Why Video Content Continues to Rule in 2022

Each year, we continue to ramp up our video content for clients across the board. Why? Projections say that an average of 249 million people will watch digital videos in 2022. Across all Kitchen Collaborative clients, we continue to see a large uptick in impressions, engagements, and clicks when utilizing video content on both organic and paid social media as compared to static or still carousel content.

There are several external factors that play into our expanding video marketing strategy, including:

Technology Trends

Platforms are pivoting to being almost exclusively video-based with TikTok, Instagram Reels, and Facebook Creator Studio solely focused on short-form video content. TikTok users have increased by 30% from 2020 to 2021, resulting in 689 million users monthly; Instagram reels receive more engagement than regular video content at a rate of about 22%.


Social media and e-commerce applications still favor video content over still photography. Instagram’s algorithm promotes content that will increase time spent, likes, comments, saves, and taps on profile, which inherently is higher with video vs. static content. Video posts on social media overall get 48% more views.

Consumer Behavior

Trending music and dances, more expectations for entertainment, and increased time spent on social media lend to more video views. The average internet user spent 2 hours, 25 minutes daily on social media in 2020. Users spend 88% more time browsing on websites that have videos.

Cost Efficiency

The cost to advertise video is equivalent to advertising other types of content, but video content is proven to result in increased performance and higher return on investment. 64% of consumers purchase a product after watching social videos created by brands. Marketers that use video grow revenue 49% faster than non-video users.

How do we do all this for our small to mid sized clients without breaking the bank? Because we’ve been creating video content for clients since 2005, we have the process down to a science. Our shoot days are streamlined to maximize the amount of still and video content we create from each shoot. We start with a production plan for full length long form video that’s used for client YouTube channels, websites, and Instagram TV. Then we strategically cut down the full video into micro video short form content used for digital ads, organic social media, website looping videos, and YouTube ads. We also capture user-generated clips from shoots for TikTok and Instagram Reels that can be repurposed into several different videos that can be shared throughout the course of the campaign or year.

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