Video Marketing Trends 2022

User-generated content becomes interactive

User Generated Content (UGC) is already an important part of video marketing with campaigns like the  GoPro Awards encouraging fans around the world to film, edit and submit their own content.

In 2022 , however, user-generated content is going to explode even more as customizable videos gain traction.

What is a customizable video? Thanks to the Living Video technology from our technology partner Idomoo , these videos are updated in real time based on the information that viewers enter or select directly in the video player itself.

And what is the result? Relevant and personalized content for each viewer.

Instead of passively relying on content that people create for themselves, brands can now enable viewers to become creators.

This technology takes UGC (user generated content) to a whole new level. With the video base already created, it is easier for users to create their own content. This means that there are more videos generated by users and that the reach and engagement are much greater than the standard videos that brands usually make.

At the same time, this type of video also allows brands to have more control over their image in user-generated content and helps them better understand their audience from the information shared by viewers. It is clear that everyone wins.

Short format and easy to consume

From TikTok to Instagram Reels to YouTube Shorts, short-form video has taken over almost every content platform. The trend is expected to continue, with videos that can be consumed as a “snack” to capture attention and fill the breaks between browsing other content.

Being able to do more, to communicate more in less time is now a necessary skill for marketers looking to engage consumers. In many cases, you have less than 30 seconds to capture the viewer’s attention and present a point of view or sell the product or promote a brand.

Luckily, that’s the strength of video. You can simultaneously use images, audio and text to get your message across in no time.

Of course, you have to take into account some good practices for this type of short videos:

• The first few seconds are crucial. Capture attention from the beginning so that the video is abandoned.
• Consider mobile. More than 75% of the videos that are seen in the world are viewed from mobile devices, so do not forget the vertical formats and that the links are mobile-friendly. With the latest video technologies available, a video can be created that adapts to different formats depending on the viewer’s device.
• Where you post affects what you post. Each platform, from your website to apps, has a particular style of content that works best, and often has a unique audience. You have to create the video taking into account the channel.

Personalization is still relevant

Although personalization is and continues to be a key ingredient in digital marketing , it is bringing more and more advantages when applied to the video format.

And it is that instead of being bombarded with irrelevant content (also in video, of course!), viewers expect the videos they see to be tailored to their interests.

And marketers have to adapt, without delay, to what the consumer expects. Using customer data,  videos can be personalized for each viewer, individually and uniquely.

Considering that 72% of consumers say they are only interested in personalized messages , it remains obvious that this will be an even stronger trend worth thinking about…and investing in.

The possibilities are truly endless when it comes to customizing videos. They can be used to welcome a new customer, share an exclusive offer, or proactively answer common questions so the SAT doesn’t get overloaded.

It is time to go “live”

Thanks to speed increases in connections (fiber and Wi-Fi), better quality of transmissions and the deployment of “LIVE” functions on several platforms, live transmissions are becoming more and more popular.

And if we add a global pandemic to the mix, seeing someone broadcast live has become commonplace.

Going live on social media or streaming platforms like Twitch is a great way to engage with your audience in real time. On Facebook, for example, live videos receive an average of 6 times more interactions than regular videos.

And that’s just one of the advantages of going live. According to a recent executive survey, the top benefits of producing and broadcasting live video events are:

• A more authentic interaction with the audience (79%)
• Bringing a human element to digital marketing (63%)
• Creating a library of content that can be viewed or reused later (61%)
• Learn from public feedback in real time (60%)

And yet another interesting advantage of live videos: they have the highest priority on many social platforms. Occurring in real time, social media algorithms often show these types of live streams first. By going live, you can not only connect in real time with your audience, but you can even be driven by the platform itself.

Videos to buy (Shoppable videos)

Video has long been used to enhance the online shopping experience.

Video product demos, video customer reviews, advertisements, etc. have all contributed to encouraging customers to purchase a brand’s product or service.

Thanks to the interactive features of Living Video technology , videos can be transformed and introduce clickable elements. Videos that can be purchased by clicking directly on the video are expected to gain traction in 2022.

Oh, and it should not be forgotten that these videos can even be linked to data such as the stores’ own inventory, which allows them to be updated in real time and reflect the most relevant products, for example.

The biggest advantage of shoppable videos is that they allow for a seamless customer experience. The ease with which viewers can purchase a product that catches their attention and interest in a video directly drives conversions.

360-degree video experiences with Augmented Reality and Virtual Reality

Video has always been a great medium for brands to showcase what they have to offer, but 360 degree virtual reality and augmented reality videos turn things around in a truly futuristic and innovative environment. This video marketing trend completely transforms the way we consume videos, allowing users to have control over the angle and view of the content displayed.

With 360-degree videos , entire tours of places, products, and other experiences can be shown through a single video. Augmented Reality takes this to another level by adding virtual elements to the existing physical world, while Virtual Reality promises a fully immersive virtual environment for viewers.

These formats provide an added layer of interactivity , fostering viewer interest and engagement . In other words, it’s a highly engaging experience that encourages people to interact with your content.

Video and customer experience

Proven to be a versatile tool, video reaches beyond the world of advertising and even marketing to improve the customer experience (CX) in new and innovative ways. Whether it’s a service interaction or a renewal message, the touchpoints throughout the customer journey can be numerous, and in all of them the use of video improves the experience and conversion. Also check Descargar videos de Facebook

With video, those touchpoints become more human, personalized , and engaging. This is VIP treatment for every customer, even when the company has millions of customers around the world.

Ease and accessibility leads to authenticity

As it becomes easier to create and publish videos, the content landscape has leveled out. With minimal barriers to entry, video content today can be created by anyone.

The result? Hyper-sophisticated videos and high-end productions are no longer necessary. Authentic and relevant videos have emerged as the most engaging type of content, and this trend shows no signs of slowing down.

This is great news for brands and businesses that have been hesitant to jump on the video marketing bandwagon. No Hollywood-quality scenes are needed. What matters is the quality of the content. The simplest videos with 2D animations can arouse as much or more interest than content with more sophisticated production, as long as they are relevant, authentic and consistent with the brand image.

This trend is largely spearheaded by Gen Z , who value brand authenticity and transparency. Over 80% of this video-loving generation trusts a business more when it uses real customers in its ads (all the more reason to take advantage of UGC [user generated content] in your video content) “.