Key trends for 2022 and beyond

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Look around. Do you see people immersed in their phones? Well, they’re probably chatting, browsing the web, or scrolling through social media. And if they’re online, there’s a good chance they’re watching videos.

What fascinates me is how video has gained popularity over the past decade and how marketers and creators have embraced it to communicate with the world. This is one of the reasons my team and I started our annual video marketing survey.

This year, 59% of marketers said video marketing has shown a positive ROI, and 58% plan to incorporate more videos into their marketing strategies in the future. These statistics are a great indication that video is serving businesses well.

Here’s how videos drove marketing campaigns in 2021:

  • 65% of marketers said they wanted to build awareness for their brand, and 64% said video helped them achieve that.

  • 55% of marketers said they wanted to increase engagement and 60% said video helped them with that goal.

  • 37% of marketers said they wanted to increase conversion, while 57% were able to get results.

Related: Video Marketing: The Definitive Guide

Now video marketing is constantly evolving, so we also wanted to look at global trends. In this article, I’ll share some of the most interesting insights and trends so that marketers and creators can update their online strategies.

1. It’s a mobile-first world

The mobile-first shift started in 2012 and has become ubiquitous. Our research found that 68% of consumers watch videos on their phones – a 2% increase from last year. This initial shift, combined with the rise of social media, created fertile ground for the video boom we’ve seen in recent years. In fact, 59% of people spend a quarter or more of their time on social media watching videos.

For companies building an online presence, mobile optimization is key. Whether it’s your website or your content, if your presentation isn’t mobile-friendly, people will lose interest and turn their attention elsewhere.

The take away: Seasoned marketers have already leaned towards the mobile-first scene. According to Statista, mobile ad spending in 2021 reached a record $288 billion (USD) worldwide. Their latest data suggests spending will reach $413 billion by 2024. If you haven’t optimized your mobile content, make it your top priority.

2. Short videos are taking over

The first platform that popularized short videos was Vine in 2012. Smartphones and online social networks like Vine have made it easier for people to create and publish content online and thus short video content has entered the mainstream. The platform was reported to be the fastest growing mobile app in the world, but was shut down in 2017.

After that came more powerful apps. In 2016, TikTok entered the social playing field and conquered the world. The app’s addictive layout and features have made it a hit with a younger audience. According to Piper Sandler’s 43rd biannual Generation Z survey, TikTok has emerged as the favorite social media platform for teens, overtaking Snapchat for the first time.

Shortly after the success of TikTok, other platforms jumped on the bandwagon of short videos. YouTube launched Shorts, Instagram launched Reels, and almost every other social platform now has a “Stories” feature that lets you upload short videos as well. And even though short videos are popular, that doesn’t mean long-form content is dead.

Our research found that for Millennials, YouTube is still the number one platform for watching video content. But just from the sheer volume of short videos uploaded every day, it’s clear that small content is a big part of people’s lives.

The take away: Since short videos are more candid and relatively low-effort, marketers can easily dive in and engage with their audience through this medium. My team recently started a TikTok channel and it’s been a great way to showcase our company culture. Since TikTok content has decent organic reach, at least for now, we were able to build an audience in just a few months. Some of our videos even went viral. So, if you want to keep your business in the spotlight, try making short videos.

Related: How to integrate TikTok into your video marketing strategy

3. Live streaming

During the peak of the pandemic, when social distancing kept us apart, live streams brought us together. People attended weddings and concerts broadcast live from their homes.

According to a report by Market Research Future (MRFR), the size of the global live streaming market could expand to $247,275 million (USD) by 2027, and marketers are on board. As the world opened up, we also saw hybrid events gain popularity. This trend has paved the way for more immersive experiences that blend digital and physical spaces. Lil Nas X’s virtual show on Roblox is an example of what we’ll see more of.

The take away: For companies with warm audiences or short sales cycles, live streams can be a great way to interact with people in real time. You can quickly get viewers’ opinions and answer questions. It’s personalized communication at its best.

Related: Here’s What Video Marketers Can Learn From Lil Nas X

Overall consumer trends show that people are looking for less formal and more immersive media experiences, and video can tick all the right boxes.

I believe innovation will continue to happen in this space and it will be exciting to see how creators and marketers apply this to their content and advertising. When it comes to content and communication, we are witnessing an evolution. And that’s where creativity thrives. As a marketer, experimenting with videos will allow you to become even better at your craft. So embrace that medium and see where it takes you.

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