Videos are the new ‘poison’ for new age consumers. In a digital 1st era where our screens comprise of anything and everything in the world, videos play a massive role in keeping the audience glued to their screens. With the advancement of our data analytics, it has been established that video content is more conveniently consumed than written or any other form of content.
“Stop thinking of ‘Video Marketing’ as this separate entity that is optional for your business. Video is an effective form of communication that needs to be integrated into each and every aspect of your existing marketing efforts.”
– James Wedmore
Video marketing has been practiced for quite some time now, but there are a few cutting-edge transformations which are sure to impact brands’ video marketing strategy. Let’s take a closer look at how 2022 will be the year of new experiments and transitions in video marketing.
Data driven video content strategy will thrive
Data is set to drive the way video content is curated and produced. Through data, it is easier for video marketers and video marketing agencies to identify the various touchpoints necessary for a successful video marketing strategy. With this shift, creating personalised content for each platform will become important. Analytics will show the way forward for the video marketers and the possibilities are endless as to what extent they can leverage data.
OTT to grab ads and eyeballs
In 2022, video marketers will allocate heavy chunks of marketing budgets for over the top media and that too for many reasons. The recent audience shift towards OTT platforms, ad completion rates, user modality and specific data points for performance marketers is driving this significant change in the video marketing format.
Every marketer can satisfy their ‘attention grabbing’ hunger with the amount of eyeballs OTT is attracting. With optimised marketing tactics, video marketers can update their video marketing strategy and take benefit of OTT platforms.
Livestreaming content consumption will grow
Post pandemic, livestreaming content has witnessed a serious push in terms of relevance and engagement. According to an estimate, the livestreaming market will be worth over a whopping $247 billion in the next five years. In 2021, Twitch became the biggest live streaming platform across the globe with over 9.3 billion hours watched on the platform.
Recently, Amazon Music included Twitch streaming capabilities in its application. This is all because livestreaming is set to break all records. Livestreaming also has its own analytical perks! Marketers get rich analytic mechanism with it. Its broadcast/digital mix works closely with the brand centric KPIs, unlike standard reach metrics. For any brand looking to create relevance in the video marketing arena, it should give livestreaming an opportunity in its video marketing strategy.
Promotional videos will keep audience engaged
Reiterating, videos are the most effective way to get your brand message out on social media. Free video features like Reels and Live Rooms on Instagram are a great way to promote your brand. The success of this approach depends upon the brilliance of the published content. If the marketers are able to crack the code of content marketing for free video features, they can really leverage the advantages of promotional videos.
Inclusion of dedicated reel content in your video marketing strategy will take your brand to new heights.
Artificial intelligence is the future
As more marketers than ever integrate items directly into video content, and as that material becomes decentralised, technology will become increasingly important in forecasting which alternatives will have the greatest impact. AI provides insight into optimal brand/creator/influencer pairings, allowing brands to maximise return on investment while also allowing content creators to monetise their work.
Through AI findings, it will be easier for video marketers to optimise their content according to the consumers and make it more personal.
Next time you see an engaging reel/video, ask yourself why did you see it till the end, what kept you intrigued and what behavioural change did it have on you as a consumer?