Video Marketing Trends 2022
Video Marketing Trends for 2022
The marketing industry keeps evolving, and video marketing with no exception. Data, technology, trends, and human behavior can influence how it evolves.
Almost all marketing tips, resources, guides, and predictions emphasize adding videos into your marketing strategy. From short ads to live videos, vlogs, and stories, video content has taken different shapes over a few years.
Source: techfunnel.com
The key findings....
86% of businesses use video as a marketing tool, holding steady from last year.
This is the high point in a general story of video usage growing which can be traced back to 2016 (the first time we asked this particular question in this way).
Also, 92% of marketers who use video say that it's an important part of their marketing strategy.
Perhaps most strikingly, 87% of video marketers reported that video gives them a positive ROI — a world away from the lowly 33% who felt that way in 2015. This could well be attributed to a greater understanding of how to use video, as well as how to track and quantify its impact.
Most marketers feel that video is a brilliant investment for lead generation. 86% of video marketers say video has been effective for generating leads, up another 2% from 2021 and up 5% since 2019.
81% of marketers feel that video has a direct, positive impact on sales.
94% of marketers agree that videos have helped increase user understanding of their product or service.
On measuring success, most marketers (62%) consider video engagement the top metric. Views or plays were a close second (61%).
While only 27% of video marketers consider sales as a measurement of success, 81% report that video marketing has improved their company’s bottom line — meaning that videos will have a positive impact even if the focus remains on other metrics.
Source: blog.hubspot.com
Video is the new marketing tool entering the ring, and the crowd is loving it.
Most recently, YouTube saw a 20 to 30% increase in views. Engagement is at an all-time high, with 56% of consumers watching more videos on social media each month.
But they're not only watching influencers and funny skits. Data shows that four in 10 internet users follow brands they like (and consider buying from). Another 35% have watched videos made by brands.
If you're one of the 70% of eCommerce brands increasing your video marketing budgets post-pandemic, you might be questioning where your money will get the highest returns. We've done the digging for you and found the following video marketing trends we're expecting to see in 2022 and beyond.
Source: thesocialshepherd.com
1. Video Usage in 2022
One of the most important video marketing trends pertains to its usage.
According to recent research, as many as 86 percent of businesses use video marketing in one way or another in 2022. This is a 23 percentage point increase from just five years earlier in 2017, during which just 63 percent of businesses used video for marketing.
Of the businesses that currently use video marketing, nearly all (99 percent) say they plan to continue doing so in 2022 (Wyzowl, 2022).
That’s not all. More than nine in ten (92 percent) regard it as an “important” part of their overall marketing strategy, which is a testament to the effectiveness of videos.
If you’re planning to jump on the latest video marketing trends, you need to know what marketers are producing videos for. Currently, the top trending videos include explainer videos, which nearly three in four (74 percent) of marketers create, social media videos (68 percent), presentation videos (50 percent), and video testimonials (46 percent).
Source: oberlo.com
2. Short videos are a reel deal
The attention span of consumers is reducing over time. Therefore, creating short yet entertaining and appealing videos has become a trend for 2022.
Source: techfunnel.com
3. The Livestream Boom on Mobiles
But just what type of videos are hot? By the looks of it, live streaming is set to be one of the most popular video marketing trends in 2022.
The numbers say it all—the average US consumer has an average of 9.5 video streaming apps installed on their mobile phones (PR Newswire, 2020).
Considering that users have, on average, around 80 apps installed on their phones. This means that more than ten percent of these apps are video streaming apps.
If you need further proof of this video marketing trend, let’s take a look at its growth figures. The latest statistics show that the global streaming market has been growing rapidly in recent years.
In 2020, the market was worth $161.37 billion, a whopping 55 percent year-over-year increase from its value of $104.11 billion in 2019 (What’s New in Publishing, 2020). Analysts predict the sector will continue to grow and be one of the hottest video marketing trends of the year.
Source: oberlo.com
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4. Search-Optimized Videos
As search engine algorithms become more intelligent and more businesses wise up to these changes, optimizing video content will continue to be central to your video marketing strategy.
Back in 2018, Google added a “Featured Videos” card to their search engine results (CNBC). This particular update will play short parts of certain videos that are related to your search keywords. For example, if you look up “Nara, Japan,” you'd probably see featured vlogs showcasing the area or travel agency-sponsored videos, which are supposed to give you a quick tour of the place. After this, you can simply hover over each video to get a preview of its content or click on it to watch the whole thing.
In addition, if we backtrack a little bit, video SEO has already started way earlier than this through the YouTube search engine. After all, in recent years, an increasing number of internet users have relied on the video-sharing platform for their daily dose of interesting, educational, and entertaining content.
Of course, where there's demand, you can expect an increase in supply. Thus, as more content pops up, the more it is necessary to optimize your videos for search so that it stands out in the noise.
Some tips that might help you do this include:
Using video file names, titles, and descriptions that contain your target keyword.
Adding relevant tags, particularly popular keywords, related to your video's topic
Adding subtitles and closed captions.
Creating original thumbnail images for your videos.
Source: financesonline.com
5. Educational Videos
Videos are great as learning tools–there's no doubt about it. Touching both auditory and visual senses, videos make it easy for educators to produce effective and compelling instructor-led lectures, how-to tutorials, and simulations. From a marketing perspective, however, you can leverage this to draw leads more effectively.
Right, now we're living in an era of advertisement overload. Whether you are watching TV, browsing the internet, scrolling through social media, or just commuting to work, you will see ads. Not only are there too many ads, sometimes, but they are also too intrusive and even slow down page loading times. As a result, consumers are blocking ads wherever they can. In fact, according to GlobalWebIndex, 47% of internet users now utilize ad-blocking applications.
As a business, you can avert this by investing in informative content. For starters, these aren't ads, so as long as you are diligent with SEO, your content has a good shot at getting noticed. More importantly, this type of video aims to educate and not sell. Thus, if your video is interesting enough, leads are bound to click on them.
One brand that you can draw inspiration from when it comes to this is HubSpot. Like other well-known companies in the SaaS industry, HubSpot has plenty of resources on popular strategies in their field. So, they decided to share this knowledge through tutorials on their blog and YouTube channel. For example, they have a how-to video on creating how-to videos, which you can check out below.
As a result, they are not only known for offering software solutions; businesses have also come to know them as a thought leader in the industry.
Source: financesonline.com
6. Stories
Some of the most engaging types of video content are stories, made extremely popular by Facebook and Instagram. Ephemeral content increases the engagement rate by being available for viewing for a limited amount of time (24 hours). By publishing stories regularly, you can get your followers to be more aware of your updates, and more likely to watch your new content.
Source: epipheo.com
Put these video marketing trends into action
Video marketing is becoming a go-to for marketers for one reason: They work.
If you're looking to get better results from your video marketing strategy over the next year, it's time to put these video trends to use. But which should you adopt for your marketing campaigns? And how can you make it work for your particular audience?
We can help you figure this out. Book a free strategy call with us today.
Source: thesocialshepherd.com
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