Thursday, December 9, 2021

Video, Video Production

2022 Marketing Outlook: Video Marketing Trends

Anyone in the marketing business knows how fast it’s constantly changing. After all, isn’t that the point? Innovation and creativity can be hard to keep up with, but we’re here to make it a little easier for you—at least on the video front.


As we continue our series on 2022 marketing trends, here are 7 video trends you can expect to see in 2022… and a few past trends that have proven staying power.

1. Live Video 

Live video became popular out of sheer necessity during the 2020 Covid pandemic. Many organizations treated live video as a lifeline for events and work. While we’re not as dependent on it as we were then, live video is here to stay. In fact, viewers prefer it. At least, that’s what the stats imply. Live video receives six times as many interactions as prerecorded video, and viewers watch it three times longer.

One of the biggest advantages of live video from a marketing perspective is that it also makes your organization look more credible and confident. Your ability to share content immediately instead of delaying it for editing or review keeps you relevant and authentic.

2. Smartphone Video Production

It’s no surprise Apple is pushing smartphone video production, and like most things Apple pushes, the #ShotOniPhone campaign caught on.

Not only do smartphones make video production more accessible to all of us, but they also have a lot of capabilities and features that traditional video equipment does not. That’s part of the allure. There are certain video styles you can only accomplish on a smartphone.

3. Vlogs

By now you’ve seen plenty of vlogs. It’s the videographer’s version of blogging, and there will only be more to see in 2022.

One of the things that makes vlogging so attractive is that it’s usually shot on a smartphone and minimally edited. Something about that combination makes it feel authentic—a quality audiences can’t get enough of.

4. AR and VR

The thing that makes augmented reality and virtual reality videos so appealing is that they’re interactive. Like anything, video must be continuously reinvented to keep people interested. Today’s viewers don’t just want to watch your content—they want to participate in it. AR and VR offer them the opportunity to star in your story.

5. Silent Videos

Who would have thought silent videos would make a comeback? The invention that was once a thing of the past is now a thing of the future. It makes sense though—people are watching videos everywhere: at their desks, on public transportation, in waiting rooms. The last thing they want is an ad for TUMS unexpectedly breaking the silence in a public place. Not cool.

Nothing gets your video skipped faster than unwanted noise. Make sure you’re creating silent videos that still get the message across. That way, you’re reaching those people who are looking but not necessarily listening.

6. User-Generated Content (UGC)

Many brands are relying on brand advocates to create User-Generated Content (UGC) for them. It’s not because brands don’t want to create their own content. It’s because viewers value UGC more than content that comes straight from your brand. So yeah, people trust your customers more than they trust you. That’s the cold, hard truth—but now at least now you know what to do about it.

7. Personalized Videos

Personalized email content has been around for a while. Now, personalized video is taking things to the next level.

With the help of personalized video software, you can use personalization to break through the noise, engage your customers more effectively and build better relationships. After all, who’s going to ignore a video that’s addressing them by name?


In addition to these up and coming trends, here are 3 video “trends” that we would now consider best practices:

Vertical Videos

Aren’t you glad social media platforms finally realized people hold their phones vertically? Any videos you’re creating for social should still be vertical. For websites, however, horizontal is usually preferred.


SEO is as necessary for videos as it is for content. But we’re not just talking about SEO optimization. It’s equally important to optimize for the channel you’re using. Think sound vs. silent, vertical vs. horizontal, long vs. short, shoppable link vs. none. These things all play a part in the optimization process.

Captioned Videos

With the growing popularity of silent videos, it doesn’t look like captions are going anywhere. Be sure to include captions with your videos whenever possible so you don’t miss out on that waiting room audience.


As loyal fans of creativity, we have to admit video is one of our favorite marketing tactics. It’s a blast. Just wait ’til you see our 2021 Christmas video…


Todd Steen
Kristie GraySmith
Jackson offices