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VIDEO MARKETING TRENDS 2022
In order to dive into video marketing trends for 2022, we spoke with 2 experts in marketing and with our author community of more than 100 motion-graphic designers.
There is no doubt that video is the most engaging form of online content. To stay on top of your video game, it's important to understand the trends and what to expect for the next year and beyond. As a business owner, marketing manager or content creator you must take care of: social media stories, live videos, streaming, search optimized videos, podcasts, personalized videos. For B2B or SaaS companies explainer videos are very important. According to Hubspot, Explainer videos are one of the must haves in 2022. 94% of people report watching explainer videos to learn more about a product, with 84% being swayed to make a purchase.
In order to dive into video marketing trends for 2022, we spoke with 2 marketing experts and with our author community of more than 100 motion graphic designers. Here's what they say.
Pablo Gonzalez is the host of the B2B Community Builder Show. He invented an online client acquisition process called The Relationship Flywheel TM ️ that leverages producing an internet talk show as the center of a go to market/community building strategy for companies that value their corporate culture. His company produces 8 of these talk shows, and publishes videos from them across multiple channels. That's why we spoke with him about trends in video marketing in the next year.
Olga Mirkovic Maksimovic
What are your expectations regarding the development of video marketing in 2022? What are the trends that companies need to pay attention to?
Pablo Gonzalez
Video will continue to grow as part of the marketing mix, both for internal and external marketing. From email to corporate communications, video will become more integrated in how we communicate on one, one to few, and one to many. Companies need to pay attention to the fact that buyers no longer wish to speak to sales people until they are 90% of the way into their buying process. Having a constant video presence to inform your market, help them achieve ancillary goals, and interact with them is absolutely necessary for a healthy pipeline.
Olga Mirkovic Maksimovic
What video marketing practices give the best results for B2B, and alternately, what's the best approach for B2C businesses?
Pablo Gonzalez
Video that is created with and about your clients in B2B will always deliver results. This way, even content that doesn't get viewed still strengthened an important relationship. In B2B, one key relationship can lead to a very high LTV so leaning into the relationship building aspect of making videos with your clients is extremely low hanging fruit. B2C brands will do well to see themselves as content enablers. How can they make it desirable for customers and prospects to share a piece of content that the brand inspired them to create? If the brand makes content for consumers to share on messenger tools like Whatsapp, they win. Shareability should be the key metric for B2C video creation.
Olga Mirkovic Maksimovic
What are the most common mistakes made by content creators that you noticed during this past year?
Pablo Gonzalez
Making content about what they want instead of what their clients want to see.
Ivor Bihar is COO of Determ, a digital solutions company that developed Determ - social media monitoring and online media intelligence tool. He led and grew teams ranging from sales, product development, design and marketing during various stages of startup development over many years. His major responsibilities include: business development, leading and coordination of development, design and business teams, planning, development of partnership and reseller networks, as well as development and implementation of business and marketing strategies.
Olga Mirkovic Maksimovic
The Determ platform monitors online mentions of brands in real-time. What is the trend of video content? Is their participation increasing?
Ivor Bihar
Yes, you absolutely can track the name of a brand or its products, and also choose a specific source - YouTube for instance. Without diving into too much technical detail about Determ, what we have been seeing generally for some time now, unrelated to our tool, definitely is an increase in video content. People consume more of it, so brands create even more. Even coming from us, we’ve been using a lot more video in the last year - especially with a focus on educating our clients.
Olga Mirkovic Maksimovic
According to your knowledge, which video content do users share the most? Why is that?
Ivor Bihar
If we’re talking about brands, and especially if we’re looking through a B2B lens, we see a rise in explainer videos. As I’ve said before, we ourselves use video content mostly as a way to educate our (potential) clients. Be it demos, animated videos, voiceover, and captioned videos - it’s an excellent way of introducing your brand and product, and what’s more - showing how your product works. It’s kind of like your words put into action. People find it a lot easier to engage with and understand (complicated) concepts when actually shown on an example. Beyond that, video works great for social media, too as it gets more engagement. Short videos, especially. It’s hard to keep the attention of a social media scroller, due to the sheer amount of content shared daily. So, keeping it short and simple works best - case in point, stories. An extremely popular feature, pioneered by Instagram, now used by both brands and users. Not to mention the rising popularity of TikTok, based firmly on shorter, interactive, and entertaining videos.
Olga Mirkovic Maksimovic
What are your predictions for video marketing trends in 2022?
Ivor Bihar
More and more of the same, I’d say. Video is exceedingly taking over, as many statistics can confirm. So, still I expect we’ll see a lot more explainer, demo, and product 360° videos. But also a lot more live videos, storytelling-based content, and more focus on interactivity and engagement.
Top 3 trends in motion-graphic design for 2022
We asked our Authors community about design trends for 2022 and what they expect to be the next big thing in motion-graphic design. Summing up the educated opinions of more than 100 professionals in our design community these key trends emerge:
- Minimalism and "clean" designs are the trend for the future
- History repeats itself and trends will be coming back
- Neumorphism
Minimalism and "clean" designs are the trend for the future.
As one of our authors mention: “I notice this on TV stations in my country, Brazil. Around here we have the second largest TV station in the world, called "Rede Globo". I've noticed that in the last few years they've changed a lot of intros and logos from news program, soap operas and talk shows to a cleaner, more minimalist design.”
History repeats itself and trends will be coming back.
All brands update their logo. Everyone is trying to capture the meaning of their logo in as few as possible shapes and colors. Everything is becoming more and more “simple” and everybody is losing their “feeling” about the logo. Look at these examples:
Neumorphism
One of the latest design trends, spearheaded by Dribble user alexplyuto (check out the photo below), it's still somewhat confined to the design community though we are likely to see it inspire all manner of user interfaces in the coming years.
The name is a portmanteau "neo" + "skeuo-morphism", basically meaning new skeuomorphism. Skeuomorphism is a long lived design style where an electronic device's or software's interface imitate their analog or physical counterparts. Think along the lines of an electric kettle which looks like an old metal kettle, or one of those Winamp skins which would texture the player in wood and make all the buttons realistic photo cutouts. Though you can still find a skeuomorphic interface here and there, they quickly went out of fashion due to their tendency to make everything look "janky" and cluttered, thereby failing to communicate the functionality of the software.
Neumorphism is designers trying to reinvent skeuomorphism and move away from the flatness of Google's Material Design. Instead of doing photo cutouts or silly wood textures, neumorphic interfaces try to create faux-3D interfaces just by using two shadows - a positive and negative one - so that they mimic the effect of a light being shone at the element.
I know it's a lot to take in and kind of hard to describe, as we can see from the thousands of posts discussing the trend and it's benefits and caveats. You can also check out neumorphism.io to generate your own neumorphic button.