Not just for marketers and brand owners, getting video marketing right is a priority for pretty much everyone in the digital space today. Facts from Animoto’s 2022 video insights show why that is the case. Video ads were the number one way people came to know about a brand that they ended up purchasing from. Not just that, an overwhelming 93% of businesses were able to acquire a new customer after they published a video on social media.
However, there is another eye-opening stat that you should know. According to the 2022 Video Marketing Statistics report published by Wyzowl, Explainer videos were the most prominent across all types of video content made by brands. It constituted a whopping 74% of the overall usage of videos created. This means that businesses can no longer afford to ignore how crucial it is to have a concrete Explainer video marketing plan. Hence, you need to be in touch with every new trend that is impacting video marketing in 2022.
Video marketing space is transforming rapidly, and if you fail to keep in tandem with the new trends, you may fall behind your competitors. Below are some of the most important video marketing trends that you shouldn’t miss.
AI (Artificial Intelligence)
AI algorithms are increasingly being adopted to identify patterns and learnings from mass data. These learnings further inform the algorithm to make better and better choices in terms of what approach to take. As a result, AI could be implemented in several different areas of video marketing to achieve better outcomes.
More brands and digital marketers are increasingly employing AI tools, knowing that it will make their existing systems much more efficient and cost-effective. As a result, AI is enabling them to save a lot of time and money on every project.
● Chatbots:
Chatbots are a great example of an AI tool that has become very common for brands to use on their websites. In addition, Chatbots are AI software that customers can type into and converse with. Chatbots do a good job of automating the rudimentary on-site query-solving process.
● Programmatic advertising:
Another area in which AI has become dominant this year has been programmatic advertising. The way programmatic advertising works is that it informs the brands seeking ad space, as soon as a viewer logs in to a website page.
Then it provides the ad space to whoever bids the highest price for that viewer impression. This automation of ad-space allotment has enabled brands to more tightly control who gets to see their ads and where.
Sequenced Narratives in Ads
One of the biggest trends in video marketing has been the way advertisements are being created in 2022. Video ad sequencing allows brands to make a sequence of videos instead of just one ad. It helps brands engage their target audience in a story that is told across multiple videos.
Essentially, the beginning, middle, and end of the story are shown through different videos, giving a sequenced narrative to the advertisements. According to YouTube, videos that adopt the format of sequential narrative function much more effectively as advertisements and deliver better results.
Usually, these videos are shorter than the usual 30-second ad format. These sequences are created for viewers to seamlessly transition from one video to the next. This keeps the audiences engaged throughout every step of the purchase till they convert into customers. In addition, video platforms like YouTube are coming up with technological solutions. Brands can use these technologies to easily manage video ad sequencing and maximize conversions.
Captions and Subtitles
According to Digiday, 85% of Facebook videos are consumed without sound. As the auto-play on Facebook is by default set to silent, many people end up watching videos with the sound off.
Hence, many businesses put a lot of focus on making the visuals of their videos as eye-catching and attention-grabbing as possible. And yes, lovely visuals are likely to make users stop and look at the advertisement instead of scrolling past it on their feed.
However, one aspect of silent ad viewing that remained relatively untapped until now is captioning. Brands are waking up to the fact that captions can be used to improve the ad viewing experience. They realize that it is just a myth that captions distract the viewer from the message of the video. In fact, the contrary is true.
Putting in-sync captions or subtitles in the video makes the video more accessible to a broader audience. For example, this makes it easier to understand for people unable to understand the accent or language of the person speaking in the video. Not only that, but it also makes the videos accessible to people who might be hard of hearing.
Vertical video format
YouTube remains ahead of other video-sharing platforms for marketers, with an overwhelming 89% claiming to use it last year. Facebook is close behind with 70%. But despite this domination, it is hard to deny how fast TikTok has grown as a video platform.
In terms of monthly active users, TikTok only lags behind Facebook, YouTube, and Instagram. Hence, it is hard to ignore the impact and influence TikTok has on shaping video marketing trends.
One trend that has emerged from the TikTok ecosystem has been the vertical video format. The format is also very convenient for marketers to adopt as they no longer have to worry about optimizing their videos for different devices. Vertical videos run on both desktop and mobile devices without needing any adjustment.
Short-form videos
The beta version of “Shorts”, YouTube’s version of short videos, was first launched in India on 14th September 2020. YouTube has since introduced this feature in more than 100 countries. It is safe to say that this feature has gained traction.
With TikTok already being a dominant video-consuming platform, the rise of YouTube shorts has further fueled the trend of short-form videos that are usually just 10 to 30 seconds in length.
As a brand owner, if you want to reach your target audiences, you need to board the short-form video train before it leaves you behind your competitors. This is because short videos do a better job of retaining the attention of viewers. Not just that, shorts are also cost-effective as platforms that showcase short-form videos often charge less for putting up ads, which makes it even more lucrative for brands.
Videos in social media stories
The use of marketing videos in Instagram stories has surged as marketers are trying to capitalize on this latest trend. The engagement is high. Moreover, brands are also able to add a more humanizing touch to their video content by adopting this format.
However, the most enticing thing about this trend from a video marketing perspective is the amount of interaction it generates with the viewers. Almost all videos posted in social media stories have some sort of interactive element to them.
For instance, these posts can include questions or polls, asking users to give their opinion or pick between choices. It drives interaction on posts putting more eyeballs on your content.
Voice Search
According to Truelist, voice-based purchases are likely to reach $40 billion this year. With such tremendous growth insight, it is high time that brands start incorporating voice search models to benefit from the tailwind.
More urban households are embracing smart speaking devices that rely entirely on voice search to function. In 2022, we are seeing a rising number of homes either using Amazon’s Alexa or Google Home. Because voice search is becoming a part of people’s day-to-day routine, it makes sense for brands to consider voice search major factors in the way they shape video marketing tactics.
Conclusion
After looking at the above trends, it becomes clear that video marketing is constantly evolving. In order to remain ahead of the curve, you need to keep an eye on what’s trending. More importantly, you should quickly try to implement a few or more of these trends, especially if they align with your vision for your video marketing strategy. It will help you generate more momentum for your marketing campaign without increasing your ad spending.
Author bio:- Komal Kokate is the Co-Founder and CEO of MotionGility, an Explainer Video Company. With a keen eye for creativity, she is an expert in video marketing. While delivering high results to clients, she loves exploring the market and the latest marketing trends in the B2B industry. Connect with her on Facebook and LinkedIn.
