Video is everywhere. From binging Netflix to falling down a TikTok spiral, people across the world are spending hours consuming video online. The question on all our lips though is, how will video evolve in the future? What trends will shape the way we consume video over the next decade?
In this blog, we'll dive into the data to see how consumers are currently interacting with video and if there are any noteworthy changes in video consumption that you should know about for your video marketing campaigns.
Important stats
In 2022, it’s crucial that you include video marketing into your overall marketing strategy.
With modern smartphones and ever-increasing internet speeds, video is becoming more accessible to people around the world.
As a result, more people than ever are now actively seeking videos to learn about new products and listen to reviews.
If you still aren’t 100% set on introducing video marketing, let the following stats speak for themselves:
- The average person now spends 100 minutes a day watching online videos.
- 80% of video marketers say video has directly helped to increase sales.
- 72% of consumers say they prefer to learn about a product or service through video.
- 84% of people say they were convinced to buy a product or service by watching a brand’s video.
- Viewers retain 95% of a message when they watch a video, compared to only 10% when they’re reading [Forbes].
Consumers prefer video
Back in the day, we used to jump from website to website tracking down every review we could find about a product or service. Today, video is accessible on almost every major social media network. As consumers, we are all relying more and more on the type of content we see during our research phase.
According to HubSpot, over 66% of consumers watched video content to learn about a product or service. This includes product demos, reviews, unboxings, and FAQs.
Why is this the case? In 2022, consumers expect to find video content from brands. Videos give consumers the chance to see a product or service in action, seeing how it works in the real world and lets them see any flaws or trade-offs they should know before purchasing the product or service.
Further, due to the personal touch of a video, consumers may feel as though the content appears more authentic than an overly produced product shot or commercial. This helps boost trust for brands.
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Entertain and inform with video
HubSpot's data shows that consumers are watching videos to relax and unwind or to be entertained. You should keep this in mind when creating your marketing videos.
Don't just read out product information on a video. Imbue some personality into your videos. Add some jokes, anecdotes, or fun bits to your production so your viewers are entertained and informed.
Regardless of the type of video, whether it’s video ads, video across social media platforms, or live streaming video, you should always put entertainment front and centre.
This is what keeps consumers subscribed to your socials and coming back for more.
Who's watching your videos?
According to HubSpot, consumers are watching content that is related to their passions. 13% of people watch videos to explore their passions or interests, whereas 11% want to learn something new.
Make sure you are creating content with these people in mind. Create a buyer persona and a target audience so that you can identify topics that they'll see as entertaining and beneficial.
Consumers care about production quality
Research into video marketing statistics says that 36% of consumers see production value as "somewhat important", while 28% see it as "very important".
Good production quality doesn't require super high budgets or famous faces. Producing a quality video can be done on a small budget.
Shorter videos are here to stay
Thanks to the rise of the TikToker, consumers are looking for more short-form videos. Videos under three minutes fall into this sweet spot. If you're new to creating video content, starting with short-format videos can help you get up to speed faster. Plus, there's no better way to see what works than testing different lengths.
You also need to set the perfect pace for your video content, says Scott Brinker, CEO of VideoNuze. In fact, he suggests watching a few videos from brands like P&G, Coca Cola, and Procter & Gamble to understand how long people watch.
Before you upload a marketing video online, take a step back and re-watch it from a consumer's perspective. Ask yourself, "Is this video pulling viewers into the action quickly, and keeping their attention?"
TL;DR - video consumption trends in 2022
Video marketing is the future. More marketers across the globe are jumping onto new video marketing trends to get results for their clients.
Remember the following before starting your next campaign:
- Over 66% of consumers watched video content to learn about a product or service
- Keep your video entertaining and informative
- Create content with your target audience in mind
- 64% of consumers see production value as "important”
- Shorter videos are here to stay
The world of marketing is constantly evolving. As marketers, it's crucial that we continue to analyse the latest trends so we can continue to reach the target audience. Video marketing is a growing area and one that is set to become crucial to modern marketers as videos become more accessible.
As video consumption is ever evolving, agencies need to be proactive and take advantage of new trends. Refuel Creative is here to help our clients stay on the cutting edge of marketing with the latest in video marketing strategy and equipment. Learn more about video marketing and how Refuel can help you in the link below. 
