In 2023, moving images will continue to be the trend in marketing. No wonder. After all, videos – like hardly any other medium – are capable of arousing emotions. They entertain and inform at the same time. With this in mind, a good video marketing strategy tailored to your target audience is essential this year as well. Only in this way will you succeed in winning new customers and increasing your sales in the long term.
In this article, we’ll show you which video marketing trends you shouldn’t miss in 2023.
Video Marketing Trends 2023: Set your sights on new content formats
“Content is King” – a well-known statement, but one that has lost none of its relevance. So the following still applies: Good content is what counts – ideally in combination with a successful video design. Nowadays, boring and stale films are of no interest to anyone. It’s better to focus on new, innovative and creative content formats. We’ve put together 10 ultimate tips for you.
Trend 1: Authentic live videos
Live video allows you to connect with your audience in real time and create extra authentic media experiences. You can use live video for product demonstrations, Q&A sessions, and other interactive events: You share events directly with your followers. Or you “tell” your customers the story of how your product came to be – almost as if you were sitting right across from them. Be authentic and give a glimpse behind the scenes.
Real-time image films, on the other hand, are ideal for providing (potential) customers with in-depth insights into your company’s internal processes and history – and for convincing them of the benefits of your quality and services.
Trend 2: Snackable (TikTok) videos
A look at the current TikTok trends clearly shows that short videos are on the rise. More and more companies are using short and snappy video sequences to attract attention and win new customers. These videos are usually under a minute long. At the same time, they get to the heart of the matter in the shortest possible time. Here, too, the tried-and-tested motto applies: brevity is the spice of life. Another advantage is that short videos can be shared quickly and easily – whether by e-mail, WhatsApp or Messenger.
With TikTok-style short videos, you combine images or a combination of images and videos instead. You can also use stickers and other visual elements to get your message across clearly and memorably.
Trend 3: Silent Revolution – Soundless videos with subtitles
The silent film is out? No way! A look at current video marketing trends says otherwise. About
85% of videos on social media are played without sound. The reason: In the feed, the videos are automatically played soundlessly. In technical jargon, this is called a Silent Revolution. At the same time, I’m sure we all know the uncomfortable situation in the office when a video suddenly plays with sound and draws all the attention to you.
Whether in Switzerland, China or the USA, a soundless video can be understood by almost everyone without any problems. Silent films are therefore an excellent choice, especially in international marketing. With subtitles in different languages, they can be a real super tool to promote your brand abroad.
Another advantage is that a video without sound is easy to watch or share on social media . Unlike traditional videos, it is not necessary to turn up the volume to understand the voice-over.
Since you can also do without professional voice actors and dubbing for “silent” product videos, they are also much easier, faster and cheaper to produce. The absence of audio forces the viewer to focus entirely on the visual elements of the video. So the focus is clearly on the images and the message you want to convey with them.
Last but not least, soundless videos can be listened to almost anywhere without your viewers having to turn down the volume.
Trend 4: Shoppable ads with product videos
Shoppable ads with tutorials and product videos show a product or service in action. The highlight: Anyone who wants to can then buy or book the corresponding product or service immediately. One click on the link provided is all it takes. Marketing has never been so easy.
The advantages are obvious:
- The option to link directly to a purchase opportunity provides a better conversion rate.
- Tutorials and product videos are ideal for explaining how products work and increasing brand awareness .
- Videos with shoppable ads can also help improve the customer experience. They also make it easy for viewers to choose your product – and add it directly to their virtual shopping cart.
Trend 5: Interview and streaming videos
With a video interviewing an expert on a specific topic, you give your users valuable information. You offer them real added value. You can also let your customers have their say and thus create transparency and trust.
A streaming video, in turn, is a movie that is consumed live or on-demand over the Internet. So there is no need for a tedious download. This allows users to watch your video in real time.
If you use both formats for live broadcasts of events or as a tutorial, for example, this offers you an unbeatable marketing advantage.
Trend 6: Vlogs
The term “vlog” is made up of two words: Video and Blog. So-called video blogs pick up on exciting topics, which they present to users not as text, but – as the name suggests – as video. Vlogs emerged several years ago and continue to enjoy great popularity.
Vlogs are a brilliant way to drive traffic to your website or social media channels .
In content marketing, vlogs have a lot of advantages:
- Insight: They introduce your brand or product in a short and entertaining way. Depending on the type of product, there are several options here. For example, you can let satisfied customers have their say in a short film sequence or test your product. Or you can let your viewers look behind the scenes of your company – for more authenticity and transparency.
- Clarity: For example, in a how-to video, you can explain what’s important about using your product.
- Relationship: With a likeable vlog you build a personal connection to your target group You show your face and tell about yourself and your experiences with the product. It’s almost like being at home in your customers’ living room.
- USPs: Use a vlog to highlight how your product benefits your target audience and how it can improve their lives. For example, with successful storytelling.
Good to know: Here we reveal the best tips and tricks for storytelling in explainer videos.
Trend 7: Interactive videos
An interactive video allows viewers to help shape the content of the video. For example, by clicking on elements within the video, answering questions, or providing input. This can be a great way to increase audience engagement rates. Examples of interactive videos are e-learning modules, web-based trainings (WBTs), interactive infographics or interactive commercials.
By the way: In this article you will learn everything important about interactive videos
Trend 8: User-generated content
Why create everything yourself? Take advantage of user-generated content (UGC)! UGC is content that you don’t create yourself, but the users of a website or platform do. These can be blog posts, reviews, comments, photos or even great videos.
In marketing, for example, you can use UGC to promote your brand and build trust with potential customers. Publishing positive reviews and feedback as a video testimonial shows customers that other people are enthusiastic about your products or services. This can improve your reputation tremendously.
Tip: You can also gain valuable insights into the preferences and needs of your target group by using user-generated content as a kind of data source. When designing marketing campaigns and developing new products, these insights can then be taken into account in a strategically smart way.
Trend 9: 360 degree videos
360-degree videos offer viewers an in-depth experience – which in turn makes them a prime marketing tool. Users are actively immersed in the video and can virtually look around on the spot. This allows you to show your product or service from different perspectives.
Trend 10: Improve your Google ranking with Video SEO
In online marketing, few things are as important as a good Google ranking. And this is where well-made, high-quality videos can make an enormous contribution.
Google rates it positively when videos are integrated into your website. Provided, of course, that they are relevant, of high quality and offer users real added value. That’s why you should take this trend into account in your video marketing in 2023.
To optimize the Google ranking of videos, you should proceed as follows:
- Use a meaningful title and a selected video URL and, to optimize the video for the search engines. Your relevant keywords should definitely appear.
- Of course, the video description should also include the relevant tags to optimize the video for your search terms.
- Add a video sitemap to let Google know that there is a video on your site.
- Be sure to think about video transcription and video subtitles to make the video content easier for Google to understand.
These were the ten most important trends in video marketing for 2023. Currently, however, a fundamental revolution is taking place in content marketing: Co-creation with artificial intelligence. So let’s take a closer look at how this affects video marketing.
Ultimate Video Marketing Trends: AI, VR and AR
Artificial intelligence (AI for short) opens up completely new opportunities in the creation and maintenance of content. AI systems learn from data collections, autonomously optimize campaigns, and facilitate decision-making.
AI: Artificial intelligence in video creation
Artificial intelligence (AI) is indeed getting “smarter” all the time. This cleverness can be put to excellent use in video marketing to produce first-class videos with little effort .
Whether editing video footage, creating time-lapse or slow-motion effects, or optimizing footage, AI tools have become almost irreplaceable when it comes to post-processing video.
You can also take advantage of artificial intelligence when producing completely new videos. Modern AI software is able to analyze existing videos and generate new content based on them. Or you create a new video based on a Word document using so-called text-to-video tools.
Digital Worlds: Augmented and virtual realities
Virtual reality (VR) and augmented reality (AR) have been enjoying increasing popularity for some time now. Videos in VR and AR are particularly effective when it comes to product demonstrations.
Virtual Reality (VR): With the help of special hardware and software solutions, complete rooms, landscapes or worlds can be created. Currently, the concept “Metaverse” is a much-discussed topic, in which fantasy worlds are realized by means of VR. In the metaverse, your target audience is immersed in your company’s universe. Your task is to create a unique experience that your target group will remember for a long time. Here you can use videos to tell your products, services or stories with storytelling.
Augmented Reality (AR): The term “augmented reality” refers to the combination of virtual and analog elements. In this process, AR overlays digital information and images on top of a real scene. On the smartphone or with the help of special glasses, additional information such as text can then be displayed in the user’s field of vision in addition to the image or film. It is thus an artificial extension of the actual reality. Whether it’s a digital furnishing planner or a virtual wardrobe, there are no limits to the possible applications of augmented realities.
But as a video marketer, you can also reap the benefits of this new technology. For example, you can use VR and AR to:
- Offer virtual training
- Present your products in the context of a digital 3D simulation
- Create new experiences in the metaverse
With these three powerful tools, you’ll be optimally equipped to successfully apply Video Marketing Trends 2023 in your company. Artificial intelligence in particular will accompany us closely over the next few decades. This makes it all the more important to actively address the issue and become an expert yourself.
Be smart: Place the right ads
In addition, be sure to use the appropriate ad formats when marketing your videos.
1. "Over-the-top" video content (OTT)
Classic television was yesterday. Streaming services like YouTube, Netflix or Amazon Prime are gaining more and more popularity. The reason: Video streaming offers significantly more flexibility. Here, viewers decide what they want to consume and when. Gone are the days when you missed the latest episode of your favorite show because you had to work late or something else came up. To make your brand better known, you should place ads where you can really reach your target group: on the various streaming channels.
2. Search for suitable advertising and cooperation partners
When looking for suitable advertising and cooperation partners for your video marketing, it is important that you keep your target group in mind. The partner must fit your business and your goals.
In your search, for example, you can use social media or other online platforms, such as joining specific groups or running various advertisements.
3. Honesty is the best policy: points with transparency
Don’t make a secret of what you want to accomplish. That is: disclose your intentions, do not hide. Honesty is still best received not only by your cooperation partners, but also by potential customers. This also applies to the video quality: The quality does not always have to be on the level of a feature film. With the advent of smartphone videos, your target audience has also become accustomed to the implementation of “layman videos.” Authentic and exciting storytelling is still important, which you should emphasize in video marketing.
4. ... and also times longer videos
Videos longer than 60 seconds are not viewed? Wrong! The bottom line is still how interesting, funny, exciting, informative or entertaining and professional the content is. Then you can also allow yourself to create videos of more than 3 minutes. The main thing is that you manage to convey your content in an understandable and entertaining way.
5. Strong upswing: Programmatic Advertising (PA)
With Programmatic Advertising, you automate the placement of ads across a platform or network. The ad placement is thus personalized and optimized.
The ad is therefore only played out to certain target groups. This is made possible by the use of data collected while surfing the Internet. They provide information about users’ interests and behavior patterns. In programmatic advertising, too, there are a variety of AI tools that do the work of optimizing for you and thus support you optimally.
In short: The video marketing trends 2023 summarized
The current video marketing trends are a colorful potpourri of proven strategies and new digital tools and video formats . A good SEO strategy, an appealing video design and transparent communication with gripping storytelling are also of enormous importance in the new year if you want to market your products profitably. Nevertheless, it’s worth keeping up with the times and looking at innovative video formats in addition to classic videos. Whether artificial intelligence, virtual realities, or TikTok-style snackable videos. The most successful marketing concept is one that uses a variety of approaches. Last but not least, you should always stay true to your line. This is the only way to ensure that your product or service retains its recognition value.
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Dustin Bättig | CEO
Photo Credits: Hello I’m Nik, Jesus Loves Austin ,Minh Pham ,UNIBOA, Harry Cunningham , Jenna Day, Walling
