In 2022, video is additional necessary to shoppers than ever quicker than.
Each day, we stream our favorite shows, watch YouTube motion pictures to be told something new, or follow events, Q&As, and interviews by means of live video.
While video isn’t going anywhere, it’s at all times expanding, changing, and evolving to fit consumer preferences and new platforms — and marketers should keep up.
Proper right here, we can highlight 5 research-backed tactics video consumption habits are changing and the way in which marketers can answer strategically.
How Video Consumption is Changing in 2022
1. Increasingly more, shoppers are relying on promoting and advertising and marketing motion pictures from producers.
Previously, shoppers would visit internet websites, take a look at online reviews, watch commercials, and most likely watch a few YouTube motion pictures to be told a few product. Now, with video being to be had on every major social media neighborhood, they’re learning to rely additional carefully on this type of content material subject material in their find out about phase.
Consistent with HubSpot Blogs find out about, 66% of shoppers have watched video content material subject material (i.e., product demos, reviews, FAQs, unboxings, and plenty of others.) to be told a few brand or product.
The craze is plain: in 2022, shoppers increasingly more expect to see video content material subject material from producers. Why? Films give shoppers the danger to see how a product or service works in exact life, discover any flaws quicker than purchasing the item, and identify perks that they would possibly not learn about throughout the text-based description.
Further, this content material subject material may also appear to be additional unique than a carefully edited product shot, which can boost a consumer’s believe in a symbol or offering.
2. Escapism is the name of the game.
Previously, older generations would most likely have turned into on their favorite TV sitcom or lengthy long gone to the flicks to escape from the stresses of daily life. While the platforms have changed, the need for relaxing or entertaining content material subject material hasn’t.
Consistent with HubSpot Blogs find out about, shoppers say they necessarily watch motion pictures to “be in agreement me loosen up and unwind.” Additionally, other folks cited, “To chuckle or be entertained,” as the second most now not atypical reason.
Although you may well be rising informative promoting and advertising and marketing motion pictures, you’ll have to imagine experimenting with funny anecdotes or together with other entertaining qualities. Eager about together with a laugh portions on your next promoting and advertising and marketing video? Get impressed by way of main manufacturers that effectively used humor in their promoting and advertising and marketing.
3. Customers lean into their passions.
Except in search of escapism, YouTube target audience are motivated to watch content material subject material that teaches them new problems, specifically when related to their passions, interests, hobbies, or social causes. If truth be told, in line with HubSpot Blogs find out about, 13% of shoppers watch motion pictures to “uncover an passion or passion,” while 11% want to “learn something new.”
Odds are your product relates to somebody’s interests, hobbies, passions, or profession. This is the type of person you will want to watch and enjoy your motion pictures.
Making a purchaser character and target market spherical this type of person will can help you identify video topics that they’re going to worth, have the good thing about, and consider..
4. Production top quality is popping into additional necessary.
36% of shoppers in reality really feel production worth is “fairly necessary,” while 28% in reality really feel it’s “crucial.” Then again fear now not — this doesn’t mean you wish to have to rent a high-priced studio or enlist A-list celebs.
Instead, there are lots of tactics to provide an reasonably priced video with cast high quality from any house or workspace. And consider, oftentimes the good fortune of a video is decided by way of the associated fee it provides. In several words, fancy lighting fixtures alone won’t reduce it.
Additionally, video software like Vidyard, Bonjoro, and TwentyThree make it easy to record and send temporary video messages – like pitches, welcome motion pictures, and further — to shoppers without having a Hollywood funds.
5. Customers want shorter motion pictures.
Because of the rise of TikTok — and the wave of short-form content material subject material that followed — shoppers are on the lookout for speedy, snappy motion pictures. Particularly, motion pictures underneath 3 mins fall proper right into a sweet spot.
In case you are new to video, starting with short-form movies can help you get your toes wet — and tell you what resonates along side your target audience.
You moreover need to set the proper pace to your video content material subject material. Previous than you put a promoting and advertising and marketing video online, re-watch it from the point-of-view of a fairly busy consumer. Then, ask yourself, “Does this video pull target audience into the movement in brief and keep their attention?”
In case you are nervous that parts of your video seem dull, chances are high that you’ll want to shorten it. Then again, if your workforce thinks it’s entertaining or informative at all times, you’ll be capable to experiment with publishing your longer-form video and learning from its results.
Navigating Video in 2022
With every new technology, the video global will continue to evolve.
Alternatively, at this degree, the video landscape is changing in want of marketers. Not best do shoppers desire to be informed about manufacturers by the use of video content material, then again they use it as a crucial device throughout the information-gathering phase of their buyer’s journey.
Additionally, the majority of video shoppers now strive to be told something new about an passion or passion, fairly than just using video to entertain themselves. This means marketers can harness tutorial motion pictures in their methodology and offer shoppers content material subject material that relates to their house of passion, while moreover promoting and advertising and marketing a symbol or product.
Once more to You
Video isn’t going anywhere, then again it’s at all times expanding, changing, and evolving to fit new consumer needs and new platforms.
As this content material subject material continues to evolve with every new technology, marketers should continue researching video shoppers’ interests, hobbies, and behaviors.