In 2018, people watched an average of 1.5 hours of online video per day. A survey By 2022 this had risen to an average of more than 2.5 hours per day.
If you haven't yet integrated this format into your marketing strategy, it's time to get started. And if you've already adopted it, 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 appeared as THE solution for many companies. From concerts to virtual fashion shows to trade shows or training sessions, video helped bring companies and consumers closer during the crisis.
This is not about to stop in 2022. 84% of companies approve the savings made thanks to the virtual aspect of events. While the return on investment is excellent!
In 2022, even if health conditions improve, online events will continue to be organized.
2. Using 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 additional content.
Regularly used on YouTube, this format is perfect for encouraging prospects to leave their contact details or to prompt 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 is designed to encourage the customer to join the program, and thus generate conversions.
3. More fun and color
With the rise of platforms like TikTok or Instagram Reels, video marketing is getting colorful, fun, and playful. The key? Engagement from younger audiences.
Fast, short, dynamic videos featuring dance moves, catchy jingles, stunts, or jokes—this is a trend that will take hold in 2022.
To make your brand benefit, the trick is to mix information with entertainment.
For example, Sephora France posts short sketches on TikTok that feature employees and customers. The photo below is taken from a video where the saleswoman offers several products to the customer (which shows that Sephora carries many items in store). The customer initially refuses to buy them but eventually gives in and ends up purchasing several products.
Sephora has always stayed close to its community. Here, the brand taps into a well-known customer habit: going into a store for a single item but coming out with several. It’s a way for the brand to show that it understands its clientele.
4. More authentic, more human videos
During the lockdown, consumers strengthened their relationships with brands. And video provides 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?
- Unite your employees by offering them challenges on TikTok, Instagram or even Triller.
- Involve leaders by asking them to tell the brand's or company's story.
- Include the customer testimonials : why did they choose your products? What have you actually done for them?
- Host live sessions 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. Videos with shoppable 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"), drive your followers Instagram or Snapchat toward the impulse buy.
To fully take advantage of this trend:
- Tell users that this is a shoppable video by using 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 at 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 — you can't miss it!
Our tip
2022 will be the year of interactivity and authenticity! Think about it now to optimize your video marketing and meet 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.
