Video is quickly becoming the most popular type of digital content. Companies and enterprises are using video marketing to promote their businesses, educate and entice their audiences.

When done right, video content can build trust and long-term relationships with consumers, boost their loyalty, catch the attention of cold audience and provide lasting brand recognition.

Some compelling stats about the effectiveness of video marketing state that:

  • Including a video on your landing page can boost conversion rates by up to 80%
  • 74% of marketers say that videos have better ROI than simple static images
  • 83% of video marketers claim that video content helped them generate leads
  • Videos can provide a 157% increase in organic traffic from SERPs

In this article, five top-class agencies provide their informed insight and a sneak peek into the future of video marketing.

From video-first algorithms to VR-based “teleports” — below are the trends and best practices that will shape video in 2022 and beyond.

Agency description goes here
Agency description goes here
Agency description goes here

1. Video-First Algorithms Are Taking Over

According to Click Here Digital’s Holly Hingle, video marketing in 2022 will be all about digital platforms prioritizing video over other forms of content thanks to their video-first algorithms.

Holly Hingle - Click Here Digital

The agency representative points out that “video has even expanded to include shopping formats, which businesses can easily capitalize on” and that advertisers, content creators and eCommerce businesses particularly need to stay on top of these five trends:

  1. Videos are being read, not heard
  2. Vertical videos are taking over
  3. Social media live videos are growing
  4. Video-first shift is happening
  5. CTV is not slowing down
“A majority of online video ads are watched on mute. This isn’t news to most marketers and it is a trend that we predict will not go away anytime soon,” asserts Click Here Digital’s rep and adds that “advertisers must ensure that complimentary visuals (texts or captions) are included in their video content in order to ensure that their message is being comprehended.”

A Sharethrough research backs this claim: reading has become an integral part of watching a video and people are more likely to watch a video if it has captions (72% users on mobile and 60% on desktop).

Videos watched vertically – fueled by the use of social media feeds on smartphones – have a 90% higher completion rate compared to horizontal. Watching videos vertically “feels natural to users scrolling through their feeds.” TikTok, which favors this format, has overtaken YouTube for average watch time per user.

Live videos are watched 3x more than pre-recorded videos, which led to major growth in live videos on social media platforms.

“Live streaming on social media generates more authentic engagement with consumers and gives brands a competitive advantage,” says Hingle. “As this form grows, social media platforms continue to develop live-streaming capabilities and optimize the video delivery.”

Another social media video marketing trend that is expected to grow in 2022 is the so-called “video-first” approach — platform algorithms are optimized to support video content. Hingle states that TikTok changed the landscape of video consumption with this approach, and now competing platforms are following suit by testing immersive solutions such as Instagram’s IGTV, Twitter’s Fleets and YouTube’s Shorts.

Finally, advertisers should consider CTV in order to stay in front of their audience, as 40% of US households can only be reached by CTV and 86% of users are streaming their videos through this channel.

“Creators need to make sure they can produce videos that match the natural vertical ratio of most smartphones and design their content so it follows other best video practices. Video content should also be produced so that it can be easily digested with the sound off. Using sound should add to the video experience; videos should not be wholly dependent on it. To engage with your audience, live video streaming should be mixed in,” summarizes Hingle.

2. Dynamic Videos & Real-Time Psychographics To Skyrocket

Brian Fabiano, CEO of FabCom agency, maintains that the dynamic video contains the entry to better marketing ROI.

Brian Fabiano - FabCom agency

In his opinion, the following will define video marketing in 2022:

  1. Dynamic videos
  2. One-to-one connections with the audience
  3. Branded experiences that combine AR, VR and conventional video
  4. Motion sensing and LiDAR technologies
“The forefront of dynamic video is driven by real-time data sets of real-time relevant behaviors, psychographics, and demographics of target audiences that are instantly infused into the real time display of that video,” explains Fabiano. “This base methodology enables marketers to create one-to-one connections, preference, and progression to conversion with the brand, product, or service at new levels of efficacy.”

Also, combining conventional videos with the advances in augmented and virtual reality creates “amazing brand experiences” that drive differentiating connections with a brand, product or service.

Another thing Fabiano points out as a defining trend for 2022 is the introduction of motion sensing and LiDAR technologies. This will “enable interaction with video assets and the ability to repurpose them for AR and VR branded uses without the need for headgear,” he claims, adding that the proliferation of gamification in the video industry will change the face of various industries.

3. Content Customization And Granular Audience Segmentation

In the case of Jakob Beckley, Senior VP, Technology and Innovation at Fusion92 agency, the need for personalized video content in advertising will drive the majority of video marketing trends in 2022.

Jakob Beckley Fusion 92 agency

“As consumers have leaned into more online shopping through the pandemic,[…] they want relevant information delivered to them, so the importance of communicating the right message to the right user at the right time has become increasingly important to advertisers,” he says.

According to him, these will be the defining qualities of successful video marketing in 2022:

  1. Video audience segmentation
  2. Unprecedented content customization

Beckley declares that developing quality personalized content quickly and at scale is still a big challenge for marketers. He references to his agency’s use of the proprietary API technology for real-time content rendering that “affords brands the ability to dynamically serve relevant video messaging to each user […] — 100% unique at scale.”

This dynamic video technology, says Beckley, gives brands the ability to deliver personalized video content for every unique consumer.

“This advanced approach to video marketing allows brands drive higher online/offline traffic, sales, and digital media ROI by leveraging data and content with greater strategic relevance for consumers than ever before, additionally saving money where they may otherwise have needed to engage in high-fidelity productions to be able to serve such sophisticated videos for each audience,” concludes Beckley.
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4. Livestream eCommerce And Rise Of Video Relevance In The 5G Era

Latam Digital Marketing’s Robert Javier shares that the data of internet usage and the rise of 5G connection point to only one path: video on all platforms.

Valeria Beccera LatAm
The key to success in his opinion? Being relevant. And the rising video format that will bring relevancy to brands and creators is Livestream eCommerce.

He defines the following trends and best practices as crucial for this new genre of video in 2022:

  1. AR/VR-infused live experience
  2. Data tracking evolution
  3. New kind of influencers for better audience connection

The origins of Livestream eCommerce occurred during 2020, in a socially distanced world where people had a particularly strong need to connect digitally. This is when platforms like YouTube Live, Facebook Live and Instagram rose in popularity for their live streaming capabilities.

“After the accelerated positioning of this format used by thousands of brands to connect with their consumers and the change in their buying habits, we have been able to see the evolution of Live streaming this year with a new eCommerce component. Today we can see a new way of marketing focused on sales through Live Shopping Video,” explains Javier.

He also points out that 63% of live videos’ audience are Millennials and Gen Zers who grew up during the development of online communication. They interact with other live video creators and are responsible for 42% of content created in this segment.

To tap into the potential of Livestream eCommerce as a format with the highest user engagement and immersion, social networks are building new widgets and best practices applicable in the creation of these lives.

Pinterest has launched Pinterest TV, a series of daily live and on-demand and shoppable episodes featuring its users. TikTok — the leader in this segment — will soon roll out its new feature, TikTok Shopping, focused on live shopping and dynamic showcase ads.

Javier lists out 4 tips for a better visual experience in live shopping videos:

  • Clean and authentic background: No distractions and full brand authenticity.
  • Product presentation: Centered image and lots of breathing space on all sides.
  • Product interaction: Wearing the product, for example, enforces the buying intention.
  • Storytelling and content diversity: Tutorials, interviews, behind the scenes, mid-tier influencer guides.
“To elevate the attributes of the products, the role of AR & VR will be protagonists in this trend. This will be the solution to bridge the gap of [distance] and offer a much more immersive user experience,” says Javier.

He also adds that:

“Data becomes more relevant to achieve an ideal customer journey. The analysis of schedules, formats, influencers and products will be the guide of the brands for an effective strategy.”

He heralds the rise of a new kind of influencers. The brands are going to turn to opinion leaders and influencers with medium or low reach for a more real and authentic connection with their audience.

“This transformation of digital experiences is a reflection of the consumers themselves; everything is adapting to the new expectations and interests of the audience and part of our mission in the sector is to overcome those needs to stay present in all decisive moments of consumption and transaction,” concludes Javier.

5. Proliferation Of Broadcast Studio Video Quality

MediaFuel’s CEO Jeff Kivett points to great movie studios as the biggest trendsetters for the standards they set in video consumption. For instance, Disney’s Unreal Engine and Brainstorm 3D showcase “the possibilities available for great storytelling using virtual sets.”

Jeff Kivett - MediaFuel
In 2022, both B2B and B2C brands will look for ways to create immersive, engaging, interactive and educational experiences while reducing conference costs.

Using the abovementioned technologies, in 2022 brands will be able to:

  1. Produce high-quality, broadcast studio-level content
  2. Teleport guest speakers virtually to the conference

This agency’s experts have experienced these capabilities firsthand when Kivett was “teleported” to Brainstorm’s Spanish studio for their Virtual Week. Both he and the host were actually in two different parts of the world.

“Brands can now create virtual sets that allow them to bring consumers into an immersive and entertaining experience that can be educational at the same time. Imagine a global B2B sales conference where some of the attendees are in the corporate office and others are around the world. Now you can create an immersive experience, reduce travel costs, and still achieve your conference objectives.”

MediaFuel has since produced four virtual conferences in various industries, merging customizable virtual sets, dynamic graphics and entertaining storytelling. The resulting conferences were “nearly as dynamic as in-person human interaction.”

Not only are SaaS companies now able to make user experiences that make their customers the heroes of the conferences, but the “added bonus is that conference segments can be turned into reusable content for absent attendees.” These segments can live on channels such as YouTube to create a brand impression and generate brand exposure.

“We’re seeing huge opportunities for brands to customize their own events at a level that has not been previously attainable without million-dollar budgets,” concludes Kivett.

Video Is The Format Of The Future

The five video marketing experts featured in this article all agree that the stage is set for the video to become the number one content format in terms of consumption and popularity.

With the advances in internet speed and mobile usage, video marketers can benefit greatly from creating a variety of HD videos, from bite-size featurettes and explainer videos, to edutainment episodes and live streams. The future of video marketing is the medium itself.

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