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Video Marketing Trends for 2022

Posted by Charlie Hoff on Jan 25, 2022 9:00:00 AM
Charlie Hoff
| 5 minute read

Video Marketing Trends for 2022

In the digital age we live in, using video content will be more important to make your brand stand out. People learn things by seeing, hearing, and doing, and video marketing has become the best way to pack all of these into one.

Here are some video marketing trends that can help your senior living community in 2022.

Sequential Storytelling

Sequential storytelling has an introduction, a body, and a conclusion. Research shows that video content in the form of a sequential story performs better and helps in creating more effective advertisements. This video marketing trend works for both long and short videos.

Silent Video is Gaining Momentum

Social media has changed the game when it comes to video marketing. A significant number of people are watching videos without sound. Some of the reasons for this are not wanting co-workers to hear what’s on the screen next to them, watching a video in public places on phones, or general annoyance at audio. Therefore, you need to create videos for those who don’t want to listen.

Captioning and on-screen information are necessary to ensure that your video content fully reaches your audience. The good news is that optimizing your videos for soundless playback can help make video content accessible to more people. Learn more about video accessibility here.

User-Generated Content

Testimonials, brand advocacy videos, and other types of user-generated content will be a great way to give your brand substance. Residents and family members are more trustworthy to speak on how great your community and services are. So let them create videos of your community in action. If you need help getting them to do so, offer them a discount or a free piece of swag. You’ll be surprised by how effective this can be. Think of this as the digital form of word-of-mouth advertising.

  • Use different residents and family members to speak on the various aspects of your senior living community amenities and levels of care.

  • Look at the most frequently asked questions about your senior living community and let the people that you interview answer them for you.



Short Form Video

Because of its rise in popularity, social media is an excellent way for a business to reach its audience. Short videos are a great way to gain attention and build trust with your market. For example, create a short video showcasing moments of everyday life in a community. It might be fun to share TikTok! Have you done community updates? Post the renovation before and after reels to Instagram. Remember those testimonial videos? Take one of the stories you heard from a resident or family member and make it into a short story on Linkedin. For the most part, these videos can all be created on a smartphone. A few tips and tricks:

  • Make it valuable. Provide something useful to your viewers and show off your expertise.
  • Keep your videos short and focus on one idea.

triangle"When asked how they’d most like to learn about a product or service, two-thirds of people (66%) said they’d prefer to watch a short video. This compares to 18% who’d rather read a text-based article, website, or post, 4% who’d like to view an infographic, 3% who’d rather download an ebook or manual, 3% who’d rather attend a webinar or pitch, and 2% who’d like a sales call or demo." (Source: Wyzowl)

Searchable Video

Make sure all your videos have a clear goal in mind. The better information you provide, the better it will look when people find video content from search. Google has plenty of information on how to structure video content to make the most of search.

While this trend has less to do with video content, it significantly impacts your overall video marketing efforts. Since you are spending the time to create a video, take a few extra minutes to make sure it will get seen by as many people as possible.

Less Production

Highly produced video is out, and blog-style video is in. The rise in video on social media and YouTube has changed the value of production for viewers.

The other reason for this video marketing trend technique? It’s fast, agile, and adaptable.

Rather than sending a simple tweet, people can engage online using video messaging. Just think of how many more video requests you are getting, through direct messages (such as LinkedIn) to public channels (Facebook and Instagram).

Optimize for Different Channels

The type, size, and format of video can impact how engaging it is to different users. No longer can we create one clip and use it everywhere.

Think about it: Sound vs. no sound, horizontal vs. vertical orientation, and the list goes on. You need a clip for each specific platform to get the best results possible.

Editing software will be your friend because you can take the video and crop, edit, and export by channel. But, again, since you are spending the time to create a video, it’s worth the extra time to get the highest engagement rates possible.

Video offers users content that can be quickly and easily digested across several channels. This year, it will be important for senior living businesses to figure out how they will incorporate videos in their senior living marketing plans.

Contact Markentum to learn how we can make this happen for you in 2022!


Tags: Video & Photography, Digital Media