Video marketing has been a staple in the ecommerce industry over the past few years. Ever since the introduction of YouTube and the exponential growth of TikTok, most social media platforms nowadays feature video content in one way or another. Because of this, many believe that videos will continue to be a primary form of media and marketing tool in 2023.
But while video marketing has been effective in 2022, tactics and strategies used in this campaign changes ever so often. From TikTok video loops to influencer vlogs, marketers can never be too sure what video marketing strategies to adopt. To give you a better idea of the future of video marketing, here are some of the must-have video content in your video marketing campaign in 2023.
Video Marketing Key Statistics
Recent reports show that there are roughly 3.1 billion digital video viewers in the world. This includes people who stream series on platforms like Netflix as well as those who watch video content on popular social media platforms such as YouTube, TikTok, and Facebook.
Given the increasing demand for entertaining, engaging, and interesting video content, it can be difficult to find the right formula when creating video content. Digital marketers have a lot of hope in video marketing and are eager to unlock its potential in the coming years. With that, here are some key statistics about video marketing performance in the industry.
- 92% of digital marketers claim that videos are an essential element of their overall marketing strategy.
- A majority of 84% of marketers say that videos are effective in generating leads.
- 87% of digital marketers record a favorable ROI in their video marketing campaigns.
- Product demos are the primary video format used in B2B advertising.
- 54% of consumers believe that brands should put out more video content.
- 64% of global consumers consult a brand’s social videos before completing a purchase.
- Online videos are expected to account for more than 80% of the global web traffic in 2023.
What To Expect in Video Marketing in 2023
Since video marketing has been an essential strategy for digital marketers over the past years, there is a lot more to expect from it in 2023. Here are some of the video content trends and tactics to watch out for in your video marketing campaigns for the coming year.
Live Videos
Source: Pexels
Live video streaming became extremely popular in recent years. During the height of the Covid-19 pandemic and the community quarantine set around the globe, live streaming became a staple source of entertainment for people at home.
Live streaming platforms like Twitch experienced exponential growth in viewership around this time, garnering over 2.78 million concurrent viewers in 2021. This was a 31% increase from the year prior. To add to this, the live-streaming market is expected to grow up to a worth of $330.5 billion by 2030.
While Twitch is primarily a gaming live-streaming platform, popular social media sites such as Facebook, YouTube, Twitter, and Instagram have introduced live-streaming features on their platforms. According to recent reports, Facebook live streams bring more engagement than pre-recorded or edited videos. In addition to this, TikTok predicts that the consumption of live branded content on their platform would also peak in the near future.
Content marketers can utilize this dynamic and offer new audience experiences in their marketing campaigns and effectively reach a target audience. This is because live streams offer a unique and brand-new opportunity for brands and audiences to interact and engage with each other in real time.
Many marketers believe that live videos can be an effective marketing tool to engage with their social media followers and subscribers. It can be a way to share videos behind-the-scenes and a sneak peek at processes that allow audiences to learn more about a product or service. In addition to this, live streaming is also a good platform to host Q&A sessions and interviews with a live audience able to communicate with the brand directly.
User-Generated Content
User-generated video content is a new and effective way to connect with your target audience. According to recent reports, viewers and consumers are more likely to trust user-generated content than branded content as it is deemed authentic and trustworthy.
User-generated content or UGC involves real users who provide testimonies or demonstrations about a certain product or service. They provide authentic product reviews and are more likely to share reliable information about the effectiveness, quality, and reliability of a particular item, digital good, or service.
Thus, they serve much like a third-party judge and provide unbiased reviews which consumers are more likely to trust than branded or sponsored video content. Reports show that 60% of consumers believe that UGC is more authentic.
In addition to this, 90% of consumers state that authenticity is a critical factor they consider when choosing a brand or product to support. Utilizing UGC as part of your marketing strategy can help create a genuine audience relationship and establish a loyal consumer base.
Silent Viewing
Did you know that 85% of videos on Facebook are watched without audio? Silent viewing is a new consumer trend that is expected to continue for the next years. Most social videos are consumed through mobile devices such as smartphones and tablets.
And while on the go, people actually prefer watching online videos without sound. To add to this, reports show that online videos with captions or subtitles receive a 12% longer average watch time than those without.
Taking this into consideration, content marketers are creating videos specifically for silent viewing. While it is not necessary to completely rid your videos of any sound or audio, adding captions, on-screen texts, or a combination of the two makes it possible to engage silent viewers and the general audience as well.
AR/VR Integration
Source: Pexels
Augmented reality (AR) and virtual reality (VR) technology have been continuously developed throughout the years. And as more and more devices are becoming AR and VR compatible, digital marketers need to take advantage of it as part of their marketing strategy.
AR and VR offer an interactive form of content that can provide consumers with a new way to experience and test and interact with a product or service. AR and VR video content marketing can be an effective way to convince people to purchase your product as it allows them to see their use first hand.
Video Atomization
Video atomization has been a widespread practice for digital marketers, especially in social media marketing and content marketing strategies. However, it is expected to be more crucial in the years to come.
Video content creation is not a fast and easy process. It requires a lot of time, effort, and resources in order to come up with a high-quality video. Unlike blog posts, video content can take weeks up to several months to complete.
Atomization allows marketers to maximize the use of their content by repurposing and publishing it on several different digital channels and platforms. The benefit of video atomization is that there are different ways to transform this media to fit different channels.
Long-form video content can be published as is on platforms such as YouTube. However, it can be atomized and cut into shorter versions to turn it into a TikTok video, an Instagram highlight, or a Facebook short. These can even be used as a teaser with a landing page directing to your social media profile or the original content.
Videos can also be further atomized by extracting the audio and turning it into a podcast or transcribing it into web articles or blog posts. With video atomization, businesses can create numerous marketing content and utilize it for different marketing campaigns and strategies.
Bottomline
Video content has been a primary source of entertainment in this digital day and age. People spend hours watching online videos on various social media platforms and channels at any time of the day. The majority of digital marketers are leaning towards and banking on the continuous popularity and demand for video content.
However, it is important for them to know what type of video would best fit their marketing campaign to reach their goals and objectives. Our list of must-have video marketing tactics for 2023 should give you a good idea of what to do next when you create content for your next campaigns.
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