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5 Video Trends
of 2023

10 jan 2023 | by julie jones

This is probably not news to you, but we feel the need to say it anyways: Video will rule the internet in 2023.

Time and time again, consumers are choosing video over other forms of content. And, that means marketers should be too! Video is an extremely useful tool for both traditional and content marketing. It can be used in various formats on almost every digital platform. Video godfather, Youtube, still reigns supreme (In fact, it has recently surpassed Facebook as the most popular outlet for influencing consumer behavior),
but other video platforms are burgeoning too:

  •  TikTok was the fastest growing social media platform in 2022 with over 176 million downloads!
  •  LinkedIn users are 20x more likely to share a video than any other form of content.
  •  Emails with video have a 300% higher click rate than those without.

What this means is you need to start thinking about incorporating more video in your marketing strategy, stat!

We’ve pulled together a list of five video trends we think will dominate this year. Remember, whatever types of videos you create, a creative concept and strategic marketing plan is still key.

1. Keep it short!

Inspired by the popularity of TikTok, Youtube created Shorts and Meta created Facebook and Instagram Reels. All of which have been a rapidly growing way of consuming content over the past few years.

The videos range from 15 – 60 seconds in the vertical format. With over 5 TRILLION (with a T!) views this year, Shorts are a trend that’s hard to deny! If your marketing strategy doesn’t include allocating time and resources to create and promote short series videos, you’re at serious risk of falling short of your goals.

2. Knowledge is power

A Google study in the US & UK found that over 23% of users visit websites specifically to learn how to do new things. And, “how to” was one of the most popular search categories on YouTube in 2022.

How-to videos position you as an expert with the solution to your audience’s pain point. It’s a great way to build brand trust and loyalty by providing value to your viewers.

The best part? It’s a type of content that brings users to you instead of having to go out looking for them!

3. Shoppable videos

Shoppable Videos are short video clips showcasing your products and services. They allow viewers to click on links to learn more and to buy instantly.

Reports state that 40% of marketers are already using Shoppable Videos in their sales funnel. Other studies on the trend indicate that 41% of viewers add products to their cart directly, and it helps increase purchase intent by 9x.

These videos are particularly powerful because users don’t have to leave the video to make the conversion. You essentially mimic the experience of a website so shoppers can make a purchase without leaving social media platforms. The format is simple: create a video showcasing a product or service and then allow users to swipe-to-buy using Instagram or Snapchat ads.

4. Algorithms love live!

While consumers prefer video content in general, they engage at a much higher rate when the content is live. On Facebook, for example, users watch live videos for 3x longer than pre-recorded videos, and live content generates 6x more interactions. Live video events are often prioritized by social media algorithms because they’re happening in real-time.

Growing in popularity is individual sellers and shops utilizing live video to promote products before they post them on their online stores. Consumers who are tuning in to the video are also reserving the items during the stream and finishing the transaction afterward.

5. Keep it quiet

People are watching videos on their smartphones everywhere they go – on the bus, at the office, in between classes, etc. According to Verizon Media, a whopping 92% of people watch videos with the sound off when they’re using their mobile devices. After all, who wants to hear loud noises coming from your phone while in public or doing another task?

That’s where video captioning comes in.

Captions are becoming standard for social media videos, even when they’re not necessary for users to understand the video. Users watch captioned ads for 12% longer than videos without captions, so more and more marketers are creating videos specifically to be watched silently.

A few reasons why captioning your videos is beneficial:

  • They make your message more powerful

Captions add a little something extra to your videos. They engage the user right away, making your content automatically more appealing. They also help your viewers to fully grasp the meaning of your videos and retain the most important information.

  • They help boost your SEO

Search engines can’t watch your video, but they can pick up your caption transcripts! This means that relevant keywords in your captions can help your video rank higher.

  • They increase your accessibility

Including captions means making your video more inclusive, especially for people with hearing disabilities or deafness. We think that ensuring your content is accessible to everyone is a good enough reason in itself to consistently use captions.

A must-have for marketers in 2023

Video remains an essential marketing tool with a diverse range of styles and approaches. You’re sure to see video pop up in social media trends and digital marketing trends everywhere this year. Smart marketers  will continue to utilize and experiment in this rapidly changing medium if they want to catch the next digital wave!  

For additional video marketing tips and trends, follow along with us on social media, or check out the blog section of our website.

Julie Jones

copywriter and brand manager

A creative, big-picture thinker, Julie loves to tell stories that make audiences feel things.
As Insight’s Copywriter and Brand Manager, she aims to create compelling content that influences, empowers, or engages readers, and hits the mark for our clients, every time.

Julie Jones

copywriter and brand manager

A creative, big-picture thinker, Julie loves to tell stories that make audiences feel things.
As Insight’s Copywriter and Brand Manager, she aims to create compelling content that influences, empowers, or engages readers, and hits the mark for our clients, every time.

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