Video is top of the list with brands looking to create content, and it’s not hard to see why when you realize that on average 40% of consumers say they’re more likely to buy from a brand after watching a video. And who wouldn’t want that?
We've been doing video production and editing for a while now, and we've seen a lot of trends come and go. But there are some that have stuck around for long enough to make us think that they'll be sticking around for a while longer.
Today, we're going to share with you the best video marketing trends to boost your viewers and customers. Stay tuned to find out more.
Video is the Content King Today
Video is the king of content marketing.
But you already knew that, right?
Video is processed 60,000 times faster than text and it's more emotive and engaging. It also communicates ideas in a way that words can't.
When you use video in your marketing strategy, you grow revenue 49% faster than non-video users and generate 66% more qualified leads per year.
The takeaway is clear: video should be a paramount component of your marketing strategy to reach audiences, influence customer interaction, and drive purchase behavior.
Download: Ultimate video marketing guide
Longer Videos Are Trending
It's no secret that short-form content has been popular for a while now. Fifteen-second television ads are about 75% as effective as 30-second ads and come considerably cheaper in terms of airtime.
But with the pandemic shifting the way we consume media, podcast popularity skyrocketing – rising 25.7% per annum and expected to do so until 2027 – we are now seeing an increasing appetite for longer-form video.
The average length of a YouTube video is 3 minutes and 5 seconds – but this is expected to rise significantly over the next few years as audiences become increasingly comfortable with longer forms of content.
A means to escape the chaos
In a world of constant notifications and omnipresent availability, immersive content can feel like a welcome break.
Longer videos are trending as viewers look to escape their chaotic lives and feed their minds with something entirely different.
In 2022 we'll have more patience and a desire to ingest heavier video in terms of length. But to make the most of its marketing strategy, a brand must consider its aims, audience, and the platforms on which it communicates.
For example, a 2015 study from Harvard University found sustained attention improves over time, peaking at age 43, yet 93% of podcast listeners – irrespective of age – stay turned for the duration of each episode, demonstrating that content that is relevant and engaging will always hold our attention.
Long or short videos? It depends, yet choose the right platform
When it comes to video, there's no one-size-fits-all approach.
While short-form videos are great for capturing our fragmented attention spans, they're also more likely to be watched.
According to data from Facebook, videos that are 15 seconds or less in length have an 88% completion rate.
In comparison, longer videos (i.e. those lasting between 20 and 60 minutes) have a completion rate of just 23%—so if you want your audience to see what you've created all the way through, go with a shorter format!
If you want to create longer videos (and get better results), here's some good news: videos longer than 15 minutes account for 50% of all video engagement but only 8% of the content. So if done correctly, you can produce longer videos and get greater results! To get two bites at the same cherry, offer both.
Most viewers like silent viewing
Silent video is the new normal. People now want to watch their videos without disturbing others – perhaps next to a sleeping baby or a partner on a conference call, in a busy café over their morning latte, or on the commute to work, headphones forgotten.
In fact, as many as 85% of Facebook videos are now played without sound, with a user watching a video with captions for 12% longer than an uncaptioned video.
People rely on captions, so imperative videos are created with this in mind, optimized for silent viewing. This also means that as brands look to localize content for a global audience, translations become far easier. With 90 Seconds, brands can do this intuitively in their work stream, easily adding and editing text to videos in minutes.
Harness the power of user-generated content (UGC)
Your customers are busy people, and they don’t have time to research your brand or product. And let’s face it: it can be hard for a company to create content that is truly relatable.
Customer video testimonials are great for promoting your business. It naturally promotes the benefits of your products or services to your audience. That said, customer reviews are on the trend.
That's why they search for reviews since it's more relatable to them. These user-generated content (UGCs) are trending for millennials today. Viewers right now, they trust more these UGCs than any brands since they're genuine.
Take for example TikTok’s boom. They have around 600 million users with daily revenue amounting to 1.2 billion for 2022. TikTok's success is driven by UGC. Therefore, you must include that in your video marketing strategy.
Let your video connect with your audience
Your customers are smart. They know that you're trying to sell them something, and they're not going to be fooled by a slick product video that shows off all your best features.
They want to see the real you—and your real product. They want to see how you make your product, and how it's made for them. They want to see their peers using the product and talking about it. And they want to know that when they buy from you, they're not just buying a product—they're buying into a community of people who love what you do, too.
The good news is that UGC can help you create content that connects with your audience in ways that big-budget ads can't. You don't need lots of money or fancy equipment; all you need is a camera, some time, and some people who love what they do as much as you do!
Be consistent in your video marketing
Consistency is key when it comes to video marketing.
On average, most businesses post 18 videos a month. If you’re sharing on social media, algorithms favor the constant and consistent voice on video content. Daily posting can help you maximize organic reach.
If you’re new to video and this figure is daunting, consider this – businesses and brands that created just 51 videos (or more) grew from 13% to 46% in 2020 alone.
Use the best tools and incorporate UGC into your video marketing strategy and video production. When you do that, you're near to getting more subscribers and customers to your business.
Additional learning to watch: Know your purpose for video marketing