In today’s digital age, video marketing has become an essential strategy for businesses to engage and connect with their target audience. To stay ahead of the competition and maximize the impact of your marketing efforts, every business owner must be aware of the latest video marketing trends shaping the industry.
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Marketing your business, big or small, has become a heck of a lot more than just building a professional website and shilling it along with a written post every now and again on social media. These days, social media browsers and potential customers/clients watch as much video as they read important and relevant content. In some cases, video wins out over that written content.
Using videos is a key component of digital marketing, particularly social media. According to software company Vidyard, videos are becoming increasingly essential, even in LinkedIn, as a branding and recruitment tool. Marketers on LinkedIn need to leverage the LinkedIn video format to generate traffic, engage in peer-to-peer conversations, and more effectively use the platform as a selling tool.
But LinkedIn video is just one option in what’s quickly becoming a sea of options when it comes to video marketing business opportunities. According to a new report, consumers are spending more and more of their social media time watching video content to keep up with the latest trends. If you’re a business owner, you want to take advantage of this to reach your target audience with an online marketing strategy that suits your products or services.
But just going about making one video after the other doesn’t quite cut the visual mustard, so to speak. You need to understand the how, why, and what of the video marketing process while familiarizing yourself with the current trends.
That said, here are some of the top video marketing trends that every business owner should be aware of.
How Videos are Used for Marketing
One of the most important video marketing trends these days has much to do with its usage. A new study shows that as much as 85 percent of businesses, both large and small, utilized some form of video marketing in 2020 during the height of the COVID-19 pandemic. This represents an astonishing 25 percent increase from only four years prior.
Of all the businesses, organizations, and sole proprietors, such as authors selling their books and stories, close to 99 percent claim they will continue to use video as a large part of their overall marketing strategy. This statistic alone is a “testament to the effectiveness of video.”
So, what exactly have professional marketers been producing videos for? The most popular video marketing trends include but are not limited to presentation, testimonial, explainer videos, and sales and advertising videos.
Mobile Livestream Boom
If you’re wondering what kind of video is “hot,” live streaming seems to be taking the number one spot for the most popular video marketing trend. Again, according to statistics, the average U.S. consumer utilizes an average of nine-plus video streaming apps on their smartphones. That’s more than six T.V. channels most Baby Boomers grew up with.
On a global level, streaming marketing has boomed over the past year. In 2020 alone, the market was worth close to $162 billion, representing a 55 percent year-to-year increase from $104 billion during 2019. Analysts at New in Publishing are predicting that 2022 will go down as the hottest year ever in the video marketing industry. Full stop.
The Short Form Video
Aside from live streaming video, short-form videos trended high in 2021 and will continue to do so in 2022, or so claims Design Shack. The introduction of Instagram Reels in the summer of 2020 and the continued explosion of TikTok have helped push the continued growth of short-form videos.
Rumors abound regarding Instagram Reels and its planned monetization available to many content creators. It will also feature new video tools, an improved appearance, and opportunities to sell services and products directly. If this all comes to fruition, Instagram Reels could come to rival popular platforms like TikTok, LinkedIn, and YouTube in late 2021 and beyond.
The experts say that to be a winner in video marketing in 2022, you need to embrace the short-form, energetic, and fast-paced video format. These are said to be the types of videos that catch consumers’ attention the most when they are cruising their smartphones for engaging video content.
The same can be said of user-generated content, which plays a significant role in video marketing strategies. The fact is, user-generated video content “ranks among the top video marketing trends.”
What it all comes down to is this: if you want to sell your goods and services to the world, then start making engaging videos.
