TikTok on the way to work, YouTube tutorials on how to beat your kids at Minecraft, or celebrity makeup tips while you’re walking around town — we’re all glued to our phones watching videos. They’re everywhere, everyone is creating something, and the small formats and high-impact style popularized by social media has changed the way we think about storytelling, video production, and even what we think about fame. While each social network has its own specifications, they all have effects on how brands communicate with their consumers.
And how do you access the proven power of videos on social networks and still manages to work? Let’s take a look at the top three Instagram and YouTube video trends that you can use to improve your social media reach.
Video trends: Instagram
Instagram has become a forum for sharing everything, and that means an increase in videos. Stories, live videos and Reels, the latter of which was recently launched, have made Instagram a platform for sharing a variety of content: from videos of cute puppies to makeup tips offered by billionaire celebrities. Launched in 2016, the Stories function is shown to more than 500 million users daily, and it is expected that until this year the constant rain of videos will continue to involve users from all over the planet.
shopping videos
Instagram is becoming a powerful market. Several functions have been added to allow purchases to be completed, such as the ability to tag products in publications and Stories — as well as allowing users to complete purchases without having to leave the platform. Showing your products in engaging videos that also allow people to immediately buy what they are seeing makes the process of converting from followers to consumers even easier.
vertical video
Where did the widescreen go? Instagram Live, Stories and Reels are all formatted for vertical use, a trend that has spread across all social platforms. Studies show that we hold our phones vertically 94% of the time. But why? Vertical videos are best for mobile users because it prevents them from doing something that is unnatural, like flipping the phone to landscape. Horizontal videos give a weird feeling, so if you want to keep your audience’s attention, always choose the vertical position.
Authenticity above perfection
Once dominated by perfect photos and curated feeds, Instagram has become a place to share real stories that offer a real insight into life. Brands are taking advantage of this same approach by publishing user-generated videos, choosing small influencers over famous models and sharing content created behind the scenes to showcase all the work involved in creating an attention-grabbing feed. Creating your own video or using videos provided by others that give your feed an authentic feel can help your Instagram content stand out.
YouTube
We can’t talk about videos without talking about YouTube. The video sharing site has over two billion users, and the second most visited website on the internet and has more than a billion hours watched daily. It is estimated that over 400 videos are uploaded to YouTube every minute, and those numbers keep growing. So what are the video trends for YouTube in 2022?
Quality is more important than quantity
YouTube is a unique place compared to the social media universe. It’s not about quick tweets or clever captions; it is a forum for sharing information and telling stories. According to Google, 65% of people use YouTube to get help with a problem or to learn more about something. Whether you shoot the video yourself, hire a videographer, or use professional stock footage, YouTube videos should be informative, fun and high quality. People will watch a YouTube video weeks, sometimes years, after it was originally posted, so it’s worth investing in high-quality content for your YouTube channel.
Show a 360 degree view
One of the most striking options on YouTube in recent years has been the presentation of 360-degree videos. These interactive videos offer viewers an immersive experience and a VR style that captures attention and allows them to create their own personalized experiences. Marketers can use 360-degree videos to showcase products, focus on smaller details, and delve into more specific topics than was possible in the past.
immersive shopping
Just like Instagram, shopping has become part of the YouTube experience. As a social platform for sharing videos, YouTube is the second largest research tool and much of this research is related to making purchasing decisions. Google estimates that 80% of consumers watch YouTube videos related to the purchase they are planning to make. Over the past two years, the time watched for “shop with me” videos (videos that show an influencer shopping) has increased exponentially. If you’re selling a product or experience, high-quality YouTube videos provide an opportunity for you to promote, explain and connect with billions of potential consumers.
Image banks can be great allies
It is clear that you get more using social media marketing, what you need now is to use more videos. The problem is that editing a video professionally, if you are not an expert, can be very expensive or very complicated. Today there are many tools to edit videos on mobile, but if you want to give the touch even more touch, there are other editing software tools like iStock Video Editor, which helps you to create videos quickly and easily, and best of all, you don’t need any prior design or editing experience. You can also select the most suitable visuals for your brand from thousands of videos, photographs and illustrations, this tool allows small entrepreneurs to use customizable templates, music, colors, fonts and designs to create amazing videos for their campaigns at super affordable prices. .
Anyway, no matter what kind of business you have, or how you want to edit, the point is that you speak the language of your audience. Starting with videos is a great starting point.
Renata Simões is iStock’s senior creative content manager in Latin America.
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