Tendencies 2022: Video Marketing (updated)

A new year is about to start and this is the best time to analyze the marketing tendencies for the following 12 months. During the previous months, some surveys were carried out about the use of video marketing and statistics suggest that next year will be great again for video as well as for advertisers and consumers.

These surveys carried out by marketing specialists and online consumers got the following results: 

Greater video use

• 81% of companies use video as a marketing tool.
• 99% of companies that use video will keep on using it. 
• 65% of companies that don't use video now say they plan to start using it.  

Ranging from content videos we watch at work to streaming services and more, video is a very important part of our lives. In general, most respondents said they watch videos for an hour and a half on a regular day and 15% said they watch videos for more than three hours. 

Marketing specialists trust videos when doing their job

It's common to say that a video is a tool that helps make commercial performance areas grow and statistics back this up: 

• 97% of marketing specialists said that a video has helped users understand their product or service better.
• 76% said it has helped them increase their sales. 
• 47% said it has helped them reduce support queries. 
• 76% said it has helped them increase traffic. 
• 80% 0f sellers said that video has increased the time users stay on their website. 
• 95% of people have watched a video for getting more information about a product or service.
• 81% of people were convinced to buy a product or service after watching the video of a brand.  
• 69% of people were convinced to buy some software or tools after watching a video. 
• 85% of people said they'd like to watch more videos of brands. 
  
  

Consumers love brands

Maybe it's not surprising but videos seem to add great value to our experience as customers. 

When both videos and texts are available on the same page, 72% of people prefer to watch the video to get information about a product or service. 

We love to share

There's the wrong belief that, in general, people only share trivial and funny videos. Evidence suggests that if you create video content for a particular group of users, 83% of consumers will consider sharing it with their friends. Being a brand is not necessarily a disadvantage: content is what matters! 

Key elements to make videos in 2022

Since we have told you about the advantages of using video marketing to create content, below, you'll find 6 tips based on users' recent experience that can help you if you want to include videos on your strategy.  

1. The video must be short. On Instagram, we can find videos of 30 seconds up to 1 minute and, on TikTok, the video app most used among people, there're videos of about 3 minutes. Users prefer summarized information. 

2. Upload stories. Even though you can upload pictures, stickers, or animated text, stories are the most creative content and what users prefer to watch. On Instagram, usually people spend 30 minutes a day watching this type of content.

3. Adjust the video format according to the app. Only 30% of people are willing to turn their phones to watch the video in its original format so adapting and segmenting it according to the app you're using is a plus to get more views.  

4. Put faith in the virtual experience. Augmented reality, for example, is very used by users. Filters also are included in this category. Users choose to use the fun tools that technology offers them.

5. Add subtitles to your videos. 85% of the videos are watched with no audio since users watch them anywhere they can access the Internet. That's why using subtitles on your videos will increase views because users can watch the video taking into account its information as well.

6. Use specialized tools. It's important that you use some of the tools you can find online to make professional videos that allow you to play them on social media, edit their content and adapt them to each app. Invideo is an online editor that helps you gather the online content you want to include in your video without having to download another app; it's also very easy to use.

Are you ready to adapt your marketing content in 2022?

Based on studies carried out in 2021, this is the most recent information on the increasing tendency of video use in marketing for 2022. We see that there are more and more opportunities to sell and advertise products and companies, and these opportunities are more and more innovative and creative. What platform are you considering using next year?