10 Video Marketing Trends 2023

10 Video Marketing Trends 2023

Andrew Kozik
Founder of Lemons

Video is an unquestionable leader among all types of engaging content. More and more marketers recognize its entrancing advantages and choose to incorporate video in their digital marketing strategies.

Video is a flexible and easy-to-use marketing tool for advertising products or services, building a better social media presence, or increasing client engagement. However, if you want an advantage over your competitors, you must track the latest video trends. 

Here are the top 10 trends in video advertising that can help you considerably improve your marketing strategy and boost your business in 2023.

Video Funnels

The number of consumers discovering new brands through video is skyrocketing. According to HubSpot, 84 % of customers have decided to buy a product or service after watching a brand's video. Moreover, the pandemic has impacted the amount of video content people watch; 96% of consumers noticed that the time they spend watching videos has increased. Plus, 80% of buyers were encouraged to purchase an app or software after the video about it. These statistics prove that video is on the way to becoming an essential part of the customer journey. 

According to Retail Dive, 87% of prospects search for tidbits of information about the product online before making a purchase decision. Also, consumers often interact with brands if they have questions about their desired goods. So the video can be a great way to make them buy from you.

 

Search-Optimized Videos

Since search engine algorithms are becoming more intelligent, optimizing video content is crucial to your video marketing strategy.

Video SEO started with the YouTube search engine. Then Google implemented a "Featured Videos" card to their search engine results in 2018. Due to this update, some small parts of videos can be played about your search keywords.

While more and more people use video-sharing platforms to enjoy a large variety of useful or entertaining content from different brands, you need to optimize your videos to stand out from the crowd.

There are 3 key ways to boost SEO by using videos:

  • Publish video content on your website.
  • Add a text description to your video. This allows Google to understand what is in your video and leads to additional mentions of keywords related to your prospects’ search.
  • Share your videos on social media to broaden your customer reach.

360-degree videos

360-degree videos, or spherical videos, are recorded in all directions at the same time, thus giving you an all-around view.

According to Adsrtas, 98 % of internet users consider 360-degree videos to be enthralling and inspiring, unlike other types of videos. This immersive format has changed customers' viewing experience, allowing them to track how they observe products or services. Additionally, 360-degree videos make prospects feel like they are watching a product demo before buying it. 

Silent Videos 

These are videos with no sound included. 

Being compelling and efficient, silent videos have become popular again. Sometimes, video content with sound or without captions can be perceived as unpleasant or even appalling. According to some stats, many internet users watch content on their mobile devices with their sound turned off.

Silent videos help customers consume your content most conveniently. That is why some knowledgeable brands started crafting videos using on-screen text without sound or combining sound with captions. This ensures that you stay user-friendly and deliver your message to your target audience regardless of the sound. This format is also great for some social events or conferences. When working in a noisy environment, people might enjoy a silent video, especially if it's well-done and visually powerful.

LinkedIn Videos

Being one of the leading platforms for business people, LinkedIn has more than 722 million professionals. According to Social Media Today, due to the massive job loss during the pandemic, user engagement on LinkedIn increased by 31% in 2020. However, this social media platform has a treasure trove of opportunities apart from being a job search site and a place to share and promote white papers.

LinkedIn provides a unique opportunity to build brand awareness, personalize human presence, reach a professional audience, and share video updates on your business.

LinkedIn has announced its plans to develop in the direction of B2B video marketing. So businesses are welcome to grab their chance to share video content on this site and attract prospective employees and clients.

Though it's still on the roadmap, consider this video trend and include it in your marketing strategy.

Educational Videos

It's a well-known fact that video is a potent learning tool due to its ability to appeal to both visual and auditory senses. Educational videos are aimed to show your customers how great your products or services are and explain how to get the most out of them. These videos can help marketers generate more leads and boost engagement.

There are 5 types of educational video content you can use to promote your brand:

  • How-to videos
  • Explainer Videos and Product Demonstrations
  • Live streams on social media
  • Online video courses
  • Educational webinars

Suppose you are good at SEO, and your content is informative and exciting. In that case, there is a high probability that users will notice and appreciate it. Therefore, it's worth investing in high-quality educational videos. Note that this video should be aimed at educating people, not selling products or services.

Vlogs

Video blogs, also known as vlogs, are by no means one of the most much-loved kinds of video content. According to Vlogging Pro, about 44% of people watch vlogs monthly.

Brands can use vlogs to share different types of video content, including footage of live events, collaborations with influential figures, video guides on specific features, tips, reviews, big announcements, etc.

Edelman claims that customers are likely to discredit brands these days. So vlogs can significantly strengthen your marketing strategy by humanizing your brand and making it more authentic. This kind of content might seem unfiltered. However, it offers you a unique opportunity to communicate with your prospects more intimately. 

Instagram Reels and TikTok Videos 

While TikTok is still extremely popular, Instagram keeps developing its Reels. This means that videos are sure to rule on this social media platform. As a brand, you have a lot of possibilities to use video content for better user engagement. You can follow some quick trends and instantly get a lot of views, collaborate with brand ambassadors, or share your exciting content. 

Instagram Reels and TikTok Videos allow brands to show their personality, engage with users, show who they are behind the scenes, promote ads, and use hashtags to increase their reach.

YouTube

YouTube is the world's second-biggest search engine. Billions of internet users watch videos on this platform monthly, making it a perfect place for businesses. YouTube can help you gain a vast amount of traffic, whether you share video content on your own channel, use in-stream ads, or even both. 

Still, some facts must be taken into consideration. If you upload videos on YouTube, there is a low chance that you'll become prosperous. Sometimes even big and famous brands have low view counts. You can get good traffic only if you have a carefully thought-through marketing strategy, craft YouTube ad campaigns, and pour cash into high-quality video content. 

User-Generated Content

This trend in video production is likely to continue. It's not a secret that people trust other people more than any brands. Couple that with a massive amount of content shared on the internet daily. There exist a great variety of different ways to present user-generated content. One of the most popular methods is to turn to brand partners who possess the necessary knowledge, platform, and community to reach your target audience. Above all, you can make your followers content generators by inspiring them to share video feedback on your products or services.

Bottom line

With so many different video trends popping up and innovative technologies, the future of video marketing is likely to become more interactive and captivating. Video content is undoubtedly an efficient tool for attracting new leads and keeping consumers engaged. Looking to polish your video marketing strategy and extend your audience reach by sticking to the most popular video trends? Lemons Studio experts know the secrets of successful video marketing. They are ready to help you leverage your brand and grow your business.

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Andrew Kozik
Founder of Lemons

8 years experience in video production, video ads and building successful teams.

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Andrew Kozik and Vlad Gindin founded Lemons (ex Lemon Digital) in 2013 after graduation from the University. In 2019 the company is represented by 18 professionals. With clients: Google, Unicef, Voxbone, AppsFlyer, Band App, XYO Network, EnjinCoin, Rubicon project, Fiverr.

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