Video marketing tops trends with 26% In-House skills boost

Video marketing takes center stage in 2022 strategies

Video marketing is becoming a vital part of 2022 strategies. The 2022 State of In-Housing Report shows 26% of marketers are building in-house online video skillsets to meet demand.

Google data reveals YouTube reaches more 18–49-year-olds than all cable networks combined. Posts with photos and videos also drive higher engagement than text-only content, helping brands connect with wider audiences, build trust, and humanize their identity.

Content remains king with rising demand

Content continues to be essential for effective marketing. The report notes nearly half of marketers saw increased demand for high-quality content over the past year.

Well-researched, relevant content builds credibility and fosters direct customer connections.

Through consistent storytelling, brands can showcase expertise and engage audiences across channels, ensuring they stay top-of-mind for consumers seeking authentic experiences.

Harnessing data drives personalized campaigns

Data-driven strategies are reshaping marketing, with 36% of marketers advancing their analytics to create personalized content.

Rob Foster from The Observatory International highlights that in-house data experts help brands better understand consumer behavior.

This insight allows for tailored digital campaigns, ensuring messages resonate with specific audiences and boost engagement and conversion rates effectively.

Social media content shifts to story-driven engagement

Social media content in 2022 is moving toward story-driven approaches, leaving hard-sell tactics behind. High-quality visuals are key on platforms like LinkedIn and Instagram, where competition is high.

A well-planned posting schedule ensures consistency and manageability. By focusing on storytelling, brands can attract customers and increase engagement across popular social media channels.

Virtual events surge with 34% attendance growth

Virtual events are on the rise, with a 34% increase in attendance and a 250% surge in live-streaming participation in 2021, per a Bizzabo study. They offer a cost-effective way to expand reach and boost brand awareness.

Platforms like YouTube Live and Zoom make events accessible, benefiting all businesses. Success depends on high-quality video content and proper budget allocation.

Influencer marketing grows with a 38% focus on engagement

Influencer marketing is now mainstream, with 38% of marketers increasing online influencer engagement in 2022. The focus is shifting to micro-influencers, who have smaller but highly engaged audiences.

This approach helps brands target niche markets effectively, connecting with audiences that align with their offerings. Micro-influencers provide direct access to targeted leads, driving meaningful engagement.

Personalization enhances engagement through data insights

Personalization is key to successful 2022 campaigns. Using data and analytics, brands can deliver tailored experiences that resonate with customers.

Campaigns like Spotify Wrapped show how personalization sparks conversations and attracts new audiences.

The report notes that personalized campaigns with consistent branding lead to higher engagement, making this strategy vital for standing out in a crowded market.

Data-driven strategies boost engagement and efficiency

The 2022 trends show a shift toward targeted marketing. Video marketing, with 26% of marketers investing in in-house skills, is essential for engaging audiences.

Data-driven strategies, adopted by 36% of marketers, enable personalized campaigns that improve conversion rates. Influencer marketing’s 38% engagement increase highlights the value of micro-influencers.

These trends emphasize the need for businesses to adapt and invest in skills to stay competitive.

Virtual events and personalization shape future marketing growth

Video marketing will remain a dominant force, helping brands engage audiences effectively. Virtual events, with a 34% attendance growth, will continue to expand reach, especially for finance and real estate businesses aiming to boost visibility.

Personalization, driven by data, will enhance engagement, as seen in campaigns like Spotify Wrapped. Marketers should focus on these strategies to meet evolving consumer expectations.

Video marketing, personalization, and virtual events are key 2022 trends driving engagement and growth. With data-driven strategies and micro-influencers, businesses can connect more effectively with audiences. Marketers must adapt to these shifts, prioritizing high-quality content and targeted campaigns to succeed in a competitive landscape.

FAQs

1. What is Video Marketing?

Video marketing is the use of video content to promote products, build brand awareness, and deliver messages to customers.

By combining visuals and sound, it captures attention, enhances recall, and creates stronger emotional connections than static formats.

2. What’s the difference between a TVC and a viral clip?

A TVC is a short commercial broadcast on television or digital platforms, following a structured script and a clear sales purpose.

A viral clip is an online video designed to drive engagement and spread rapidly on social media, usually longer, more entertaining, and not restricted by airtime.

3. Is Video Marketing really necessary for businesses?

Yes. Video Marketing helps small businesses reach customers faster, build trust easily, and it doesn’t require a big budget. With a smartphone and a clear message, brands can create impactful videos.

4. Why are videos more engaging than text or images?

Videos activate multiple senses—visuals, sound, movement—helping viewers retain information better. This makes video content more engaging and increases watch time and interaction.

5. Do you need a big budget to produce marketing videos?

Not necessarily. Many effective videos are created simply by filming naturally, focusing on content that meets audience needs, and posting consistently (2–3 videos per week). You can easily start with just a smartphone. The most important factors are good lighting, clear audio, and a concise, focused script.

Professional equipment like microphones, tripods, or lights can be added later. Even an expensive video won’t guarantee success if it doesn’t align with your audience’s insights.

6. What types of videos are best for beginners?

You can start with educational videos, product demos, brand storytelling, and behind-the-scenes content. These formats are simple and work well across industries.

7. What should be optimized to get more video viral?

Optimize your hook (first 3 seconds), title, caption, description, hashtags, and retention rate. Platforms prioritize videos that keep viewers watching.

Conclusion

In conclusion: video marketing, personalization, and virtual events aren’t just trends—they’re essential tools for brands aiming to connect with audiences meaningfully. From in-house video skills to data-driven campaigns and micro-influencer collaborations, marketers now have more ways than ever to engage, convert, and stand out.

The common thread? High-quality, story-driven content. Whether it’s a well-produced video, a personalized playlist, or an interactive virtual event, every touchpoint matters. Brands that embrace these strategies build trust, spark conversations, and create memorable experiences that stick.

If you want to stay ahead in this fast-moving landscape and harness the full power of video, data, and social engagement, the first step is learning from experts who live and breathe it every day. Visit Smartcom to explore actionable insights, proven strategies, and hands-on guidance that will help your brand thrive in 2022—and beyond.

Don’t just follow trends—master them. Let Smartcom show you how to turn engagement into growth, one story-driven campaign at a time.