Video In 2022: Where You Should Be Focusing Your Efforts

Josh Lomax
April 14, 2022

Video In 2022: Where You Should Be Focusing Your Efforts


2022 is here! Last year was an interesting one, to say the least, but now it’s time to look forward. As a marketer or business owner, this is always an interesting time. What’s the plan for the new year? How will this year differ from last year? Where are you going to be focusing your efforts going forward?


2021 was a crazy year.


Pandemics, TikTok’s, Metaverses… it almost sounds made up.


A LOT has happened.


I think we can all agree on that.


A lot has also happened in the world of marketing. 


Video marketing, for example, has boomed amidst the many restrictions we’ve faced over the course of the last two years. 


In fact, 91% of marketers say that they feel that video has become more important for their brand since the beginning of the pandemic. 


A further 70% claimed that they expected their video marketing budgets to increase over the course of 2021.


What does all this mean for you?


That you should at least be considering video production in the new year.


Video marketing is growing and will continue to grow into 2022.


With that being said, where exactly should you be focusing your efforts with video marketing in 2022?

Live video

This one will probably come as no surprise.


Live video has long been seen as “the next big thing” and that statement is arguably coming to fruition.


We promise that we won’t keep harping on about the pandemic but it goes without saying that live video definitely benefited from it. 


When we were restricted to our homes during the many lockdowns, live video came to the rescue.


Want to meet up with friends for quiz night? Discuss your latest marketing strategy with your team? Show your parents your new dog?


Live video was the answer.


Even commercially, live video came to the forefront.


Products have been endorsed and advertised wholly through the capabilities of live streaming. Even theatres have produced full-length Broadway productions, all completely live. 


Statistically, live videos on Facebook receive six times the amount of engagement to that of traditional video. They also report a three times longer viewing time. 


What we’re essentially saying here, is that era of live video is upon is.


What does this mean for you?


In 2022, streaming some form of live content should be included within your video marketing strategy.


We’re not saying to go crazy with it but you should definitely be testing the water.


Live video is growing across the board and the best time to jump on board would be now.

Vertical video

This is no doubt another unsurprising addition on our list.


With the proliferation of TikTok, Instagram Reels and YouTube Shorts, vertical video consumption is at an all time high.


You only have to look at the growth of TikTok alone to tell you how serious the world is about vertical video.


TikTok has been one of the fastest growing social media platforms to date. It’s not so much the numbers, it’s how fast the social media giant has achieved those numbers. 


Just to give you some actual numbers though, TikTok has been downloaded over 3 billion times and currently boasts 689 million users worldwide. 


Vertical video isn’t just about TikTok. Stories are seeing a surge too.


Did you know that on estimate around 86% of Instagram users post stories every day? And that around 60% of millennials are watching stories? Don’t forget here that practically every social behemoth now offers a story feature.


We can’t escape it. Vertical video is huge.


Why is this the case? It’s very likely due to its accessibility. 


Not only can you consume vertical content straight from your mobile device without the hassle of turning it landscape, you can also create vertical content straight from your mobile device without the need to understand formatting and aspect ratios.


We don’t need to tell you that when it comes to consumers, the easier something is to use, the better.


What does this mean for you?


That you should be shooting vertical video content. There’s not much more to say on that.


Start producing content across TikTok, Reels, Shorts, Snapchat - whatever you feel works for your business and fits your brand. 


Vertical is seeing such a surge right now that it’d be foolish not too. 


Let us be clear here though. We are in no way suggesting scrapping traditional horizontal videos that you see across your television screens and social media platforms. 


Horizontal video is still thriving.


This isn’t some horizontal vs vertical debate. It merely depends upon the purpose of your content.

User-generated content (UGC)

As you can imagine along with vertical video, user-generated content is also on the rise.


UGC has been growing over the past few years but with the explosion of platforms like TikTok and vertical video, UGC has cemented itself at the forefront of many brand strategies.


So, just why is user-generated content so popular?


Simply put, it’s trustworthy.


User-generated content is real. It’s raw in its form and honest in its content.


This isn’t some faceless brand communicating with you. It’s a human being with thoughts and feelings just like me and you. 


They have no ties to said brand, they are just expressing an opinion about something. 


To put this into some statistics, 85% of consumers claim that user-generated content is more trustworthy than communication directly from brands. A further 68% said that they find UGC content more authentic and another 57% reported that they followed a brand online purely because of their UGC.


User-generated content has grown so much that KFC actually produced a television ad during lockdown made up of it. It was a humorous ad that poked fun at people making their own KFC meals whilst stuck at home. They used plenty of vertical UGC and it worked a treat for them. It trended across socials and undoubtedly put them in a commanding position. A perfect way to welcome customers back into their restaurants.


What does this mean for you?


So now you’ve heard how good user-generated content is, should you ditch all your other marketing efforts this year and focus solely on UGC?


Of course you shouldn’t. 


But you should definitely be including some form of user-generated content in your 2022 marketing strategy. 


Save your voice and let your customers tell the world how great you are.

Search-optimised video

I know, this doesn’t sound revolutionary given videos already existing relationships with SEO but here me out.


What we’re talking about here is videos that are specifically optimised for search results.


Forrester claims that videos are 53 times more likely to generate first page rankings when compared to traditional SEO methods. 


According to research from Brightedge, Google is now putting video snippets next to 26% of search results to entice users into clicking on them.


What this means is that your content could appear in a Google search that is related to the subject of your video. Basically, a well optimised video has a much better chance of appearing in a search results page. 


This is also relevant for YouTube in 2022 too. They are promoting videos that use their chapter feature as it makes it more relevant to search engines, just like we discussed above.


When someone searches for a particular query, there’s a strong chance that a YouTube video will come up anyway. What you’ll see now however, is a chapter of a YouTube video coming up. This means that when you click on the video it will take you directly to the chapter of interest and cut out the rest.


If you want to read further on YouTube chapters or just general YouTube trends for 2022, we’ve got you covered there too!


What does this mean for you?


This means that you need to start optimising your video content.


Here’s a quick guide to how you can start.


The first way to optimise your content is to make sure it’s actually adding value to your consumer. Make sure that every video you release has a purpose and something for your viewer to gain. Stay away from the sell, sell, sell approach. Not every post needs to be a sales pitch.


The second is to optimise the backend of your videos. This is what you should, and probably are, already doing. We’re talking title tags, keyword rich descriptions, engaging thumbnails and community interactions. You can find plenty of video SEO checklists online that will run down everything you need to do before posting. 


The final way to optimise your content is to stay consistent with your posting schedule. As you may have guessed, Google loves video content. Google also loves consistency and value. If you post consistent and valuable content, you will see a boost in your traffic and SEO rankings.

Silent videos with subtitles

Did you know that 85% of Facebook and Instagram videos are watched without sound? That's a whole lot of silent content being consumed.


It may sound like a lot, and it is, but it does make sense in the grand scheme of things. We keep saying it but video content genuinely is massive now. It’s being consumed all the time. 


With that fact in mind, that also means it’s being consumed in places where having the sound on wouldn’t be the wisest. For instance, nobody wants to be in a doctors waiting room blurting out driving fails. It just isn’t good for anybody involved.


This is where subtitles come in.


Consumers actually watched ads with captions 12% longer than they did those without. Really think about that statistic for a second. A twelve percent increase just for adding captions? It’s a no brainer. 


Subtitles can be a quick fix to content that would rely on sound to express emotion. They’re easy to add into your videos and can potentially boost your engagement rates.


Now, we’re in no way trying to say that you should just forget about sound design. You really need to think about the purpose of your video before you start adding subtitles and ditching sound effects. 


For example, platforms like TikTok and Instagram Reels actually rely heavily on sound for a lot of their content. Music and sound bites trend across these platforms constantly and add a lot to the users who regularly post on there.


Whereas, platforms like Facebook and Instagram are binge-scrollers. Consumers often carelessly scroll through multiple videos without a hint of sound.


Definitely something to think about going forward with your content. 


What does this mean for you?


Well, like we’ve just discussed, it really depends upon the purpose of your content.


It’s certainly something that is worth considering though.


So many videos are watched without sound these days that subtitles can often be a good choice regardless. The good news here is that subtitles are actually really easy to add and most video editors will have the option to add them as a standard feature.

Augmented reality (AR) and virtual reality (VR)

This is somewhat of an honourable mention, if you like.


It’s not something we’d urge you to invest all of your money and time into over the course of 2022 but it is definitely something we should all start thinking about.


Whether we like it or not, the world is becoming more and more virtual. 


From a cryptocurrency boom to Adidas and Nike selling clothing NTFs, the world as we know it is changing.


Mark Zuckerberg not so recently announced that Facebook’s parent company was being renamed as Meta.


In their own words, ‘the metaverse is the next evolution of social connection’. They say their mission is to bring said metaverse to life. 


If this is all sounding like made up gibberish to you, trust us, you’re not alone.


Unfortunately though, we have to embrace change.


Virtual reality has been pushing the boundaries for years now. From the early days of 3D glasses to the modern day where you can watch films and play games in full VR. 


The same can be said for augmented reality. Do we really need to say more than Pokémon Go?


How many apps have we seen like that since? Countless.


It really is a crazy world.


What does this mean for you?


Like we said at the beginning, we’ve added this as a thing to think about for 2022.


This isn’t going to go away and the sooner we embrace and adapt, the better.


We’re not suggesting that you go and blow all your budget on a risky AR project. We’re simply giving you some food for thought.


The world changes fast and we’ve got to learn to change with it.

Final thoughts

Video had an amazing year in 2021 and it’s arguably set for an even better year in 2022.


At this point, you’d be doing yourself a disservice by not having at least some form of video marketing within your 2022 strategies.


Just like any other industry though, change is prevalent.


You’ve got to stay up to date and as on top of trends as you can because they will quickly pass you by. Opportunities are always there but are often missed.


As has been the theme of this article however, the more we can adapt and change with the times, the more chance we have of success.


Now go get your cameras out!