6th September 2022 by 
Video is becoming evermore important to consumers in 2022 according to new research conducted by Hubspot.
Video is always changing, expanding and evolving to accommodate consumer preferences and new platforms. For marketers, it is a constant battle to keep up.
From streaming our favourite shows or to watch a YouTube video to learn something new, or follow events and the news via live feeds, each day millions of us do this.
Hubspot has highlighted the top five ways that video habits are changing.
Marketing videos from brands are increasingly relied upon by consumers
Looking at online reviews, a few YouTube videos, visiting websites and watching commercials are a number of ways we would gather information on a product in the past. These days, video is available on every social media network including Instagram, which in my opinion is a move against the reason why the platform was created in the first place. Nonetheless, we are relying more on this type of content within our research.
66% of consumers have watched video content to learn about a brand or product. Why? Because it gives the opportunity to potential customers to see how the product performs in real life, discover any issues before purchasing or discover any advantages that they may not learn from a text-based description. Furthermore, the video may appear more authentic.
Escapism
Escaping from the stresses of everyday life is a must for our own wellbeing and mental health. Over the past years, we may have turned to our favourite TV dramas or sitcoms. Whilst the platforms have changed, our need for entertaining or relaxing content has not.
According to Hubspot’s research, consumers cited the top reason for watching video is to help them relax and unwind. To laugh and be entertained came in second place.
Why do you watch videos?
- To help me relax and unwind, 32.8%
- To laugh or be entertained, 26.3%
- To explore an interest or passion, 13.3%
- To learn something new, 11.5%
- To escape from daily life, 6.8%.
Even when creating informative videos, consider throwing in some funny anecdotes or other entertaining aspects. Many brands have effectively used humour in their marketing.
Relating to interests, hobbies and passions
Youtube viewers are motivated to watch videos that teach them new things, more so when it is directly related to their hobby, interests or causes. For me, I have watched many a Youtube video on astrophotography techniques. According to Hubspot’s research, 13% of consumers watch videos to explore their passions or interests further. Another 11% want to learn something new.
Chances are that your product will relate to someone’s interest, career or hobby. This is the kind of person you want coming back time and again to enjoy your content. Creating a persona will help you tailor your content to topics that they will benefit from, value and remember.
The quality of production is important
36% of consumers feel that the production quality is ‘somewhat important’ and 28% feel it is ‘very important’. But this does not mean you need to hire a high-priced studio or an A-lister like Brad Pitt.
There are a number of ways to produce an affordable video with good quality from any workspace. Often, the success of the video is related to the value it provides. Fancy camerawork alone will not hit the mark.
Video software like TwentyThree for instance makes it easy to send and record short video messages. Consider content like pitches and welcome videos for customers without the need of a Hollywood blockbuster budget.
Shorter videos are more popular
When TikTok emerged, a wave of short-form content quickly followed. However, questions over the security of TikTok are coming to the fore. Consumers are seeking quick and snappy videos, this is where Instagram Reels is attempting to muscle in on this market betting on a TikTok decline. In any case, videos under three minutes fall into the most popular time length.
That said, the pacing of your video is just as important. Before hitting the publish button, re-watch your video from the point of view of your busy consumer. Does this video catch the consumer’s attention quickly and keeps them engaged throughout?
If parts seem dull, shorten it. However, if you think it is engaging throughout, consider publishing a longer video and learn from the resulting analytics and conversions.
Video in 2022
The evolution of video will continue at a pace.
However, the landscape is favouring marketers more. Consumers prefer to learn about brands and products via video content, they use it as a tool in their research phase of their journey, hopefully ending with a purchase.
The vast amount of consumers also want to learn something new about an interest or hobby. This means educational videos can become part of a marketing campaign. This offers something relating to their niche whilst at the same time marketing a brand or product.
Video is here to stay and will always expand and evolve to fit new consumer needs and platforms. Research is an important step in any marketing campaign and you should continue researching video consumers interests and hobbies.
Need help with improving campaigns with video to help your business stand out from the crowd? We have the expertise and we would love to help you.
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