5 Video Marketing Trends You Should Know For 2023

Whether you’re a seasoned professional or a complete novice, there’s one thing we can all agree on - the effectiveness of video marketing. It’s good to be skeptical but if there’s one thing we can take from 2022, it’s that video marketing is huge right now. Thankfully for all of us, this explosive growth looks set to continue into 2023 and we’re going to tell you how you can take advantage!

5 Video Marketing Trends You Should Know For 2023

Whether you’re a seasoned professional or a complete novice, there’s one thing we can all agree on - the effectiveness of video marketing. It’s good to be skeptical but if there’s one thing we can take from 2022, it’s that video marketing is huge right now. Thankfully for all of us, this explosive growth looks set to continue into 2023 and we’re going to tell you how you can take advantage!

Video marketing works.

We’ll save the sales pitch for another time but believe us when we say we’ve written about this subject many times before.

Now, if you haven't dabbled with video before, you may have a lot of reservations and we understand why.

Creating effective content is no easy feat.

The process of creating an effective video is difficult enough alone without even thinking about post promotion and marketing.

Then you have to account for the different types of video content, the actual stages of content creation and the costs and time involved from start to finish.

Funnily enough, we’ve written articles on all those subjects!

No matter how you feel about video marketing though, nobody can’t deny its effectiveness.

Video has grown year on year and looks set to continue along this path into 2023.

So, you are probably wondering how you can benefit from this growth.

Well, read on and find out!

1. Live video

Going live in 3,2,1…

Live video is on the rise again.

This may come as a surprise to some but live video has been growing in popularity and effectiveness for quite some time.

In a Q3 2020 report, Facebook Live was actually found to be the most engaging format on the platform, outperforming both traditional video and images. 

Another interesting point is that live videos actually receive six times more interactions than traditional videos and boasts a three times longer watch time.

Why, you might ask?

Well, statistics tell us that 63% of consumers like the human touch that live content adds as it feels more authentic and trustworthy compared to traditional branded content.

The best part about live content is that it is pretty much universally accessible. You don’t need to spend any money or waste a lot of time when you’re live streaming.

Just the press of a button and you’re good to go!

If you’re interested in reading more about the proliferation of live streaming, we’ve got you covered!

2. Silent videos

This might sound counterproductive and a bit silly, but silent video really is on the rise when it comes to social content.

Did you know that 85% of Facebook and Instagram videos are watched without sound?

This backs up our earlier claim, that video marketing is extremely popular and effective.

It’s being consumed so much online that a lot of the time having the sound on just wouldn’t be appropriate (we’re looking at you, work-time scrollers).

Now, you might be thinking about how you can get your message across without sound.

This is where captions come in.

Consumers actually watched ads with subtitles 12% longer than ads without. That’s a 12% increase in viewing time just for adding subtitles to a video.

As a bit of a disclaimer here, we want to stress that we are not suggesting that you disregard sound design within your videos.

It’s estimated that around 41% of video would be incomprehensible to viewers without sound.

We’re just highlighting how a lot of consumers will likely view your video without listening to any audio so just keep this in mind when you’re planning/creating your content.

3. Short-form content

This one’s a little more obvious.

With the rise of TikTok, Instagram Reels and YouTube Shorts, there is an increased demand for short-form content.

To back this up a little bit, TikTok was the most downloaded app in 2021 according to Apple. Instagram Reels generated 67% more engagements than standard Instagram videos and in 2022 YouTube Shorts boasted 1.5 billion active monthly users.

Interested in one more mind-blowing statistic?

Short-form video content ranks as number one for lead generation and engagement.

It’s quite easy to see just how effective short-form videos are.

It’s also quite easy to see just how effective TikTok, Instagram Reels and YouTube Shorts are.

The best part about these three platforms is the scope of content available to brands and businesses.

You can take any idea you have and turn it into a short, 15-30 second video. 

And if you find yourself short of ideas?

Well, not to worry, these platforms always have trending topics that you can easily get yourself involved with.

It’s a marketer's paradise.

The videos are shorter so they likely won’t take as much time to create (not always the case) and a lot of the work is done for you in terms of generating ideas.

Again, we feel the need to mention that these three aren’t the only platforms for short-form content. We have to give mention to the others like Snapchat because when they are used effectively, they can still yield excellent results.

4. User-generated content (USG)

This is a direct follow on from last year.

User-generated content was, is, and will continue to be, huge.

Again, we don’t want to make this all about TikTok, Reels and Shorts but they do play a huge part here.

USG is massive across those platforms.

Now you might be asking why? Why is user-generated content so popular?

Ultimately, it all comes down to its authenticity.

USG is raw, it’s personal and it’s honest. 

This isn’t some faceless brand talking to you, this is content directly from the users.

To keep this article consistent, we’re going to throw some statistics your way.

 

An estimated 85% of consumers say that user-generated content is more trustworthy than traditional content from brands. A further 68% claim they find USG more authentic and another 57% say that they follow a brand because of their use of USG.

Again, this is great news for us marketers.

You get to engage with your audience and have a little fun along the way.

Not to mention the videos will do wonders for your business.

#5 Social media stories

Stories have seen a lot of growth these past few years.

These 24-hour shelf life videos have proven to be extremely popular and particularly effective for businesses and users alike.

An astounding 86.8% of users on Instagram claimed that they posted stories every day

We’re not just talking about individual users either.

Brands using stories have seen a 73% increase in click-through rates on the same platform. 

Now, you can use static images as well as videos with story posts but we’re talking particularly about video stories here.

In fact, statistically, video stories are actually proven to perform better than static image stories. 

Much like when we spoke about short-form content earlier, stories have such a wide scope of content opportunities. 

You could show a quick behind-the-scenes clip, you could post part of a customer testimonial (USG) or you could even promote your latest offer with a 24 hour discount link.

Stories can be a great testing ground for your content, seeing what works well and what responses/reactions you get. 

Especially considering the 24-hour expiry date. If something doesn’t work well or completely bombs, it’ll be a forgotten memory the next day.

Key Takeaways

Video marketing is set for another big year in 2023.

The trends we’ve spoken about today are all predicted for growth in the coming year as well.

Now, it’s not set in stone that these trends will explode as predicted but all the positive indicators are there.

The best part about them though is that you will actually lose nothing by trying. You have everything to gain and very little to lose so we’d encourage you to give them a go!

Have fun with it and don’t be too discouraged if it doesn’t work as well as you expected it too.

It’s highly unlikely that you’ll be successful on your first time out.

See it as a learning experience and then try again!