Another year has come and gone. As a fast-paced and ever-growing field, video marketing is always evolving. Technology, human behavior, and total trends can strongly influence how it evolves. And no matter how it has evolved, video marketing remains an essential part of every savvy marketers’ digital marketing toolbox.
Today, at least 86% of businesses use video strategy to help them boost their overall marketing campaigns. Not to mention that internet video traffic will be 82% of all consumer Internet traffic by 2022. From the staggering numbers, we know that video marketing is here to stay.
That all said, as a savvy marketer, you can’t simply guess what video content your target audiences love to consume this year. You need to know what the real trends are.
Therefore, we’ve listed some key video marketing trends you should know in order to stay ahead of your 2022 competition.
1. Short-Form Videos Still Are the Favorite
You might see a lot of short videos like teaser videos, quick Q& A, how-to, etc on your social media feeds or e-commerce sites. They explain a topic straightforwardly, that’s why customers love them.
TikTok videos, Instagram Reels, and YouTube Shorts show that short-form video is still the reigning king. This can be due to our shorter attention spans, or the need for quick and easy information in a fast-paced society.
For a marketer yourself, the main reason is that short-form videos are easier and faster to produce, which gives businesses more opportunities to publish fresh, new content on a consistent basis. It becomes, even more, easier when you are using tools such as StoryXpress, an alternative to Vidyard.
You also don’t need a highly-produced video, even a video with a scrappy production— those that are taken from your smartphone camera can be creative and engaging.
However, this doesn’t mean that long-form videos are disappearing. In fact, they may become even more popular as businesses strive to create more comprehensive and in-depth content.
2. Interactive Video Content Will Surge in Popularity
With the release of new technologies such as virtual reality (VR) and augmented reality (AR), interactive videos will surge in popularity. This is because it provides an immersive experience that engages viewers on a deeper level.
Especially business in real estate and the travel and tourism industry. These businesses can use the power of VR to give potential customers a tour of the property or destination they’re interested in.
Already, there are brands using interactive video to create a more engaging experience for their customers. For example, IKEA released a VR kitchen experience that allows users to design and decorate their own virtual kitchen.
3. Video Marketing Will Become More Personalized
As technology advances, it becomes easier for marketers to collect and use data to create a more personalized experience for their customers. This is done by tracking customer behavior, then using that data to recommend specific videos, or even creating custom video content based on the individual’s interests.
Some businesses are already doing this with great success. For example, Netflix creates custom trailers for each individual that are based on their watching history and preferences.
4. The Use of Influencers Will Continue to Grow
As social media continues to grow in popularity, the use of influencers for video marketing strategies will also continue to grow. This is because they have a large following of people who trust their opinion, which makes them a powerful tool for video marketing.
Influencers can be used in a variety of ways, from product endorsements to simply providing insight into their lives. When you work with them, they can help you promote your business by creating a product tutorial video or product review video.
5. Brand Storytelling Will Become an Essential
As competition in the video marketing space becomes more intense, businesses will need to find ways to stand out from the crowd. One way to do this is by telling stories that are unique to your brand.
As you can see, most viral videos tell stories. The story is the reason why people share it, not because of the product or service being advertised.
In this case, we can say that storytelling is a powerful way to connect with audiences and create an emotional connection. When done well, it can help you build trust and credibility with your target market.
6. Live Video Will Continue to Grow
Live-stream videos are a powerful tool because it provides an interactive experience that allows viewers to feel like they’re right there with you. This is why it’s been growing in popularity, and is likely to continue doing so in the years ahead.
There are many ways businesses can use live video, from product launches to customer Q&A sessions. Today’s customers are busy and always want to get an answer to their specific questions in a matter of minutes— even seconds. Using live-stream videos, you can give them the feedback they need in real-time.
Ready to Boost Your Strategy?
As you can see, video marketing is changing and evolving at a rapid pace as the way potential customers consume video content changes. If you want to stay ahead of the curve, it’s important to keep up with these trends and find ways to incorporate them into your marketing strategy. You can also check a video marketing checklist to ensure that your next video marketing strategy is on the right track.