Video Trends…Video Use Continues To Rise
As video continues to be the most engaging form of online content, any marketer or business owner who wants to stay on top of the digital marketing game should be mindful about what types of videos are most successful right now, and what to expect for the next year and beyond. As a wealth of statistics show, video just continues to get more and more popular.
While creating and posting video content nowadays might not require more than just a smartphone and internet connection, it’s important to be aware of the existing trends. Whether you are a startup, a small business, a SAAS business or a large company, we recommend developing a clear plan and strategy before you start making videos to maximize your investment.
With that in mind, here’s what video trends you can expect in 2022.
Explainer Videos (Including Animated Explainer Videos)
More explainer videos. An explainer video is a short-form video usually used for marketing or sales purposes that highlights a company’s product, service, or business idea in a compelling and efficient way. Explainer videos are usually more visually interesting than a salesperson. They can also incorporate the use of an infographic to help visualize the service or product.
According to Hubspot, 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.
See our portfolio here.
One of the best examples of the direction in which video content is going is interactivity. Users want to engage with the brands they are following more than ever, and viewing interactive videos gets them to control their experience, making it more memorable.
Choosing a vertical format for your videos is crucial if you want to avoid awkward resizing and the lack of optimizing across devices and social media platforms. Vertical videos are much less likely to be cropped weirdly by platforms and mobile websites, and they are preferred to horizontal ones by online users.
Personalizing content is not a new trend, but for video content it’s quite a new trend. More personalized videos are emerging and they are showing good results in keeping the users engaged and more likely to share the content. The principle is quite simple and similar to personalized emails, as parts of the video can be changed to include the viewer’s name, face, choices etc.
Some of the most engaging types of video content are stories, made extremely popular by Facebook and Instagram. Ephemeral content increases the engagement rate by being available for viewing for a limited amount of time (24 hours). By publishing stories regularly, you can get your followers to be more aware of your updates, and more likely to watch your new content.
What live videos can do for businesses is serve as proof of authoritativeness, as they demonstrate your ability to show knowledge in your field immediately. By presenting your content in a live video, you are perceived as confident, experienced and available for interacting with your audience.
Optimizing video content for search results is important, as Google allows its users to find specific information without having to watch the entire video in search results. If you label your content and segment it according to the subtopics you are covering, you are able to better target your content to specific search queries. Research and use tags wherever possible, as tags help users find the videos they are looking for.
Video SEO is a relatively new thing for many marketers, and it’s really worth exploring for the next few years. Searching for video results will become the normal way of buying online or looking for information about brands.
Vlogging for Businesses
Businesses, big and small, are already quite used to having regularly updated blogs, and it serves as a great tool for SEO and brand-image. Vlogging is the next best thing that can help your brand, and having a YouTube channel where you constantly publish new videos is great for your strategy.
Product 360° Videos
A more specific, sales-oriented video marketing strategy is to use short videos of your products to present them to users browsing your online store. People are looking for realistic, detailed pictures and descriptions of products when they are shopping online, and videos are a great way of showing details and presenting the products in a more relatable context.
The 360° function can be also used to present your shop, or a travel destination, basically anything where the visual element can sell itself and give the user an idea of your brand’s personality.
As Facebook first introduced the no sound autoplay function for videos in the newsfeed, it became clear that users need to be able to get the information without having to hear the audio track. To make sure your message comes through, make sure your video is captioned or has text overlapping that explains the content.
Captioning is offered as automatic by YouTube, for example, but you should control the captioning of your videos if you want to avoid awkward mistakes and wrong translations.
Over to You
As you can see, there are plenty of things to learn and discover when it comes to upgrading your video content’s style and quality. By keeping up to date with the latest trends and being aware of what works for audiences today, you will keep a high rate of success for your video marketing strategy.
WHO IS THE BEST RESOURCE TO CREATE THE VIDEOS WE NEED?
The increasing importance of video means that creating consistent, high-quality video content is essential for staying a step ahead of the competition.
There are lots of ways to create videos, and we’ve covered a few of them in this recent blog post. But if you need to create high-quality video at scale and maintain consistent output, the best option is simple – hiring a company like Epipheo that operates on a retainer model.
By hiring us, putting the proper metrics in place, and working with our team to create high-quality video content that holds viewer attention, you’re sure to prove the ROI of video in your business. So contact us today to schedule a consultation and get started.
See Epipheo In Motion:
Check out our video work to get inspired.