Top Video Marketing Trends For 2022
As
a
marketeer
or
business
owner,
you
should
know
that
video
needs
to
be
part
of
your
marketing
strategy.
For
years
now,
marketing
predictions,
resources
and
how-to
guides
all
say
to
embrace
video
as
the
new
marketing
channel.
It
is
the
most
engaging
form
of
online
content
and
it’s
use
continues
to
rise.
Not
convinced?
Since
2019,
the
average
online
user
has
jumped
from
watching
84
minutes
of
website
video
content
per
day
to
a
projected
more
than 100
minutes per
day.
That
means
you
need
to
hop
on
this
hot
marketing
trend.
But
what
type
of
video
marketing
is
most
important
right
now?
What
will
bring
you
success?
From
super-short
(micro)
video
clips,
to
live
video
on
social
media,
to
full-production
ads
and
stories,
we’re
going
to
look
at
some
of
the
top
video
marketing
trends
for
2022
and
how
you
can
incorporate
them
into
your
marketing
plans.
You need to get this right, so let’s dive in!
1)Sequential
Storytelling
YouTube
is
a
trailblazer
for
online
video
and
their
research
has
shown
that
videos
with
sequential
storytelling
(a
video
with
a
beginning,
middle
and
end)
perform
better
and
create
more
effective
ads.
With
the
rise
of
streaming
television
and
watching
platforms
like
YouTube
that
have
longer-form
videos,
this
research
is
not
surprising.
Narrative
form
of
video
is
more
important
than
ever.
It
can
work
on
any
platform,
not
just
YouTube,
and
it
works
for
any
length
of
video
(long
or
short).
Just
makes
sure
it
tells
a
story
that
will
resonate
with
the
viewer.
The
YouTube
research
says:
“Video
ad
sequencing
updates
the
traditional
model,
allowing
you
to
serve
up
a
planned
sequence
of
ads
that
tell
a
story
to
customers
across
their
purchase
journey.
New
technology
makes
sequencing
manageable
and
offers
gains
for
marketers.
It’s
proven
to
be
more
memorable
than
the
30-second
ad
spot.”
This
means
you
can
also
tell
a
single
story
across
multiple
videos,
picking
up
where
you
left
off
in
one
and
starting
again
in
another.
You
can
keep
building
the
video
story
over
time.
2)User-Generated
Video
User-generated
video
has
become
mainstream
with
social
media
but
it
is
actually
everywhere
you
look.
Even
video
that’s
not
user-generated
often
has
that
authentic,
homemade
look
to
it.
From
dances
on
TikTok
to
commercials,
almost
every
other
video
you
see
looks
like
something
someone
did
on
the
fly.
There
is
a
less
apparent
production
and
more
of
a
homemade
look
to
it.
Even
one
of
the
most
famous
“user-generated”
type
movies
is
making
a
comeback
with
a
Blair
Witch
sequel,
Escape
Blair
Witch,
in
late
2021.
3)Interactive
Video
Interactive
video
is
a
way
for
users
to
engage
with
brands
they
are
following
more
than
ever.
Viewing
interactive
videos
allows
users
to
control
the
experience,
making
it
more
memorable
for
them.
This
is
a
one
of
the
best
examples
of
the
direction
of
which
video
content
is
going.
Give
users
something
to
do
once
they’ve
watched
the
video.
Continue
the
engagement.
Don’t
let
it
stop
with
a
single
view.
Keep
the
connection
with
an
interactive
opportunity.
Interactive
video
comes
in
a
lot
of
forms.
It
could
be
virtual
reality
or
a
game
or
accompanying
elements,
links,
or
options
on
a
website
or
with
a
shared
post.
The
key
to
making
interactive
videos
work
is
to
make
sure
it
aligns
with
the
video
itself.
The
link
or
the
next
action
should
be
intuitive
and
exciting.
See
how
Maybelline,
below,
layers
video
behind
a
box
that
includes
a
call
to
action.
This
simple
layering
of
elements
can
help
keep
users
engaging
with
content
longer
thanks
to
a
video
hook.
When
you
think
of
videos
and
interactivity,
consider
ways
outside
of
AR
and
VR
to
apply
them.
4)TikTok
Style
We
have
all
seen
those
the
fun,
fast,
energetic
videos
made
popular
on
TikTok.
These
short
videos
explain
or
talk
about
something
with
silly
dancing,
funny
jingles,
and
stunts
or
pranks.
This
style
of
video
carries
over
to
marketing
as
well.
The
Washington
Post,
for
example,
has
a
popular
TikTok
account
that
“sells”
the
news
in
this
format.
The
trick
to
this
video
style
is
the
combination
of
information
and
entertainment.
It’s
harder
than
it
looks
so
make
sure
you
plan
to
storyboard
ideas
first.
5)Longer-Format
Video
Shorter
is
not
always
better.
Longer
videos
are
also
on
the
rise
as
people
are
getting
more
and
more
used
to
watching
full-length
videos
such
as
social
media
clips
and
full
episodic
videos
on
YouTube.
The
key
to
longer-format
video
is
that
it
has
to
be
good
and
capture
the
audience.
Think
about
those
recipe
demos
you
see
on
Facebook.
They
may
be
longer
than
you
want
but
you
stick
around
and
watch
the
whole
video
because
you
want
to
see
the
finished
food.
Longer
videos
can
actually
result
in
higher
engagement
rates.
According
to
a
study
by
Twentythree.net,
videos
that
are
longer
than
15
minutes
account
for
50%
of
all
video
engagement,
but
only
8%
of
content.
So
you
can
produce
fewer,
longer
videos
and
get
great
results.
In
the
video
below,
Subaru
shows
outtakes
from
its
popular
“Dog
Tested”
ad
campaign.
This
behind-the-scenes
video
is
one
minute
long
and
their
channel
has
more
than
420,000
subscribers.
These
are
people
actually
looking
for
a
commercial
to
watch
online.
6)Educational
and
Training
Content
Educational
and
training
content
is
one
of
the
most
in-demand
types
of
video
content.
This
type
includes
FAQs,
how-to’s
and
online
learning
in
a
university
setting.
According
to
a
report
by Wyzowl,
68%
of
consumers
prefer
watching
videos
to
learn
about
new
products
or
services.
That
is
more
than
reading
articles,
infographics,
eBooks,
and
manuals,
or
seeing
presentations
combined. If
you
don’t
know
what
kind
of
video
content
to
produce,
this
is
a
good
place
to
start.
Create
and
share
a
video
that
helps
users
better
understand
who
you
are,
what
you
do
or
what
service
or
products
you
offer.
7)More
Live
“Stories”
Live
“stories”
or
in-the-moment,
livestream
videos
are
wildly
popular
on
platforms
such
as
Facebook
and
Instagram.
But
they
can
be
used
in
all
kinds
of
video
formats
in
public
and
more
private
areas
such
as
web
chatting
or
conferences.
This
style
of
video
creates
a
more
authentic
connection
with
its
users
and
increases
the
engagement
rate
by
being
available
for
viewing
for
a
limited
amount
of
time
(24
hours).
By
posting
stories
regularly,
you
can
get
your
followers
to
be
more
aware
of
your
updates,
and
more
likely
to
watch
your
new
content. According
to
Livestream,
80%
of
viewers
said
they
would
rather
watch
a
live
video
from
a
brand
than
read
a
blog
post,
and
82%
preferred
live
videos
to
social
media
posts.
So
if
you
aren’t
doing
live
stories,
now
is
the
time
to
start.
Just
keep
the
video
short
and
to
the
point
and
make
sure
the
quality
is
good.
The
number
1
reason
viewers
tune
out
of
live
videos
is
due
to
poor
quality.
8)More
Personal
Video
Interactions
This
video
trend
started
during
the
pandemic
with
more
people
interacting
individually
or
in
groups
using
live
video
chats
such
as
Zoom.
“Zooming”
has
become
a
verb
as
a
result
and
refers
to
this
type
of
video.
It
has
spread
to
person-to-person
marketing
as
well.
From
recorded
videos
that
look
like
video
chats
to
actually
scheduling
chats
for
sales
purposes,
expect
a
lot
more
person-to-person
interaction
using
this
type
of
video
style.
9)Soundless
Optimization
More
and
more
people
are
watching
videos
on
social
media
without
sound.
Whether
it
they
don’t
want
to
bug
their
co-workers
with
what
they
are
watching
or
they
don’t
want
to
annoy
people
in
public
when
they
watch
a
video
on
their
phones,
people
sometimes
don’t
always
listen.
To
make
sure
your
message
comes
across
to
people
who
can’t
listen
to
the
audio
track,
make
sure
your
video
is
captioned
or
has
text
overlapping
that
explains
the
content. Captioning
and
on-screen
instructions
or
information
are
vital
to
ensure
your
video
content
fully
reaches
your
audience.
This
can
also
impact
the
way
you
record
video
for
marketing
and
how
you
edit
for
playback. Optimizing
for
soundless
playback
can
actually
help
make
your
video
content
available
to
more
people.
Here
is
a
guide
with
some
tools
to
help
you
in
captioning
your
video.
9)Vlogging
vs.
Blogging
A
lot
of
Business
are
already
used
to
having
regularly
updated
blogs,
and
it’s
a
great
tool
for
SEO
and
brand-image.
Vlogging
on
platforms
like
YouTube
is
the
new
blogging.
Video
diaries,
reviews,
and
tutorials
are
a
growing
marketing
segment.
It’s
a
good
way
to
help
people
find
your
product
or
service.
Vlogging
is
getting
more
mainstream
all
the
time.
You
don’t
have
to
have
high-end
professional
equipment
to
tell
a
video
story
online,
just
a
phone,
an
inexpensive
microphone,
editing
software
(or
an
app),
and
YouTube.
Having
a
YouTube
channel
where
you
constantly
publish
new
videos
is
great
for
your
marketing
strategy.
10)Vertical
Video
Choosing
a
vertical
format
for
your
videos
is
important
if
you
want
to
avoid
awkward
resizing
and
the
lack
of
optimizing
across
devices
and
social
media
platforms. It’s
all
about
where
you
plan
to
post
and
share.
Horizontal
video
is
best
for
video
ads
and
websites
being
viewed
on
wide-screen
monitors.
Vertical
videos
are
best
for
social
media
platforms.
Instagram
Stories
and
TV
and
even
Facebook
and
YouTube
all
support
vertical
video.
These
types
of
videos
are
much
less
likely
to
be
cropped
weirdly
by
platforms
and
mobile
websites
and
they
are
preferred
to
horizontal
ones
by
online
users.
This
makes
sense
if
you
think
about
how
you
hold
your
phone
–
it’s
vertically.
11)Super
Short
Video
Ads
Super
short
(or
micro)
ads
are
catching
on.
If
your
video
ad
finishes
before
the
“skip”
option
pops
up,
it
confirms
that
all
the
content
will
be
seen
by
the
viewer.
Short-form
video
ads
can
tease
users
just
enough
to
make
them
want
more,
but
the
real
challenge
is
creating
something
engaging
and
cool
enough
to
click
in
6
to
10
seconds.
Use
fast-paced
or
highly
entertaining
visuals
to
grab
the
viewers
and
lure
them
to
your
website.
12)Searchable
Video
When
you
create
a
video,
make
sure
Google
can
find
it.
Optimizing
video
content
for
search
results
is
important
as
Google
allows
its
users
to
find
specific
information
without
having
to
watch
the
entire
video
in
search
results.
The
more
information
you
provide
with
your
video,
the
better
it
will
look
when
users
find
video
content
from
the
search.
Use
tags
wherever
possible,
as
tags
help
users
find
the
videos
they
are
looking
for.
Google
even
has
a
lot
of
information
on
how
to
structure
your
video
content
to
make
the
most
of
search.
Video
SEO
is
a
relatively
new
thing
for
many
marketers.
This
trend
has
less
to
do
with
the
video
content,
but
has
a
great
impact
on
your
overall
marketing
efforts.
Spend
some
extra
time
to
make
sure
your
video
will
get
seen
by
as
many
people
as
possible.
13)Shoppable
Video
Content
According
to
Forbes,
shoppable
content
is
growing.
Shoppable
videos
are
short
video
clips
that
allow
users
to
click
(tap)
and
buy
a
product
instantly.
They
don’t
have
to
leave
the
video
to
complete
the
purchase.
These
types
of
videos
mimic
the
experience
of
a
website
where
shoppers
can
make
a
purchase
without
leaving
social
media
or
the
website
they
are
on.
We
have
all
seen
them
creep
up
in
between
Instagram
Stories
from
people
you
follow.
Now
is
your
turn. It
is
simple
to
do
for
yourself.
Just
create
a
video
highlighting
a
product
or
service
and
then
allow
users
to
swipe-to-buy
using
Instagram
or
Snapchat
ads.
14)Optimize for Different Channels
The days of creating just one clip and using it everywhere are long gone. The type, size, and format of your video can make an impact to how appealing it is to different sets of users. You need a clip for each specific platform to get the best results possible. Sound vs. no sound, horizontal vs. vertical orientation, shoppable link or not, the list goes on. We can help with this! It’s worth it to get the highest engagement rates as possible.
As video continues to be the most engaging form of online content, any marketer or business owner who wants to stay on top of the digital marketing game should be aware of what types of videos are most successful right now. Incorporating video content into your marketing strategy is important and beneficial. By keeping up to date with the latest trends and being aware of what works for audiences today, you will keep a high rate of success for your video marketing strategy.
Use video in website designs, in social media, and as stand-alone advertising to engage with users in a way they find highly entertaining. We recommend developing a clear plan and strategy (using these trends) before you start making videos to maximize your investment. We can always help with that, to schedule a discovery call go HERE!
For any and all of your video marketing needs, visit us at ultimo-media.com.