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2021-08-24
As a marketer or business owner, you’re probably already considering incorporating video marketing into your marketing strategy. Digital spheres are fast-paced and visual; the right video concepts are your key to customer engagement in the attention economy. The future is video content, your online content marketing strategy should be optimized and relevant to current consumers and require awareness of trend cycles. Unsure where to begin? Keep reading for an idea of what marketers should consider for their video marketing strategies.
What is Video Marketing?
Video marketing is using videos as a way to promote and share your brand with potential consumers. Videos are an emotionally engaging medium that connects with a brand’s target audience. In a digital world, it is more important than ever to use attention-grabbing videos and concepts to stand out in a data-heavy online sphere.
Video Marketing Trends for 2023
Every year, video is evolving, and with it, the marketing strategy for video marketing and content. The way consumers use and perceive online video is continuously evolving, and naturally, the style and format of these videos will evolve alongside it. Understanding consumers shifting preferences helps guide you in the next stage of creating video content. With the current state of online video, the predicted video marketing trends for the next year are as follows:
Streaming, Over-the-Top (OTT), or Video Ads
Despite popular belief, people do still watch a lot of television, except that now it is viewed on streaming platforms rather than cable. For advertisers, this presents an opportunity to insert your video content into the ad slots of an online platform. In OTT (over-the-top) streaming services, you can insert video ads between programs and decide whether to set them as skippable or not. In these types of platforms, it’s smarter to allot a bigger budget for a snappier, well-produced video and leave the humbler video content for social media.
Silent Videos and Using Captions
The origin of all moving images began as silent films in the 1920s, and despite the advances in filmmaking technology since then, there has been a return to silent videos. Since many videos are consumed on a user’s phone, many watch their videos with their sound off. It could be because they are in public and don’t want to draw attention to themselves with an obnoxious autoplay video. This means that it is strategic and necessary to include on-screen captions, it caters to your viewers and helps them benefit from the video whether or not they decide to turn on the sound.
Short-Form Videos
One of the downsides of social media is that it has led to people’s attention spans becoming shorter. It’s now more important and more challenging to grab and maintain a viewer’s attention. Video platforms like TikTok, Instagram Reels, and Youtube Shorts all use short-form videos that are usually no longer than a minute long. Creating short-form videos with eye-catching motion graphics is a practical and attractive way to educate and inspire your viewers.
User-Generated Content
Consumers on social media prefer content created by other people more than traditional marketing material. This is especially true on social media platforms. User-generated content is created by customers and reused (with permission) by the brand; it is also the best form of organic content. Examples of UGC that can be reposted include videos of product reviews or tutorials, or if you have the budget for it, sponsored content by a loyal influencer. When customers see others enjoying and using your product or service, they are more likely to be interested in your brand.
Social Media Stories
Several social media platforms, like Snapchat, Instagram, Facebook, and even WhatsApp, have a stories option that lets you post images or videos for only 24 hours before they disappear. Although that might sound like it defeats the purpose of a post, the limited shelf life instead motivates viewers to watch them. It gives a small snippet into whatever it is you want to share, whether it’s a video, event, or product. The simplicity of stories also allows for a great way to test out new content before committing to it.
Educational Videos
Businesses rarely create educational videos relating to their products; it almost feels like an unfamiliar concept, even though it can definitely benefit the consumer. Informing customers about the benefits and how-to of using their product or service encourages them to consider it. Education or tutorial videos answer any questions and address any concerns a user may have. It effectively builds trust by shifting the focus to informing rather than selling, and it generates leads by presenting your company as an authority on the material.
Vlogging for Brands
With the density of online videos, you need to stand out and be creative. Vlogs offer a flexible, personal medium that gives you space to experiment with your brand’s voice and personality. They might not be typical as a marketing strategy, but vlogs are a great way to build a connection with your customers; you can explore your offices, the day-to-day tasks, and the general atmosphere of the workplace to showcase the people behind the brand.
Interactive Videos
Interactive videos are characterized by buttons and options that allow the viewer to engage with and participate in the video. These types of videos let the viewer play a role in the video instead of passively receiving it and making them part of the experience. Interactive videos can use quizzes, 360-degree videos, branches that lead to different points of the video, turn a video into a game, or even use Augmented Reality features (think filters on Snapchat and Instagram!) to add immersive and interactive qualities that are guaranteed to convert views.
360-Degree Video Experiences
With the advance of video-making technologies, 360-degree videos are now easier to make and a great addition to your brand’s video library. Capturing a product or a space with a 360-degree video gives it an immersive and inviting feel. 360-degree videos also allow you to experiment with VR. Attaching a phone to a VR device can let the viewer experience and explore the space. They are especially helpful in the case of real estate since potential customers can scope out a property without needing to be there.
Live Videos, Real-Time Selling, and Buying
On platforms like Facebook, Instagram, and even TikTok, users spend a lot of time on live videos and streams. Live content receives better engagement because it lets the audience directly interact with the brand. Live videos let brands share their events live, showcase the journey of a product, have interviews with employees or experts, receive questions from the viewer, and have a Q&A session. This form of customer engagement strengthens the relationship, making the brand appear more approachable and unique.
Using AI Tools for Video Marketing
The presence of AI nowadays means that you can get more done with the assistance of artificial intelligence software that caters to your needs. AI tools can help you create videos, identify ideal posting times, and offer detailed reports for video feedback and engagement. With marketing becoming more data-reliant, AI tools can help you react quicker to fast-paced marketing campaigns while retaining your personal and professional identities.
Video marketing is quickly evolving, and unless you know what you’re doing, it’s hard to keep up. Well-crafted, creative videos don’t need to be intimidating. By understanding the tools at your disposal and your audience’s viewing patterns, you can identify the ideal video format for your content marketing strategy. Learning about the current video marketing trend cycles is a good starting point for crafting a relevant and effective marketing strategy. You could also contact us for more information about our video production services, we are always ready to help.
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