In 2018, people watched an average of 1.5 hours of online video per day. A survey A 2022 survey shows this rose to an average of over 2.5 hours per day.
If you haven't yet integrated this format into your marketing strategy, now is the time to start. And if you already have, here are the trends to add for top-notch video marketing!
1. Organizing virtual events
With gatherings limited due to the health crisis, the virtual events emerged as THE solution for many companies. From concerts to virtual fashion shows, trade fairs or training sessions, video helped bring companies and consumers closer during the crisis.
This is not likely to stop in 2022. 84% companies endorse the savings achieved thanks to the virtual aspect of events. The return on investment is excellent!
In 2022, even if health conditions improve, online events will continue to be held.
2. The use of hotspots
Interactive videos increase conversion rates by more than 11%.
Increasingly popular, "hotspots" (or interactive maps) include an area where users can click and interact with a video in more detail. This can range from a simple zoom to links to supplementary content.
Regularly used on YouTube, this format is perfect for encouraging prospects to leave their contact details or for prompting an impulse purchase on your e-commerce site.
Below is the interactive map offered by Dolce Gusto in a video presenting its loyalty program. The hotspot aims to encourage the customer to join the program, and therefore to generate conversions.
3. More fun and brighter colors
With the emergence of platforms like TikTok or Instagram's Reels feature, video marketing is getting colorful, fun and playful. The key? Engagement from younger audiences.
Fast, short and dynamic videos featuring dance moves, catchy jingles, stunts or jokes — this is a trend that will take hold in 2022.
For your brand to benefit, the trick is to mix information with entertainment.
For example, Sephora France publishes short sketches on TikTok featuring employees and customers. The photo below is taken from a video where the saleswoman offers several products to the customer (which helps show that Sephora carries many references in-store). The customer initially refuses to buy them, but eventually gives in and ends up purchasing several products.
Sephora has always shown closeness to its community. Here, the brand is playing on a well-known habit of its customers: entering a store for a single item but leaving with several. It's a way for the brand to demonstrate that it understands its clientele.
4. More authentic, more human videos
During the lockdown, consumers strengthened their relationships with brands. And video offers an essential way to bring you closer to your customers.
While it's important to add fun to your videos, don't forget the human element that adds a touch of authenticity to your communication.
How can you humanize your communication through video?
- Bring your employees together by offering challenges on TikTok, Instagram or even Triller.
- Involve executives by asking them to tell the brand and company story.
- Include the customer testimonials : why did they choose your products? What did you actually do for them?
- Organize live streams around your employees, where they can answer consumers' questions.
You don't need a professional camera and microphone to take advantage of these ideas. You can use a smartphone, which will make your brand feel more spontaneous and authentic.
5. Shoppable video content
Video and e-commerce: a marriage of convenience. With the evolution of augmented reality and dynamic content, you can encourage purchases directly from your social networks. With a simple swipe of the finger (the famous "swipe"), lead your followers Instagram or Snapchat toward an impulse purchase.
To fully take advantage of this trend:
- Let users know it's a shoppable video with a word like "interactive" or a button they can follow throughout the clip.
- Stay true to your brand by incorporating your visual identity.
- Make sure your products are shown from their best angle and in a context that will encourage users to engage.
- Display the shoppable button prominently.
- Use clear calls to action.
In this Clarins story, the call-to-action is clear and visible — impossible to miss!
Our tip
2022 will be the year of interactivity and authenticity! Think about it now to optimize your video marketing and achieve your goals...
If you want to reach your viewers with professional-quality videos, know that you can find a freelance video editor on Codeur.com.
