If you’re wondering whether video marketing will still dominate the trends in 2022, you’ve come to the right place.
With so many digital marketing strategies available, it can be challenging to choose the right one for your business. Aside from considering its relevance, you also need to make sure it will have a great return on your investment.
This article will provide insight into the future of video marketing and showcase eight actionable practices to guide you on how to get started. We’ll share everything from video marketing trends to marketing examples to use for inspiration.
What Is Video Marketing?
Video marketing is a marketing effort to reach an audience and promote a brand, service, or product using video content.
By mixing the audio and visual elements, video marketing has a positive impact on customers. For instance, prospective buyers can understand products in more detail if you showcase them and demonstrate how to use them.
In line with that, 66% of people prefer watching a video to learn about a brand’s product or service.
Additionally, videos also increase the chance for better information retention due to their engaging content. That’s why video ads are a great practice to guide customers from discovering your brand towards purchasing your products.
When starting out, consider creating a demo video explaining your product. As your business grows, include other popular video types, such as testimonials and interviews.
Following video marketing trends will help you remain relevant and ahead of the competition.
The Future of Video Marketing in 2022
Video marketing has become one of the most popular and effective strategies to attract customers and drive more sales.
As the number of digital video viewers is expected to reach 3.48 billion in 2023, marketers and businesses embrace video content as a reliable promotional tool.
Today, 85% of businesses use video marketing as a strategy and 92% of marketers say it is an essential part of their business.
Popular social media platforms also leverage video content to promote products and increase engagement. A study has revealed that video generates more engagement than any other content type on Instagram.
Video Marketing Best Practices
Due to its popularity, video marketing is rapidly evolving.
Follow these eight best practices to stay on top of the trends and make the best out of your video marketing efforts.
1. Select a Robust Platform
Video content can impact your website’s load time. In fact, half of the people surveyed are willing to eliminate animation and video for a faster load time.
In addition, the same study found that nearly 70% of customers admit that page speed impacts their purchasing decisions.
Because of that, make sure your videos are hosted on a robust platform. Otherwise, you risk losing visitors and potential customers to competitors, especially with Black Friday approaching – the annual shopping event that opens the Christmas holiday season when businesses offer high discounts and deals.
With such offers, Black Friday is a great opportunity to attract new customers and maximize online sales. In 2019 alone, it generated $7.4 billion in sales on the internet.
Therefore, make sure your website is able to handle the traffic spike. You can start by checking out some of the best Black Friday web hosting deals available today.
Select a robust hosting plan that suits your needs. Some essential elements to look at include bandwidth, storage space, and CDN availability.
2. Understand Your Audience
Gaining insight into your audience profile is vital to creating effective video marketing strategies.
Instead of focusing on your product, service, or brand, it’s important to listen to your customers and understand their needs.
To do so, identify their demographics and the problems they have. From there, consider how your product or service can help.
A great example of this is Monday.com’s popular time travel ad. In less than one and a half minutes, the ad manages to deliver the benefits of using the tool to the right audience. It defines problems and comes up with solutions for those who work in teams.
Understanding your audience will help you communicate a clear message and decide on the right video content to produce. It will also give insight into the best platforms to distribute your videos on.
For instance, if you target young adults aged 18 to 34, Instagram and YouTube are the perfect social media platforms for your marketing campaigns. Younger audiences aged 10 to 19, on the other hand, are most present on TikTok.
Based on the information you’ve gathered, you can create video content that encourages the audience members to take action.
3. Invest in the Best Tools
There are many ways to produce video content. However, to stand out and stay on top of the video marketing trends, you need to invest in the best tools.
If you’re searching for a complete video suite, look no further than StoryXpress. We offer extensive video marketing tools for video recording, editing, SEO, and analytics.
The recording feature lets you record video messages of your screen, face, and audio. It’s also possible to add annotations.
This is great for a variety of uses, such as helping customer service teams resolve issues and building tutorial videos for new clients.
We also offer video hosting and management services so you can add videos to your website without compromising its performance. In addition, the video player is ad-free, so viewers can focus on your message and take the right action by the end of the video.
It’s also possible to create personalized marketing messages, which is a great practice for fostering customer relationships.
Done right, this can increase customer loyalty and the number of sales with tailor-made video content. In addition, it can boost conversions by showing relevant content to each prospect.
Furthermore, we also offer integrations to other marketing, sales, and communication tools.
4. Include Captions
Including captions is a great practice to increase the number of views and watch time.
Aside from benefiting those with hearing aids, this strategy is also beneficial for normal people as more viewers are watching videos without sound.
This is due to a number of reasons such as being in a noisy environment or needing to keep the volume down.
In other words, including captions in your videos will make them accessible in all situations.
Captions are especially important for social media marketing. In fact, 85% of video views on Facebook happen with the sound off.
A great example of using captions for social media posts is entrepreneur Gary Vaynerchuk.
In addition to captions, Gary also retains viewers’ attention using headings. This helps give context when people watch your videos so they understand the message better.
Gary also uses burnt-in captions, where the text is edited into the video, so it’s always present no matter where viewers are accessing it from.
5. Personalize Videos for Different Platforms
During the second quarter of 2021, online videos recorded a 92% audience reach among internet users worldwide.
Viewers consume different types of video content, such as tutorials, educational, product reviews, and viral videos.
These varying video content types are viewed across different devices and platforms, where people expect the ads they see to match the format of the platform.
Thus, it’s important to personalize videos for different platforms to provide the audience with a great viewing experience.
Further, there are various video types, such as in-feeds, stories, reels, and live broadcasts - each with a different set of specifications.
For instance, Facebook recommends a 4:5 aspect ratio, a minimum resolution of 1080x1080 pixels, and a video duration of up to two minutes for Stories.
In contrast, Instagram Reels recommends a resolution of at least 500x888 pixels and a 30-second maximum video length.
Here are several aspects to pay attention to when creating video content for different purposes:
- File type: Most platforms support .mp4 and .mov file types.
- Screen ratio: Check the developer guidelines for each platform. Recommended aspect ratios are usually 4:5 or 9:16.
- Screen resolution: The recommended resolution usually ranges between 500x888 and 1080x1080 pixels, with no maximum resolution.
- Text recommendation: Look for specifications for headlines, captions, and descriptions.
- Video duration: This can be seconds, minutes, or even hours long.
- Maximum file size: Instagram Explore limits the file size to 250MB, meanwhile, Instagram Reels videos can be as large as 4GB.
Idea is to be platform specific. Be it Instagram Explore, Reels or YouTube; to thrive on each platform, you must first decide your primary platform and focus on growing your main influence and reach there.
If it’s YouTube, create content primarily to the platform’s specifications. From there, look for ways to repurpose that content for use on other platforms.
Avoid releasing the same video on every platform without changes, edits, and adjustments.
6. Leverage Short-Form Video Content
Short-form video content describes videos that are short in length. It provides viewers with a quick way to consume information.
Although there is no universal number that everyone agrees on, HubSpot suggests that short-form videos are up to 2 minutes and 30 seconds long.
People generally prefer short-form videos because aside from containing information, they are entertaining to watch.
In addition, studies suggest that people’s average attention span today is only around eight seconds. This is because people are spending more time on social media, with more and more content to consume.
Because of that, short-form video platforms such as TikTok are growing quickly. In the second quarter of 2021 alone, it garnered over 200 million downloads.
Following its success, other social media platforms have also implemented bite-sized video content options. For example, Instagram has Instagram Reels and YouTube has launched YouTube Shorts, both of which have since become popular with users.
By sharing up to 30 seconds of video content, US sports teams have enjoyed massively improved engagement with their Instagram Reel posts compared to regular video posts. Meanwhile, YouTube Shorts has attracted over 15 billion daily views worldwide.
Short-form video content is versatile. You can use it to entertain, educate, and promote your product at the same time.
Soy Yo Candle features a great example of this with its 10-second video about candle care.
7. Augmented Reality
Something else that dominates digital marketing trends is augmented reality (AR). Currently, there are over 1.5 billion AR users worldwide. This number is expected to grow to 4.3 billion by 2025.
AR integrates digital information with the physical environment in real-time. It uses additional graphics, sounds, and haptic feedback to combine real-life with animations using the camera on mobile devices or AR equipment.
Augmented reality can range from simple filters to a more complex setup. An example that employs several AR video marketing strategies is IKEA Place, a mobile app where users can virtually place furnishings in their physical space – from rugs and sofas to lamps and tables.
Another great example is AUDI Quattro Coaster App. This app lets people virtually place the car anywhere. Users can then build a track and drive on it virtually.
This digital marketing strategy helps people imagine what it feels like to own the advertised products, and this can have an impact on their buying decisions.
If you’re just getting started, consider starting an Instagram Story Filter to raise awareness of your brand.
8. Optimize Videos for Search Engines
Regardless of your primary video marketing platform, optimizing videos for search engines is critical to gain more traffic and bring in more viewers.
- Use keywords. Make sure to include them in your video title, description box, and tags so search engines can display your content with relevant search queries.
- Provide a distraction-free environment. Avoid placing ads or using a cluttered video player to retain viewers’ attention and increase watch time.
- Optimize page speed. Consider embedding lightweight video code to optimize your page speed.
- Feature transcriptions. Add captions and transcriptions to help search engines read your video content.
- Display relevant thumbnails. Create relevant and compelling thumbnails to help boost click-through rates.
Video marketing continues to dominate the digital marketing scene. With a constantly rising number of digital video viewers, employing videos in your marketing strategies is a great way to grow your business.
Let’s recap eight actionable video marketing trends mentioned in this article:
- Select a robust platform to host your videos on without slowing down your website.
- Understand your audience so you can deliver a clear message.
- Invest in the best video marketing tools.
- Include captions so more people can watch your videos in various environments.
- Personalize videos for different platforms by changing the file type, screen ratio, and duration.
- Leverage short-form video content to retain viewers’ attention.
- Serve augmented reality videos so audiences engage more with your brand.
- Optimize videos for search engines to attract more viewers.
Use these points as a guide to help produce the best video content for your audience. Good luck implementing these video marketing tips and growing your business!