Content Trends in 2022: Video, Video, Video

A quick Google search on the phrase “2022 content trends” will quickly result in numerous articles touting expert opinions on what to expect in the new year. Across the board, they all predominately include video as a focus area. As a video production agency, this is great news for us! 

But why is 2022 the year for video?

Short(er) attention spans

Our ever shortening attention span has been a marketers dilemma for a while, but the pandemic has ushered in a new low. In fact, a study by Microsoft concluded that the human attention span has dropped to eight seconds – shrinking nearly 25% in just a few years. This means we are all reprogrammed to expect instant results.

Video can increase engagement and create a more memorable experience. In fact, viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in text. This means there’s opportunity to spotlight messages through video and evoke powerful emotions.

Video, digital and real-world events, owned-media assets, and paid media are among the top areas of content marketing investment for the year ahead, according to CMI’s latest B2B Content Marketing report.

Pandemic-fueled time spent online

As the coronavirus shuttered schools and businesses reverted to working from home, many relied on technology as their only way to stay in touch with others. Reports show that internet usage skyrocketed in those early pandemic months and hasn’t changed much since then. The internet has become the place for entertainment, news and connecting with friends. Time spent on social media has also increased, with video “driving an immense amount of growth online for all major platforms” said Head of Instagram Adam Mosseri.

Educated Consumers Demand Authenticity

It’s the age of authenticity if brands want to connect with their audiences. Brand authenticity is a relatively recent concept, mainly pushed forward by Millenials. Consumers are looking for companies they can trust and are adept at sniffing out a fake testimonial or anything that has a whiff of being created by a marketing department.  With video content, brands can show customers exactly who they are, what they stand for and where they’re headed.

With almost every social media app working towards prioritizing video content, it’s clear that video content creation is going to become more and more critical for every brand. 

The takeaway: If you want to grow online, it’s time to start creating video content. From long form videos to engaging thought pieces, Wrecking Crew Media can help tell your story and create authentic experiences for your audience.

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