Over the past decade, video marketing has become one of the most potent trends to take over the marketing sphere. Why? Well, maybe because there are about 3.1 billion digital video viewers globally!
And since everyone knows that the customer is king, it is only obvious that brands will evolve and adapt to changing times and changing customer needs to push out more relevant content. And they’re not disappointed either! A study shows that there was a favorable ROI recorded by 87% of video marketers.
In fact, in 2023, online video is expected to account for about 82.5% of all web traffic, thus making it the most popular content on the internet.
There are various studies out there to prove the importance of video marketing, but a particular study done by Wyzowl found that with its use as a marketing tool, video remains a “key priority” for businesses. Marketers are more positive about the ROI on video with 92% of the marketers being interviewed saying that they got a good return on investment in video content.
10 Video marketing trends for 2023
Now that we clearly understand how inevitable video content and video marketing are today, here are some video marketing trends for you to incorporate into your content marketing strategy in 2023:
- Interactive videos
Interactive videos have become a more and more prominent trend in recent years, and help bring in more viewership and audience engagement. Interactive videos create 66% more engagement and 44% longer viewing time. Now, what makes a video interactive can be several different things. It could include a clickable link for more information or to subscribe, quizzes and surveys that can be responded to, branching storylines, ‘click and explore’ options, interactive questionnaires, and so on.
- Brand videos
Brand videos are part of a broader marketing campaign of a particular brand, made to raise brand awareness and bring in potential customers. Brand videos are capable of showcasing a lot in a short time – the message of the brand, its voice, tone, goals, and so on. Shedding light on the values, culture, and mission of the brand, these videos also have a storytelling element to them.
Storytelling has always been an effective way to engage with audiences, and many brands are not shying away from telling their stories in video formats. Coca-Cola has a very heartwarming video (check it out here!) on brotherly love to advertise its products. It not only tells a story but also emotionally reels its audience to relate to the characters present in the video.
- Short-form videos
Speaking of reeling in your audience, another video trend that totally boomed during the pandemic and is still going very strong is short-form videos which came to us in the form of TikTok and Instagram reels. Today, even YouTube has adapted to this format and has introduced its new feature – YouTube Shorts.
According to a study done at Vidyard, 56% of videos created by businesses today are two minutes or less. And the audience loves it. About 53% of videos that are about 90 seconds or less are watched to completion. Short-form videos are the future.
Check out our similar article – Why are short-form videos trumping long-form videos today?
- Live streams
More and more, live streaming has become an integral part of social media marketing. Interacting with customers in real-time to answer questions or just to have a chat is seen to be extremely encouraging for brand growth. Live streams had a huge breakthrough in 2020 when the pandemic shut down in-person events.
Today users watch live videos for 3 times longer than pre-recorded videos on FaceBook. Live streams are a great way to reach your audience with your authentic self and promote your brand as a whole.
- User-generated video content
Constantly generating marketing content regularly can get quite tiresome for marketers and businesses, and this is why user-generated content (UGC) is quickly running up the ranks to become an effective trend in video marketing. The reason why user-generated content is so effective is that as the name suggests, it is generated by users and therefore, becomes much easier to trust. According to Octoly, user-generated videos about a brand were viewed 10 times more than the official brand videos on YouTube! In another study, according to a Consumer Trust Index, 92% of customers trust user-generated content more than traditional advertising.
Apart from the factor of authenticity, UGC videos also act as proof of your product or service, while simultaneously building a community of users.
- Case studies and testimonials
Speaking of proof, case studies and testimonials add another dimension of trust in existing and potential customers when it comes to your product or service. 95% of shoppers read online reviews before making a purchase. And some ways to incorporate social proofing into your marketing strategy is through reviews, case studies, testimonials, UGC, and so on.
Using customer experiences to influence new customers is an extremely intelligent trend that has gained momentum. People are naturally more inclined to not only believe but also want to get involved with a brand when they see existing customers happy and satisfied with their experiences. Case studies and testimonial videos are a great way to take your brand forward.
- Expert and Q&A videos
These are the videos that will answer questions posed by consumers by providing informative insights. By bringing in experts, one also increases the credibility of the brand. Apart from building trust, Q&A videos help you in other areas such as ranking on YouTube or Google and adding value to your FAQ pages. It also helps you add variety to your platforms and the kind of content you put out.
Use illusto to spice up your Q&A videos today!
- How-to videos
A ‘How-to’ video is a step-by-step guide on how to reach a particular goal. This goal could be anything from applying a given make-up product to recording a meeting. How-to videos are actually among the top four content categories watched by YouTube users. A statistic from Google says that how-to videos earn the most attention of any content category on YouTube, even more than music clips or gaming videos. How-to videos are a very convenient way to educate your audience about your product or service.
Click here to read up on one of our How-to blogs.
- Explainer/demo videos
Explainer videos are beneficial when it comes to demonstrating your product and its advantages to users. According to Wyzowl, 96% of people have watched an explainer video to learn more about a product or service. There are various types of explainer videos including introductions, overviews, processes, tutorials, and so on. Very often, explainer videos can also utilize storytelling tactics to showcase a character finding solutions to a particular challenge through a product or service of your brand.
Demo videos go one step further than explainer videos and explain a product or service in more detail.
- 360-degree videos
360-degree videos sound cool – and they are! They are a much newer technology and extremely interactive, allowing businesses to build a better customer experience through virtual reality and other live features. Recent studies have shown that 65% of online users will watch and interact with 360-degree videos.
360-degree videos are great for music videos, live event marketing, employee training, promoting new products, and so much more.
If you’re living in 2023, it is practically impossible for you to go about your marketing strategy without using at least one, if not all of these video marketing trends to boost brand awareness and engagement. The question is, are you doing it?