Top Trends for 2022 and Beyond

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Look around. Do you see people immersed in their phones? Well, they’re probably chatting, surfing the web, or browsing social media. And if they’re online, chances are they’re watching videos.

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

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

Here’s how videos drove marketing campaigns in 2021:

  • 65% of marketers said they wanted to create brand awareness and 64% said video helped them achieve this.

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

  • 37% of sellers said they wanted to increase conversion, while 57% got results.

Related: Video Marketing: The Ultimate Guide

Now, video marketing is constantly evolving, so we also wanted to analyze global trends. In this article, I will share some of the most interesting ideas and trends for marketers and creators to update their online strategies.

1. It’s a mobile world

The first mobile shift began in 2012 and has become ubiquitous. Our survey found that 68% of consumers watch videos on their phones, 2% more than last year. This initial change, 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 businesses that are creating 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 to another site.

Takeaway: Marketing experts have already leaned towards the mobile first. According to Statista, mobile advertising spending in 2021 reached a record $ 288 billion (USD) worldwide. Its latest data suggests that 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 to popularize short videos was Vine in 2012. Smartphones and online social networks like Vine made it easier for people to create and publish content online, as well as video content on short format entered the mainstream. The platform was reported to be the fastest growing mobile app in the world, but closed in 2017.

After that, more powerful applications emerged. In 2016, TikTok entered the social playing field and took the world by storm. The addictive design and features of the app made it a hit with younger audiences. According to Piper Sandler’s 43rd Generation Z Semester Survey, TikTok emerged as teens ’favorite social networking platform, surpassing Snapchat for the first time.

Shortly after the success of TikTok, other platforms jumped on the bandwagon of short videos. YouTube released shorts, Instagram released Reels, and almost every other social platform now has a “stories” feature that also lets you upload short videos. And while short videos are popular, that doesn’t mean long content is dead.

Our survey found that for Millennials, YouTube remains the number one platform for watching video content. But just because of the large volume of short videos that are uploaded every day, it’s clear that small-sized content is a big part of people’s lives.

Takeaway: Because short videos are more sincere and relatively low effort, marketers can easily get in and interact with their audience through this medium. My team recently started a TikTok channel and it has been a great way to showcase our business culture. Since TikTok content has a decent organic reach, at least for now, we’ve managed to create an audience in just a few months. Some of our videos even went viral. So if you want to keep your business running, try making short videos.

Related: How to integrate TikTok into your video marketing strategy

3. Live broadcast

During the height of the pandemic, when social distancing separated us, live broadcasts united us. People attended weddings and live concerts from home.

According to a report by Market Research Future (MRFR), the size of the global live streaming market could expand to $ 247.275 billion (USD) by 2027, and vendors are joining. As the world opened up, we also saw that hybrid events gained popularity. This trend has paved the way for more immersive experiences that fuse digital and physical spaces. Lil Nas X’s virtual concert at Roblox is an example of what we’ll see more.

Takeaway: For companies with a warm audience or short sales cycles, live broadcasts can be a great way to connect with people in real time. You could quickly get feedback from viewers and answer questions. It is a personalized communication at its best.

Related: Here’s what video marketers can learn from Lil Nas X.

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

I think innovation will continue to occur in this space, and it will be exciting to see how creators and marketers apply it to their content and advertising. In terms of content and communication, we are witnessing an evolution. And this is where creativity thrives. As a salesperson, experimenting with video will allow you to further enhance your craft. So embrace this medium and see where it takes you.

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