A well-planned video strategy is one of the strongest tools that can be used by a brand. In 2020, adults in the United States spent a daily average of 209 minutes watching TV video content and 103 minutes watching videos on other devices — like smartphones, tablets, or computers.
That’s right, daily.
With so much time spent consuming videos on a variety of devices and platforms, it would be wise for any business owner, brand manager, or marketing executive to keep up with the video advertising trends of 2022.
These trends include efforts for social media, behind the scenes (BTS) content, over-the-top (OTT) advertising, and many others.
Using Social Media to Shape Brand Voice
Consumers have completely changed the way they interact with brands online thanks to the onset of social platforms like Facebook, Instagram, and TikTok. This means it’s more important than ever for brands — and those representing the brand, to be as authentic as possible.
Complex and nuanced styles of communication — like satire, that have become popular on social media have also become utilized in digital advertising trends.
With the support of video content, brands can convey messaging in a new way that was traditionally shown with text and/or images on social media.
Looking at brands like Wendy’s, the company has done a masterful combination of showcasing the product, infusing a bit of humor, and educating the audience. This can be seen on multiple platforms with a mixture of videos and posts.
The commercial showcases the humor in a mild, yet playful manner while this response to a Tweet is a bit more forward.
Image courtesy of Ranker
The response of “Your dignity” plays to the theme of the commercial which tells the audience that a burger from Wendy’s is always fresh, never frozen.
Silent Videos
A study by Verizon Media polled residents in the United States and found that 69% of people consuming videos do so without the volume on.
These people could be those sitting in a quiet restaurant, parents rocking an overly tired baby to sleep (hint: it’s me), someone working in an office, individuals with hearing loss, or any other number of reasons.
This same study shows that a staggering 85% of audience members are more likely to watch an entire video if it has captions. Admittedly, I am also someone who enjoys captions on videos, even with the volume turned on.
To make videos easier to consume by a variety of audience members, it’s ideal to incorporate captions or subtitles.
But when it comes to incorporating this type of text, it’s vital to ensure it is accurate. This means avoiding misspellings, skipping or missing words, or relying on autogenerated text. Although it can be very convenient, autogenerating doesn’t always get it completely correct.
Incorrect or missing text can lead to confusion for the audience.
Behind the Scenes Content
Whether it’s a how-to, do-it-yourself, or crafting video, consumers love watching videos to learn more.
A desire for the need for authenticity, behind the scenes (BTS) content gives the viewer a look inside, a glimpse of product production, a photoshoot, and so much more. This trend gives us a glimpse behind the curtain for a deeper look into the brand and its authenticity.
This glimpse can also be bloopers, outtakes, or footage left behind on the cutting room floor. It’s a unique perspective that brands are starting to utilize.
Marvel Studios is no stranger to this trend, in fact they have provided fans with an extensive look BTS of a number of films. This peak behind the curtain keeps the audience engaged with the brand and looking forward to what’s to come.
And unless the fans have the same type of equipment at home, it’s unlikely that an audience member will be able to pull off the same quality production as the studio.
But you don’t have to share the secret family recipe in a BTS video to get attention. Creating a video that is engaging and not overtly pushing a product or service is a great start.
Incorporate SEO
Search engine optimization (SEO) plays an integral role in the success of multiple facets of a marketing strategy — including video.
Optimizing the brand’s videos to be indexed to help it rank on search engines, like Google, isn’t a new concept. But for some, it isn’t practiced on a consistent basis.
This process includes keyword research to optimize the title, description, and hashtags. By doing so, the video can be substantially easier for people to find. Thanks to the autosuggest feature found on platforms like Google and YouTube, a well-crafted title can help put a video in front of the right audience.
Autosuggest is a function which populates potential searches as the user begins to type, as seen below.
Then, based on the search query, a list of videos will be suggested to the user. So even though a fun or quirky title might seem like an attractive approach, it can actually be harmful as it won’t rank as well.
The first two results displayed based on my search query gave me exactly what I was hoping to find.
Optimizing TikTok videos for SEO is just as important as the videos added to the brand’s YouTube account.
Not only should the video content be engaging, but the description should include long-tail keywords. This strategy can help put the TikTok content in front of the intended audience, but it can also help to increase clickability and engagement.
OTT Advertising
Streaming services like Hulu are what’s known as over-the-top (OTT) services, bypassing traditional television, allowing viewers to watch what they want and when.
By constantly capturing data and gathering audience insights, streaming platforms can be a dream-come-true for marketers and business owners.
Thanks to the ability to reach small, highly targeted audiences with personalized content, creates the opportunity to serve ads that can move viewers further down the marketing funnel.
When creating an OTT advertisement, it’s important to ensure the viewing experience is consistent whether it’s being consumed on a connected TV, laptop, or smart device.
It is also important to keep the video relevant to the audience and ensure messaging is short and concise. This method aims to grab the viewer’s attention before they skip the ad — or walk out of the room.
Videos Tailored to the Brand
Above all, creating tailored videos complete with the brand persona and messaging is key to maintaining consistency and leaving a lasting impression. The same persona and messaging should also be found throughout all campaigns — digital and traditional included.
But for some, this might be easier said than done. With this in mind, it is essential to work with a group of professionals with a proven track record of completing this feat time and time again.
The video production department at Elevation Ten Thousand is accustomed to telling stories for brands that capture the audience’s attention while also ensuring messaging is consistent with that of the rest of the campaigns.
This attention to detail helps to ensure messaging resonates with the audience and keeps the brand top-of-mind.
To put these video advertising efforts of 2022 — and other practices to work for your brand, contact E10K today and allow us to bring your brand to new heights.
