Video content has been growing in popularity worldwide for several years. We all actively participate in its growth by sending each other videos in messengers and posting stories and reels on social networks. We also use videos to acquire new knowledge and skills, watch movies and TV shows online, and participate in real-time events or challenges.
Not surprisingly, marketers use short films as a marketing tool to increase brand awareness. The sphere is improving and developing every year, therefore it is important to pay attention to all video trends. Just imagine, every day people watch over a billion hours of YouTube videos and upload over 500 hours of content. Subsequently, a well-edited clip can be an excellent advertisement, while an unsuccessful or ill-conceived video may become anti-advertising and even lead to the bankruptcy of the company. For example, in 2021, the Wix brand decided to use WordPress in an advertising campaign. The company sent packages with headphones, stickers, and a QR code to some members of the competitor’s community. After clicking on the code, users saw a video in which a WordPress representative said that Wix had launched an advertising campaign against them. People did not understand anything. They even considered the action senseless and mocking. But then there were other videos ridiculing WordPress with the slogan “You deserve better”, hinting that WordPress was not very good, and Wix was better. Of course, the ads began to be discussed in a negative light. The result was not only a deterioration of Wix’s reputation but also a loss of customers. Judging by the comments on social networks, many fans of the platform switched to competitors out of spite. Therefore, treat your content with special attention!
Benefits of Video Marketing (stats provided by Wyzowl)
According to HubSpot, video beats both blogs and infographics. It is no surprise that now advertisers and marketers around the world prefer this type of content over text, graphics, and others. Entertainment, the effect of being in the here and now, and building and maintaining connections within communities and education are the main directions for the development of video marketing in 2022 and 2023. What should brands do? Catch the wave, learn new things and different features, and explore existing digital video trends with advertising integration. And then, at minimal cost, it is possible to become famous and recognizable. But do not forget about other types of content and use them wisely in between new videos.
We are talking about real-time video – not yet very common in certain areas, like the USA and Europe, but already popular in Southeast Asia. This is the reincarnation of the concept of “home shopping TV”. An influencer or manufacturing company launches a live stream showing new items available for purchase right on the spot.
The product itself becomes highlighted and clickable. In other words, the viewer sees the product card on the tooltip. This is a video marketing trend that has great potential due to the development of VR technologies. Perhaps in the near future, goods can be touched or even smelled before buying.
According to a WIREWAX study, 41% of potential shoppers who watch shoppable videos add products to their cart and buy them. In addition, more than 90% of all Internet users prefer interactive content, like real-time video with hyperlinks. Such videos can increase buying intent by up to 9 times. This explains their popularity with the likes of Burberry, Nike, Ted Baker, Adidas, Bulgari, Net-A-Porter, and others in online sales.
No one likes loud sounds when they are scrolling through social networks. Of course, when we go to YouTube, we probably plan to watch a video with sound. But Instagram and other social apps and pop-up ads are a different story – users prefer a turned-off autoplay sound (for example, 85% of Facebook videos are viewed without sound). As a result, one of the video trends is soundless clips.
When creating content that will be broadcast without sound, you need to consider the following:
If you need to remove the sound from a video you made, use any video editor you have. Here’s a short guide you can take a look at for reference.
Video marketing consists of marketing and PR communications that use video content to achieve marketing goals and objectives. According to HubSpot, 54% of consumers prefer video content over other formats of information. A video on a landing page can increase conversions by up to 80%, and email open rates by 6% if you include the word “video” in the subject line.
The development of this type of advertising, as well as the emergence of new video trends, are also influenced by social and economic changes in the world: pandemics, the transition to remote work, and a growing interest in vlogging. As a result, the proportion of entrepreneurs who use this marketing tool is consistently large.
Video does not directly affect a company’s ranking. But at the same time, promotion through clips and stories has a positive effect not only on audience loyalty but also on the ranking of the resource in search results. For example, Google will give preference to sites that have video content. While the top search engine hasn’t explicitly confirmed this idea, many marketers, for example, the ones from Lemonlight agency, agree that their SEO results suggest that it’s true.
A link to a video in the SERP is a source of additional traffic, and hence conversions, for your business. But for advertising to be effective, it must be not only thoughtful and interesting but also optimized for search queries. To create search-optimized videos, follow these simple rules:
1. Research and find keywords that are suitable for targeting video content (including keywords like “review” or “how to”). The best way to do this is to see what keywords videos already rank for. Use specialized online and offline tools for this: keyword generator, SEO audit programs like Deepcrawl or SEOptimer, extensions, or freelancer services; expand your knowledge by studying an SEO course online. The analysis will allow you to isolate convenient keywords and embed them in the description and title.
2. Focus on relevance, consistency, and optimization. The trending video should be not only useful and of high quality, but also convenient for people and search robots:
3. Structure your data and stick to a consistent schema. There are several ways to describe a video, but the most important way is with a structured data markup. The most commonly used markups are Schema.org and Open Graph, as well as microformats, Dublin Core, FOAF, Data Vocabulary, and Good Relations. The first type is the most popular, because it is supported by Google and Yandex, and the second one is supported by Facebook.
4. IInteract with users – let them comment on your videos and stories, and reply to comments. Customer focus and engagement will also help increase the number of link shares. Use your office phone systems for external communication with customers.
Live broadcasts are a good opportunity to attract additional customers. Unlike alternative means of communication, live video makes it possible to convey the necessary information to potential customers as quickly as possible. For many large companies, this is already one of the main marketing channels.
This video marketing trend makes it easy to get in touch with the target group, engage them in communication, and convey an emotional message with the idea of the brand or company. The fact is that people (your potential customers) love to interact with influencers, participate in their lives, and communicate in real-time. Therefore, streaming, live broadcasting, and communication through stories allow you to increase trust and engagement on a more personal level.
According to a Livestream survey, 82% of people prefer live video over standard social media posts. In addition, 80% of those surveyed would rather watch a video than read a brand or influencer’s blog.
Live videos are good for:
Smartphones have become the most important devices for social and marketing interactions. AR/VR tools help to drive sales and build brand value for e-commerce, and that is why it is a good idea to use AR in advertising campaigns to achieve greater visibility and revenue growth. So why not be prepared for new video trends that will appear soon – clips that allow you to feel, touch, try on, or even smell the offered goods.
The Markets&Markets report estimates that AR will grow to $117.4 billion by 2022. What’s more, a Citi GPS report predicts that AR/VR’s annual revenue will increase to $692 billion by 2025. AR will flourish and offer great opportunities for organizations to expand and enhance their marketing activities, so everyone, especially manufacturers and sellers of goods (furniture, clothing, cosmetics, perfume, etc.) should be ready for this.
Short videos with one character and a simple storyline have been very popular with a global audience. But now the trend has moved towards publishing longer videos. They are well suited for specific purposes, such as educating consumers about a particular product or service.
One of the main benefits of long-form video is that it creates a story that can humanize your brand – you can give your audience a lot of information which they will remember for a long time. A long video is great for SEO as it is associated with a large amount of content and strong keyword search capabilities. In addition, with a longer trend video, the consumer will stay on your page, which shows search engines that your page is relevant for targeted searches. This means an increase in overall traffic, engagement, and optimization.
From FAQs to online learning in a university setting, educational content is very popular. If you are having trouble choosing what type of video to use, start with this one. Create something that helps users better understand who you are, what you do, and what services or products you offer. And share it!
The amount of advertising for these videos is maximally reduced, which can be attributed to native ads. 67% of users are ready to watch educational clips and full-length films.
Vlogging on different video platforms is the new blogging, and the main content are videos and stories. Video diaries, reviews, and tutorials are a great way to help people find your product or service. In addition, it is a growing marketing segment.
According to VloggingPro, almost 45% of Internet users watch vlogs every single month. And this is despite the fact that more than 50% of visitors to blogs of this type are from the younger generation, aged 16-24.
Vlogs are becoming more and more popular thanks to tools like Instagram TV and the fact that people can make these videos on their own. You don’t have to buy high-tech equipment to tell a story online, all you need is a phone, an inexpensive microphone, video editing software, and YouTube.
Video is a promising content format. That is why marketers can use different video trends in 2022 to increase audience engagement, talk more about the product, and showcase its benefits.
When publishing a video, it is important to take care of the quality of the picture and script and to make it easy for users to find. Think over the keywords for the title and description, as well as the tags and subtitles. This will help social networks recommend your content more correctly, and search engines will be able to index it better.
Engaging, atmospheric trend videos are exactly what users want to see. Stand out from the competition and capture the attention of potential customers by offering them unique, unforgettable, and useful content: live stories, soundless clips, interactive reality, shoppable videos, and other types of advertising.