Most recently, YouTube saw a 20 to 30% increase in views. Engagement is at an all-time high, with 56% of consumers watching more videos on social media each month.
But they're not only watching influencers and funny skits. Data shows that four in 10 internet users follow brands they like (and consider buying from). Another 35% have watched videos made by brands.
If you’re one of the 70% of eCommerce brands increasing your video marketing budgets post-pandemic, you might be questioning where your money will get the highest returns. We’ve done the digging for you and found the following video marketing trends we’re expecting to see in 2022 and beyond.
1. Social Media Video Advertising
Advertising your videos on social media is an absolute must in 2022. It’s estimated that one in five UK businesses already made plans to increase spend for paid social media marketing in 2021. Right now, vertical video is the trending format for social media ads. But it's a good idea to offer both horizontal and vertical capabilities.
It doesn’t matter which types of social media ads you’re creating. Get creative and use both formats to tell engaging stories. For example, use vertical when there's one person on the screen, then switch to a wider scene that's viewable when the user turns their device horizontally.
2. Shoppable Videos
The internet is the go-to destination for consumers looking for products like yours. But they're not just using Google to find new products. They're visiting social media channels to search for recommendations from friends and influencers.
E-Commerce brands that know this are using shopping videos to attract and convert viewers. Unlike traditional product videos, they're sometimes disguised as a regular video with clickable pop-up text linking to the clothes or household items in the video.
Social media platforms like Instagram and Facebook are introducing their own types of shoppable video content, especially when it comes to their advertising platform.
Brands can create a Shop on both platforms that pull inventory from their eCommerce website. Social media users can see an organic post with that item tagged, view more information, and purchase the item from the Shop—all without leaving the platform.
It’s estimated that 40% of marketers are already using shoppable videos. To get the best results, don't treat them like ads. Take the same approach you do with other content you create. Touch on topics your audience cares about and offer value.
3. Short-Form Videos
Most people today are busy. The idea of stopping to consume content that takes longer than a few minutes just isn't in the cards for some. This is the key to getting your videos watched by the busy consumer. If you can keep your videos short, the odds of getting more views increase. It's the reason TikTok and Instagram Reels perform so well.
SurfShark’s Eric Carrell explains: “TikTok, one of the most popular social media platforms with 800 million active users, is exclusively based on short-form videos. It allows users to generate entertaining, engaging, and exciting content that swiftly spreads throughout the globe. In addition, Instagram created Reels, demonstrating that the short video craze is sweeping the globe.”
Finding a method to integrate knowledge and entertainment in a TikTok or Reels video is the key to success. Consider which details you can provide in less than 20 seconds to ensure a riveting and engaging presentation.”
4. Live Video Streaming
Connection. Intimacy. Authenticity. These are the things people desire from brands. So, switch out the sales talk and corporate jargon in favor of human, relatable video content. Show you're human and can connect with potential customers on a personal level. Since you can't be face-to-face with everyone all the time, the next best thing is to go live.
Live streaming is growing around the world. Last year in the UK, people were spending nearly 64% of their time watching videos. A lot of this is happening across social platforms. Facebook gets the lion's share of live video views, followed by Snapchat, Instagram, and Twitter.
Around 20% of Facebook videos are a live broadcast. On Twitter, users are seeing a 14% increase in unique visitors during live events. Even LinkedIn's getting some action on the live front, with 69% of its members watching the same or more live content than before the pandemic.
Speaking of COVID, Instagram witnessed an astounding 70% boost in live video usage within a month after the pandemic hit. What can you say—people need people, even if the interactions are virtual.
With real-time video, brands have an opportunity to connect directly with their audience and grow their presence. You can use video streaming to tell brand stories, host live Q&A, and showcase the lives of the folks behind your brand.
5. Interactive Video
People don't want to just read content—they want to watch it because it's more engaging. But what if there was a way to enhance user engagement even more? The good news: It's possible using interactive video.
Maybe you've seen a handful of social media videos like this popping up in your feed lately. These videos allow you to make selections and choices as you watch.
This type of video isn't just interactive—it's what's known as a branching video. A branching video gives you a selection of choices that change the outcome of the content. For example, the above video features a chef showing how to make whichever cookies you choose.
There are a variety of ways to make your video interactive. This includes adding an email form for your newsletter or using a chatbot to answer questions after the video.
Interactive videos are already gaining wind among businesses. Roughly 24% of video marketers planned to use them in 2021 (a 3% increase from 2020).
6. Optimise Videos for Search
Remember, the internet is the primary source of information for consumers (both B2B and B2C). It's critical to optimise your videos to ensure they show up in search results.
There's evidence that likes, shares, views, and comments are strongly correlated with higher YouTube rankings. Here’s where things get interesting: optimising a video for search goes beyond reaching page one of YouTube results.
There's also an opportunity to rank your videos on the biggest search engine of all: Google. Its results page is showing videos for certain keyword intents.
7. Use TV-Connected Hosting Platforms
Thanks to smart TVs, people can use their smartphones to connect videos from YouTube (and other platforms) to the big screen. In fact, 64% of UK consumers stream videos on TV more than they do on their computer, tablet, or smartphone.
It shows the preference your audience has for online video. And it's more reason to add it to your content marketing strategy.
Choose a video hosting platform that already has a built-in stream to TV capabilities like YouTube. Not only will people be able to watch your video on the big screen, but you’ll also benefit from the millions of people searching for videos on the platform every day.
Source: https://thesocialshepherd.com
