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2022: the year of video

1 March 2022

Moshiko Ofir

Video as a content medium is on the rise. This is evident in the increasing popularity of video content platforms such as TikTok and Instagram Reels. Video’s advantage is its ability to catch attention and enhance engagement more than any other content. Therefore, it is safe to predict that video marketing will play an even more prominent role in 2002.


With the rise of Knowledge Management and the need for organizational effectiveness, video has contributed significantly to transmitting messages and information. The organization workers can consume varied data such as tutorials, vlogs, etc., all accessible and structured. More and more companies utilize a central video hub divided into different areas, tags, and extensive search features to create explicit knowledge. Creating playlists organizes the information accessibly, allowing users to reach the desired videos easily and upload them to the various channels.


Sharing knowledge via video is more effective for users. Access to the knowledge is granted smoothly via movies and motivates workers, who regularly experience data overload. Accessible sharing enables users to receive immediate knowledge intuitively and quickly.


This year, we will see more videos uploaded to the various digital channels. Furthermore, video-based marketing campaigns will appear more on websites and emails. The data regarding video performance will become more complex due to improved tracking technology.

Subsequently, we will see more companies invest in video ads.

For example, Instagram’s algorithm highly prefers reels as short video content. Therefore, shorter videos mean more exposure.

Seeing the effect of short videos on TikTok and Instagram, YouTube decided to join the fun. They understood that the trend is uploading short videos with relevant content tools for creators. This led them to launch YouTube Shorts, a new short video experience (up to 15 seconds) featured on YouTube for creators and artists who want to film short, catchy videos. YouTube focuses on two central elements: accessible video content creation tools; and a rich music library.


In 2022 w will see more video content usage by influencers on social media. Companies will use influencers for ads to attract customers and gain the attention of their target audience more authentically and meaningfully.


During this past year, the influencer economy has grown as it will in 2022. This growth is mainly due to the quick expansion of TikTok. Influencers have proven that their fans follow them throughout various platforms, thus creating a marketing force, primarily a video method to advertise brands. The next generation of influencers is comprised of those establishing a knowledge community and advertising to the target audience they lead. Facebook realizes the power of influencers, as it is planning on paying 1 billion dollars to creators in 2022.


Another effective video marketing method is Livestreaming. Live streaming viewing time on social media has increased during 2021 by 250%. This method allows brands to present their values more authentically. Livestreaming makes users expose the brands and feel comfortable making a purchase. More and more social networks are introducing a purchase link feature on their live streaming, thus allowing brands or influencers to recommend the product and share a direct link that can be clicked on during the live stream.

Streaming features can be found on Twitter Live, TikTok live, Instagram Live, Facebook Live, and YouTube Live. Live streaming will become more sophisticated and common in various industries in 2022.

Realizing this, LinkedIn decided to feature videos more prominently. In 2022, LinkedIn will be launching interactive clubhouse-style video events. The feature will be an event platform, during which registration will be displayed, hosting and marketing interactive events live.


We all can make the best of the popularity of video marketing by:

  • Investing time in producing high-quality video content for your brand and sharing the knowledge.

  • Being active on video platforms.

  • Initiating collaboration via video content created by influencers and users.

  • Allocating a budget for producing quality videos.

At work, at home; for the organization, for others.

It’s all being mixed up anyway, maybe for the best.


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