Increasing Demand for Video Content
The demand for video content has skyrocketed in the past few years. When you look at the direction of platforms such as Tik Tok and reels on Instagram, it’s evident that video is the dominating trend for devouring content.
In fact, according to Wyzowl, “explainer videos have seen huge success. An overwhelming majority of people (94%) report watching explainer videos to learn more about a product, with 84% being swayed to make a purchase.”
If 84% of people are swayed to purchase after viewing video content, we know it’s crucial for marketing strategy.
Aren’t sure where to start? It can be challenging to know what specific video content suits your brand.
Don’t fret! We’re going to dive into a few current video trends and take a peek into what’s expected for 2022. Here we go!
Current Video Trends
Animated Explainer Videos
Animated explainer videos are brief marketing videos that visually explain your company’s product or service. It helps walk your customer through expectations.
Explainer videos are often placed on a landing page, your website’s home page, or the main product page.
Websites with animated explainer videos have a 144% conversion rate after including an explainer video on their website or social media accounts.
Whether it’s animated or a video, explainer videos help customers understand additional options. You don’t have to rely on copy to explain your business solely.
Social Media Content
In terms of social media, 2021 proved to push for more video content. Between the rise of Tik Tok and Instagram’s introduction to Reels in 2020, social media is less about photos and more focused on video. Instagram’s CEO announced this year that Instagram is “no longer a photo-sharing app” (TheVerge). Reels have become the driving force for Instagram.
Social media consumption is focused on video. Overall, video content continues to prove to be a force of nature and is expected to continue into 2022 and beyond.
Social media video content is additionally used for live streaming, stories, and short vlogs. It allows businesses to continue to connect with their audience and create consistency.
See below the video that we recently created for one of our clients:
Blogging is out, and vlogging is in. While people still use blogs, with the ongoing threads of video content, it’s expected that blogs evolve into video story-telling.
Vlogging is a way for companies to speak directly to their audience and provide consistent video content.
If companies don’t have the budget for expensive video clips, having short vlogs regularly helps increase Google rankings, can push SEO, and communicate directly to your audience. YouTube is one of the most effective ways to increase search rankings in Google and provide a consistent voice that can help with marketing.
Vlogging offers story-telling and a face and voice behind your brand to build trust. We can only expect this 2021 trend to only expand in 2022. See the example below of a vlog that we recently created for the company:
Trends to Expect in 2022
The overarching trend for video content in 2022 is enhancing the connection to your audience. Most trends go beyond traditional video content and make it more consistent, engaging, and interactive.
360-Degree Interactive Video
360-degree video technology isn’t new, but it’s becoming increasingly popular, especially as we enter 2022.
Companies feel they can capture the essence of their company, products, or services using interactive video technology.
Since these videos are interactive, it’s beyond watching the video but experiencing it. For marketing, this helps your customers genuinely feel as if they’ve already purchased a product or have experienced a service and automatically converts to higher sales.
How much do people love interactive media? “98% of consumers say 360-degree videos are more exciting compared to other formats of videos.”
Major brands are using this technology to give life to their ads or commercials. For example, the upscale automotive company, BMW.
To advertise their BMW X3 medel, their advertisement was a virtual experience. “On a 360°mission to mars. A virtual testdrive.” Allowing consumers to take a spin as if they were driving the vehicle.
These video interactions allow consumers to envision these services, products, or experiences to navigate their buying behavior. We expect this trend to carry into 2022.
Augmented and virtual reality isn’t new technology, but its integration into marketing and potential is just at the tip of the iceberg.
Marketers need to be keen on the direction of the video when strategizing. These advancements are not only beneficial as a marketing strategy but also offer new ways to expand your business.
Companies can let people “try before you buy,” and we’ve also seen this through other marketing initiatives. For example, after the pandemic started, museums pivoted their strategy by implementing AR/VR technology for virtual tours to keep doors ‘open’ and drive traffic to their websites and build traction.
Overall, people want to engage with technology. For instance, “In click-through rates, OmniVirt found that VR photos performed 300% better than regular two-dimensional photos, and 14% better than regular photos in viewability” (RetailDive).
We’re seen AR/VR used with sports, physical and mental health accessibility, entertainment, etc. Using AR/VR technology creates a world of your own and allows for new dimensions when it comes to marketing.
As we evolve, the expectations only increase. AR and VR may never totally replace the in-person experience, but they’re creating new opportunities to transform businesses and driving marketing goals. We’re excited to see how this technology changes the scope of marketing.
SEO has become an effective strategy for marketers. It helps companies reach significant traction through strategic keyword usage.
Traditionally, SEO has been used for website copy, but now it’s expanded to both photos and video content.
According to Brightedge, “videos are 53 times more likely to rank on Google’s first page.” Already video content is an advantage but is only enhanced with SEO to amplify the potential search opportunity.
You can write SEO-enriched text for your website and copy. Now, these techniques can be applied to video content as well.
As video content continues to increase, we can expect the incorporation of SEO with video to skyrocket.
How Can Core and More Technologies Help?
Based on statistics, it’s clear that the surge of video content will continue into 2022.
Your best bet is to create a strategy to determine what’s best for your company’s brand. Not all video content is a ”one-size-fits-all” market of every company.
However, there are enough variations of content to suit any marketing strategy — it’s a matter of which ones.
If you aren’t sure of the following steps or how to get started, it’s essential to work with experts to help you achieve the results you’re looking for.
Core and More Technologies is a full-stack marketing agency that can help you navigate your marketing goals.
To learn more, head here!