Video Marketing Trends in 2022
Over the years, we’ve seen video marketing trends evolve from 30-second ads, viral videos, vlogs, and live video. Additionally, new technologies have paved the way for more engaging video formats such as 360-degree experiences, ephemeral videos, and videos that can be purchased. The only question now is, how do you incorporate these new video marketing tactics into your current campaigns?
To help you out, we’ve compiled some of the biggest video production trends. From the rise of interactive video and emerging video formats to changing customer expectations and the ever-increasing use of marketing platforms, we’ve addressed critical developments to optimize your video marketing campaigns.
They say a picture is worth a thousand words. So one can only imagine the impact a video can have.
Videos engage the auditory and visual senses, allowing you to convey your message more efficiently than other visual content. Also, since we’ve gotten so good at just scrolling past images on social media, videos have become the best way to grab your audience’s attention and keep them engaged for longer.
More than half of consumers say they engage with brands that use video content to distribute information about their offerings. This can be attributed to the fact that most buyers today want something more substantial than advertisements.
This is backed up by a more recent study from Cinema8 which showed that 68% of consumers prefer to watch interaction videos to learn about new products or services. This makes it more popular than text-based articles, infographics, presentations, and e-books.
However, the same study also mentioned an increasing level of competition and noise in interaction video marketing in recent years. This goes to show that even if interaction videos are at the top of the virtual food chain, simply producing them for your brand does not equate to campaign success. After all, there are so many branded interaction videos vying for consumers’ attention.
Also, since the heyday of TV commercials, brand interaction video production has become increasingly sophisticated. The prevalence of social media has also forced marketers to make their interaction videos more interactive, creative, and innovative. So, to help you stay up-to-date, we will detail different interaction video marketing statistics to check the latest trends in this field.
360-degree interaction video experiences
Interaction videos are great for giving customers a visual representation of what your brand has to offer. Unlike images, interaction videos allow viewers to see the product or service in action. However, if you want to showcase your products and services, you can go for something a little more immersive, like 360-degree interaction videos.
This is one of the interaction video content trends that have redefined the viewing experience for many consumers. It gives them more control over how they view a product or service. In addition, they feel that this type of interaction video allows them to “try a product” before deciding to buy it. So it makes sense that 98% of consumers say 360-degree interaction videos are more exciting compared to other interaction video formats.
Additionally, 360-degree interaction videos have a +46% interaction video completion rate compared to regular interaction videos and a +300% click-through rate compared to other display ads.
Here, they used technology to give viewers a virtual tour of the mall.
Of course, these examples were made on a much larger scale, so it could be a challenge for smaller companies. However, you may be able to use this technology to give a tour of your show, document an event, or even provide a sneak peek of your production line.
Interaction videos to sell on social networks
Social selling is perhaps one of the key ecommerce trends we’ve seen in recent years. As a solution to keep up with today’s on-demand economy, this has simplified and expedited transactions between providers and consumers. However, it requires many companies to change the way they create content for social networks.
This brings us to the next item on our list of online interaction video trends: interaction videos that can be bought. These are mainly interaction videos that allow social media users to buy on the spot. With these, shoppers no longer need to go manually searching for the product they want. All they need to do is click on the product in the interaction video they want to be automatically redirected to your site. In some cases, they can even be added to the cart and go directly to checkout. Therefore, you can shorten the customer journey and speed up conversions.
A simple example of this is Maybelline’s promotion of its lipstick line in Malaysia. The advertising interaction video features two local influencers using the products. As the interaction video zooms in on the product, a “buy now” link appears on the screen. Upon clicking, viewers can choose from the available ringtones and then be redirected to the seller’s online store.
Interaction videos to optimize searches
As search engine algorithms get smarter and businesses get smarter about these changes, optimizing interaction video content will continue to be critical to your interaction video marketing strategy.
Google added a “Featured Interaction videos” card to its search engine results. This particular update will play short parts of certain interaction videos that are related to your search keywords. For example, if you search for “Nara, Japan,” you’ll likely see featured vlogs showcasing the area or interaction videos sponsored by travel agencies, which are supposed to give you a quick tour of the area. After this, you can simply hover over each interaction video to preview its content or click on it to view all of it.
Also, if we go back a bit, interaction video SEO has already started long before this via the YouTube search engine. After all, in recent years, an increasing number of Internet users have relied on the interaction video-sharing platform for their daily dose of interesting, educational, and entertaining content.
Of course, where there is demand, you can expect an increase in supply. Therefore, as more content appears, the more your interaction videos need to be optimized for search so that it stands out in the noise.
Live interaction videos
Social networks have drastically changed the business landscape. It has bridged the gap between brands and consumers by providing them with a platform through which they can interact on a more personal level. This is great for attracting existing customers and potential customers who are highly interested in what your brand has to offer.
The only problem here is that this is not enough to reach new prospects. Back then, regularly posting to your feed, responding to comments, and sharing substantial content are surefire ways to build a strong online presence. However, with social media becoming more focused on meaningful social interactions between individuals, brands are having a harder time than ever reaching their target audience’s news feeds without paying.
One thing that can help you change this is through the use of live interaction video. Live interaction video events are often prioritized by social media algorithms because they happen in real time. In this way, users can join while the event is taking place. That is, not only does it increase the chances of your content being noticed, but it also engages people instantly.
Additionally, live interaction videos can engage viewers three times more than pre-recorded interaction videos and can drive six times more interactions. This can be attributed to the fact that many live interaction videos offer a more authentic experience for audiences (79%) and add a human touch to digital marketing campaigns (63%).
With this data, you will have a hard time not including live streaming in your interaction video marketing strategy for years to come.