Video marketing is constantly evolving

Thanks to technology and what consumers like to watch. 

While I discourage blindly following trends for the sake of views, it is still important to know how the industry is changing. 

Let’s explore some key social media video marketing trends we expect to see in 2023. 

 

1. USER-GENERATED CONTENT

User-generated video content will continue to dominate social media. 

UGC (or videos made to look like UGC) involve real users talking about your product/ service and how it has helped them. These types of videos can be testimonials of your service or a demonstration of your product. UGC feels more authentic to consumers, which helps cut through the noise and allows your video to connect better with viewers. 

Thanks to the rise of Tiktok, BeReal, and other similar features across different platforms, it cannot be overstated that authentic video content is critical when trying to connect with your audience. 

Authenticity is one of the reasons why video does so well in marketing because viewers feel like they get a chance to know you and connect with your business. 

 

 

2. LIVE VIDEO

Since 2020, live video has emerged as one of the ways for startups and other brands to connect with their audience. 

Today live video is being used by everyone, from influencers unboxing a product or brands announcing a new launch to Broadway doing a live full-length production. 

For marketers, live video should definitely be on your list for video this year because its demand is only growing. In fact, studies have shown that the majority of viewers tune in to at least one live stream per day (Interactive Advertising Bureau) and that live video holds a viewer’s attention for 10-20x longer than pre-recorded videos (Forrester). 

The only problem is that most people are not utilizing the power of live video because live video is seen as having less control over the video and the message. But live video doesn’t have to mean you give up control if your live video is well planned. 

So if you’re willing to embrace it, live video can give you a competitive advantage. 

 

 

3. SEARCH OPTIMIZED VIDEOS

As business owners, we all want to rank on google, and know that Search Engine Optimization is how we do that. So how do you rank on google? A blog, metadata, website copy? 

SEO is nothing new but what about videos optimized for search? A recent Forrester study found that videos are 53 times more likely to generate first-page rankings than traditional SEO techniques. 

As videos become more and more important in marketing so too will video optimization. 

So how can you optimize your videos for better search engine results? With relevance, consistency, and backend optimization. 

First, make sure every video is relevant to your audience by answering their questions, educating them on important topics in your industry, and creating video content that is interesting to watch. 

Second, be consistent. Just like with traditional SEO content, consistency is key to boosting your rankings. So make a video schedule that you can stick to, post frequently, and always publish these videos on your website so that it will help boost that traffic. 

Finally, don’t forget important technical optimization, such as title tags, keywords in the description, and choosing appropriate thumbnail images. 

 

 

4. AR/ VR VIDEOS

I’ve thought about this for a while but I think that AR/ VR (Augmented Reality/ Virtual Reality) is going to change the way we live. 

AR/ VR content has been around for while (I’ve had a 360 camera for 4 years now) but it’s just starting to find its way into mainstream video marketing trends as the technology becomes more accessible and consumers demand increasingly interactive content. We may be looking a few years down the line, but brands need to be ready to incorporate it into their video marketing strategies as the demand for traditional video but drop. 

Just like with live video, our view on what kinds of experiences can be virtual has transformed over the last two years. Retailers have a try-before-you-buy experience, Realtors can have a virtual walkthrough, and healthcare providers can have a self-guided diagnosis, all thanks to AR/ VR. This new technology makes things so much more accessible for consumers today and they’re unlikely to want to give up the convenience that AR/ VR gives them. 

 

 

5. SILENT VIDEOS

As a video professional I’m ashamed to admit this but a lot of times I will scroll through videos with my sound on mute. But more and more videos are being made to be watched silently now. Sounds crazy right? Isn’t that the benefit of video, having both image and sound?

Turns out that watching a video on mute is not so crazy anymore. In fact, 80% of consumers report having a negative reaction when an ad plays a loud sound unexpectedly. Because the majority of video content is consumed on smartphones, whether that’s on the metro (or subway), in waiting rooms, in classrooms, or in a meeting (we’ve all done it, right?😉). 

This means that if you want people to stick around and engage with your video content then you need to optimize it for silent viewing, even if that means just adding closed captions. 

 

 

6. SMARTPHONE PRODUCTION

Gone are the days when video marketing required expensive equipment and a production budget (and what startup or solopreneur has the money for a production budget?) But, even brands that can afford a production budget are opting to film with smartphones to make more relatable and authentic content. 

Perfectly edited Tiktoks, vlogs, ads you name it and it can be created on your phone. So if you’ve been wanting to get more serious about video but afraid you don’t have the right equipment here’s your sign – all you need is an inspiration and your phone. 

If you want to learn more about creating professional quality videos using the equipment you already have, download my free guide: How to Film Yourself Like a Pro.  

 

 

7. VLOGS/ BEHIND THE SCENES

If you’re going for authentic content then you can’t get more authentic than vlogs or behind the scene videos. 

We know that storytelling is one of the best ways to communicate and connect with your audience, and storytelling and video go hand-in-hand. We also know that viewers like to relate to the content they consume and are more likely to buy from a brand they “know” and “trust”. Vlogs and behind-the-scenes videos are the best type of videos to build that trust with the viewer because they get a pull-back-the-curtain view of the inner workings of you and your business. These types of videos can also be tutorials or product demonstrations. 

Vlogs position you, the creator, as the main character, telling stories about topics, events, and experiences from your perspective and giving viewers a better understanding of who they are. 

Vlogs are not just for influencers or individual content creators, businesses can use them to create a human connection between the business and the consumer. 

 

 

8. EDUCATIONAL VIDEOS

Today, consumers buy from businesses they know, like, and trust. But before they can know, like, and trust you, viewers need to recognize you as an authority in your industry, which is where educational videos can help. These types of videos help your audience understand your product or service and how they can benefit. 

This type of video content is great for driving traffic and building brand awareness. Educational videos make you appear as the expert with the solution to the audience’s pain points, making them feel valued. Which is a great way to turn viewers into raving fans of your business.

 

 

Video marketing is essential for brands around the world and knowing the trends of video marketing will help you create relevant content that viewers want to watch. As social media platforms add new video features and adopt video-first algorithms, video content will become even more critical in 2023 and the years to come. 

If you need help with your video marketing you can schedule a free discovery call to see how we can help you take your videos to the next level.