The top Video Marketing Trends for 2023

With the rise of social media platforms like TikTok, many businesses are utilizing creative videos to engage their customers. Videos have now become an essential part of any successful marketing strategy and their value is expected to grow even more in the future.

Let’s explore the top video marketing trends of 2023 to help you plan your marketing strategy!

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5 Video Marketing Trends for 2023

Personalization

Statistics from Zendesk have shown that over 90% of customers will spend more money with companies who offer them a personalized experience. More businesses are recognizing this and incorporating personalization into their marketing strategies and customer journey.

Data collection and analysis on your customer base has never been easier! Marketing teams can use data driven decisions to produce tailored video content that speaks directly to your customer's preferences and needs.

Personalized clips will usually include the following:

• Explainer videos
• Product demonstrations
• Customer testimonials
• Social media videos
• Customized product recommendations

Shawn Plummer, of the Annuity Expert, said personalized marketing videos allow his company to improve it's return on investment. These videos help them to attract more customers to their services.

Interactive Video

Interactive video allows viewers to actively engage with your content. These videos are even more significant in today’s society as attention spans get shorter and customers are constantly bombarded with content on social media.

Interactive video content continues to trend as it offers an engaging and memorable experience for viewers. It helps your brand become unique in three ways:

• Increase engagement and retention rates by enabling multiple touchpoints for customer engagement. Viewers remember and share content that they have actively engaged with, so companies should share videos that include clickable elements, quizzes, surveys and games.
• Facilitate valuable data collection and analysis. Video platforms have functions to track viewers behavior, providing insights into how viewer's interact with the content. Marketers can use this information to improve future video content and strategies.
• Differentiate from competitors. With the huge amount of content being shared online, brands need to find new ways to stand out from the crowd. Interactive videos serve as the key to differentiating from their competitors and engaging their audience.

“Interactive video content enhances our ways of interacting with students who want to further their education,” said Carson Lang, co-founder and chief operating officer of Test Prep Insight. Lang’s team was able to pursue more students to try out their services for an improved educational journey.

Short-form Video

Short-form videos are increasing in popularity as they deliver concise messages in a fun way on social platforms. Customers in today’s society have shorter attention spans, so they prefer quick and easily digestible content.

Why short-form video is a trend to jump on:

• Social Media: Short-form videos have reached the peak of their popularity on social media platforms like Instagram, TikTok, and YouTube shorts. Companies use these videos to reach Gen Z and Millennial customers who prefer to learn about products and services through quick videos.
• Cost-effective: Unlike longer-form videos, short ones require fewer resources, time, and equipment. Short videos do not need many actors or editors to develop them. So, they’ve become an attractive option for businesses with limited budgets.
• Versatile: Short-form videos can be used for multiple purposes, from brand awareness and product demos to influencer partnerships. They are versatile and work well for companies that like to experiment with their marketing strategies.

Mark Pierce, CEO of Colorado LLC Attorney, said “As an entrepreneur in the legal industry, I believe that video marketing holds immense potential for transforming how legal services are communicated and delivered. In a field that can often be complex and intimidating for clients, video marketing allows legal professionals to humanize their services, build trust, and connect with their target audience on a more personal level.”

Live Streaming

Most people maximize live streaming to share their daily activities, sell products, or record major occasions in real-time. As more people are turning to live streaming for entertainment and business purposes, brands take this as an opportunity to stay above the competition on social media.

Marks & Spencer has accelerated its online growth by delivering a live shopping service. This strategy lets customers watch the company’s product demos, ask questions, and buy items in real-time. M&S have achieved a nearly 5% boost in its year-over-year online sales.

Here are other reasons why live streaming is one of the most important trends in video marketing:

• Authentic: Live streaming helps build trust and credibility by providing an authentic and unedited view of the brand.
• On-the-spot: This video marketing strategy establishes an interactive virtual experience for customers. It enables real-time business-consumer engagement via comments and live polls.
• Affordable: Businesses do not need to invest a large amount of money into live streaming as there is no need for post-production editing. 
• Scalable: Companies can easily scale their live streaming videos to reach large audiences by collaborating with others.

Augmented Reality (AR) and Virtual Reality (VR)

AR/VR technology is an immersive and personalized way to experience digital content for products and services. For example, customers could use their mobile phones to visualize a piece of furniture from a website before purchasing it or a real-estate business could offer virtual tours of homes for sale. 

Although this technology is not widely used, companies can use it to capture customers’ attention and stand out in the crowded marketplace. As this technology continues to advance and become more accessible, you can expect to see more companies using it to create compelling marketing campaigns.

Jerry Han, CMO at PrizeRebel, pointed out that “These technologies enable customers to visualize products or services in their own environment, try out virtual demos, or participate in virtual experiences that simulate real-world scenarios. This level of engagement not only enhances customer involvement but also increases the likelihood of conversions and brand loyalty. Additionally, AR and VR have the power to transcend physical limitations, allowing businesses to reach global audiences and showcase their offerings in innovative ways.”

As video content trends continue to change, it’s important to stay on top of these changes and incorporate them into your marketing strategies. Be sure to sign up for your free VideoScribe trial, so you can create animated videos with ease!