2022’s Hottest Video and Content Marketing Trends 📈


December 21, 2021   |   Share:     |  

5.5 minute read

If you want to stay on top, you have to stay ahead of the trends. Period. And the New Year is a great time to look back at what’s been done and start planning for what’s to come. 

So that’s exactly what we did. 

By combining our own data, extensive industry experience, and powerful insights from experts, we’ve predicted what we believe will be the top Video and Marketing trends for 2022 🎉🎊 Cheers to ringing in the New Year smarter and savvier than ever.

At a glance:

2022 Video Trends

User Generated Video Platforms

We’re sure you’re aware of the rise of videos on user-generated platforms like TikTok and YouTube. But what have you actually done to integrate user-generated videos into your business? 

"61% of our users say videos on TikTok are more unique than on any other platform and 7 out of 10 say TikTok ads are enjoyable."

TikTok

Not only do consumers find user-generated content more interesting, but they’re more likely to trust the information being presented. A real person speaking directly to the consumer just feels more genuine. 

We’re not saying you need to go all out and source influencers to create content for you. But, it may be worth it to post campaigns onto TikTok’s Creator Marketplace. Or even shift the style of your typical videos to mirror a user-generated style, i.e., more faces, less over-the-top production techniques, entertainment-driven, etc. 

Virtual and Augmented Experiences

Meta is here. And while it may be getting off to a wobbly start, we’re not going to pretend like it’s not going to have any influence on media over the coming years. 

Virtual reality has been a trending topic for a while now. Especially surrounding its entertainment capabilities. However, Covid has shone a light on a relatively untouched area in the market. Combining the entertainment value of VR with the desire to keep boosting user experiences while remaining digital. 

"Some customers using Adloid have increased sales conversions from online channels up to 200 percent."

Forbes

VR offers new and exciting ways to regularly include new technologies into business strategies, including virtual tours, try-before-you-buy options, and product interactions.  

Shoppable Video Platforms and Content

What is it? Product-centered videos embedded with multiple shoppable links, allowing for a truly immersive and responsive digital buying experience right at the moment of intent. 

These videos are designed to promote a product and make it easy to purchase it right then and there. Eliminating the friction that tends to slow down the buying process

No more waiting until the end of a video to insert a call to action and hope for the best. Or showcasing a product and hoping the consumer will remember to search for it themselves later. The links are right there, ready to click as soon as the consumer is inspired to do so.   

Training Videos

So how exactly are you supposed to train all these remote employees if their WFH? TFH (Training from Home). 

The pandemic has made the traditional employee onboarding and training methods somewhat obsolete. With no options for in-person training, brands essentially have to turn to video and digital strategies or risk the less-than-ideal conditions of Zoom training 🤭 

Remote work is showing no signs of easing up. And the way we see it, without proper video training libraries in place, businesses and employees alike will suffer.

Searchable Videos

With the rise in consumer video consumption, the need to increase your brand’s video searchability is inevitable. 

What do we mean by that? Well, think about when you search for something on a search engine. There are plenty of algorithms to ensure the right website keywords are pinged, and all the results that pop up will be useful to you. 

There could be a video out there that could be just as helpful. However, if it’s not optimized for the algorithm bots to find it, it’s not going to show up anywhere. 

"When uploading videos to YouTube, you want to make sure that your title is very key-word friendly for searches. So inserting keyword tags into your video and making sure the end screen and cards are within your video themselves will really help to get more unique views on your content."

Caroline Elsey
Assistant Creative Director, Indirap

So, yes, investing in video is critical. But putting out content without making it searchable is essentially paying for invisible content. Not a great move. 

2022 Marketing Trends

Conversational Marketing

2022 is alllll about customer experience. And you know what makes for bad customer experiences? Long response times. Radio silence. Or just generally feeling unheard. 

The digital age means everything needs to happen at the speed of your customer’s delight. If they reach out, they’re expecting an immediate response. When a significant cultural event occurs, they’re expecting a statement. If they ask a question on your social media, commenting back is nothing short of mandatory. 

Of course, you can plan ahead all you want, but conversational marketing is all about the here and now. Small acts of service that make a major difference in boosting experiences. 

E-Learning adn Microlearning

People are hungry for enriching digital content and experiences. Resulting in a considerable uptick in online learning and micro-learning content and platforms. 

From video platforms like Masterclass and Udemy to digital brands like Blinkist, it’s clear that there’s a desire within consumers to expand their knowledge while still budgeting their time. 

What do trends like this mean for your business? Think about it. You’ve got a pretty solid understanding of your own field and a lot of information to offer those information-hungry consumers out there. 

Developing short yet helpful content for your audience is a great way to grab their attention, present yourself as an industry leader, and remain top of mind. 

Want some examples to get you started? We recommend developing podcasts, online courses, helpful one-pagers, or offering consulting sessions. 

Mobile Shopping

Of course, mobile shopping is nothing new. Still, with Instagram and TikTok recently committing to promote business owners and e-commerce, we predict that mobile shopping capabilities will really take off now more than ever. 

Yes, other brands and apps offer shopping capabilities; however, Instagram and TikTok rely almost solely on mobile usage. 

The result of this will likely be a push for other big brands to develop more mobile-friendly shopping experiences to keep up. So hint-hint: you should too. 

Trimming the sales funnel fat

One of our favorite things. Simplicity. 

Big brands are realizing the value of keeping their sales funnels as simple as possible. Yes, each layer is essential, but how can you get from awareness to interest to consideration to purchase as quickly as possible? And what if a consumer wants to jump straight from awareness to interest? 

Adding into that, what are ways to enhance the buying experience? Eliminate tech errors or malfunctions that can cause consumers to abandon their cart at the last minute. 

The rise of digital e-commerce is shining a light on all the typical in-person sales tactics that just don’t have any place in a digital world. Keep your shit lean. 

Optimized social content for Different Platforms

As social platforms become more and more developed, they’re becoming much less interchangeable. Over the years, most brands could get away with developing one piece of content, one caption, and essentially copying and pasting it across the leading platforms. We don’t see that flying for much longer. 

Already each platform has varying content rules. From character limits to video lengths. Not to mention the differentiation in what content performs best on each platform. 

The expansion beyond the big three; Facebook, Instagram, and Twitter, makes things even trickier. LinkedIn has made considerable strides in becoming a well-valued platform, along with Pinterest. And of course, we barely even need to mention user-generated giants like YouTube and TikTok. 

If you want to stay relevant, variety is key. That being said, it’s tremendously hard to be a superstar on every platform. We recommend you find your dominant platform and put most of your marbles into it. The rest can serve as supporting roles. 

Interactive Marketing

What’s the best way to combat 2022’s privacy standards and the lack of cookies? Interactive content. Basically, first-person research, but make it ~fun~! 

The recent iOS updates have thrown quite a wrench in businesses’ abilities to target audiences or personalize content. Making user-generated insights a precious commodity. 

Which is where interactive marketing comes in. Rather than mining for info with cookies, you’re mining for info with questionnaires or polls on your website and stories. The basic idea is that if you have a question that you want answers to, just ask it. You’ll get the insights you need, and your customers will feel heard, appreciated, and like they are contributing. No cyber-stalking needed. 

There ya have it

No one really knows what 2022 is going to bring. But if the last two years have taught us anything, it’s that yes, success is best achieved from planning ahead; however, adaptability is what’s going to see you through to the end. 

Stay focused. Stay up to date on the trends. And ask for help when needed. 

Happy New Year, friend. Let’s keep growing. 

We’re continually evolving over here at INDIRAP. Whether it’s the content we’re putting out, the brands we look to for inspiration, or the technology we use. We’re never satisfied standing still. 

So if you’re looking for a creative partner to constantly challenge you and help you grow, you’ve come to the right place. 

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