In 2023, video marketing will be one of the top dominating content strategies, just like it was in 2022. Companies use this form of content to communicate with their customers, promote their brands and generate business leads. Marketing videos can take many forms, and usually, they are relatively cheap and easy to produce and do a great deal of advertising for any brand.
We also recommend getting to know the martech trends for 2023, as they will help you streamline processes together with the video content marketing trends.
Here are the latest trends that will influence video marketing in 2023 and beyond. Stay up to date and gain a competitive advantage for the year ahead.
User generated videos
User-generated content (UGC) is one of the best-performing video content formats. About 85% of consumers say that UGC is more trustworthy than branded content. Furthermore, 68% find it more appealing and authentic. No wonder why! If you think about it, UGC has a better personal touch.
Customers feel closer to this video content type, which helps build consumer trust and influences purchase decisions. All you need is to find brand advocates, and that should be easy with the right approach.
Once a collaboration is settled with the right incentives, customers can create content on their social channels, and you can reshare it to give it more visibility.
TikTok style
The TikTok style will have better use in the B2C industry because of the nature of this social media platform. The entertaining, fast, and energetic style determines this type of video content. Most of the videos are short, explaining or talking about one thing, most often with crazy dance moves, funny pranks, and stunts.
Now, this style is influencing marketing as well. What is essential here is that you must manage the marriage of information and entertainment at once. To make the most out of it for marketing purposes, you will need to plan your storyboard carefully to ensure a successful outcome.
Hitachi-Vantara TikTok, Angela from Perlow Productions, LLC on Vimeo.
Stories on social media
Stories are also moving in the video marketing trends category. Short and time-limited, they spark interest. Having 24 hours only to view a story makes your followers eager to consume your content.
More than 70% of marketers use videos to increase social media traffic. Videos on stories are gaining strong popularity among businesses.
If you are wondering what to post on your stories, here are a few ideas for engaging videos:
- Behind-the-scenes
- Product and services videos
- Company updates
- Employee stories
- Exciting industry news
- Polls and quizzes
Educational and training content
From simple to complex products, online activities, and courses to educate people on various topics, educational and training videos are some of the most in-demand types of video content.
According to a study made by Wyzowl, 68% of consumers prefer watching educational and training videos about products and services. This means that a significant share of your consumers would like to have videos as educational material for your products beyond reading articles, infographics, eBooks, and other written materials.
If you struggle to figure out what type of video content to produce, think about what would help your users better understand what you do, your products and services, and your business overall. To start, an idea could be to create an Interactive Video Quiz, asking your customers what kind of material they want to see. Offer them different options through the video and let them decide for you. If you need help creating the best Interactive Video solution, we can help you out here at Perlow Productions.
Search optimized videos
This trend is not about the type itself but more about making sure that Google can find the videos you create. Unfortunately, there is no escape from SEO, not even in video marketing. With search engine algorithms becoming more intelligent, you need to make sure to be up to date and adapt your business to the changes by becoming more strategic in how you optimize your online content.
Video SEO is more than just inserting keywords into the video title and description. You need to optimize your video tags, titles, file names, and descriptions with keywords relevant to your industry and specific video topic. You should also add subtitles to increase the chances of your videos ranking highly to search queries. The better and more accurate descriptive information you provide, the easier it will be for Google to crawl it and make it rank higher and more visible for searches.
Google has plenty of resources on securing the structure of video content, so make sure to spend some time going through that. This is important because you must ensure your videos are made the right way and will be seen by as many people as possible.
How-to videos
According to HubSpot, 94% of marketers agree that videos have helped increase users’ understanding of their products or services, with 43% reporting that video has reduced the number of product support calls.
With how-to videos, you can easily introduce step-by-step processes of how to get started with your products and services. Get started with how-to videos and have them in your content strategy if you have not done it already. You can include animations, clickable hotspots, and other interactive elements to engage better and be helpful in the explaining processes. Especially if you are selling complicated products and services that are just too hard to explain in words!
Interactive Videos
Interactive Videos are much more exciting than traditional videos. The big difference between the two is that the Interactive Video allows the viewer to participate in the story. Interactive Videos create opportunities for viewers to change the story’s ending or instruct the video on what to do next. Therefore, viewers no longer sit passively. With Interactive Videos, they are a part of the experience.
Silent captioned videos
It sounds crazy, but marketers today create videos specifically to be watched without sound. Believe it or not, a whopping 85% of videos on Facebook are viewed without sounds. With the rise of smartphones and the mobile-first world, people watch videos on the go. User behavior has changed tremendously. In fact, 80% of consumers get annoyed when an ad plays a loud sound unexpectedly.
That said, if you want people to watch your videos, you need to optimize them for silent viewing. Adding captions to your videos can easily solve this problem and keep people engaged. People watch captioned ads for 12% longer on average than videos without captions.
Live stream videos
Live stream videos have been booming since the pandemic stepped into our daily lives and stopped in-person events and experiences. These videos have emerged as a powerful way for brands to communicate and connect with consumers. As a result, this has also changed the way we think about streaming content.
People from various industries actively use live videos to promote brands and communicate with their audiences. Data shows that consumers tend to watch live videos 3x longer than prerecorded videos, and live content generates 6x more interactions.
However, studies also show that only 28% of marketers intend to use Facebook Live, for instance, as part of their strategy. Regardless, brands have an opportunity to build engagement and gain a competitive advantage by embracing live video during these times.
Optimize for different channels
To ensure the highest engagement rates possible, you need to optimize your video content for different channels. The type, size, and format can impact how engaging it is to different audiences.
Look out for the details such as sound, horizontal or vertical orientation, shoppable or not, other interactive elements, and the list goes on. You need to plan these out for the different channels to get the best results possible.