September 28, 2023

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5 Video Marketing Trends for 2022

Lots of companies like to look at the latest video marketing trends to freshen an upcoming campaign. It’s an easy way to find a different approach to your marketing strategies. On top of that, the demand for video has never been greater, so knowing the fashion that is in favor (as it pertains to video) may give your strategy the boost you’re looking for.

One trend with staying power here in 2022 is live video. If you weren’t familiar with it before the pandemic, chances are you know all about live streams now. The great thing about trends in digital marketing — or in this case, video marketing — is that they give you a chance to get out of your comfort zone and try something new. (Remember that first Zoom meeting you ever joined?)

Creating video content should be fun and there’s no harm in making ‘latching onto a new trend’ a part of your video marketing strategy. So let’s take a look at some of the top video marketing trends for 2022 and see if any of them may be a fit for your company.

5 Video Marketing Trends

1. Vertical Videos

C’mon. Who doesn’t like to see a middle-aged mom dancing with her daughter to “Fancy Like”? Or a nice, choreographed “Neon Moon” routine? And don’t forget TikTok legends like Charli D’Amelio who helped to start it all. 

The fact is TikTok challenges and other videos you find on the site (or that find their way into your feed) are really fun to watch. Although they may not do much for your business, this is an example of short-form video at its best. If only there was only a platform that companies could use to blend the fun of TikTok with the credibility of promoting your goods and services…

You’re in luck, there is — TikTok For Business. The demand the original site generated spurred the need to develop a second app, which launched in Summer 2020. TikTok For Business offers brands a way to tap into their more creative side. It’s user-generated content that can showcase your company’s services in a unique way. Whether this comes in the form of a product video, a success story, or helpful tips, it’s sure to be a hit.

Facebook and Instagram stories apply here as well. Just remember to target the videos to the platform where you’re posting them. A video that resonates with the TikTok audience may not have the same impact on Facebook.

2. Shoppable Videos

Now, I’m not bragging, but I was blogging about shoppable videos back in 2020. Lucky for me, this video marketing trend has also continued.

What makes shoppable videos so trendy? Not only are they visually interesting to watch, but they also give your customers direct access to the products you’re trying to sell. This is made possible by adding links to the video that open up to a product page.

It’s all about creating a seamless, frictionless experience for new and existing customers. And this translates into more sales. After all, as a result of shoppable videos, 41% of viewers added products to their cart.

3. Social Videos With No Sound

No one likes videos that start blaring the second you start to scroll past them on your feed. Following the best practice in web design, this lends itself to the trend of silent videos. Viewers can tune into videos from the comfort of a quiet workspace, or oftentimes while they’re multitasking in the midst of a busy workday.

With this dynamic in mind, companies are opting for strong visuals to “show, not tell.” In other words, convey what you mean through scenes rather than flat out telling the story. Studies show that people tend to remember pictures better than words. You’ll just want to lead with your best elements to engage viewers right out of the gate.

4. Third-Party Analytics Trackers

Another video marketing trend that’s gaining traction is using third-party tools to track video analytics. YouTube provides analytics and reporting to let you know how your channel or individual videos are performing, but sometimes it’s not enough. One of those tools that you can use to get more views and help your business grow is VidIQ.

At Kuno Creative, we use VidIQ to optimize our clients’ YouTube channels and videos. The tool helps find keywords for your videos and even shows you some of the videos you’re up against. But the feature I love the most is recommended tags. It gives you a ton of options to add to your list based on your keyword(s). 

In the example below, the keyword we’re hoping to rank for is ‘digital marketing’. The number next to each recommended tag represents the strength of these keywords. Shoot for overall numbers that are higher than 50.

Why is this important? Backlinko advises us that when your YouTube tags match the tags in a popular video, you have a good chance of showing up next to that video. That’s because, as Backlinko experts say, “Like any piece of metadata, your tags give you the chance to educate YouTube and Google about your video.” They help clarify what your video is about, which will help people find it.

Remember, YouTube is the second most popular search engine behind Google. So when there’s room for a competitive edge, you’ll want to take advantage of it.

5. AR and VR

AR (augmented reality) and VR (virtual reality) aren’t new topics, but they’re now finding their way to the video marketing mainstream. Why? Both give potential customers the opportunity to “try before they buy.”

The difference between AR and VR is this: augmented reality overlays computer-generated objects upon the real environment while virtual reality is a completely digital experience that is viewed in a closed environment (like VR glasses or headsets).

The advantage to using AR is that everyone can view AR with their smartphone. Cosmetics companies are using augmented reality to allow people to see how their products look before they commit to a purchase. Or the technology can give you the chance to tour a coffee shop or even get a 3D look at a stadium or concert venue that helps you pick your seat. 

VR meanwhile is an interactive channel. It can drive brand awareness and recognition by giving people a fully-immersive experience that highlights your product or services. The possibilities are endless. The only difference is your potential customers will need the proper equipment to take part in the experience.

Implement These Video Marketing Trends

Now that you’re in tune with the latest video marketing trends, it’s time to get out there and try them for yourself. Whether it’s getting into the vertical video game or using AR to improve your customer-managed relationship (CMR), you have plenty of options on the table.

With these trends top of mind, it’s also a great time to connect with Kuno Creative. We have the resources you need to scale your video marketing capabilities and take your strategy to the next level. Schedule a consultation so we can talk through your goals and work together to develop a plan for the marketing