It’s no secret that we’re big fans of video (and have been for 10 years now!) – but in the decade that we’ve been in business, video has never been bigger than it is today.
We used to see companies creating a marketing campaign or an outreach strategy, and creating a video to fit the bill… but with the average consumer now watching 16 hours of online video per week, more and more brands are switching on to the importance of video-first marketing.
When it comes to creating real connections with your customers, video is a close second to face-to-face; and with less and less of us spending time on the high street or in ‘real’ offices, video is becoming the only way to meaningfully connect with an audience, wherever they are.
How we watch is also evolving – since the choice of TV and film available to stream is almost endless, the days of giving the telly our undivided attention are long gone. Most of us are now multi-screening, ie. watching TV whilst also looking at our phones (guilty!)… and we’re spending 1/3 of our waking hours doing it.
This presents an opportunity for brands to reach people where their attention is unlikely to be broken. 68% of 25-34 years old cited ‘always’ or ‘often’ spending time on social media while watching TV. So while we’re ‘watching’ TV, we’re really watching online video. Video now gets attention like nothing else, so why not take advantage? Rather than creating a video to fit your campaign, we’re now creating video to lead it.
Lastly, you can’t talk about the future of marketing without talking about TikTok. It’s set to become the biggest social media platform on the planet in 2022. You may be thinking that you audience isn’t young enough to be spending much time on TikTok, and you’d be right – currently, 28% of TikTok audience is made up of under 18s, but it may surprise you that 35% of TikTok users are aged 19 to 29… and they’re only getting older.
Like its social media predecessors (think Facebook, Instagram, and even cast your mind as far back into ancient history as MySpace), TiKTok gained popularity amongst the youngest users first. Back when Facebook was used by students to share drunk party snaps, you’d have been laughed out of a boardroom for suggesting that you created corporate content for the channel – but the brands who embraced Facebook first are the ones who reaped the most rewards in its heyday. If 2020 was the year that TikTok was born, 2022 will be the year it turns 18, buys a car and moves to the city.
Get onboard now, before your audience have already moved onto the next big thing…
Want to take a bigger glimpse into the future of video marketing? We’ve got a webinar this week just for you!
Sign up to our free webinar right here, and we’ll take you on a whistle-stop tour of all of the best tactics to add into your 2022 marketing strategy.
See ya there.
