Online video is more popular than ever. The importance of video has been growing for some time now, rising to become the content of choice in the world of media and advertising. More views. More engagement. More customers. It’s easy to see the appeal. Let’s take a closer look to the upcoming social media video trends for this year.
Through the use of video, you grab your audience’s attention. It’s that simple. Fact is, most of us immediately stop scrolling when we see a video on our timeline, feed, or even on the page of a website. Video has also been proven to linger for longer in our memories. Engaging videos are visually appealing, personal, and easy to watch. As it stands, making video content used to cost a lot of time and money, but in recent years has become much more affordable. These days you can easily produce a video with your phone and share it with the world at the push of a button.
Video trends from previous years
Video has even become a viral form of communication encapsulated by one major not-so-new trend: TikTok. The mobile app, formerly known as Musical.ly, has reached a huge milestone in 2021: 1 billion active users. 1 billion. Users. That represents an increase of 45% compared to 2020. On TikTok, as we all know by now, the focus is on short videos of no more than 3 minutes in length. TikTok also works with trends themselves, from music to instructional videos and everything in between, they cover content for all types of audiences.
In 2019 podcasts seem to have become an even bigger thing. As a result, videocasting has also become a trend. In a nutshell: a video recording of a podcast. Well-known YouTubers, amongst others, will share video recordings of their podcast on their YouTube channel.
Visual radio has been around for a while, with a camera in the radio studio recording the interaction between presenters and guests. See the red thread yet? A Dutch radio station, Radio 538, is a great example of this, they make weekly overview videos and they also post short fragments of film from their broadcasts daily.
Another example is when marketers prioritize selling an experience. Specifically, using virtual reality in video marketing. Virtual reality (A.K.A. VR) has therefore been on the rise in recent years. VR can let us try on the glasses we are shopping for without ever setting foot in the store. Cycle through a scenic landscape from the comfort of our living room. The game industry has also caught on, integrating VR into their games, creating a heightened sense of immersion for gamers around the world.
The 6 major social media video trends for this upcoming year
- Micro videos have been on the rise since 2020, mainly attributable to the popularity of TikTok. In 2022, Instagram Reels just might be able to overtake TikTok. 87% of Generation Z TikTok users agree that Reels is very similar to TikTok. ‘Insta’ Reels also receive 22% more engagement on Instagram than regular video content. Pro tip: brands that respond to this trend will be able to get a lot out of it this year.
- The vlog industry also continues to grow. Since Casey Neistat pioneered the trend, the popularity of vlogs has become a force to be reckoned with. Vlogs attract daily views of 44% of internet users. The great thing about vlogging is the wide variety of topics it can be used to tackle. There is literally something out there for anyone and everyone. 2022 should see vlogging’s star keep on rising.
- Studies show that nano-influencers, those with less than 5,000 followers, generate the highest engagement. Followed by micro-influencers, users with 5,000-20,000 followers. The reason for this is that the public perceives micro and nano influencers as more authentic and trustworthy. The smaller the circle, the tighter the bond with the audience.
- With the popularity of Instagram Stories and IGTV, the vertical video trend is also one to follow in 2022. Facebook and YouTube also support vertical videos, as seen via YouTube Shorts. YouTube Shorts has been available in the Netherlands since July and has seen more and more users ever since. YouTube users can create and share short videos with TikTok-like features.
- Interactive videos are gaining traction as audiences want to interact with brands and personalities they follow. More than ever before, users want to engage with their interests, and by watching interactive videos, they go from viewers to participants. Immersion through interactivity creates a much stronger sense of belonging and memorable experience overall.
- Social media stories are expected to become an even bigger trend in 2022. Short-lived content such as Instagram Stories attract viewers due to their stringent time limit. The disappearance of these stories after 24 hours makes for a very successful customer engagement strategy without that feeling of permanence attached to it.
In closing, we predict 2022 will bring many new video-based social media trends as well as build on existing ones. Did you like this blog? Then keep an eye on this page because part II will soon be published in which we will tell you more about video marketing trends, e-commerce video trends and other technologies! In the meantime, you can read all about subtitling on our blog page.