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 through dwell video.

Whereas video is not going anyplace, 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 movies from manufacturers.

Prior to now, customers would go to web sites, take a look at on-line evaluations, watch commercials, and perhaps watch just a few YouTube movies to study a product. Now, with video being accessible on each main social media community, they’re studying to rely extra closely on such a content material of their analysis section.

In accordance with HubSpot Blogs analysis, 66% of customers have watched video content material (i.e., product demos, evaluations, FAQs, unboxings, and so forth.) to study 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 study within the text-based description.

Additional, this content material may additionally look like extra genuine than a closely edited product shot, which may increase a shopper’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 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, 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 when you’re creating informative advertising movies, you need to think about experimenting with humorous anecdotes or including different entertaining qualities. Considering including enjoyable components to your subsequent advertising video? Get impressed by main manufacturers that successfully used humor of their advertising.

3. Shoppers lean into their passions.

Apart from 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 response to 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 particular person you may wish to watch and luxuriate in your movies.

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

4. Manufacturing high quality is changing into extra vital. 

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

As a substitute, there are many methods to supply an reasonably priced video with stable high quality from any dwelling or workspace. And bear in mind, oftentimes the success of a video depends on the worth it gives. In different phrases, fancy lighting alone will not minimize it.

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

5. Shoppers want shorter movies.

Because of 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.

If you happen to’re new to video, beginning with short-form movies may help you get your toes moist — and let you know what resonates together with your viewers. 

You additionally must set the correct tempo to your video content material. Earlier than you set a advertising 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 rapidly and preserve their consideration?”

If you happen to’re anxious that elements of your video appear uninteresting, you may wish to shorten it. However, in case your workforce 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 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 study 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 customers now try to study one thing new about an curiosity or pastime, quite than simply utilizing video to entertain themselves. This implies entrepreneurs can harness academic movies of their technique and provide customers content material that pertains to their area of interest, whereas additionally advertising 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 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.