Video Marketing in 2023: The 6 Trends You Can’t Ignore
Video marketing has become a crucial component of digital marketing strategies in recent years, and it will only become more important in 2023. With the increasing popularity of video content consumption on social media platforms, businesses need to keep up with the latest trends to stay relevant and competitive in the market. In this article, we will explore the six video marketing trends businesses cannot afford to ignore in 2023. From live streaming to the interactive video, we’ll delve into strategies to help businesses connect with their audiences and increase engagement through video content. Whether you’re a small business owner or a marketing professional, this article will provide valuable insights into the future of video marketing and help you stay ahead of the curve in 2023.
Here is the list of the trends you can’t ignore in 2023:
1. The organization of virtual events:
The advent of the COVID-19 pandemic has brought about unprecedented changes in the way businesses operate. The restrictive measures and guidelines implemented by health authorities worldwide have led to the unprecedented suspension or limitation of physical gatherings. As a result, virtual events have become the norm, and many companies have leveraged technology to create innovative and engaging online experiences for their customers.
From concerts to virtual fashion shows, trade shows, and training sessions, virtual events have proven to be the go-to solution for businesses looking to maintain a connection with their clients and stakeholders. By leveraging video technology, companies have been able to transcend geographical barriers and connect with their target audience in a more intimate and interactive way.
The popularity of virtual events is set to continue well into 2023 and beyond. According to recent statistics, 84% of businesses have reported significant cost savings as a result of hosting virtual events. The return on investment for virtual events has also been shown to be excellent, with many companies achieving their desired outcomes and objectives.
Despite the anticipated relaxation of sanitary conditions and restrictions, the trend of virtual events is likely to continue. Companies have come to realize the numerous benefits associated with hosting virtual events, including cost-effectiveness, greater audience reach, and the ability to gather valuable data and insights. As such, it is safe to say that virtual events will remain an integral part of business operations in the years to come.
2. The use of hotspots
In today’s highly competitive digital landscape, businesses are continually seeking innovative ways to enhance customer engagement and drive conversions. One such strategy that has proven highly effective is the use of interactive videos. Studies have shown that interactive videos can increase conversion rates by more than 11%, making it an essential tool for companies looking to boost their online presence.
The use of “hotspots” or interactive maps is becoming increasingly popular among businesses seeking to engage their customers in a more interactive and immersive way. These hotspots offer users the ability to click and explore a video in greater detail, providing them with a personalized and highly engaging experience.
This innovative format is regularly used on popular platforms such as YouTube, where businesses leverage hotspots to encourage prospects to leave their contact details or make an impulse purchase on their e-commerce platform. By offering additional content and links, companies can effectively guide their customers through the buying journey and enhance the overall user experience.
A great example of the effective use of interactive videos can be seen in the Dolce Gusto loyalty program video. The interactive card displayed on the video encourages customers to join the program, thereby generating conversions and fostering brand loyalty. By leveraging this technology, companies can enhance their online presence, drive customer engagement, and ultimately, boost their bottom line.
3. More fun and colors
The advent of social media platforms such as TikTok and Instagram’s Reals feature has revolutionized video marketing. These platforms have introduced a colorful and entertaining element to video marketing that was previously lacking. With the incorporation of fast, short, and dynamic videos that feature dance moves, catchy jingles, stunts, and jokes, this trend is set to take root in the marketing world in 2023 and beyond.
For brands looking to capitalize on this trend, it is important to master the art of blending informative content with entertainment. By doing so, brands can create engaging and captivating video content that resonates with their audience while also communicating their message effectively. The key is to strike a balance between the two elements, ensuring that the entertainment value of the content does not overshadow the underlying message. This approach is likely to yield significant dividends for brands seeking to make their mark in the dynamic world of video marketing.
4. More authentic, more human videos
Amongst the various marketing tools available, video content emerged as a game-changer in the post-pandemic era. Videos offer a captivating medium to communicate and connect with customers, while also humanizing the brand’s image. In essence, a well-crafted video has the power to create a lasting impression on the target audience.
However, merely producing a video may not suffice in today’s competitive market. To stand out and leave a lasting impact, it is crucial to infuse a sense of authenticity and fun in your communication. By humanizing your brand’s image, you can build a stronger rapport with your customers and foster brand loyalty.
One way to achieve this is by involving your employees and leaders in your video content. You can encourage your team to participate in fun challenges on social media platforms such as TikTok, Instagram, or Thriller. This not only showcases your brand’s lighter side but also brings your team together and fosters a sense of camaraderie.
Additionally, you can feature your company’s leaders and ask them to narrate the story of your brand or company. This personal touch gives a glimpse into the values and ethos that underpin your brand’s operations, thereby strengthening the bond with your customers.
Furthermore, incorporating customer testimonials is an effective way to humanize your brand. By featuring satisfied customers’ experiences, you showcase your brand’s ability to fulfill their needs and foster a sense of trust among potential customers.
Lastly, organizing live sessions with your employees where they can answer customer queries is an effective way to connect with your customers. This allows them to get to know the faces behind the brand, thereby strengthening the bond between the brand and the customer.
5. Videos with “shoppable” content
The convergence of video and e-commerce has resulted in a strategic partnership. The emergence of advanced technology such as augmented reality and dynamic content provides an opportunity to market products directly through social media platforms. By merely swiping a finger, known as the “swipe”, entice your Instagram or Snapchat followers with impulse buying options. To fully capitalize on this trend, ensure that users are informed of the shoppable video’s interactive nature, incorporating your brand’s visual identity, displaying products in an appealing context, and highlighting the shoppable button prominently. Employ explicit calls to action to encourage user engagement.
6. More vertical, shorter content
Over the last many years, social networks have undergone a major shift in their operational paradigm. The advent of TikTok, with its short-form video model, has been resonating with users seeking quick and clear content. As influencers on these platforms embrace this new approach, brands are gradually following suit and showing an interest in this new form of marketing, known as “video shorts”.
Instagram reels, YouTube shorts, and Snapchat spotlights are just a few examples of this trend gaining momentum, as these short vertical videos are becoming increasingly popular among brands. Their growing popularity and flexibility in content adaptation make them a valuable tool for marketers looking to reach audiences who prefer bite-sized and easily consumable content. As a result, brands are now prioritizing the development of short-form videos as a crucial component of their marketing strategies.
Conclusion:
In conclusion, video marketing is becoming increasingly popular, and it’s not going away anytime soon. With the rapid growth of technology, video marketing is expected to continue to evolve and adapt to new trends in the years to come. By keeping up with these trends, businesses can improve their reach and engagement with their target audience, leading to increased brand awareness, customer loyalty, and revenue. As we move into 2023, the best video marketing trends that businesses should not ignore include live streaming, personalized video content, interactive videos, and vertical video optimization. By incorporating these trends into their video marketing strategies, businesses can stay ahead of the curve and achieve their marketing goals in a competitive digital landscape.
