The real deal in visual digital marketing

If a picture is worth a thousand words, then a video is definitely worth a few million. Video marketing has become the go-to online content to bolster overall brand marketing strategies. So much so that Wyzowl 2021 State of Video Marketing Report reports that up to 86% of businesses use videos as a marketing tool, while 93% say they are a crucial part of their strategies.

Instrumental in attracting leads and customers, video marketing has received a drastic boost as more people spend more and more time online in the wake of the pandemic. This, according to Wyzowl Video Marketing Statistics for 2022, 96% of consumers watched more videos online than before.

Cisco reveals that video content will account for 82% of overall internet traffic this year, and with 84% of consumers convinced to buy a product or service after watching a related video online, video marketing is and should remain a critical part of the online marketing strategy of today and tomorrow. Here are six video marketing trends brands need to be aware of in 2022:

And we are live

When all live events and experiences came to a dramatic halt in 2020, live video emerged and cemented its place as a way for brands to continue connecting with their consumers. Whether it’s being used by influencers big or small or big production companies broadcasting performances, live video streaming is here to stay for the inevitable future.

Its impact has been well received, with Findstack’s Ultimate list of live streaming statistics for 2022 noting that consumers prefer live streaming over other mediums, with 80% of consumers wanting to watch live brand videos over reading a blog and 82% preferring live brand videos over social media posts. Brands should take note, as 67% of consumers who watched a live stream purchased a ticket to a similar event, while 45% said they would pay for a live video of a team, a notable speaker or artist.

Short form for victory

Short video has become increasingly popular since 2020, thanks in particular to the rapid rise of TikTok. Driven by shrinking consumer attention spans due to social media distraction, short video is the bargain and consistently proving its worth as a cost-effective way to meet the consumer on their favorite platforms.

CoilCoil says short-form video is the most popular type of content on social media today, accounting for over 40% of all videos, with short-form video ad revenue poised to overtake traditional TV advertising this year . Furthermore, skyo24 adds that Instagram Reels could potentially overtake TikTok this year, with 87% of Gen-Z TikTok users noting that the two platforms are incredibly similar. With Reels receiving 22% more engagement than traditional video content, brands need to capitalize on this trend to dominate in 2022.

From the mouth of the consumer

For brands, there’s nothing more authentic than consumers telling their stories about the brands they buy from. User-generated content lends itself to an increased degree of trust between brands and their potential customers, and as such, brands should consider partnering with happy customers and allowing them to act as advocates. of the brand.

User-generated content takes authenticity to the next level, with Hoot Suite indicating that 80% of consumers say this form of consumer authenticity impacts their buying decisions. As many as 60% of marketers agree that authenticity and quality are important elements of successful content, while 93% agree that consumers trust this form of content over that created by brands. . This means that to be successful, brands need to consider the authentic experiences of their consumers to boost their trust scores.

Virtual reality and augmented reality meet the world of reels

With the introduction of the metaverse, the worlds of virtual and augmented reality will explode in the near future. It’s all about amplifying the user experience, and while virtual and augmented reality technologies have been around for a while, brands should consider integrating these technologies into their video marketing strategies to get a head start. .

Combined with 360-degree videos, this will help brands give consumers better insight into their offerings in an immersive, interactive and exciting way, which increases engagement. Search by skyo24 adds that those who watch a 360-degree video watch the entire video 85% of the time compared to 58.2% for regular videos. Brands should continue to implement these technologies in their digital platforms to offer consumers a virtual preview of their products in the physical world, and thus improve the customer experience.

The good way

According to data report, there were over 4.62 billion social media users in January 2022. Representing 58.4% of the world’s population, Yann Media adds that 80% of social media traffic comes from mobile devices. It’s no surprise, then, that vertical video has grown in popularity as the most natural and intuitive way to watch videos on a smartphone.

As 57% of user-generated video is shot on mobile devices in a vertical orientation, less than 30% of users turn their smartphone horizontally, and those who do watch only 14% of the video on average. It is therefore important for brands to push the vertical video agenda to win over consumers, and the numbers are proof of this, with 90% of vertical videos enjoying a higher view rate than horizontal videos. Brands need to attract consumers where they are online, and that’s in the vertical world of Instagram, Snapchat and TikTok.

Lead the research group

While optimizing video to index and rank on search engines isn’t a new concept, it’s becoming increasingly common to ensure content can be easily found. Design form says a website is 53x more likely to rank on Google’s homepage if it contains videos, and videos increase organic search traffic to a site by up to 157%.

Brands should do their due diligence in researching specific keywords to optimize video titles, descriptions, and hashtags to ensure content appears higher on search engine listings. They can do this by using filenames, titles and descriptions containing targeted keywords, adding relevant tags and associated keywords related to the subject of the video, including subtitles and subtitles. -titles, and creating original thumbnail images. Being aware of them and implementing them can help brands stand out.

Like a A highly respected and recognized communications leader in the industry, Cheryl Reddy leads the Corporate Center of Excellence business unit, spearheads new business and strategies for all clients, leads the agency’s Africa hub as well as marketing efforts of the agency at Eclipse Communications.

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Cathy W. Howerton