New trends in video marketing in 2022

For every seller doing overseas marketing, the topic of advertising, marketing and promotion cannot be avoided.

Overseas, people prefer to share their lives and get information on social media such as Facebook, Twitter, TikTok, and Instagram.

Therefore, through social media marketing, sellers can get close to potential users and existing users, build brand image, and even directly drive sales.

Under the epidemic, the video industry has achieved unprecedented development, and the increasingly mature 5G technology has also injected more vitality into the content innovation and experience upgrade of the video industry.

This is an opportunity bestowed by the times, and major business giants have also begun to compete to lay out their own platforms.

But with so many video media, which one should we choose? What content are users interested in? What are the ways to play overseas social media in 2022? How can we seize new opportunities? Blind efforts are not advisable, taking advantage of the situation is the right way. Next, let Dian Xiaojiang analyze overseas video trends for you, stand at the forefront of video content production, and meet the curiosity and expectations of overseas users.

The Current State of Video Marketing

According to a research report published in January 2022 by influencer marketing platform Aspire, approximately 91% of American brands using influencer marketing will increase their investment in video content in 2022. It is foreseeable that this year, more and more influencer marketing funds will be used for video content. The reasons why brands are leaning towards creator videos include the following:

• Consumers like to watch videos of Internet celebrities

The time American consumers spend watching videos featuring influencers on major social media platforms has surpassed that of official brand videos. According to Tubular data, in the fourth quarter of 2021, of the nearly 20 billion hours of videos that U.S. internet users watched on Facebook and YouTube, more than three-quarters were produced by internet celebrities, far exceeding videos from official brands and media companies.

• The number of videos posted by influencers on social media continues to grow

Video accounts for an increasing proportion of content output on social media and is expected to grow further in 2022, with this growth mainly driven by the rise of TikTok and the popularity of live streaming.

According to a survey by Tribe Dynamics, 72% of KOLs worldwide (U.S. KOLs accounted for 43% of those surveyed) said that the proportion of video content they posted on Instagram has increased slightly or significantly compared to a year ago.

• Brands get more creative ideas from online celebrity videos

Brands are taking ideas from social media’s native content, as opposed to the high-production-value video ideas that brands have long relied on, TikTok has accelerated this shift, and it’s now spreading across the social media industry. Because individual content creators have created new types of video content and even captured consumer pain points that brands have not yet discovered, this means that you can use these video contents to discover more hot spots, help with product packaging and promotion, and further touch consumers.

The impact of social media platforms on influencer marketing

Although influencer marketing is an obvious trend, when it comes to media platforms closely related to influencers, TikTok is clearly more popular than YouTube and is expected to surpass Instagram Reels in 2022.

• TikTok is expanding into long videos and gaining more attention

TikTok is encroaching on YouTube's territory as it increases the length of videos. TikTok now allows users to post videos up to 10 minutes long. Many of the long-form videos on TikTok mimic the unboxing and beauty tutorial formats that made YouTube so popular in the influencer marketing space, which is one of the reasons why it has taken away the time and attention of YouTube users.

Market share of social media platforms used by US merchants for influencer marketing in 2020-2025 | Source: eMarketer

• Instagram is still the preferred video platform at this stage

According to Mavrck’s survey, 70% of US KOLs consider Instagram to be their preferred video platform, while only 15% choose TikTok. At the same time, according to eMarketer's forecast, 72.5% of US marketers and 97.3% of US KOLs will use Instagram for influencer marketing campaigns in 2022. This shows that although TikTok has unlimited potential, Instagram is still the preferred video social media platform for American KOLs. Therefore, in overseas marketing, sellers can still try the Instagram channel to expand their customer base.

Having talked so much about the trends in the video industry, how can we stand out in this field and acquire more customers and traffic?

Best Practices for Video Marketing Success in 2022

• Use a combination of static and dynamic content on Instagram

Instagram is currently considering a video-first strategy and continues to adjust Stories to make them function more like Reels, as Instagram begins to realize that marketing goals should determine content strategy and prioritize videos over static Stories. Focusing on video Stories with influencers will make it easier for marketers to succeed, after all, video Stories perform better than static Stories.

Therefore, one marketing strategy that sellers can choose is to cooperate with influencers on various social media platforms and use a combination of static and video content to promote on Instagram, so as to better reach potential consumers and audience groups.

• TikTok is the next blue ocean of traffic. Try TikTok as soon as possible.

TikTok users are watching a lot of content produced by influencers, but there is still a gap in brand sponsorship on TikTok compared to Instagram, where advertising content is already severely saturated. In addition, it is cheaper for brands to cooperate with KOLs on TikTok than on Instagram or YouTube. If you know something about Internet celebrities, you can cooperate with multiple KOLs at a time at a low price, which is very helpful for the seller's subsequent promotion.

The percentage of platforms where consumers aged 18 and above watch short videos in September 2021｜Source: Inmar Intelligent

In particular, TikTok recently announced the launch of the SoundOn platform, which integrates music marketing and distribution functions, demonstrating TikTok's ambition to enter a larger market with music. After all, music is the soul of short video production. Behind popular songs and labels there is objective traffic, which can bring good profits to sellers. Therefore, the earlier sellers deploy TikTok, the easier it will be for them to obtain platform dividends.

• Don’t give up on YouTube as an omnichannel marketing tool

YouTube KOLs have the most engaged audiences, making it still a very influential social media marketing platform, even as TikTok and Instagram are trying to enter the long-form video field.

According to Hub Research, more than two-thirds of consumers who watch KOL videos on YouTube can recall specific brand names in the videos, and among these respondents, 90% said they have purchased or would consider purchasing a product based on a YouTube KOL endorsement. Therefore, cooperation with YouTube KOLs can better promote brand awareness and sales.

• Last but not least, don’t put all your eggs in one basket

Just as everyone is currently trying multi-channel operations to avoid platform risks, sellers should not limit their partnership with Internet celebrities to just one video platform. Using multiple platforms will help reach a wider audience. This is because there will always be some user overlap between platforms, but there are also differences in user composition and behavior. eMarketer predicts that by 2022, 68.2 million U.S. users will use both TikTok and Instagram at least once a month. Generation Z will form the core of TikTok's US user base in 2022, millennials will account for the highest share of Instagram users, and the ratio between generations on the YouTube platform will be more balanced.

Age distribution of TikTok, Instagram and YouTube users in the United States in 2022 | Source: eMarketer

So, using or targeting multiple platforms can help brands reach new audiences. As Marshall McClure once used "the medium is the message" to summarize the important role of communication media in the development of human society. Today, we are in the "video social era" and video has become the main carrier of communication. With the acceleration of the socialization of video, everything can be video-based. Seize the new trend of video marketing in 2022. This is a huge opportunity to race against time. Sellers should act quickly!

Author: Shoplazza

Source: Shoplazza