09 Jan Video marketing trends to look out for in 2023
Innovation in video marketing technology has revolutionised the way brands connect with their customers. These days, the ability to deliver content to a specific demographic is no longer the domain of large corporates with deep pockets.
The proliferation of social media as well as some clever tech from broadcasters such as Sky AdSmart, allows smaller brands and businesses to speak directly to their target market.
Over the last few years, we have seen new trends emerge as brands adopt and experiment with new technologies. As we begin a new year, here are a few video marketing trends we think we will see a lot more of.
Interactive and personalised video content
We are already seeing the use of interactive videos grow as more and more brands and businesses are starting to see the benefit of interactive content. We expect this to continue throughout 2023 as the technology becomes more accessible and more brands adopt this trend.
Common interactive videos include; “choose your own adventure” which is where the viewer is given options as to where they want the narrative to go. This is great for tourism videos or training videos, allowing the viewer to answer questions and see the consequences. This type of interactive content is a great way to learn about your audiences’ likes and dislikes.
“Hotspot” videos are great for product videos, this allows you to have interactive hotspots which can link straight to a shopping cart allowing your viewers to purchase whilst watching.
“Hub” videos are great for training and onboarding new staff. A “Hub” video is where the content will lead back to a central “hub” section, allowing the viewer to play content in any order.
Interactive video can also include the use of virtual and augmented reality to create immersive experiences for viewers or the use of personalised video messaging to deliver targeted messages to specific audience segments.
Interactive video, we think will be the next must-have for brands and businesses of all sizes.
Live streaming has become increasingly popular in recent years, and it’s likely that this trend will continue to grow in 2023. Live streaming allows brands to connect with their audience in real-time and create a more authentic and immediate connection. Brands are seeing the community-building benefits of having that real-time connection with their audience.
As brands become more eco-conscious, live streaming will continue to be used by brands and corporations to run virtual and hybrid events. Saving massive travel and environmental costs. Live streaming has so far been especially effective for events, product launches, and Q&A sessions.
One big change coming to live streaming can be seen in Tik Tok’s e-commerce feature. A feature that has been massively successful in China but has only just started being trialled in the UK. This feature allows users to combine live streaming and e-commerce. Think teleshopping with instant feedback and a targeted audience.
Over the coming years, we think we will see an explosion in e-commerce live-streams as live-streaming itself, will become a more mainstream form of entertainment.
Relevant video content
As the competition for attention online continues to increase, it’s important for brands to create video content that stands out from the rest. Through social media brands now have the ability to communicate in real-time with their audience. This level of data capture will allow brands to further shape their content as they will know exactly what their audience responds to.
Last year we saw an update to Google’s algorithm in favour of more content that is deemed “helpful” to the user as opposed to being search optimised. In 2023, we can expect to see video content following suit. To remain competitive, brands will need to put a greater emphasis on creating content that adds value to their audience.
Video marketing analytics and measurement tools
As data capture and analysis becomes more and more accessible, brands can deep-dive into and further understand the effectiveness of their video marketing campaigns.
In 2023, we expect to see an increase in the use of these tools to track the performance of video campaigns. These tools allow brands to see, in real time what is effective and fine-tune their campaigns accordingly.
Video marketing is an essential part of any modern marketing strategy, and it’s important to stay up-to-date on the latest trends and best practices. By keeping an eye on these trends and adapting your video marketing efforts accordingly, you can ensure that your brand stays ahead of the curve and achieves the best possible results.
At Clear As Day Productions, we offer a wide variety of production services and keep up to date with the latest trends in video marketing. Get in touch today for a no-obligation consultation!