2021 was a big year for video marketing!
It was a year that saw video content surpass all other types of content on social media. With video traffic predicted to account for more than 85% of all internet users in the US by 2022, it’s clear that video is only going to become more important in the years to come. If you want to stay ahead of the curve, you need to know what the top video marketing trends will be in 2022.
So, without further ado, let’s take a look at the top trends that will dominate in the months ahead.
What top video marketing trends can we expect in 2022?
In the coming years, video marketing will continue to grow in popularity as a way to connect with consumers and drive traffic, brand awareness, and sales.
While the specific video marketing trends that will dominate in 2022 are difficult to predict, we can expect that the use of video will become even more commonplace across all channels, including social media, website landing pages, and email marketing campaigns. In particular, businesses and content creators should focus on video content ideas that are more creative, engaging, and tailored to their specific audience.
Let's take a look at some of the top video marketing trends that are predicted to dominate in 2022.
Short-form videos in social media stories
Social media platforms are all about giving users the best possible experience. That's why the latest trend in video marketing is using videos in social media stories.
Platforms like Snapchat, Instagram, and Facebook are all giving users the ability to share short, vertical videos that disappear after 24 hours. Why is this such a big deal? Because it means that video marketers now have a new way to reach their target audience. Unlike traditional video content, social media stories can be viewed on mobile devices, which means they're perfect for capturing people's attention as they scroll through their feeds.
And since they disappear after a day, viewers are more likely to watch them all the way through, which means you're more likely to get their attention and engagement.
User-generated video content
In recent years, user-generated video content (UGC) has exploded in popularity.
Viewers are drawn to UGC because it feels more authentic than professionally produced videos. UGC also allows viewers to connect with the people in the video on a personal level. As a result, businesses and content creators are taking note and beginning to produce more UGC content themselves. And it's not just one-way traffic; businesses are also using UGC as a way to collect customer feedback and testimonials.
In 2022, we can expect to see even more UGC as businesses continue to find new and innovative ways to use it.
Unedited smartphone videos
As we move into 2022, unedited smartphone videos will be the dominant form of video content.
These videos are authentic and unscripted, giving viewers a more genuine glimpse into the lives of the people featured in them. They're also a great way to increase brand awareness, as people are more likely to share raw, unedited videos than polished ones.
If you're looking to up your video marketing game in 2022, make sure to start filming unedited smartphone videos!
Vlogs
When it comes to video marketing trends, vlogging is without a doubt one of the most popular content formats.
Why? Because it's so personal. Viewers can get to know the creator on a more intimate level, and this helps create a connection that can't be replicated with other types of videos. In 2022, we predict that vlogging will only continue to grow in popularity. So if you're not already using this format, it's time to start!
Be sure to keep your video content interesting and engaging by injecting your personality into each video. You never know—you may just start a trend yourself!
Vertical videos
Vertical videos are videos that are shot in a portrait orientation, as opposed to the traditional landscape orientation.
They gained popularity in 2017 as Snapchat and Instagram began to support them and they have continued to grow in popularity thanks to TikTok. Vertical videos take up more of the viewer's screen than horizontal videos and they are more intimate because they are filmed closer to the subject's face. This makes them perfect for social media platforms, where users are scrolling through their feeds and want to watch a quick, engaging video.
Simple vertical videos are also gaining popularity on YouTube as well and these types of videos should be a key element of your video marketing strategy in 2022.
Did you know? You can resize your video to vertical with just a click in the WeVideo video editor. Hello, TikTok!
Interactive shoppable videos on social media reels
One video marketing trend that is sure to take off in 2022 is interactive and shoppable videos.
These are videos that allow the viewer to participate in the story or message being conveyed. This could involve clicking on different objects on the screen to see different outcomes, answering questions posed within the video, or making choices that affect the outcome of the story.
Closely tied into this, shoppable videos have certainly evolved over the years as well. In 2022, shopping videos will be even more interactive. You'll be able to shop for products directly from the video itself, without having to leave the page. This will make shopping a breeze and increase conversion rates significantly.
We can't wait to see this trend take off!
AR and VR video content
In 2022, augmented reality (AR) and virtual reality (VR) video content will be some of the most exotic types of videos to create.
This type of video content can be extremely effective in driving sales as AR and VR videos are more immersive and engaging than traditional videos. Additionally, these videos can be used to create interactive experiences for customers as well.
For example, a company could create an AR or VR video that allows customers to explore a product or service in-depth — very cool!
Animated explainer videos
Animated explainer videos are a great way to capture your audience's attention and hold it for the duration of the video.
They're informative, engaging and, best of all, they're a great way to show off your brand's personality. Plus, with more and more people watching videos on their mobile devices, it's important to have a video that's well-optimized for smaller screens.
In 2022, we predict that animated explainer videos will be a popular video marketing trend.
Silent videos
With the rise of silent videos on social media, businesses and creators alike are beginning to experiment with this new format.
It's no secret that videos are a powerful way to capture attention and convey a message, but what about when those videos don't have sound? They've been around for a while, but silent videos have seen a resurgence in popularity in recent years. A recent US consumer survey reports that 83% of users watch videos without sound, so it's important to consider how your video will be viewed when you're creating it.
That's not to say that all videos should be created without sound – in fact, many businesses are finding success with videos that have both sound and subtitles – but it is something to think about when planning your next video marketing campaign.
Why not create two versions: one with sound and one without? In our video editor, you can easily adjust volume for any footage.
Social media video ads
One of the top video marketing trends for 2022, that was also a top trend in 2021, is using social media video ads.
With billions of users, social media platforms are a goldmine for businesses and content creators looking to reach wider audiences. Since videos are so engaging, they tend to be more effective than static images or text when it comes to a video ad. For businesses, creating social media video ads that can be a great way to increase brand awareness and drive traffic to your website or online store.
And for content creators, using a video ad to promote your latest blog post or product can help you attract more viewers and subscribers.
Livestream videos and live webinars
Livestreaming and live webinars are becoming more and more popular as ways to connect with an audience and share content, and video marketers love to use them extensively.
They offer an engaging and interactive way to connect with your followers and they can be a great way to increase brand awareness and traffic. This can easily be combined with podcasting as well to leverage marketing in different channels.
Live webinars also offer businesses and content creators the opportunity to sell products and services, generate leads, and build relationships with potential customers. Just make sure to invest in a good microphone setup.
What we know about video marketing trends so far and what to expect
Video marketing is evolving quickly.
What started as simple product demonstrations and customer testimonials has turned into an essential marketing tool for businesses of all sizes. Studies have shown that including video on a website increases the likelihood of a visitor staying on the page by up to eighty percent. Plus, video is the perfect medium for conveying a message quickly and effectively, say video marketers.
Source: HubSpot
With so much at stake, it's important to stay ahead of the curve and know what video marketing trends will dominate in the coming years.
As we move further into the 21st century, video marketing will only continue to become more popular.
- More businesses will start using videos to promote their products and services.
- Videos will become an even more important part of content marketing strategy.
- Paid advertising will continue to grow in popularity and businesses will start allocating a larger portion of their marketing budget to video ads.
- Live video will continue to grow in popularity, and more businesses will start using it to interact with their customers and build brand loyalty.
- Virtual Reality (VR) will become more popular, and businesses will start using it to create immersive customer experiences.
How to incorporate video marketing into your content strategy
If you want to stay ahead of the curve, it's important to start planning your video marketing strategy now. Here are a few tips on how to incorporate video into your content strategy:
- Just as you would with other types of content, consider your target audience and what type of video content would be most relevant and engaging for them.
- Decide on the tone and style of your videos. Will they be serious or funny, informative or entertaining?
- Plan your videos around a central theme or topic. This will help keep them cohesive and on-brand.
- Incorporate video marketing into your content strategy by using it to:
- Introduce your products or services
- Demonstrate how they work
- Showcase customer reviews or testimonials
- Share news and insights about your industry
- Offer tips and advice related to your niche
What are some strategies that influencers use to up video views?
While there are many strategies that content creators can use to increase viewership for their videos, there are a few key methods that seem to work better.
One of the most popular by video marketers is to collaborate with other creators on a video project. This gives their audience something new to watch, and it also helps to cross-promote each other's channels. This gives audiences the opportunity to see multiple viewpoints on a single topic and can help to drive traffic and subscribers.
Additionally, influencers can work with brands to create sponsored videos. This is a great way for brands to get their message across to a large audience and it's also a great way for influencers to make money. In exchange for promoting a product or service, content creators often receive hefty paychecks and increased viewership.
Finally, using creative filming techniques and interesting visuals can help videos to stand out from the crowd and is another way to attract more viewers.
Wrap up
Video marketing is evolving at a rapid pace, and in order to stay ahead of the curve, you need to be aware of the latest trends.
By 2022, video marketing will have taken on even more importance and businesses that don’t capitalize on this powerful tool will be left behind. To make sure your business is ready for the future of video marketing, implement some of these trends into your current marketing strategy — starting by hopping into our online video editor today.
Chris is an engineer turned synthesizer, combining tech expertise with content marketing. Chris writes and carefully curates the best tools for new technical trends, content creation, and marketing.