In 2022, video is extra essential to customers than ever earlier than.

Every day, we stream our favourite reveals, watch YouTube movies to study one thing new, or observe occasions, Q&As, and interviews through reside video.

Whereas video is not going anyplace, it is all the time increasing, altering, and evolving to suit client preferences and new platforms — and entrepreneurs should sustain.

Right here, we’ll spotlight 5 research-backed methods video consumption habits are altering and the way entrepreneurs can reply strategically.

How Video Consumption is Altering in 2022

1. More and more, customers are counting on advertising and marketing movies from manufacturers.

Prior to now, customers would go to web sites, have a look at on-line evaluations, watch commercials, and possibly watch a number of YouTube movies to find out about a product. Now, with video being accessible on each main social media community, they’re studying to rely extra closely on this kind of content material of their analysis part.

In response to HubSpot Blogs analysis, 66% of customers have watched video content material (i.e., product demos, evaluations, FAQs, unboxings, and so forth.) to find out about a model or product.

The development is obvious: in 2022, customers more and more anticipate to see video content material from manufacturers. Why? Movies give customers the chance to see how a services or products works in actual life, uncover any flaws earlier than buying the merchandise, and establish perks that they may not find out about within the text-based description.

Additional, this content material may also look like extra genuine than a closely edited product shot, which may enhance a client’s belief in a model or providing. 

2. Escapism is the secret.

Prior to now, older generations may need turned on their favourite TV sitcom or gone to the flicks to flee from the stresses of day by day life. Whereas the platforms have modified, the necessity for enjoyable or entertaining content material hasn’t.

In response to HubSpot Blogs analysis, customers say they primarily watch movies to “assist me calm down and unwind.” Moreover, individuals cited, “To giggle or be entertained,” because the second most typical cause.

Even in case you’re creating informative advertising and marketing movies, you need to think about experimenting with humorous anecdotes or including different entertaining qualities. Taken with including enjoyable components to your subsequent advertising and marketing video? Get impressed by main manufacturers that successfully used humor of their advertising and marketing.

3. Customers lean into their passions.

Except for searching for escapism, YouTube viewers are motivated to look at content material that teaches them new issues, particularly when associated to their passions, pursuits, hobbies, or social causes. In truth, in accordance with HubSpot Blogs analysis, 13% of customers watch movies to “discover an curiosity or ardour,” whereas 11% need to “study one thing new.”

Odds are your product pertains to somebody’s pursuits, hobbies, passions, or profession. That is the kind of individual you may need to watch and luxuriate in your movies.

Making a purchaser persona and audience round this kind of individual will enable you establish video matters that they’re going to worth, profit from, and keep in mind..

4. Manufacturing high quality is changing into extra essential. 

36% of customers really feel manufacturing worth is “considerably essential,” whereas 28% really feel it is “crucial.” However concern not — this doesn’t suggest it’s essential to lease a high-priced studio or enlist A-list celebs. 

As a substitute, there are many methods to supply an inexpensive video with stable high quality from any house or workspace. And keep in mind, oftentimes the success of a video depends on the worth it supplies. In different phrases, fancy lighting alone will not lower it.

Moreover, video software program like Vidyard, Bonjoro, and TwentyThree make it straightforward to report and ship quick video messages – like pitches, welcome movies, and extra — to clients without having a Hollywood funds.

5. Customers choose shorter movies.

Because of the rise of TikTok — and the wave of short-form content material that adopted — customers are searching for fast, snappy movies. Particularly, movies below three minutes fall right into a candy spot.

Should you’re new to video, beginning with short-form movies will help you get your toes moist — and inform you what resonates along with your viewers. 

You additionally must set the correct tempo in your video content material. Earlier than you set a advertising and marketing video on-line, re-watch it from the point-of-view of a considerably busy client. Then, ask your self, “Does this video pull viewers into the motion shortly and hold their consideration?”

Should you’re fearful that components of your video appear uninteresting, you would possibly need to shorten it. However, in case your staff thinks it is entertaining or informative the whole time, you’ll be able to experiment with publishing your longer-form video and studying from its outcomes.

Navigating Video in 2022

With every new technology, the video world will proceed to evolve.

Nonetheless, at this level, the video panorama is altering in favor of entrepreneurs. Not solely do customers choose to find out about manufacturers through video content material, however they use it as a mandatory device within the information-gathering part of their purchaser’s journey.

Moreover, the overwhelming majority of video customers now attempt to study one thing new about an curiosity or pastime, fairly than simply utilizing video to entertain themselves. This implies entrepreneurs can harness academic movies of their technique and supply customers content material that pertains to their area of interest, whereas additionally advertising and marketing a model or product.

Again to You

Video is not going anyplace, however it’s all the time increasing, altering, and evolving to suit new client wants and new platforms.

As this content material continues to evolve with every new technology, entrepreneurs ought to proceed researching video customers’ pursuits, hobbies, and behaviors.