The pandemic was a catalyst for many things, and the video landscape was not spared. From live to shoppable videos and an emphasis on transparency, the coronavirus substantially influenced the video marketing trends we still see today.
In this blog, we talk about video trends in both marketing and production. You can find examples and tips at the end.
We’ve tackled this blog as follows:
Video Marketing Trends
Video marketing shows no signs of stalling; Statista predicts that global online ad spend will reach $120 billion by 2024. Many eCommerce brands are also doubling their efforts for video marketing. With this, here are the trends you should consider.
#1 Live Videos
In recent years, owing to the pandemic, live video trends catapulted to the mainstream. Since live events came to a halt, live videos emerged as a powerful alternative for marketers to continue to connect with their audience. Now that life is going forward to “normalcy,” live social videos have gone from being a mere alternative to an essential tool to increase real-time engagement.
#2 Shoppable Videos
Even before the term “shoppable videos” were a thing, videos have long been used to facilitate and enhance the online shopping experience. Recently, shoppable videos have become more dynamic and interactive. For instance, brands can host live Tik Tok videos to feature products; viewers can add items to their shopping cart as they tune in safely in their own homes.
#3 Ad or Paid Social Videos Transparency
You’ve likely come across a short form video tagged with “sponsored” or “paid partnership” on social media. Platforms like Facebook and Instagram have put an emphasis on transparency, calling video content creators to disclose when their posts are for endorsements. To further promote transparency, Meta’s Ad Library allows you to search all ads currently running across their network.
#4 User-Generated Content
User-generated content (UGC) videos continue to appeal strongly to consumers this year. Any video marketing agency would submit UGC videos as more authentic and, thus, more effective in connecting with an audience. You can research UGC videos surrounding your brand, such as unsolicited service or product reviews, and repost those that would benefit you.
Video Production Trends
From short form videos to vlogs, many video content creators swear by these formats. Here are video production trends that will continue to lead this year.
#5 Short Form Videos
Short form videos, particularly Tik Tok videos, continue to dominate the social media space since they are compact with either entertainment or knowledge. Even on other platforms, you’ll find Tik Tok videos re-uploaded with the platform’s prominent watermark. YouTube and Facebook followed through with alternatives, Shorts and Reels, furthering the case of short form videos.
#6 Smartphone Videos
The hashtag #ShotOniPhone on Instagram alone leads to 27 million posts, including photos and videos. Even on YouTube, you’ll find numerous mobile video content ideas to inspire your brand. As smartphone cameras continue to advance, what you can produce is virtually limitless. Many vloggers are even leaning on their smartphones for everyday filming without compromising quality.
#7 Silent Videos With Captions
According to several sources, 85% of video views on Facebook transpire with the sound off. This suggests that silent social videos with closed captions (CC) are likely to be watched for longer, especially by audiences consuming content to and fro their daily lives. In terms of accessibility, you also consider audiences who might have difficulty hearing or are deaf when you produce videos with CC.
#8 Vertical Videos
Vertical videos gained popularity a few years ago when Snapchat was the new famous kid on the block. Instagram then sustained its fame, and now, TikTok and YouTube Shorts. Many brands are producing vertical ad videos to cater to the large audience on the top social networks supporting such a format. Vertical videos facilitate continuous scrolling, keeping users for longer.
We can’t talk about video trends without mentioning vlogs. Vlogging allows people from across the world to relate and connect with one another. How vlogs often give you a glimpse of an individual’s personal life appeals to a wide range of audiences. Many brands, whether of products or services, work with vloggers or influencers to promote their offerings, tapping into their followers.
Now, let’s look into the benefits of video marketing to even more elucidate these video trends and why you should pivot your video marketing strategy around them.
Benefits of Video Marketing
The benefits of video marketing aren’t merely for audience engagement, but they can be incredibly lucrative too. Here are a few advantages of video marketing:
Videos improve search engine optimization (SEO). For some, videos and SEO would appear as an unlikely pair. But any video production company specializing in YouTube marketing now optimizes videos for search. Through video descriptions, tags and CCs, relevant keywords are injected for search engines to crawl.
Videos increase time-on-page. Incorporating videos into your web content allows you to keep users for longer. You can work with a video production services expert to come up with a creative video demonstrating your offerings. Other video content ideas for your website could be client testimonials, how-tos and case studies.
Videos facilitate higher conversions. When you address consumer questions or concerns through videos such as product demonstrations or client testimonials, you open the door to more conversions. Similarly, you can tell your brand story with the help of a video production company to help you better connect with your audience.
The above benefits translate to business goals, so let’s go over ideas and tips to help you achieve them.
Video Content Ideas (Video Marketing Tips)
Here are content ideas to inspire your brand, as well as video marketing tips to guide you further.
Hubspot’s customer testimonial for Zoom and Slack is an excellent example of a testimonial. Instead of just a single shot of a person talking, you see their team at work and clips of their office. With the script, the team behind nailed it by mentioning their need for seamless communication, tying it with the tools.
Video marketing tip: Partner with non-competing brands to produce a customer testimonial, just like Zoom and Slack. Doing so allows you to tap into the other brand’s network.
Burt’s Bees took a creative spin on its brand story, telling a fun narrative paired with animations — while staying on-brand. In just under two minutes, the brand found a way to tell its humble beginnings before becoming a household name for natural, responsible personal care products.
Video marketing tip: Experiment with your narration and visuals, but remember to stay on-brand, like Burt’s Bees. Practicing consistent branding lets your brand story stay relevant for longer.
If you want to ride the trend, be inspired by this YouTube Short from the creator, Cooking With Lynja. The Netflix series Squid Game became a hit back in 2021 and featured the Dalgona or honeycomb candy. Cooking With Lynja took that as an opportunity to recreate the treat and appeal to the show’s fans.
Video marketing tip: Only participate in trends relevant to your brand. The YouTuber mentioned above has a cooking channel, so it made sense she produces such trendy content.
Our last example is created by Thrive for My Blade Maid’s video marketing strategy. We decided to film the video in a home setting to appeal to its target market, who are homeowners. It was also essential that we mention the pain points that the product solves as well as its other key selling points, all while maintaining a fun brand tone.
Pro tip: Call in the experts. For many brands, video production and marketing is an unfamiliar space. But don’t let that hinder you from bagging the lucrative results that video marketing can give.
Thrive is a digital marketing agency offering professional video production services — let’s brainstorm your next video!