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Video is the No. 1 marketing trend of 2022. Here’s why

Posted by Grace Townsley

March 31, 2022

If the meteoric rise in TikTok’s popularity says anything about today’s culture, it says this: People love video. 

Check out these stats that underscore just how trendy video content has become: 

• 78% of people watch videos online at least once a week and 55% watch every day.

• 92% of people frequently share videos with others.

• Viewers report retaining up to 95% of a brand’s message when delivered via video.

• 81% of businesses plan to use video in their marketing strategy this year.

There’s no question, video marketing will only continue to grow this year. It’s easy to produce, communicates authenticity and helps businesses get their message across better than any static content can. If a picture is worth a thousand words, then video content is worth at least ten thousand. 

In today’s social media landscape, video content can take several different forms. TikTok is all about short videos, often set to music, that are authentically relatable, funny, or surprising. Instagram has its own version of these short, snappy videos, called Reels. Users can even share the same video content from TikTok to Instagram’s Reels, doubling down on their video strategy. Instagram and Facebook allow brands to post Stories, short videos and images that can link to your website or shopping page. These are only viewable for 24 hours, so they encourage quick engagement. And of course, any user can post a short video straight to their Facebook or Instagram page.

With so many varied video options out there, how can your business use video content to its advantage? Above all, your content has to stand out. 

Here are three ways your marketing team can make videos that actually get watched and shared in 2022:

1. Let the video speak for itself

Videos of people talking or a voiceover explaining a product are great for websites and emails. But on social media, many users scroll and browse without ever turning the sound on. When you’re creating videos, be sure they’re clean and understandable with and without sound. Try adding headings, animations, and popups to explain any visuals that need content. If you do include interviews or a spokesperson, add captions that are easy to read with the sound off. 

2. Post Video Stories

If Instagram is a part of your marketing strategy, don’t underestimate the power of Stories. Brand Stories have an 86% completion rate, meaning nearly 9 out of 10 viewers watch brand’s Stories all the way to the end. That’s higher than the completion rate of YouTube videos and skippable pre-video commercials. A series of quick, engaging Stories is a powerful way to keep your business in front of your audience and top of mind. 

3. Experiment with angles

The majority of social media users browse from their phones. That means videos filmed vertically fit better on the typical phone screen. Especially when it comes to Stories which only play vertically. 

If you’re filming selfie-style content, like product tutorials, reviews, or brand experience videos, vertical filming is especially important because it better captures the speaker and their demonstration. These quick videos are easily scrollable and consumable, meaning your great content gets in front of more interested viewers.

And the No. 1 video tip of 2022? Whatever you do, be consistent.

Did you know people need to see or hear a brand message at least seven times before they start to recognize it? The more times people watch your branded videos, the more your brand recognition grows. In the wide world of social media, that means posting a lot of video content. Good quality, eye-catching content.

When it comes to posting Stories on Facebook and Instagram, the most successful brands post a story at least every other day. Stories last for 24 hours, so that keeps your brand front-and-center throughout the month. On TikTok, experts recommend posting 5-7 videos per week to make an impact. Not every video will take off, but the few that do each week will drive your brand’s overall growth. 


Grace Townsley
Grace Townsley

As a professional copywriter in the finance and B2B space, Grace Townsley offers small business leaders big insights—one precisely chosen word at a time. Let's connect!

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