Can you believe it’s almost 2022? Time flies, especially when you’re spending your free time watching videos. That’s indeed what many people are doing. Video was already the #1 form of content, but the rise of remote work and virtual business has grown it exponentially. In 2021, Facebook incorporated Reels into its feed, Instagram said it was “no longer a photo-sharing app,” and TikTok reached 1 billion monthly active users.
So, what’s next in video marketing trends for 2022? Read on to discover the upcoming trends and predictions — and how to fully leverage them to grow your brand.
Video Marketing Trends for 2022
Reels Will Offer Unprecedented Discovery Potential
Reels began as short, humorous clips, and they haven’t changed much. They appeal to people’s short attention span and thirst for valuable yet entertaining content. Instagram’s Adam Mosseri made headlines in 2021 by stating that Instagram would be shifting toward video. The platform eliminated its IGTV functionality and combined all videos into a unified experience. Users can also add videos to their stories, using features such as Boomerangs, as well as the option to go live.
But Reels are their own universe. The winning combination of short, neatly edited content with music and captions helps users tell interesting stories in a matter of seconds. While you can technically upload some plain footage to a Reel, you’ll get the best results if you take a more creative approach.
Consider the following video concepts that work perfectly with Reels:
- Expectation vs. reality
- Time-lapse progress video
- Tips and tricks
Remember: the key is to deliver high value in an entertaining fashion. Use the built-in tools to add captions, stickers, and music for a more organic feel. And don’t forget to add relevant hashtags to expand your audience!
Even LinkedIn Will Become a Video Platform
Yes, really! In 2021, LinkedIn started offering Creator Mode, which labels you as a “Creator to Follow” and gives you a newsletter option. People can still follow you, but they’ll expect more engaging posts than your standard job update. And the best part is, LinkedIn offers video sharing that will gain more discoverability in Creator Mode. As video consistently ranks as the most digestible form of content, we expect more creators to start building their professional network with videos.
This is a game-changer for marketers, especially in the B2B space, as well as entrepreneurs and content creators. You can share content, highlight posts on your profile, and even go live. These changes unlock so much potential for marketers who have struggled to gain traction on LinkedIn. By publishing engaging video content, you can more authentically engage leads and grow your brand’s audience.
Plus, LinkedIn acquired Jumprope, a video-centered tutorial company. Just as acquiring SlideShare helped LinkedIn users demonstrate their expertise, so will Jumprope empower them to entice new clients. Jumprope-style video tutorials can be published and distributed in Creator Mode, allowing entrepreneurs to be discovered by more users.
TikTok Will Be Crucial to All Marketing Strategies
Contrary to popular belief, TikTok is not just for young people. It’s increasingly embraced by people of all ages, and the trending topics range from beautiful nature footage to in-depth tutorials to passionate video blogs. In short, the potential is endless.
While TikTok is the inspiration for Facebook and Instagram’s (now, Meta’s) Reels, many users prefer TikTok for its diversity of content. Plus, they can more easily discover relevant videos. That equates to great discovery for you! And with its integration with WhatsApp
Wondering which Reels to post on TikTok vs. Instagram? The key to success on TikTok is to be as authentic as possible. Promotional content and pain point-focused topics don’t perform well on TikTok. Let your audience meet your brand — the people on your staff, what drives your business, what excites you about your offering. This platform is ideal for fulfilling the “Know, Like, and Trust” model of branding.
Video Storytelling Will Reign Supreme
The past few years have already seen a surge in story-driven marketing. Consumers are weary of overtly promotional content. As the primary form of video marketing was commercials, many marketers continue to associate the format with sales-y content. Now, though, users love video stories, and they’re more tolerant of promotional topics when presented in this form. Plus, video is an excellent way to tell stories that attract traffic — priming leads for the eventual sales pitch.
Vlogs offer valuable content in an engaging package. While vlogs can be their own business offering (as many content creators have found), they can also generate interest in other products and services.
Try creating a vlog about a core topic in your business. For example, if you sell fitness equipment, you can release a series of fitness videos that will prove your expertise and attract new prospects.
Vlogs are best delivered on YouTube, but shorter versions can attract lots of views on Facebook, Instagram, and TikTok. Break down complex topics into bite-sized videos for social platforms, then drive traffic to your website from YouTube.
Wrapping Up on Video Marketing Trends for 2022
We are officially in the age of video. And now that video content is relatively easy and affordable to create, it’s the perfect time to leverage it for your business. In 2022, video will reach new levels of immersion, emotional appeal, and accessibility. Plan your strategy now to take advantage of this pivotal medium!