Video Marketing Trends to Watch in 2022

Video is everywhere — and it’s not going anywhere. A 2021 Wyzowl report found that 86% of companies used video as part of their marketing. Further, 93% of those using video saw it as a vital part of their marketing strategy, and 86% say video has increased their website traffic.

Cisco predicts that over 82% of consumer online traffic will be in video form in 2022. Social media advertising and marketing campaigns are including video now more than ever, in part due to the rise in consumer video consumption since the pandemic. From a marketing perspective, video is often quicker and more affordable to make, and companies can create their own videos in-house. Many can even create high-quality videos on smartphones, which drastically reduces the cost.

Speaking of smartphone-created videos, brands will have increasing opportunities for user-generated content (UGC) in 2022. The pandemic has continued to leave users skeptical of online platforms and flashy ads, so brands have had to get creative. Destinations can encourage travelers to record and share their experiences on social media. With the rise of social media influencers, many of these people have mastered the art of angles, lighting, and story-telling for the best user experience. And the stats don’t lie: consumers are 2.4 times more likely to view UGC as authentic than brandcreated content.

Short-form videos like those on TikTok, Instagram reels, and the newer YouTube Shorts are also huge, and they’ll continue to grow into 2022. Some of these videos only last a few seconds, allowing brands to communicate with their audiences quickly, effectively, and in easily shareable ways. Short video snippets can educate potential customers about an offering before they have a chance to get bored and move on to something else.

Live streaming has also seen a considerable uptick in recent years. As more people stay home and work remotely, live videos allow a unique sense of connection with brands and other people. On Facebook, people watch live videos three times longer than other videos, providing unique marketing opportunities for brands. There are chances to reach more diverse and engaged audiences.

Another interesting video trend is watching with no sound. Many mobile users scroll through social media in public places, which means they watch videos without listening to the audio. As a result, Facebook and Instagram have introduced autoplay features defaulted to play on mute. As we move into 2022, brands will need to create content with audio-free features in mind, such as accurate subtitles and appealing visuals.

As people continue to consume more video content online, you’ll need a solid organic and paid strategy to stand out from competitors. From small to large budgets, video can and should play a part in your content strategy. You can profit from the video mania to boost leads, drive traffic to your website, and maximize sales through the right strategies.

Like what you see? Download our whitepaper for the full rundown on video.

Learn more about how we can help you adapt to the evolving marketing landscape and ramp up your efforts.

Share This Story, Choose Your Platform!

  • May 8, 2024
    Traveler taking a photo of landmark

    User-Generated Content: A Destination Marketer’s Secret Weapon

    User-generated content comes in various formats: photos, videos, reviews, and blog posts, catering to different traveler preferences (CrowdRiff). This diverse content pool allows you to showcase the destination from multiple angles, attracting a wider audience with varied interests.

    2 min readBy Published On: May 8th, 2024
  • May 2, 2024

    Team Spotlight: Andrew Held

    Our next team spotlight features account executive Andrew Held. While new to the industry, Andrew is no stranger to the world of Travel and Tourism. […]

    1 min readBy Published On: May 2nd, 2024
  • April 16, 2024

    The 2024 Travel Outlook Survey Results: Slicing Up the Paid Media Pie

    Reaching repeat visitors and driving the right prospects requires having multiple paths from engagement to conversion. Based on our recent findings and given all the options at their disposal — both digital and traditional — how are DMO marketers planning to allocate paid media resources in 2024? When asked about directing American Rescue Plan Act (ARPA) funds toward marketing efforts, a [...]

    2 min readBy Published On: April 16th, 2024


"*" indicates required fields