Given that video now makes up 82% of all internet traffic and can be seen by 92% of all internet users, we must regularly evaluate the efficacy of our video marketing tactics to ensure they're keeping up with the times. The reason is, despite videos' ever-increasing popularity, the video industry as a whole undergoes radical shifts regularly.
These are the top video marketing trends for small businesses to follow in 2023 if they want to keep up with the competition and expand their customer bases.
An Overview of the Current Video Marketing Industry
Examining the present state of affairs is necessary to predict future developments in video marketing services.
The time it takes to edit a video indicates how far the medium has progressed in recent years. Using our data, we determined that the typical time it takes to edit a film from start to finish (importing footage to rendering the final product) has dropped by a mind-boggling 94% since 2021. What used to take hours may now be done in as little as eight minutes.
As a result of improvements in video editing software, creators are opting to make their films shorter. The majority of videos (45.5%) in 2022 were under 2 minutes long, according to statistics from Flixier, while the proportion of films under 1 minute long grew rapidly in the last quarter of that year.
The adoption of cloud-based processes is a major factor in these shifts in video marketing services. Around one-seventh of editors now solely use cloud-based workflows, meaning they only use cloud-based import, editing, and delivery.
The employment of subtitles in video editing is another pattern shown by Flixier's data. Based on our research of 3.15 million projects, we discovered that 27% of them made use of subtitles, with both automatically produced and human-added subtitles having equal use.
These findings, taken as a whole, show how the video editing business is changing due to the emergence of new tools and techniques that streamline the process of making videos.
How to Implement 2023's Leading Video Marketing Trends
1. Vertical short-form videos
The popularity of TikTok-style short vertical videos (and, later, Instagram Reels and YouTube Shorts) ruled in 2022 and seems certain to continue in 2023. The fact that TikTok is expanding and attracting well-known companies and celebrities suggests that it is becoming an essential tool for marketers.
How to execute:
For this video marketing trend, you should come across as natural and relaxed to succeed with vertical short-form videos. If not, you'll stick out like a sore thumb on the platform. You may be as open, goofy, and relaxed as you want with your brand in a TikTok. The platform relies on user participation in the form of trends, answers, and "stitches," so don't be shy!
2. Live video
Among those between 18 and 34, 63% regularly tune in to live-streaming material, which is now accessible on practically every social media site. Live videos use the same laid-back authenticity that has made TikTok so successful, but instead of posting for a few seconds, viewers frequently tune in for hours.
How to execute:
Toy around with live video in several different ways, such as:
- Online broadcasts in real-time.
- What goes on behind the scenes during product production.
- Employee or industry interviews.
- Explanations of the features and benefits of the product.
- Clips in which a product is opened for the first time online.
- Live presentation of a service.
- An opportunity for viewers to ask questions.
Each live video you make should also have an interactive component. It's a great way to get people talking about your business and increase customer loyalty. To grow your live audience, you may take advantage of the fact that only those who watch the video in real-time will be eligible to win any prizes or get any discounts or special offers that may be announced during the broadcast.
3. Small-scale productions
Companies used to spend tens of thousands of dollars on professional video production and editing because they believed that all advertising should have a polished, expert air. Yet, as live-streaming and short-form video platforms like TikTok grow, consumers are becoming more tolerant of poorer production values in the businesses they follow. These days, a smartphone and a computer are all that are required to make professional-quality promotional movies.
How to execute:
Create videos for apps like TikTok, Reels, Shorts, live broadcasts, and Instagram Stories by holding your phone vertically. But, be aware that viewers have a far lower tolerance for subpar audio than for subpar video. You should turn off the air conditioning and shoot in a quiet room with a good microphone if you want to sound good.
Use Promo's online video creator to create professional-looking videos without breaking the bank. Making a professional-looking video for social media is quick and easy, even if you need to learn more about editing videos. Have you run out of inspiration? Make a new video in minutes using one of our many premade templates. You can take it from good to great by just adding your logo.
4. Social media postings
The tale video is another popular kind of informal social media video content. Snapchat created this format because its videos expire after 24 hours. Social networking sites like TikTok, Facebook, and WhatsApp have all adopted their takes on "stories" since Instagram popularized the format with its app.
The power of tales, like that of TikTok, lies in their informality and ease of production. The more you publish, the more chances you have to engage with your audience. You may post a dozen times a day without annoying your followers.
How to execute:
Use the narrative format to your advantage by publishing interactive content to attract and retain customers. Create a feeling of community and foster a two-way conversation with your audience by asking them to participate in polls, questions, and quizzes.
Check out our post, How to Attract People to Watch Your Instagram Stories in 2023, for additional advice on success with stories.
5. User-generated data
Do you wish there was a simpler method to make videos? User-created content (UGC) may be the answer you've been searching for. Sharing user-generated content (UGC) on social media channels is a key part of this tactic. In addition to providing an uncostly method of generating material, this method also fosters a feeling of community among your audience members. Another huge benefit? User-generated content has a credibility score of 2.4 times that of brand-created content among consumers.
How to execute:
You may ask your followers for material in several different ways, such as:
- Making a video competition where others may enter to win a reward of your choice.
- You are holding a contest where people must submit a video to participate.
- Influencer marketing entails paying popular YouTubers to make videos promoting or discussing your company.
- Individuals can create content for you by simply asking them to upload videos of themselves using your items, evaluating your services, praising your company, etc.
- By contacting users who have posted films they made about your company or its products, you may get their OK to republish the videos on your channel.
If you want to succeed in video marketing trends in 2023 and beyond, you need to be up-to-date on the most recent developments in the business.
These tendencies, such as the incorporation of AI and closed captioning, may profoundly affect the future of video production and distribution.
Staying abreast of developments in video marketing technology is crucial in today's cutthroat online business environment. By remembering these tendencies, companies may produce films that are both interesting and informative for their viewers.
Featured image: Image by Freepik
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