Video marketing trends for 2022

It’s increasingly essential that businesses are aware of video marketing trends and take advantage of the ones that fit well into their overall marketing strategies.

2021 saw 86 per cent of businesses use video as a marketing tool because it’s what customers want. Social media users love video content. According to a report by Wyzowl 84 per cent of consumers have purchased a product after watching a video. Videos are convincing! Plus a Cisco Annual report shows that by 2022, video will account for 82 per cent of all online traffic.

So, what are the trends you need to be part of that online traffic? Here are four options to get you started:

Live video: it’s not a new type of content, but its popularity grew significantly through the pandemic. Why? Because it’s connective! Being human and speaking directly to consumers has jumped ahead of production value in priority. We would much rather have a personality than highly edited content. Live video is more interactive and you are going to connect with the consumers who are more highly engaged with your brand. Schedule a specific time to go live; daily, weekly or monthly and tell your audience about it prior. Make sure to have a plan – go into each video with a goal in mind and a strong topic to discuss. Try chatting as one person to the audience, hold an interview, show them how your product works or what is going on behind the scenes.

Smartphone production: This goes hand in hand with live video. It’s no longer about expensive equipment and huge production budgets. It’s about relatable, authentic content. Don’t get me wrong, professional production is still required and achievable when you are ready. However, your day to day content can all be created on your smartphone. There have even been campaigns solely around filming and editing on smartphones. #shotoniphone was huge for Apple. Most platforms have fantastic editing tools within their app, meaning content can be created quickly and specifically for the platform of choice.

All you need to do is pick up your device, be inspired and forget the sales pitch!

User-generated content: Why create the content yourself when others may be doing it for you! Marketing Insider Group found that 85 per cent of consumers trust user-generated content more than branded content.

This type of content is more authentic as it’s your consumer’s voice advocating for your brand. They can create it across their own channels and your brand re-shares it for more visibility.

Partner with influencers whose audiences align with yours, offer discounts or freebies for testimonials, create referral programs. There are many simple ways to have others create trusted content for you.

Social media stories: A very easy place to promote start your UGC (User Generated Content) strategy. As your audience can tag you in their own stories, one click and it’s across your own stories. Easy.

Stories show a brand personality and create connections. Unlike posting across your feed, they are casual and more about your day to day – as they are only online for 24 hours. There are so many features in stories to help you to interact with your audience, from polls, live and emojis’. The casual nature of them really helps to keep your brand authentic.

When following social media trends, don’t get caught up in the latest dances or pranks that may be playing well. Focus on the deeper trends that are seeing consistent growth in audience engagement. Always consider your brand and the story you want to tell.