In recent years, video has become the powerhouse for marketing campaigns and is now one of the most popular ways for audiences to view content, and marketers are always asking what is the best type of content to create to reach their audiences? But what video trends are we seeing this year?
Short form videos
The first video trend we’ve seen grow this year is short-form videos. With the ever-increasing popularity of TikTok, short-form videos are becoming increasingly popular. There are many benefits to distributing short-form videos, especially across social media, including a quick and easy way to consume information which is beneficial for the declining attention span of viewers. Not only this, but short-form videos are also a way for your brand to communicate in an engaging and creative way, allowing you to get straight to the point you are wanting to communicate.
There is no better time to add short-form videos into your marketing strategy as 30% of social media marketers plan to invest more in short-term video than any other strategy this year according to HubSpot’s 2022 Marketing Industry Trends Survey.
Social Media Video: The Growth of TikTok
One social media platform that has grown at a remarkable rate during the pandemic is the video content app TikTok. The app now has one billion monthly active users and the interest in TikTok’s ads has increased by nearly 99 times over the last five years, making the app a vital part of any marketing strategy, it’s worth making the leap!
Although video first trends have taken off then died in the past, one example of this being the video platform Vine, many of TikTok’s competitors have agreed that the video first trend is here to stay.
Another trend we’re seeing now is shoppable videos as customers are not just turning to Google to find a product or service anymore. Social media platforms including Instagram, Facebook and even TikTok are now introducing their own shoppable video content. Instead of the traditional product videos, shoppable videos include clickable elements to allow consumers to click directly on the product shown and buy it. According to Marketing Dive, already 40% of marketers are implementing shoppable videos into their marketing, and this is only going to increase over the coming years.
A great tip when creating your shoppable video is to make sure your audience knows they can shop from the video from the beginning. Make sure to include a shoppable link in the first 20-30 seconds of the video and include the hashtag #shoppablepost.
Live Video Streaming
There is no doubt that live video streaming has risen in popularity in the last couple of years. Due to COVID-19, Instagram reported that they saw a 70% increase in the usage of their Instagram Live feature during the beginning of the pandemic and this hasn’t slowed down since. Not only is Instagram seeing a rise in the number of viewers of live streaming videos. 20% of Facebook videos today are live videos and on Twitter, the number of unique visitors during live events increases by 14%.
According to Grand View Research the live video streaming market is expected to grow to over $220 billion by 2028, showing there is no better time than now to jump on the live video streaming trend.