11 Video Marketing Trends for Brands in 2023

14 Dec, 2022 | Videos & Motion الفيديوهات

As a marketer or business owner, you may be considering incorporating video marketing into your strategy. The digital landscape is fast-paced and visual, so the right video concepts can help you engage customers in the attention economy. The future of content is video, so it’s important to optimize and update your online content marketing strategy to be relevant to current consumers. To get started, here are some trends that marketers should consider for their video marketing strategies.

What is Video Marketing? 

Video marketing is a way to promote and share your brand using videos. They are a powerful and emotionally engaging medium that can connect with your 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

Video marketing and content are constantly evolving, and so are the trends in the industry. The way consumers use and perceive online video is always changing, and as a result, the style and format of these videos will also change. Understanding these shifting preferences helps guide you in creating video content that resonates with your audience. Here are some predicted video marketing trends for the next year:

Streaming, Over-the-Top (OTT), or Video Ads

Contrary to popular belief, people still watch a lot of television,  but now it is typically viewed on streaming platforms rather than cable. For advertisers, this presents an opportunity to insert your video content into the ad slots on an online platform. On OTT (over-the-top) streaming services, you can insert video ads between programs and decide whether to make them skippable or not.  it’s a good idea to allocate a larger budget for a higher-quality, well-produced video, and reserve lower-budget or simpler videos for social media.

Silent Videos and Using Captions

The origin of all moving images began as silent films in the 1920s, and there has been a resurgence of silent videos in recent years. Many people watch videos on their phones, and many watch their videos with their sound turned off in public to avoid drawing attention with an autoplay video. To cater to these viewers, it’s important to include on-screen captions so they can benefit from the video whether or not they turn on the sound.

Short-Form Videos

Social media has led to shorter attention spans, so it’s more important and challenging to grab and hold a viewer’s attention. Video platforms like TikTok, Instagram Reels, and Youtube Shorts all use short-form videos that are usually no more than a minute long. To educate and inspire your viewers, consider creating short-form videos with eye-catching motion graphics.

User-Generated Content

Consumers on social media tend to prefer content created by other people rather than traditional marketing material. This is especially true on social media platforms. User-generated content (UGC) is created by customers and reused (with permission) by the brand, it is often the best form of organic content. Examples of UGC that can be reposted include product reviews or tutorials, or 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 including Snapchat, Instagram, Facebook, and Whatsapp, have a story feature option that allows you to post images or videos for 24 hours only before they disappear. While this might seem counterintuitive, the limited shelf-life of stories actually encourages viewers to watch them. They provide a brief glimpse into whatever it is you want to share, whether it’s a video, event, or product. The simplicity of stories also makes them a great way to test out new content before fully 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. By informing customers about the benefits and how to use your product or service, you encourage them to consider it. Education or tutorial videos can answer questions and address any concerns a user may have, effectively building trust by focusing on informing rather than selling. These videos can also generate leads by presenting your company as an authority on the material. 

Vlogging for Brands

In a crowded online video landscape, it’s important to stand out and be creative. Vlogs offer a flexible, personal medium that allows you to experiment with your brand’s voice and personality. While they may not be a traditional marketing strategy, vlogs are a great way to build a connection with your customers. You can explore your offices, daily tasks, and the workplace atmosphere to showcase the people behind the brand.

Interactive Videos

Interactive videos are characterized by buttons and options that allow the viewer to engage and participate in the video. These videos allow the viewer to play a role in the experience rather than simply receiving it passively. Interactive videos can use quizzes, 360 videos, branching storylines, gamification, or even use Augmented Reality features (like filters on Snapchat and Instagram!) to add immersive and interactive qualities that are sure to convert views.

360-Degree Video Experiences

Thanks to advances in video-making technologies, 360 videos are now easier to create and can be a great addition to your brand’s video library. Capturing a product or a space with a 360 video gives it an immersive and inviting feel. 360 videos also allow you to experiment with Virtual Reality (VR). By attaching a phone to a VR device, you can let the viewer experience and explore the space. This is especially useful in real estate since, as potential customers can check out a property without being physically present.

Live Videos, Real-Time Selling, and Buying

On platforms like Facebook, Instagram, and TikTok users spend a lot of time streaming live videos. Live content tends to receive better engagement because it allows the audience to directly interact with the brand. Live videos can be used to share events, showcase the journey of a product, conduct interviews with employees or experts, and host Q&A sessions. This form of customer engagement strengthens the relationship between the brand and its audience, making the brand appear more approachable and unique.

Using AI Tools for Video Marketing

Artificial Intelligence (AI) software can help you get more done and cater to your needs. AI tools can help you react quickly to fast-paced campaigns while maintaining your personal and professional identity. They can create videos, identify ideal posting times, and offer detailed reports for video feedback and engagement.

Video marketing is constantly evolving, and it can be challenging to keep up. However, well-crafted and creative videos don’t have 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 trends is a good starting point for creating a relevant and effective marketing strategy. If you need more information about our video production services, we are always ready to help.

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