If you’re involved in digital marketing at any level, you might be wondering what the new year has in store for video creation and sharing. Over the past two years, large companies and small businesses alike have embraced new approaches to their digital content.  One thing is for sure: video is here to stay, which is why we have developed a list of our predictions for video marketing in 2022.

Almost all social media platforms have expanded the availability of video creation resources, and there have been tweaks to the algorithms that drive a prioritization of video content. In 2022, Meta, the recently-rebranded parent company of Instagram and Facebook, will continue to prioritize video, and engage with smaller content creators by monetizing aspects of video content generation.

Here are five other predictions for video marketing in 2022

1. Video Rules the Roost

Prediction: In 2022, video will continue to be one of the most-consumed forms of digital content.While straightforward, video’s continued hold on consumers is fascinating, especially having experienced the changes to the digital landscape over the last 24 months. Video is taking over partially because of the expansive nature of social media and streaming services, but also because of the pandemic. Over the past two years there’s been a huge move to video content in terms of concerts, conferences, yoga classes, and everything in between. Consider the sheer availability of video. Every minute, YouTube users upload another twenty hours of video, and every day the site streams around 100 million videos. According to 99Firms, more than four billion video views take place on Facebook every day. With those kinds of statistics, it’s safe to say that video is here to stay in 2022.

2. ‘Live’ Is Here To Stay

Prediction: In 2022, live video will become even more mainstream. Live video—regardless of the platform—has emerged as an essential subcategory of video marketing. It’s a highly effective way for brands to connect with consumers, as well as for content creators of any kind to run classes, courses, and conferences. Crucially, while consumers prefer video content to other forms overall, they also engage at a much higher rate when the content is live.

Live video has also made a huge impact on Instagram and Twitter, as it offers more opportunities for celebrities, artists, and brands to get immediate attention, as well as collaborate between themselves.

3. Search-Optimized Videos

Prediction: In 2022, videos will become an increasingly important part of SEO strategy. SEO in blog posts and static social media posts is nothing new, but what about videos optimized for search? As you may have noticed in your everyday searches, videos are more likely to generate first-page rankings than other traditional SEO techniques. Brightedge reports that Google is now putting video snippets next to 26% of search results, and users are more likely to click them when they do.

Including relevant and accurate titles, video descriptions, and keeping things short can help you get your video to the top of the pile.

4. Shh… I’m Watching Something

Prediction: In 2022, videos should be optimized to be played on silent. Contrary to popular belief, most people watch mobile videos with no sound—even if there is an associated song or voiceover in the video that would augment the content. In fact, 85% of videos on Facebook are watched without sound. The statistics are similar for other video-heavy platforms like Instagram and TikTok, because people are watching videos on their smartphones everywhere they go. Whether they are sitting in a waiting room, scrolling before bed, or feeling bored during a meeting, it’s likely that there’s something they want to watch silently. In 2022, we will likely see many more marketers taking this into consideration, and using both closed captions and voiceover to make sure they cover all the bases.

5. Let AI Do the Work

Prediction: In 2022, AI Video creation will go mainstream. Over the past year, AI video creation has exploded in both quality and availability. Marketers have realized that creating high-definition, professional videos doesn’t have to be an expensive and time-consuming project. By automating video content creation, along with an existing marketing strategy, companies can increase the consistency and reliability of their posts, without sucking time and budget away from the rest of their marketing efforts.

“Video marketing is evolving every year and consumers are increasingly engaging with video content. Video content can be expensive to produce but with AI-generated content, that cost becomes negligible and it is incredibly fast to create. With AI-based video marketing tools, agencies and businesses can produce professional-quality content quickly and affordably.” — Will Feldman, Owner, Garlic Media

Make 2022 The Best Year Yet

Many brands are at a point where they recognize the efficacy of video marketing, regardless of the metrics they care most about. Video content has been repeatedly shown to prompt user engagement, deliver a high ROI, and cause high click-through rates. We predict that 2022 will see a continued prioritization of video, and the expansion of AI-generated material.

Thank you for reading our predictions for video marketing in 2022.

Please check out prontopia.com to learn more. And may 2022 be a great year for your video marketing efforts!