Hannah, principal of Hannah Nieves Consulting, helps build profitable brands through marketing, branding and PR.
It’s no secret that video has taken over the digital marketing space over the last few years, especially on social media. According to Wyzowl’s State of Video Marketing Report, 92% of marketers who use video say it’s an important part of their market strategy. It makes sense. Video is a creative and impactful tool used to influence our audience in a more strategic and influential way than ever before (and create more engagement!).
The climate of the online marketplace is destined to shift and expand with the rise of the metaverse and its impact on social media marketing as a whole. Digital marketers everywhere need to be in the know when it comes to understanding how video will impact social media in 2022.
Short-form video is the future.
We’re all aware of the rise of short-form video platforms like TikTok, and the popularity of Instagram’s latest feature Reels, but short-form video continues to take priority as the means for content creators and brands to reach larger audiences with minimal effort.
Incorporating short-form video into your digital marketing strategy is crucial for brand exposure and reaching your target audience. It pushes traditional media boundaries and allows your audience to easily consume information at a faster pace while also allowing your brand to showcase its personality and voice in an entertaining piece of content.
There are a number of ways to incorporate short-form video into your communications strategy, but I have a few ideas to help you get started. If you’re a product brand you can create IG Reels sharing tutorials of the product or partner with influencers who create short-form content showcasing your product’s unique features. For service-based businesses, a short-form video testimonial allows existing customers to speak directly to potential customers. You should also consider creating content around your mission statement or brand values.
Creativity and strategy need to go hand in hand when working with video.
Video marketing is a combination of creativity and strategy. The two go hand in hand in creating an impactful campaign for your brand. From a creative standpoint, have fun with it! Incorporate your own voice and personality into your video content. Establish a visual atmosphere for your content through beautiful stock imagery, animation graphics, music and sound effects.
Whatever creative spin you put on your video content, you also want it to support your brand authority in your space. If your brand is more laid back, you could have user-generated or behind-the-scenes content. On the other hand, if your brand is more professional and polished, you could shoot B role content at your next brand photoshoot to use in your marketing.
When it comes to incorporating the strategy piece of your video content, it’s important to create an interactive experience for your audience. You want your audience to engage, and so your content should be a two-way conversation, where you speak directly to your audience and they respond back. Incorporate a call to action, build brand awareness and promote trust between you and your audience.
The future will change and so should you.
How you speak to your audience through the digital marketplace is going to be completely different compared to years past. Gone are the days when marketing included paper ads and billboards, where you could put a simple call to action and watch the response happen. Instead, consumers and brands have a more intimate and personal relationship. Brands are now speaking to their audience and receiving a personal response.
While initially this change in the marketplace can feel daunting, remember that you as the brand are still in control of defining the narrative and curating that community. As the marketplace continues to shift and evolve, so should you.
Consider the rise in video marketing to be an invitation to increase your brand awareness. Through creativity and a detailed strategy, your brand can keep pace with the ever-changing digital marketplace and be ahead of the curve in 2022.