Video Marketing Trends: What We See for the Year Ahead
When it comes to digital marketing, no strategy is complete without video. In fact, we have data to back it up:
- Video is wildly popular, with the number of people watching video online doubling since 2018
- The average person watches close to 19 hours of online video per week
- 87% of marketers said that they got a positive return on investment (ROI) with video
- 88% of consumers want to see more video from brands they support
- 82% of global internet traffic comes from video streaming and downloads
Due to its incredible popularity as well as positive performance, video continues to be a digital marketing tactic that we watch and recommend to our clients.
2023 video marketing trends
Here are a few video trends we expect in 2023 based on what we’ve seen happen in the video marketing landscape over this past year.
Short-form video – One only needs to look at the popularity of TikTok to know that there is an overwhelming market for short-form video. TikTok continues to lead the pack with the average user spending 45.8 minutes on the platform, with YouTube close behind at 45.6 minutes. However, YouTube is trying to court creators by offering a cut of ad revenue of short-form video and Meta (Facebook) updated their API for Facebook and Instagram Reels to make it easier to post to third-party platforms. Major platforms are going big on short-form video, and brands should take notice and get in on the trend while it’s hot.
Explainer video – Explainer videos, or educational videos, provide brands an opportunity to demonstrate their product or service and show the value to the customer. This can include videos that guide customers through various processes including product set up and more or showcase how your solution has helped other companies. These can greatly enhance the customer experience and help with the decision-making process. In fact, 84% of customers who watched an explainer video went on to purchase the product.
Incorporating SEO – We know how important SEO and PPC advertising is for driving traffic to your website, but what about video? Just like getting your website or ad at the top of a search, you’ll want your videos to rank and get served at the top of the results. YouTube is a great example of where SEO can help your video be one of the top returned results. HubSpot suggests using keywords in your video file name and title, optimizing your video description, tagging the video with keywords and using a custom thumbnail among other tactics.
Live video – Live streaming has been around for a while, but its popularity grew during the pandemic as people were stuck at home and looking for an authentic way to stay in touch with their favorite brands. Live video is a good source of engagement, as the brand is interacting with its target audience in real time. Brands that want to continue to build trust with their customers will embrace live video and will do well to incorporate short-form live video into their marketing mix.
Video is a strong tool for connecting with your target audience, and brands should follow and engage with these 2023 trends. We look forward to seeing where video marketing takes us this coming year.
Beyond Fifteen can support your brand through every stage of the customer journey, including developing engaging video content. Connect with one of our marketing specialists to learn more!