Social & Influencers

Research: Short-form video will become even more crucial for marketers next year

HubSpot CMO Kipp Bodnar said TikTok and Instagram Reels will “continue to really thrive and be successful” in 2022.
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Illustration: Francis Scialabba, Photo: TikTok

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It’s the most wonderful time of the year…social media predictions for 2022 time, that is. But CRM platform HubSpot’s predictions are less “here’s my hot take on the future of Clubhouse” and more research-based.

  • During summer and fall 2021, HubSpot partnered with consumer intelligence company Talkwalker to survey more than 130,000 global marketers on how they plan to invest their resources into social media platforms next year.
  • But being that omicron has recently made Q4 2021 feel…pretty different from summer and fall, HubSpot CMO Kipp Bodnar told Marketing Brew he expects this report’s findings to be amplified as the pandemic continues.

The report referenced many social media trends, including social audio and the metaverse. But the real star of the report was short-form video.

  • For instance, HubSpot’s report noted TikTok’s high number of downloads (it was the most downloaded app on the App Store in 2021 and the first non–Facebook app to reach 3 billion downloads globally) again and again. But Bodnar told us this trend is more about the short-form video trend than TikTok itself.
  • “The shorter-form video platforms are going to continue to really thrive and be successful in 2022,” Bodnar said. “They’re going to be more and more important channels for marketers, because they’re not just gaining awareness, they’re gaining influence over consumers’ day-to-day habits and lives.”

He thinks both Instagram Reels and TikTok will be bigger parts of marketers’ toolboxes six months from now, which feels especially significant considering 69% of marketers plan to put more money toward influencer marketing on Instagram than any other platform in 2022, according to the research.—PB

Get marketing news you'll actually want to read

Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.