Among all the changes that took place in 2020 and 2021, the main one is the anticipation of transformations that would take place in the coming years. They affected the channels and content formats used by companies — including video, which already accounts for 82% of internet traffic , according to Cisco.
It is a powerful tool for creating an even greater connection with the public, so much so that it has been increasingly used by companies. But how to leverage video marketing in sales or other business processes?
As there are many possibilities for using this feature in your strategy, we have prepared a guide with the 8 main video marketing trends for 2022. Check it out below.
1. SEO for videos
Every type of content needs to be found by the public, right? That’s why SEO for videos remains a must for any video marketing strategy. According to a SEMRush study , the format is 53 times more likely to appear on the first page of a search engine.
Of course, Google is the main search tool available today. Before it featured videos in search results, YouTube already did that. No wonder the platform is the second largest search engine in the world and is gaining attention when it comes to video marketing trends.
With a wide range of educational, entertainment and other content, users consume the equivalent of 1 billion hours of video a day on YouTube. That’s why good SEO practices are essential to stand out from the crowd.
Search engine algorithms are getting smarter and smarter and detect user intent with great accuracy. However, this is a dynamic resource, so it is essential to keep an eye on its updates and changes that impact video marketing trends.
2. Short videos
The rise of TikTok as a social media channel transformed the market and popularized the short video format. Following this trend, Instagram launched Reels, and the feature is getting much higher engagement from the network’s users.
They often say that a picture is worth a thousand words. But now, even that phrase has changed: “ If your message can be delivered in 6 seconds, why not ?”, according to Nomit Joshi, Gionee’s director of marketing .
In this sense, it is also interesting to analyze the cultural aspect. Indians, for example, are quite inclined to watch shorter videos because they are in traffic. But these video marketing trends are not limited to the Asian continent.
Consumers, in general, tend to use their smartphones when they are bored, on the way to work, during workouts at the gym and in the most diverse everyday situations. These are also good times to check out viral videos and what’s trending in the digital universe.
For many people, being able to view ads and other content quickly brings the perception of time savings. The result is the possibility to check more things without losing valuable minutes of routine. This encourages permanence in the companies’ communication channels.
3. Storytelling for videos
Another strong bet among video marketing trends is storytelling with visual elements. Hollywood’s leading scriptwriting authority, Robert McKee, said that it is necessary to entertain the public before educating – a line increasingly followed to maximize the user experience with content.
Buyers want to consume more branded videos than other content formats. Thus, entertainment becomes the connecting bridge between companies and consumers — and the narrative of your story is the potentiating effect of your audience’s engagement.
It is worth mentioning that there are several types of content that can be turned into videos. With adaptations and good storytelling, resources such as slideshows, podcasts, GIFs, educational videos, testimonials and webinars now have an attractive strategic value.
An example of a brand that explores storytelling is Airbnb, which uses information from its consumers in a creative way. For New Year’s 2015, for example, the company created an animation to talk about the increase in travelers on the holiday — there were 550,000, a whopping increase from the 2,000 guests five years earlier.
The proposal with this type of material is to highlight the purpose, values and other relevant aspects of the business. Mentions of the product or service, as well as the conditions of sale, are in the background. That way, the customer has time to connect with the brand and can find good reasons to negotiate.
4. Videos without sound
How to make the video accessible to the hearing impaired? Videos without sound are essential to achieve this goal, with the use of features such as subtitles and Closed Caption . In addition to being a good SEO video practice, they can further increase content views on social media.
A recent study showed that 75% of users watch videos with the sound turned off on mobile devices — in addition, many platforms have standardized on viewing content without audio on the timeline. The preference for mute mode is higher among millennials.
It is one of the best video marketing trends because, in addition to promoting digital accessibility, it allows the consumption of materials in spaces where the noise of the devices becomes inappropriate. With the absence of sound, the consumer can see its contents whenever they want, without disturbing third parties.
Thinking about the types of content that are most successful in this format, we can highlight tutorials, recipes and news. And although subtitles are essential in many cases, it is entirely possible to convey the desired message only with specific figures or scenarios.
To succeed without audio, it is essential to bet on the originality of images, infographics and other resources. So your video will be better understood without the sound features. It is worth noting that more and more platforms are launching inclusion solutions, such as automatic transcriptions.
5. 360º Video
As we mentioned, customers want to see the product much more than they want to read about it. According to a SEMrush study , 43% of users prefer interactive videos where they can choose what information and when they want to watch it.
How to offer this? 360º Video is an interesting alternative, as it allows the user to decide which angle of the image they want to look at. Also known as immersive videos or spherical videos, these formats are considered most interesting by 98% of consumers.
Think that the footage produced on different cameras already presents images with much more detail than the photos. Due to continuity, they also show how a certain object behaves when being moved, when receiving some light source and even when interacting with a person.
That’s why the 360º feature deserves a prominent place among video marketing trends. To produce in this format, it is necessary to use an omnidirectional camera or more than one equipment. Other prerequisites include specific editing software and a player with support for immersive material.
Despite having similarities with Virtual Reality (VR), it is not the same thing. After all, 360º Video only allows the visualization of different points of the scene, while VR provides interaction with the surroundings. Also check Pinterest Video Download Online
6. Live Commerce
In the year in which the new coronavirus pandemic forced social distancing measures, commerce was forced to look for alternatives to remain viable. Thus, several entrepreneurs embraced something that was already strong in China and that would be part of video marketing trends: Live Commerce.
Also known as Live Shopping, the niche moved more than US$ 123 billion in the Asian country alone — double the US$ 60 billion in 2019. In Brazil, large retail companies, such as Americanas and Riachuelo , have already joined the trend.
How it works? The dynamic consists of a sale that combines live streaming with e-commerce. When using a live broadcast to demonstrate a product and interact with the public, you must direct the customer to a channel where they can make the purchase – either through links or even QR Codes displayed on the screen.
Why is it effective? By showing how the product works in practice, it is possible to have much greater public engagement. Customers take advantage of real-time dynamics to ask questions with companies and interact with influencers involved in the campaign. Thus, the conversion to purchase increases.
7. Retransmission of videoconferences
Another key resource for dealing with 2020 and 2021 was video conferencing. After all, remote work has become a requirement for different businesses to continue operating.
In this scenario, platforms such as Zoom, Microsoft Teams and Google Meet have shown companies that it is possible to use remote work efficiently. All this with panels and debates promoted on a large scale, with the participation of several professionals.
And why not reuse these materials produced with such care? It is possible to use it to educate the public with valuable content — and even in actions or internal communication. In this way, the retransmission of videoconferences becomes part of the list of the main trends in video marketing.
For this type of content, the Picture-in-Picture experience will be the default. It occurs when two or more videos share the same screen, creating multiple windows over the main display area. The objective is to improve the interactions between those involved in the dynamics.
Another visual resource that has been gaining ground is the presence of a virtual audience in the background of broadcasts. Thus, in addition to the figures responsible for programming, the videoconferences will have the exposure of listeners in the background.
8. Online Events
Another market that joined the digital transformation due to the fight against Covid-19 was the event market. The inability to use the face-to-face format made the producers turn to the internet. As a result, online events have solidified themselves and promise to stay among video marketing trends for a long time.
Why are they so beneficial? The first attractive point is the reduction of operating costs, related to travel, food and accommodation for participants. There is also no need to lease a physical space, which eliminates yet another source of expense.
Another aspect to consider is that digital events enhance reach to any region of the world. It is enough for the hosts of the meetings to make the access data available to those who are interested in the initiative. Thus, the barriers of physical distance are broken and no one is prevented from participating.
In addition, the generated content can be made available to the public after the event, as part of your video marketing strategy. And the best thing is that everything happens without additional costs, since the investment in audiovisual production teams is already foreseen in the budget.
With all these benefits, the use of technology in the niche will remain strong even when people can meet face-to-face. Meanwhile, the adoption of virtual tools will continue to grow, thanks to what we call a hybrid event — bringing together the best of both in-person and online formats.
It is more than clear that video is essential for any marketing strategy. With the strengthening of niche content and OTT platforms, adhering to the changes applied to this material format becomes a safe path in the search for visibility.