How Video Consumption is Altering in 2022 [New Research]

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

Every day, we stream our favourite reveals, watch YouTube movies to study one thing new, or comply with occasions, Q&As, and interviews by way of stay video.

Whereas video is not going wherever, it is all the time increasing, altering, and evolving to suit shopper 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.

Up to now, customers would go to web sites, take a look at on-line opinions, watch commercials, and perhaps 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 any such content material of their analysis section.

In keeping with HubSpot Blogs analysis, 66% of customers have watched video content material (i.e., product demos, opinions, FAQs, unboxings, and many others.) to find out about a model or product.

The development is obvious: in 2022, customers more and more count on 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 determine perks that they won’t find out about within the text-based description.

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

2. Escapism is the secret.

Up to now, older generations might need turned on their favourite TV sitcom or gone to the films 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 keeping with HubSpot Blogs analysis, customers say they primarily watch movies to “assist me chill out and unwind.” Moreover, individuals cited, “To chortle or be entertained,” because the second most typical cause.

Even in case you’re creating informative advertising and marketing movies, you need to contemplate experimenting with humorous anecdotes or including different entertaining qualities. Focused on 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. Shoppers lean into their passions.

Apart from on the lookout for escapism, YouTube viewers are motivated to observe content material that teaches them new issues, particularly when associated to their passions, pursuits, hobbies, or social causes. In actual fact, in keeping with HubSpot Blogs analysis, 13% of customers watch movies to “discover an curiosity or ardour,” whereas 11% wish 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 will wish to watch and luxuriate in your movies.

Making a purchaser persona and target market round any such individual will provide help to determine video subjects that they will worth, profit from, and bear in mind..

4. Manufacturing high quality is turning into extra vital. 

36% of customers really feel manufacturing worth is “considerably vital,” whereas 28% really feel it is “essential.” However worry not — this doesn’t suggest you’ll want to hire a high-priced studio or enlist A-list celebs. 

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

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

5. Shoppers want shorter movies.

Due to the rise of TikTok — and the wave of short-form content material that adopted — customers are in search of fast, snappy movies. Particularly, movies beneath three minutes fall right into a candy spot.

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

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

In case you’re anxious that elements of your video appear boring, you may wish to shorten it. However, in case your group thinks it is entertaining or informative your complete time, you possibly can experiment with publishing your longer-form video and studying from its outcomes.

Navigating Video in 2022

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

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

Moreover, the overwhelming majority of video customers now try to study one thing new about an curiosity or passion, quite 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 wherever, however it’s all the time increasing, altering, and evolving to suit new shopper wants and new platforms.

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