In 2022 video marketing is going to be one of the top dominating content strategies, just like it was in 2021. However, like everything else video marketing trends are changing as well so it is essential to be up to date with the latest trends.
Companies not only use this form of content to communicate with their customers and promote their brand but to generate numerous business leads. Marketing videos can take many forms, and usually, they are cheaper and easier to produce and do a great deal of advertising for any brand so it is a must-to-have in your content strategy.
We also recommend getting to know the martech trends for 2022, as they will help you streamline processes together with the video content marketing trends.
10+ Video Marketing Trends for 2022
We bring you the latest marketing video trends that will influence video content marketing in 2022 to help you stay up to date and gain a competitive advantage for the year ahead.
User Generated Video
User-generated content (UGC) seems to be one of the best performing video marketing trends 2022. About 85% of consumers say that UGC is more trustworthy than branded content, and 68% find it more appealing and authentic. No wonder why, as if you think about it, it is a better personal touch and more personalized.
Customers feel closer to this type of video content that helps build consumer trust and influences purchase decisions. All you need is to find brand advocates that should be easy with the right approach. About 57% of consumers follow brands on social media, making it easier for you to pick the right candidates and share good messages about your brand.
Once you settle a collaboration with the right incentives, customers can create content on their social channels, and you can reshare it to give it more visibility.
The TikTok style will have a better use case in the B2C industry out of the nature of this social media platform. What determines this type of video content is the entertaining, fast, and energetic style. Most of the videos are short to explain or talk about one thing, most often with crazy dance moves, funny pranks, and stunts.
Now, this style is influencing marketing as well. What is essential here is that you have to manage the marriage of information and entertainment at once. To make the most out of it for marketing purposes, you will need to plan your storyboard with care to ensure a successful outcome.
Educational and Training Content
From simple to complex products, online activities, courses to educate people on various topics, educational and training videos are some of the most in-demand types of video content.
According to a study made by Wyzowl, 68% of consumers prefer watching educational and training videos about products and services. This means that a significant share of your consumers would like to have videos as educational material for your products beyond reading articles, infographics, eBooks, and other written materials.
If you struggle to figure out what type of video content to produce, just think about what would help your users better understand what you do, your products and services, and your business overall. As a start, an idea could be to create an interactive video and ask your customers what kind of material they would like to see. Offer them different options through the video and let them decide for you. If you need help creating the best interactive video solution, we can help you out here at Dot.vu.
Search Optimized Videos
This is not so much about the type itself but more about making sure that Google can find the videos you create. Unfortunately, there is no escaping from SEO, not even in video marketing. By search engine algorithms becoming more intelligent, you need to make sure to be up to date and adapt your business to the changes by becoming more strategic in how you optimize your online content.
Video SEO is more than just inserting keywords into the video title and description. You need to optimize your video tags, titles, file names, and video descriptions with keywords relevant to your industry and specific video topic. To increase the chances of your videos getting ranked highly to search queries, you should also add subtitles to videos. The better and more accurate, descriptive information you provide, the easier it will be for Google to crawl it and make it rank higher and visible for searches.
Google has plenty of resources on how to secure the structure of video content, so make sure to spend some time going through that. This is important because you need to make sure your videos are done the right way and will get seen by as many people as possible.
How To Videos
According to an article published on HubSpot, 94% of marketers agree that videos have helped increase users’ understanding of their products or services, with 43% reporting that video has reduced the number of product support calls.
With how-to videos, you can easily introduce step-by-step processes of how to get started with your products and services. Get started with how-to videos and have them in your content strategy if you have not done it already. You can include animations, clickable hotspots, and other interactive elements to better engage and be really helpful in the explaining process. Especially if you are selling complicated products and services that are just too hard to explain in words!
An Interactive Video is like a traditional video but much more exciting. The big difference between the two is that the interactive video allows the viewer to participate in the story. Interactive videos create opportunities for viewers to change the ending of the story or to instruct the video on what to do next. Therefore, viewers are no longer sitting passively, but with interactive videos, they are a part of the experience.
Check out this Personalized Interactive Video we created as a template here at Dot.vu to experience the power of interactive content yourself. This example will help you create meaningful memories for your customers, drive their emotions to generate leads, and boost sales. To read more about Interactive Videos click here.
Behind The Scenes Videos
Give your clients a deeper look into your brand by showing the time and effort that goes into your business. This will help to create interest and excitement towards your brand.
Give them a virtual tour of your office, facilities or show them a deeper look into the workings of your software and everyday life in the office, so clients can better understand how and where your products come from. Add extra touchpoints that strengthen the relationship with your clients, such as including employees in the videos and any other events and important key facts that add value to your brand.
Silent Captioned Videos
Sounds crazy, but marketers today create videos specifically to be watched without sound. A whopping 85% of videos on Facebook are watched without sounds. With the rise of smartphones and the mobile-first world, people are watching videos on the go that have changed user behavior tremendously. In fact, 80% of consumers report that they have a negative reaction when an ad plays a loud sound unexpectedly.
Consequently, if you want people to watch your videos, you need to make sure to optimize them for silent viewing. By adding captions to your videos, you can easily solve this problem and keep people engaged. People watch captioned ads for 12% longer on average than videos without captions.
Live Stream Videos
Live stream videos have been booming since the pandemic has stepped into our daily lives and put a stop to in-person events and experiences. They have emerged as a powerful way for brands to communicate and connect with consumers. As a result, this has also changed the way we think about content that can be streamed.
Live video is being used by everyone from various industries to actively promote brands and communicate with their audiences. Data shows that consumers tend to watch live videos 3x longer than prerecorded videos, and live content generates 6x more interactions.
However, studies also show that only 28% of marketers intend to use Facebook Live, for instance, as part of their strategy. Regardless, brands have an opportunity to build engagement and gain a competitive advantage by embracing live video during these times.
Optimize For Different Channels
To ensure the highest engagement rates possible, you need to optimize your video content for different channels. The type, size, and format can impact how engaging it is to different audiences.
Look out for the details such as sound, horizontal or vertical orientation, shoppable or not, other interactive elements, and the list goes on. You need to plan these out for the different channels to get the best results possible.
Consider getting an editing software that will do the job for you and save a lot of time and effort that you can spend elsewhere.
Shoppable Videos are short video clips including your products and services that allow viewers to click on hotspots to learn more about your products and services, as well as to buy them instantly. It is a great way to shorten the buying process as customers do not have to leave your video to convert, but instead, they can do it all at once. What a great shopping experience to provide your customers with, right?
Shoppable content is growing because of its simplicity and convenience for your customers. As a result, this will help you sell more and capture valuable audience insights. Do not miss out on this form of video content, as it will keep growing and become more popular amongst customers. Reports state that 40% of marketers are already leveraging shoppable videos to become more effective in selling. Other studies on shoppable videos indicate that 41% of viewers add products to their cart directly, and it helps to increase purchase intent by 9x.
If you want to read more about shoppable videos check out this blog post here.
Get Started with Interactive Videos and keep up on the video marketing trends!
Interactive Videos are the next level of video marketing trends. Get started today and distinguish your brand from the competition.
We can help you with interactive content here at Dot.vu. If you want to check out our Interactive Video templates, feel free to visit our Marketplace. These templates will help you get inspiration and find what fits your needs. Customize it to your brand with our Quick Edit feature. If you would like to learn more about Interactive Content, book a meeting with us today!
I hope these marketing video trends will help you better plan your content strategy for 2022 coming up. As you can see, there are a lot of options out there, you just need to choose and make sure you prepare accordingly to ensure the success of your content strategy. Happy New Year to all of you. See you in 2022!