How Video Consumption is Altering in 2022 [New Research]

In 2022, video is extra necessary to shoppers than ever earlier than.

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

Whereas video is not going wherever, it is at all times 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, shoppers are counting on advertising and marketing movies from manufacturers.

Prior to now, shoppers would go to web sites, take a look at on-line opinions, watch commercials, and possibly watch just a few 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 sort of content material of their analysis section.

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

The pattern is evident: in 2022, shoppers more and more anticipate to see video content material from manufacturers. Why? Movies give shoppers 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 may not 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 increase a client’s belief in a model or providing. 

2. Escapism is the secret.

Prior to now, older generations might need turned on their favourite TV sitcom or gone to the films to flee from the stresses of every day life. Whereas the platforms have modified, the necessity for stress-free or entertaining content material hasn’t.

In accordance with HubSpot Blogs analysis, shoppers say they primarily watch movies to “assist me loosen up and unwind.” Moreover, folks cited, “To snigger or be entertained,” because the second most typical purpose.

Even for those who’re creating informative advertising and marketing movies, it is best to think about experimenting with humorous anecdotes or including different entertaining qualities. All for including enjoyable parts 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. Actually, in accordance with HubSpot Blogs analysis, 13% of shoppers 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 particular person you may need to watch and revel in your movies.

Making a purchaser persona and target market round this sort of particular person will aid you determine video subjects that they’re going to worth, profit from, and bear in mind..

4. Manufacturing high quality is turning into extra necessary. 

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

As an alternative, there are many methods to provide an inexpensive video with strong high quality from any dwelling 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 lower it.

Moreover, video software program like Vidyard, Bonjoro, and TwentyThree make it simple to report and ship quick video messages – like pitches, welcome movies, and extra — to prospects while not having a Hollywood funds.

5. Shoppers favor shorter movies.

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

In case you’re new to video, beginning with short-form movies may also help you get your toes moist — and inform you what resonates together with your viewers. 

You additionally must set the appropriate tempo to 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 rapidly and maintain their consideration?”

In case you’re frightened that components of your video appear uninteresting, you may need 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 technology, the video world will proceed to evolve.

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

Moreover, the overwhelming majority of video shoppers now try to study one thing new about an curiosity or interest, somewhat than simply utilizing video to entertain themselves. This implies entrepreneurs can harness instructional movies of their technique and supply shoppers 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 at all times 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 shoppers’ pursuits, hobbies, and behaviors.