8 Exciting Video Marketing Trends for 2022

Video is now the most popular form of online content.

Video marketing trends are increasingly important for overall marketing strategies. 86% of businesses said they would use video marketing in 2021. It's also a crucial part of 93% of businesses' strategies.

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Companies are not just guessing. They are responding to clear consumer demand.

According to research, 84% of consumers are convinced to purchase a product by watching a video. They also share videos twice as often than other online content. Cisco predicted that video would account for 82% online traffic by 2022.

Are you ready to give your video strategy an extra boost? These are eight emerging trends in video marketing for 2022 that you need to know about and consider.

Quick Takeaways

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  Live video is a vital way for brands and consumers to communicate with one another.
  

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  Videos are a growing part of SEO strategy.
  

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  Social media stories and Vlogs are great ways to showcase your brand personality and build a personal connection.
  

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  The majority of people view videos without sound.
  

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  User-generated material is the most trusted type of online content.
  

Here are 8 video marketing trends that will take you through 2022

Live Video

As the pandemic halted in-person experiences and events, live video soared in 2020. This was an important way for brands and consumers to connect with each other. Today, our view of what content is streamable has changed completely.

Everybody uses live video, from YouTube influencers to promote products to musicians performing virtual concerts to streaming full-length Broadway productions.

Content marketers should place live video at the top of their list of video marketing priorities. Although life is returning to normal, the demand for live video content by consumers is growing.

While consumers generally prefer video content, they are more likely to engage with live content. For example, Facebook users can watch live videos 3x longer than prerecorded videos and 6x more interactions.

Surprisingly though, only 28% intend to use Facebook Live in their strategy. This stat is the same across all social media platforms. More B2B marketers are reporting that video email marketing is an effective tool.

What is the takeaway? Live video is a great way for brands to increase engagement and get a competitive edge.

Smartphone Production

Video marketing is no longer a costly endeavor that required high-end equipment and large production budgets. Even brands with limited budgets can now use smartphones to create authentic, relatable content.

Apple provided a platform for the idea in its #ShotOniPhone campaign. For a chance at being featured in an Apple billboard or commercial, they asked users to send their best iPhone photos.

The campaign generated over 15 million submissions over the years and proved that smartphone video content can be distinguished from traditional media.

It's interesting to note that social media influencers are surpassing even experienced video marketing professionals in perfecting the art and craft of smartphone video content.

TikToks, videos, sponsored ads, and vlogs that are flawlessly edited — the amateurs are the best at smartphone video right now.

As brands realize this content resonates with consumers more than ads, they are embracing it.

If you are interested in creating more video content, but worried about not having the right equipment, this is your sign: All you need to do is have some inspiration and have the device in your hands.

Search-Optimized Video

SEO is not new. But what about videos that are optimized for search? Forrester found that videos are 53 percent more likely to rank first than traditional SEO techniques. Brightedge reports that Google now places video snippets alongside 26% of search results. Users are more likely to click these snippets.

How can videos be used to optimize search engine results? You should focus on three key areas: relevance and consistency.

Make sure that your videos have a clear purpose. You can make them useful to customers by answering their questions and educating them about important topics that relate to your brand.

Be consistent. Consistency is crucial to improving your rankings, just like traditional SEO content. Video content should be created frequently. You can always post it to your website, where it will boost traffic.

Don't forget technical optimization steps such as title tags, keywords and descriptions, choosing thumbnail images that are appropriate, and responding to comments in order to increase engagement.

Vlogs

Brand storytelling is a powerful way to connect with customers, build your brand personality and engage your audience. Video blogs (or Vlogs) are great for sharing those stories.

They place the creator of the brand or brand as the main character. This allows them to tell the story of events, topics and experiences from their perspective, helping customers understand who they are.

Influencers are also mastering vlogs. You can find vlogs about everything from parenting to pets to sports to travel. In a world where great text-only stories aren't enough, they've raised the bar for traditional bloggers.

Vlogs outperform text, but it's more than just text. According to Google's Think with Google, travel videos get 4x the social engagement of any other type on YouTube.

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Research also suggests that the vast majority of vlog content has been created by individuals, so it's time for companies to embrace this video marketing trend. Vlogs can be a great way to build a connection between your team and your audience. They also allow you to show your brand personality and keep your customers coming back for more.

Social Media Stories

Social media stories, like vlogs show the brand's personality and make it more personal than other video content. Social media stories aren’t the same.

They are meant to be casual. Vlogs can be described as an edited version or story of your brand. Social media stories are the daily outtakes that aren't included in the final version, but that people still want to see.

There are many ways that social media stories can be used to interact with your customers. You can use the questions feature of Instagram to have Q&A with your followers. To get their feedback on products or ideas, you can post polls.

Ask your customers to tag you in their stories, so that you can share how they use your products. These are just some examples.

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These brands are doing great social media stories.

AR/VR Videos

While AR and VR content have been around for a while, it is finally making its way into mainstream video marketing. As technology improves and consumers demand more interactive content, AR and VR content is becoming increasingly popular. As traditional video is not enough, brands must be prepared to include AR and VR content in their video marketing strategies.

AR and VR have seen a surge in popularity as brands from all industries use it to create virtual experiences. Virtual “try before buying” was offered by retail stores. Healthcare providers used AR/VR for self-guided diagnosis. Teachers kept students engaged with AR/VR-powered games and activities.

As with live video, the way we view virtual experiences has changed over the past year. Consumers will not want to lose the convenience and accessibility that virtual options offer. While AR and VR will never replace the experience of being in person, they are a crucial tactic for video marketers.

Silent Videos

Today's marketers create silent videos. Sounds crazy, right? Isn't it the point of a video for both image and sound to be present? But not anymore.

A staggering 85% of Facebook videos are viewed without sound. According to 80% of users, they experience a negative reaction if an advertisement plays loudly. People watch videos on their phones everywhere, including in waiting rooms, public transport, classrooms and meetings.

If you want people to stay and watch your content, then you must optimize it for silent viewing. Closed captions are a great way to keep people interested. Captioned ads are viewed 12% more often than videos without captions. A quick fix!

User-Generated Content

Users trust user-generated content far more than brands. UGC is trusted by 85% of respondents, and 70% consider it more appealing and authentic.

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Instead of fighting against the trend you can work with satisfied customers to make them brand advocates. Video content can be created by customers on their social media channels. You can also reshare it to increase visibility.

This user-generated content builds trust with consumers and influences purchasing decisions. Finding brand advocates is easy if you know how to approach it. You can get customers to share stories and videos about positive experiences with your brand by offering incentives, working with influencers and creating referral programs.

Make compelling content to support your video strategy

Video is an important part of a strong marketing strategy, both for 2022 and into the future. But video alone won't cut it. To drive results, brands need a solid marketing strategy that is comprehensive and engaging content.

Our team includes writers and marketing professionals who can help create a strategy and provide optimized content ready to publish every week.

Are you ready to get started? Get started today by checking out our Content Builder Services.