Video has become a well-established pillar in a brand marketers toolkit and has been for the past decade. As a result, it’s become difficult to ignore its influence. 

With the pandemic increasing the number of online videos people watch, marketers are focused on keeping it a key priority. According to the Content Marketing Institute, 83% of marketers say videos have become more important in the last two years to their brands, and 87% reported that video gives them a positive return on investment. 

As you look for new ways to innovate and elevate your marketing strategies, we’ve highlighted the five video marketing trends to look out for this year. Let’s dive in!

1. Short form video content will become even more crucial for marketers.

What a year for apps like TikTok! In 2021 it was the most downloaded app on the App Store and the first non-Facebook app to reach 3 billion downloads globally. This tells us that the trend is more about short-form video than TikTok itself. Businesses are accepting that these apps are here to stay. Kipp Bodnar, HubSpot CMO, says “Shorter form video platforms are going to continue to really thrive and be successful in 2022 – They’re going to be more and more important channels for marketers because they’re not just gaining awareness, they’re gaining influence over consumer’ day-to-day habits and lives.”

So what’s considered short form? Although there’s no universal number agreed upon, we typically say a video up to 2 minutes and 30 seconds in length is deemed to be short form. TikTok began with 60-second videos and now has gone up to 3 minutes, while Twitter’s short-form videos sit at 2 minutes and 20 seconds.

Whether you are driving awareness, educating your consumer on a product or service, or persuading your customer to choose you, we can help you identify the ideal length for your videos. 

2. Creative Innovation Equals Greater Impact

With so much video content floating around online, it’s more important than ever to use techniques that ensure you’re ahead of the curve. Interactive video is one technique that will continue to rise in popularity in 2022. 

An interactive video gives the viewer the ability to interact with the video content itself by clicking, dragging, scrolling or hovering, similar to how we’d interact with web contact. 

Interactivity doesn’t necessarily mean augmented or virtual reality; it could be as simple as giving users something to do once they’ve watched your video – like creating a quiz, using a chatbot or creating a poll that asks questions after the video.  These tools create an engaging experience for the viewer and turn a potentially static video into something more memorable.

Netflix sets the bar when it comes to interactivity. They launched an interactive series where individuals were key decision-makers of the lead character. Viewers helped the character survive and complete missions. Try it out for yourself here.

3. More video search engine optimization

Video Search Engine Optimization is simply optimizing your video to be indexed and ranked on search engine results, allowing it to be easily found. While the trend has less to do with video content, it significantly impacts your overall marketing efforts. If you are spending time and resources creating a video, take a few extra minutes to ensure it will get seen by as many people as possible. 

You can boost your video SEO in no time by applying effective tactics to your video content. Not quite sure where to start? We can help your team with distribution, ensuring your story gets heard with our comprehensive approach to media planning. We will manage your campaign, optimize its performance, and ensure a seamless experience for your customers.

4. Education First and not hard selling

Education about your product or services works better than hard selling in the new year. With so many products in the market, customers are tired of promotional emails. Hard selling does not work anymore as people delete it and mark the communication as spam. Educational content helps users better understand who you are, what you do, or your service product offering. If you’re struggling with what type of video content to produce, this is the place to start.

Take a look at some brand explainer videos we worked on in 2021.

5. Selling is storytelling

Telling a good story is the most important aspect of any video. As video marketing remains an influential form of content marketing, storytelling instead of promotional campaigns works better in connecting with your audience. 

Once you hear a story, it resonates with you so much more because there’s a greater chance for it to be imprinted in your memory. It’s not just a creative marketing approach; it gives your consumers an entirely different entry to your brand and is one of the most powerful techniques we have as humans to communicate and motivate. Using our storytelling approach, we’ll be able to elevate the meaning behind your brand and develop a much deeper connection with your audience.

Let Us Tell Your Story!

Simple Story is here to become your collaborative partner, helping you with end-to-end creative video marketing strategy. Our award-winning team of animators, illustrators, creative directors and storytellers will help create the most cohesive, entertaining and impactful delivery of your video, balancing art with purpose and giving you the results you need. 

Stefania Marino