Prepare for 2022 Video Marketing Trends

• 12.22.2021 292 Liked Like

*This article was first published in the 2021 Winter Issue of Pazarlamasyon Magazine.

Cihan Anzerli, Creative Director of Volans Video Agency: "Whatever the success rate of the forecasts for the next year, you can be sure that in 2022 you will need a video marketing strategy for your brand."

Years and lives pass, although we may not always notice it in the daily workload. As the advertising and marketing industry, we are leaving another year behind. Although 2021 has passed with partial normalization steps, let's admit that we are all curious and excited about what will happen in 2022. Probably the most we did in 2021 besides breathing was watching videos. Because video has permeated every aspect and every moment of life. So much so that you watched a video before reading this article and after you finish reading, you will continue your day with a new video.



So what will you do in 2022?

Let's say right now; You will watch more videos.

Of course, YouTube is still at the forefront of video-sharing platforms. Even though Facebook follows YouTube, people actually says, 'Facebook is end!' But it is useful to remind those that Instagram is also a part of Facebook. LinkedIn will continue to form the basis of B2B communication with its undeniable number of users and algorithm updates in video communication. TikTok, which has recently joined the race, seems determined to be among the brands' collaboration and sponsored content platform preferences and to rise. TikTok is expected to reach 500 million monthly active users in 2022. Yes, these are things most of us know. That's why 'content' stands out. Here we come to our main topic now.

According to Cisco's estimation, although video content will cover 82 per cent of internet traffic in 2022, which videos are watched and how can it benefit brands?

Video Technologies Keep on Developing!

The increasing prevalence of video technologies and usage areas also directly affects the trends. For example, 360 degree and VR videos, which are used by very few brands today, will be the first videos that come to mind when we want to offer new experiences. The fact that YouTube provides VR video integration in its own infrastructure has given the industry clues that the trend for such videos will continue to increase.

More Active, More Instant

While Netflix increases its interactive content, we know that Amazon also works on projects that include interactive adds-on. While live broadcasts on YouTube, Twitch and Instagram make it easier for the broadcaster to receive three times more reactions and comments, it is a tool that always keeps the communication alive for the audience. The virtual organization and live broadcasting of events also bring the participant experience to a different dimension. We can think that we will find our place in the virtual world more easily with live broadcasts, selective, progressive or gamified videos in an interactive way. That's why the thing we're going to hear the most in 2022 may be interactivity.

Short Videos Have Long Term Effects

Yes, attention spans in the video have been shortening for a long time. Because our lifestyles, in which we keep up with technology, are changing. First, Snapchat and then Instagram's Stories features allowed us to tell stories in 15 seconds. Shorts videos have been added to YouTube's non-skippable 6-second ads. The inclusion of TikTok in the party and the launch of Instagram Reels completed the roster as the easiest-to-consume content of 2022. Even on television, there are studies that show that 15-second ads are 75% more effective than 30-second ads. It seems that it will appear frequently in 2022 when direct and sharp messages are more effective.

It's Time to Meet Search-Optimized Videos

SEO is something we are all familiar with. But the new trend is video content optimized for search. Brightedge reports that Google now includes video snippets next to 26 per cent of search results, and users are more likely to click through when they do. It is now possible to optimize search results with videos with the right messages in the right titles. Be prepared to see more videos on Google pages in 2022.