytelling and structure of the videos. It mainly had to do with YouTube more than with any other social media platform. The thing is that YouTube has put a lot of time and effort into exploring the things that make great content.
Their research shows that classic structure is more enjoyable for the users. In other words, if you have a beginning, middle, and end in your video, it will perform better.
Narrative structures become vital for marketing purposes. People need to receive clear messages and that’s possible due to a narrative. Well, let’s see what brands and marketers will come up with this time.
6. Interactive videos are breaking into the game. Interactive videos are not yet limited in the smallest possible way. No matter if it is virtual reality or a game – there are bottomless options in this area.
One thing is a huge trend now – you have to give users something in relation to a video. Some extended reality. In fact, it could be just a link – this still falls in the category of interactive videos.
“The information and inputs that consumers provide when using interactive content lead to richer profiles, better lead scoring, and improved nurturing of prospects along the buyer’s journey. In the ‘age of the customer,’ and with the increasing economic might of younger, digital-savvy consumers, consumer expectations and demands will soon make interactive content an imperative.”
Shaun Williams, marketer.
7. TikTok-kind-of-videos is spreading already. There are barely any video hosting platforms that can be in any case as fruitful as TikTok when it comes to inventing new types of video. YouTube, Instagram, Facebook already “borrowed” the style, but the way these videos use both fun and information is impressive.
If it is only partly presented in marketing, well… wait for it.
“Consumers rank TikTok as their favorite channel on which to see ads. According to the study, “TikTok is seen as the platform with the most ‘fun and entertaining’ ads.” It also noted that interacting with ads was an exciting experience for consumers.”
Kantar Group and Affiliates 2022 research.
8. Educational and training content will be more popular. Walking a customer through the processes related to a product is highly important. There are some products that are nothing but training after all.
Source: website Everyonesocial
9. Video funnels are on the way. Since discovering brands now is much more trivial through video, it changes all the game. The customer journey is now becoming slightly different. It doesn’t mean that traditional marketing as we know it will be somehow renewed. It is all the same except more “locations” on a CJM will be covered with the videos.
Source: Wikipedia
10. Live video selling is going to be a thing. A growing trend these days is live selling through Facebook Live. A bunch of brands including individual sellers are using live video to sell products before they put them in their online stores. So, people can buy it right away.
However, that’s not all. Facebook and Instagram are about to present a new feature: real-time shopping.
11. 360-degree video as a marketing tool. Videos are offering something unique: a visual representation of a product. Pictures are quite limited in this regard because you can’t show a product in the action.
360-degree videos are giving an even more immersing experience to a viewer, probably encouraging customers to buy a product.
Besides, being interactive such a video gives a viewer a unique possibility to interact with a product before actually seeing it. Statistics say that 98% of consumers are more excited about 360-degree videos than about the other formats.
A +300% click-through rate compared to other display advertisements won’t lie.
It might be a bit challenging for smaller businesses to arrange that, but definitely worth trying.
“On YouTube, we made a big, early bet on 360° video. This means viewers can see the video from every angle just by swiping or moving the phone or tablet around — no headset required. Uploads of 360° videos continue to grow and have doubled over the past three months.”
Aaron Luber, Google.
@danica Best invention ever #fyp#dance#360
♬ original sound – Danica
12. More video, less noise! People might not love to rewatch old movies without any sound, but to scroll through social media and not hear background music… well, we all do this.
This is especially relevant for mobile devices. Even when it comes to narration, it is necessary to provide subtitles. This is almost the ethics of the modern world.
Social media users now prefer to consume videos without a sound or at least have a possibility to start watching them without any unwanted audio. How far this trend will go is still a question.
13. Ephemeral content will be even more diverse. Yep. Stories, reels, shorts emerged not that long ago. So, despite its amazing spreading around the world, we think that the true potential of ephemeral content is only about to occur. Plus, many brands are only planning on making their video marketing strategy more interesting with stories and reels.
Many marketers also predict that there will be more types of ephemeral content.
14. OTT reality. OTT stands for “over-the-top” media services such as Netflix, Hulu, HBO, Apple+ and Amazon Prime are masters in the world of video content. Those are the places where a rule “the shorter the better” simply doesn’t work.
Considering how many people are using it, marketers just can’t ignore OTT.
What can you actually do? Well, for example, Hulu earned over $1 billion from OTT ads alone. Do you get that? Many companies already put their ads on the platform looking to get benefits for their brands.
It means you’ll be displayed in the number of devices including those for gamers. Might find a new segment of your audience. 🙂
15. Brands go vlogging. Almost 50% of users watch vlogs every month. It is usually all types of vlogs – from ordinary individuals vlogs to some travel blogs or so.
It actually helps people to differentiate more lifestyles, to identify with something or just enjoy it. The brands are more than individuals should bring certain lifestyles along with the values that back it up.
From the marketing point of view, such a form can help you to make your brand closer to people, it shows your “human” side. Vlogs are by definition more intimate than “traditional” content that brands use to apply for their social media.
16. More personal video interactions. Pandemic is definitely the official author of those changes that will be even more popular this year.
Just remember how the clubhouse emerged out of nowhere. Zoom calls also became even more popular and necessary.
There is even a word “zooming” that refers to this type of video. We expect a lot more person-to-person interaction using video during the next year.
Source: Wikipedia
17. Let Google put your video in search. If you are creating a video, make sure Google can find it and make the transition for other people.
Just give Google information and give it properly. This giant will definitely structure video content to make the most of the search.
This trend might not have to do a lot with video marketing as it is, but to use this information to straighten your marketing strategy is the most important thing.
18. Nano-Influencers will be having a hard time staying nano.
During the last year marketers observed a rather curious tendency: nano-influencers – those with fewer than 5,000 followers – somehow managed to drive the highest engagement rate.
Also performed well micro-influencers – those with 5,000-20,000 followers. How the hell could this happen? The answer is insanely easy and it tells us a lot about the way people trust other people online.
Audiences consider micro and nano influencers to be closer to them, so it provides more trust.
19. Captioning is a trend once again. 92% of consumers watch videos without sound – we told you that already. This trend goes far beyond just making subtitles – it is rather about providing people with options.
20. More Behind-the-Brand Videos to build trust with the audience.
Consumers seek out authenticity in brands – the same thing we people look for in other people. The best way to gain trust is to show what happens behind the walls that separate the brand from the world where the audience is dwelling.
Here’s the thing: 70% of consumers said they felt more connected to brands whose CEO is visible on any social media platform, especially Instagram.
So, pull back that curtain that is out of view!
21. Videos created entirely on smartphones. Smartphone Production is barely a surprise for you, right? Video marketing no longer requires expensive equipment or a Nasa-kind budget to get things going. Today you can use only your smartphone to get things going.
For example, Apple gave the concept a platform in their unusual #ShotOniPhone campaign. What did they do? They asked users to share their best iPhone photos in order to put on an Apple commercial.
Besides, have you seen how often people use just their smartphone to shoot a great video? Even filmmakers, by the way.
22. AR and VR content. Since technology becomes more accessible for everyone, people’s expectations are even higher. Now you have to create even more interesting, engaging and interactive content.
In just a few years VR and AR content will be extremely popular, so right now it is time to use it while other brands are still on the way to discovering it.
Source: Pinterest
23. 75% of consumers expect brands to adopt new technologies to build a better consumer experience. Yes, hear what people say!
Investing in technology that makes the user experience even better is very much a thing. Do not miss it.
24. Brands will ask people to generate more content. User-generated content is on the rise. “Let customers tell your story” – this is pretty much the gist of this.
About 85% of consumers say that UGC is making them trust more than professional branded content. Personal stories make us believe, apparently.
Source: Wikipedia
25. How-to-do-things. This trend is always very popular, but… with all that has been said before, with all the possibilities, it is obvious that such videos can be used in a variety of ways for the brands.
Summary
Obviously, we are about to have an amazingly rich year on the new trends and probably some curious trend twists. Video marketing from a game-changer turned into a real rule-maker: no one can thrive without it.
If you’re looking to get better results from your video marketing strategy in 2022 try something out of this list. If you are looking for a creative team that can help you…well, we are always ready to help you. Just contact us.
Anyway, have a productive year!
