The Secret to Social Media Video Marketing in 2022

Sep 15, 2023

Every marketer should be focusing on vertical video in 2022 for their social media content marketing. It isn’t just a passing trend made famous by bored teenagers on smartphones. Instead, it’s a creative and unique opportunity to engage and reach your audience through video platforms.Learn what makes vertical video unique and why you should make it part of your social media video marketing strategy this year.

What Makes Vertical Video Unique?

Vertical video puts creative power in the hands of the average person. No longer is society dependent on a creative few with expensive cameras to create videos. Now anyone with a smartphone can film high-quality content.Turning every consumer into a creator is the best boost any business can have because they can now get closer to their customers than ever before. This is because you are no longer selling to the consumer. Instead, you are working alongside them and building relationships as you create, engage, and interact with content together.

What Role Does Vertical Video Play in Relationship Building?

Vertical video is your chance to get on the same level as your customers. For example, imagine being at a restaurant and enjoying a delicious dinner. At the end of the dinner, the chef steps out of the kitchen and joins you at your table to check how you enjoyed the food. Suddenly, you see the face behind the meal, which increases your appreciation for the meal.You are coming out from your hypothetical kitchen when you create vertical content. Vertical content is traditionally seen as a format consumers use because they film it using smartphones. However, when brands with access to professional cameras still use vertical video, you are putting yourself on the same level as the consumer, creating content they understand and connecting in a way that resonates with them, person to person.In addition, vertical video gives your customers more chances to share your products with others. Your goal on these channels isn’t just to create videos. Instead, you’re empowering your viewers to make videos or share yours with their following.This increases brand awareness as users use your lenses, filters, viral trends, or audio clippings in their videos.

Is Vertical Video Here to Stay?

Vertical video is on the rise. It isn’t just a temporary trend brought on by TikTok. Apps like TikTok and Snapchat didn’t create interest in vertical video. They only responded to a need.The need arose when users started filming on their smartphones and needed a place to share those videos. Vertical video apps filled that role with a platform that allows users to share small moments in their day or create entertaining content to connect with other users.Further proof of the longevity of vertical video is the significant number of platforms adopting this format. Even platforms like YouTube, primarily a horizontal video platform, include vertical videos in their features.As long as it is the default format for smartphones, vertical video will continue to increase in popularity. Brands should embrace the trend or risk being left behind.

10 Reasons Why Vertical Video Is the Future of Social Media Video Marketing

Here are ten reasons you should include vertical video in your video marketing strategies if you want to thrive in 2022.

1. Smartphones Are on the Rise

Smartphones are instrumental in the introduction of vertical video. The natural angle you hold a smartphone is upright, which is why most users shoot vertical video on their phones.Today, over six billion people own a smartphone. As long as consumers have smartphones, vertical video will be a primary video format. Social media will need to continue supporting and prioritizing this format as most social media users will share videos from their phones rather than cameras.While brands can continue using their cameras to shoot horizontal videos, they will run into limitations as social media leans increasingly towards the formats users prefer.

2. Video Is the Most Popular Media Format

Your marketing strategy should include video because it’s today's most popular media format. About 82% of internet traffic is from videos. In addition, over half of users view videos daily and want to see more video content from brands.Most consumers prefer to learn about brands from video over other content formats because it’s more engaging and memorable. That’s why marketers see a higher conversion rate when they incorporate video in their marketing.

3. Vertical Video Apps are Leading the Way

Most of the top social media platforms primarily support vertical video. Even those that initially didn’t, like YouTube, are slowly finding ways to incorporate vertical video into their platform. However, if you want to reach your audience where they frequent, you must also create the content that works best on that platform.For example, TikTok has one billion users. However, the app only supports vertical video. If you don’t create vertical video, you will miss out on that large audience.

Image from Wordstream

4. Video Marketing Has a High Return

About 88% of marketers say they saw a significant return from their video marketing strategies. This includes both organic video content and paid ads.You can use video marketing to increase your engagement rate, connect with customers, lead them through the sales cycle, and encourage customer loyalty. With ecommerce integration becoming part of social media platforms, converting your viewers is easier now than ever before.However, you don’t and shouldn’t just post sales videos. Also, use your vertical video platform to share company insights, helpful tutorials, educational content, and engaging videos.

Image from Oberlo

5. Vertical Video Generates More Leads

Lead generation is an essential part of any marketing strategy. However, it’s also one of the most challenging parts of marketing. You don’t just want to collect the contact information from anyone who comes across your content. Instead, you want to ensure you get information from prospects with a genuine interest in your brand.About 86% of marketers say that video marketing brings in quality leads. Because of the complex algorithms on apps like TikTok or Instagram, your video content is more likely to show up on the feed of those who view similar content. Therefore, you increase the chances of your viewers being interested in your products or services and are more likely to provide their information or accept your offers.

6. Videos Increase Your Brand Exposure

You could pay thousands of dollars for your marketing content to appear in front of the right audience or provide the content your audience wants to see and let them do the rest of the work. Videos on social media receive 1,200% more shares than images and text combined.If you create video content, you also increase your chances of your viewers sharing your content with other potential customers, increasing your exposure.------------------------------------------------------------------------------------------------------------------------------------------

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7. Videos Improve the User Experience

About 94% of marketers say video helped users understand a product or service. Videos can be tutorials or educational content that teaches users how to properly care for their products and get the most out of their purchase, increasing their satisfaction with the brand.Expanding your video content to vertical video apps will increase the number of users you can reach with your educational, quality content.

8. Users Want Authenticity

Vertical videos are more authentic because you’re using a popular and familiar format for consumers.Which would appear more natural to you, highly edited video footage of a product in front of a green screen or an average person interacting with the product in their own home?The second scenario would build more trust because it shows an average person enjoying the product. Shooting video in the same way as consumers puts you at the same level as them, making your business seem more human and connecting personally with them.

9. Many Smartphone Viewers Prefer Vertical Viewing

A quarter of mobile viewers prefer to watch videos vertically, while three-quarters prefer horizontal viewing. However, many viewers prefer to shoot video vertically, showing that holding their phone upright is more comfortable. If more videos were available vertically, there would also be an increase in the number of viewers who would prefer that format.

Image from Invideo

10. Most Videos are Viewed on Smartphones

The traditional horizontal video was designed to fit a horizontal screen, like computer or television screens. However, 75% of users who watch videos do so on their phones. Therefore, the horizontal format is no longer ideal for all marketing videos.Making video content for social media makes the most use of the space that you have. You can fill your viewer’s entire screen with your content, immersing them in your message.

Build an Authentic Brand with Vertical Video

Are you ready to start incorporating vertical video in your digital marketing social media posts?Contact us and learn how we help brands build an authentic and successful presence on social media.

Andy Demjen
Associate Strategy Director

As an Associate Strategy Director I am responsible for leading the development and execution of organic and paid social media and content strategies for our clients at Kubbco.

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