The B2B and B2C Video Trends for 2022
21 Jun

So, what are the B2B and B2C video trends for 2022? Over the past two years, the use of video content has shot up 81% of businesses use video as a marketing tool up from 63% over the last year.

These numbers indicate that both B2B and B2C companies are beginning to understand the real value of video content and what it can do for their business.

94% of marketers who use video plan to continue.

When it comes to video? Below are some of the most important that you need to follow. 

Personalization

Personalization is a B2B and B2C video trend that has really picked up steam in 2021 and will undoubtedly continue to do so in 2022 as well. The purpose of customization of video content is to increase engagement, just like it happens with an email when you add the other person’s name in it. 

As companies begin to automate and digitize, their customer communications, the personalization of video content will play a significant role in the scaling process. In short, it will keep this communication more human, allowing both B2Bs and B2Cs to address their audience as individuals. What’s more, the whole process will be completely automated. 

Live Video

Live streaming is another video trend that has gained a lot of popularity on social media, particularly on Facebook and Instagram. And like with video personalization above, live streaming was shown to increase audience engagement.

In 2019, internet users watch 1.1 billion hours of live video. (StreamElements)

More Instagram, Less Facebook

Over the past couple of years, or so, Facebook has begun limiting the organic marketing power of its News Feed algorithm and started favoring a more people-first approach. It was in large part due to the widespread distribution of misinformation on the platform. And what this means, going into 2022 is that targeted and paid ads will become more expensive as time goes on. 

The good thing, however, is that Instagram has pretty much taken up this mantle. Statistics indicate that branded Instagram content has ten times the engagement rates of that of Facebook. What’s more, Instagram’s IG Stories and IGTV functionalities have also seen a significant uptake regarding targeted reach and engagement which is excellent news for video marketers. 

The 6-Second Video Ad

Six-second videos have been around for a while and have been reintroduced as a stand-alone form of advertising. Studies have indicated that 90% of these six-second ads drive ad recall as well as a 61% rise in brand awareness. Even TV networks such as FOX are using these type of short ads during NFL, baseball, and soccer games. 

With higher competition, demand, and the so-called ad fatigue, it’s no surprise that the push for shorter content is on the rise. Six-second ads are just the next video trend in that regard. There are, of course, specific challenges that come attached to this type of short video. Storytelling and editing need to change somewhat to be able to adapt to just six seconds of screen time. Nevertheless, new and creative opportunities arise helping video marketers stand out from the rest. 

Takeaway from our B2B and B2C Video Trends for 2022

As you can see, Video remains a key priority for marketers with usage and spend both, overall, increasing slightly throughout 2021, and plans to increase again in the next 12 months.

The world of marketing is a continuously changing organism and only by staying on top of these B2B and B2C video trends will you be able to keep up with this evolution. Video content is, after all, the new powerhouse of the marketing industry. For more information on how to implement video into your campaigns in 2022, visit our website today. 

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