What Experts Have To Say About The Future Of Video Marketing

For a long time, video has been the preferred method of digital content among consumers. Still, marketers are always coming up with new methods to include them in their communications with existing and potential clients. 

The top trends in video marketing that push consumers to check out businesses and acquire their products and services are always developing, from short-form videos on TikTok and Instagram Reels to different live streaming platforms and influencers unboxing things.

Understanding video marketing 

Videos aren’t really for entertainment only; they’re also a way for businesses to raise brand recognition, enhance lead conversion rates, and influence their customers’ buying decisions.

In 2020, video marketing saw a bright future. Eighty-six percent of digital marketers employ video content in their online strategy, and those that don’t are seeing a 49 percent reduction in revenue growth! You can see the power of video storytelling with these video marketing statistics. Although 90% of video marketers feel that the webspace dedicated to this content has grown overloaded with noise, 81 percent of marketers are committed to producing videos for their company in 2022.

Top predictions from industry experts on video marketing 

Keep reading to know about the video marketing trends to watch in 2022!

Data will be the primary driving force

Video is still one of the most effective methods to engage with customers emotionally. Data will become increasingly important in content design and optimization, and the rate at which video material is created will continue to accelerate. -James Schiefer from Schiefer Chopshop says creating specialized content for each medium, such as TikTok vs. Instagram, a TV ad, or even long-form material, will become increasingly vital. 

Cross-posting and repurposing

Videos on social media platforms such as Facebook, Snapchat, and TikTok are only accessible for a few hours before being wiped by new content. Videos on YouTube, Vimeo, and websites, on the other hand, can generate traffic for years.

Businesses who recognize that content must be created with the goal of distribution and promotion across various platforms will spend extensively in a workflow – the tools, processes, and people that allow material to be efficiently sliced up and reused and tend to flourish; says Dennis Yu, CEO AT Dennis YU.

OTT/CTV will rule the time 

For a long time, including the size of the crowd, client methodology, promotion fulfillment rates, and quantifiability for execution publicists, as we would now be able to quantify CTV advertisement openness against real business outcomes such as clicks, sales, and return on ad spend.. Jason Fairchild, tvScientific, Inc., says that the most important reason why money will continue to pour into OTT/CTV is that television remains the most powerful and impactful screen in our lives. 

Live streaming 

For many years, streaming live video on Facebook has gotten the most organic reach and engagement. The prominent social media marketing solutions supplier Socialbakers showed that Facebook Live was the most engaging format on the site in their 2020 report. However, according to the same survey, live video is the least popular content genre and now Instagram is rocking it. As we approach 2022, this is a massive, untapped potential for clever marketers.

Mari Smith, a premier Facebook marketing expert, says that she had supported live streaming video for well over a decade, long before Facebook Live was introduced (in 2015). And, as I’ve always maintained, no amount of advanced technology will ever be able to replace real-life, in-person events.

Videos and social media algorithms

In the past 365 days, more than 428 million recordings have been distributed to Facebook, Instagram, YouTube, Twitter, and Twitch. This compares to 411 million videos uploaded the year before and 361 million videos uploaded before that.

So, one of the trends we can anticipate to see in 2021 is a 487 million increase in video uploads – or nearly 1.3 million videos posted every day, or 55,594 per hour. And with an efficient video maker you can get more videos created and published.

No one can reasonably view even a small portion of these videos. Changes to the algorithms these social media platforms employ to select which videos are discovered will be the most crucial new trends in the next year. This would go beyond SEO for videos. – Greg Jarboe, Co–organizer and President at SEO PR

Conversions with silent influencer videos 

A video is still a powerful tool for closing sales on your company’s products. Work together with powerhouses who have effectively utilized or shown your item in a period passed or improved on adaptation without sound or portrayal. This is crucial for the product to appear in users’ social media feeds, causing them to demo it and purchase it. – Jessica Hawthorne-Castro, Hawthorne LLC

Entertainment Video Platforms, WFH, and Raw Content

In 2022, the global pandemic will continue to influence how video is created significantly. Dan Knowlton, Co-founder and CMO at KNOWLTON, says he can see three tendencies to rule the coming years. 

  • More emphasis on material created while WFH (Working From Home), such as podcast interviews conducted through Zoom.
  • More ‘unrefined’ user-generated content, such as consumer unboxings. 
  • More emphasis on creating entertaining content using an online video editor and sharing emotions that many can relate. 

Video on LinkedIn

When LinkedIn finally joins the team, you know the social video has truly come. If a video can be successful on LinkedIn, it can succeed elsewhere!

Viveka von Rosen, Co-founder and CVO at VENGRESO, predicts that LinkedIn video marketing can do more wonders than you could imagine now. With native video,live streaming, Stories with Video, Linkedin private video messaging, and video conferencing in Linkedin through messaging, businesses can reach new heights.

Information And Artificial Intelligence are the fate of video showcasing

As more marketers than ever integrate products directly into video content, and as that content becomes increasingly distributed, technology will become increasingly important in forecasting which alternatives will have the most impact. AI provides insight into optimal brand/creator/influencer pairings, allowing companies to maximize ROI while also allowing content producers to monetize their work. – Ricky Ray Butler, BEN