2022 brings new challenges – and large new alternatives in digital video promoting. The media panorama continues to fragment and digital channels multiply however video stays a chance for customers to pay deeper consideration to manufacturers in richer, extra immersive and extra human methods.
Here are our 5 trends to assist you supercharge your digital advertising and marketing technique within the new yr. Each one is a powerful alternative to construct into campaigns and social methods.
1. Short Form
This content material kind actually took off in early 2020! Short kind is iconically fast-paced, energetic, typically comedic and paired with trending music. Following its reputation on TikTok, platforms like Instagram and YouTube constructed out their very own area for brief kind content material known as Reels and #Shorts. In 2021 Pinterest introduced ‘Idea Pins’ globally and backed it up with a $20m creator marketing campaign that includes Jennifer Lopez, Megan Thee Stallion and Storm Reid.
Dominating platforms proceed to assist creators for his or her dedication to creating authentic shorts with creator funding campaigns. Hubspot additionally known as out brief kind because the second-highest ROI for B2C entrepreneurs in 2021!
With brief kind persevering with to dominate into 2022, contemplate how you will construct it into your social technique. Think about how your deliberate TV advert could possibly be spliced to turn into an efficient and enjoyable brief.
2. Video as a purchase order driver
Using video as a software to steer on-line purchases isn’t notably new, nevertheless, there are some attention-grabbing trends taking place inside the area on a social media stage. After a number of lockdowns all through 2020-2021, South Africa noticed an accelerated e-commerce adoption with extra people turning into snug with on-line procuring throughout varied gadget sorts.
A pattern in video as a purchase order driver is social promoting. Instagram and Facebook procuring has been obtainable for a while however are actually backed by the choice to tag your merchandise in video content material too. Brands and particular person retailers can now ‘embed’ their merchandise in stylised or seemingly pure movies throughout social media and viewers can merely faucet so as to add the merchandise to cart.
In 2022 we are going to see extra procuring through social platforms so manufacturers can count on to see gross sales through social media. Consider including your product movies to social in addition to produce content material that includes merchandise in a pure means.
3. Monetisation whereas dwell
Instagram, Facebook and YouTube Live have additionally all been round for fairly a while, nevertheless the character of those real-time based mostly occasions are altering! YouTube added some spectacular monetisation choices to Live together with enabling advertisements (pre, mid, show and overlay) in addition to ‘tremendous chat’ and ‘tremendous stickers.’ These capabilities are additional rewarding creators to go dwell on the platform and in addition permitting their followers to ‘tip’ them through the varied choices obtainable.
Instagram adopted swimsuit by introducing ‘Badges’ in dwell which is at the moment solely obtainable to US creators/enterprise’ with over 10k followers.
With over 79% of social media customers in 2021 voting that dwell video equated to the ‘most genuine interactions on social media’ it’ll undoubtedly be a trending software amongst companies and creators alike. Brands are having a tougher time than ever touchdown on their audience’s information feed with out paying for it.
With dwell occasions, you can seize consideration and be prioritised by the algorithm as it’s an occasion taking place in real-time.
4. Video and web optimization
YouTube has inspired search-optimised movies for a very long time so this isn’t new information for us at Special Effects Media SA. The on-line video sharing platform can be a video search engine owned by Google.
In 2022 we are going to see extra manufacturers specializing in their video web optimization methods. It solely is smart that with the rise in demand for video-based content material there can even be an anticipated enhance in provide calling for higher video web optimization optimization to make sure that your model stands out!
There are some actually easy and efficient methods to contribute to bettering your video web optimization rating. Closed captions, subtitles and clear audio all contribute to bettering your video web optimization rating as bots scour your content material for data to evaluate the relevance of your movies. As search engine algorithms turn into extra clever, optimising your video content material shall be central to your video advertising and marketing technique.
5. Meta: interactive video
Facebook introduced its rebrand to Meta in 2021. This is perceived to be the subsequent chapter of social connection and can provide extra enriched and immersive experiences for social customers. It is probably not one thing to construct into your 2022 technique however it’s undoubtedly necessary to contemplate having common conversations along with your crew about how you want to present up as a model within the metaverse.
In 2020-2021 we noticed filters embrace augmented actuality, digital excursions in 360 levels in addition to digital ‘try-ons’. So immersive video content material has been round for a while and can solely be growing additional in 2022.