How Video Consumption is Changing in 2022 [New Research]

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In 2022, video is more important to consumers than ever before.

Each day, we stream our favorite shows, watch YouTube videos to learn something new, or follow events, Q&As, and interviews via live video.

While video isn’t going anywhere, it’s always expanding, changing, and evolving to fit consumer preferences and new platforms — and marketers must keep up.

Here, we’ll highlight five research-backed ways video consumption habits are changing and how marketers can respond strategically.

How Video Consumption is Changing in 2022

1. Increasingly, consumers are relying on marketing videos from brands.

In the past, consumers would visit websites, look at online reviews, watch commercials, and maybe watch a few YouTube videos to learn about a product. Now, with video being accessible on every major social media network, they are learning to rely more heavily on this type of content in their research phase.

According to HubSpot Blogs research, 66% of consumers have watched video content (i.e., product demos, reviews, FAQs, unboxings, etc.) to learn about a brand or product.

The trend is clear: in 2022, consumers increasingly expect to see video content from brands. Why? Videos give consumers the opportunity to see how a product or service works in real life, discover any flaws before purchasing the item, and identify perks that they might not learn about in the text-based description.

Further, this content might also appear to be more authentic than a heavily edited product shot, which can boost a consumer’s trust in a brand or offering.

2. Escapism is the name of the game.

In the past, older generations might have turned on their favorite TV sitcom or gone to the movies to escape from the stresses of daily life. While the platforms have changed, the need for relaxing or entertaining content hasn’t.

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According to HubSpot Blogs research, consumers say they primarily watch videos to “help me relax and unwind.” Additionally, people cited, “To laugh or be entertained,” as the second most common reason.

Even if you’re creating informative marketing videos, you should consider experimenting with funny anecdotes or adding other entertaining qualities. Interested in adding fun elements to your next marketing video? Get inspired by major brands that effectively used humor in their marketing.

3. Consumers lean into their passions.

Aside from looking for escapism, YouTube viewers are motivated to watch content that teaches them new things, especially when related to their passions, interests, hobbies, or social causes. In fact, according to HubSpot Blogs research, 13% of consumers watch videos to “explore an interest or passion,” while 11% want to “learn something new.”

Odds are your product relates to someone’s interests, hobbies, passions, or career. This is the type of person you’ll want to watch and enjoy your videos.

Creating a buyer persona and target audience around this type of person will help you identify video topics that they’ll value, benefit from, and remember..