Unpacking the Video Marketing Trends that Truly Matter in 2023

If a picture’s worth a thousand words, how many is a video worth? A million? A billion?

Well, we won’t attempt to quantify it—but let’s just say it’s a lot. So let’s cut to the chase: in 2023 if your business isn’t capitalizing on video marketing, it’s the digital equivalent of going dark.

Why Video Marketing?

Remember when Mark Zuckerberg predicted back in 2016 that Facebook would be mostly video in five years? Fast forward to today, and most content consumed online today is indeed video.

Take the unexpected success of Peloton, for example. When gyms closed during the pandemic, Peloton’s at-home exercise bike with a screen showing real-life spin classes took the world by storm.

But was it really the bike that people loved? Or was it the engaging, high-quality video content that made users feel like they were part of a community, even while they were locked down at home? I think you know where we’re going with this.

Simply put, videos are the charismatic storytellers of the digital world. They’re engaging, memorable, and—when done right—can be incredibly persuasive.

Plus, they cater to our inherent laziness. Who wants to read through a 2000-word product description when they could watch a 2-minute video instead?

Still not convinced? Think about this:

• HubSpot found that 54% of consumers want to see more video content from a brand or business they support.
• Wordstream reports that the average user spends 88% more time on a website with video.

So, who should be creating video content?

If you have a message to share, a product to sell, or a service to offer, you should be in the video marketing game.

From startups like Dollar Shave Club whose hilarious video ad took them from obscurity to a $1 billion buyout, to giants like Apple using cinematic storytelling to sell their latest gadgets—everyone’s doing it.

So whether you’re a solopreneur, a small business owner, or a marketing manager for a multinational corporation, it’s time to yell, “Action!” and get that camera rolling.

12 Video Marketing Trends to Pay Attention to in 2023

1. Video SEO is Evolving

“Adapt or die,” as the saying goes.

This may seem dramatic for a discussion about video SEO, but digital marketing is only getting more competitive.

So what’s new in the world of video SEO?

Well, the days of stuffing your video description with keywords and hoping for the best are long gone. Google’s algorithm has evolved. It’s all about context, relevance, and user intent.

Google’s AI now understands the content of the video itself. It’s looking for how your video content can answer a user’s query most effectively. So if you’re creating high-quality, relevant video content, Google will recognize this and reward you accordingly.

Then there’s the rise of video SERP features.

Videos are among the top SERP features that drive traffic. Have you noticed the ‘Videos’ carousel on Google search results? It’s no coincidence.

Let’s take TED Talks as an example. Search for “inspiring TED talks,” and you’ll see a slew of TED videos before you even hit the first text-based link.

And we can’t forget about local SEO. 

Taking advantage of local markets where applicable can gain you tons of followers.

Go to your video’s settings and add appropriate locations along with any maps to provide geotagging.

Be sure to include any NAP (name-address-phone) data directly in your video descriptions. This way YouTube and other search engines can verify your business and rank your content higher within search engine results.

2. Short Vertical Videos

We’ve all been there. You’re scrolling through your social media feed when you come across a video that piques your interest.

It’s a short clip, no longer than a minute or so, and it’s in a vertical format, perfect for your smartphone screen. You can’t help but watch. And just like that, you’ve fallen into the rabbit hole of short vertical videos.

Welcome to the age of TikTok, IG Reels, and YouTube Shorts.

Let’s start with TikTok, the platform that turned short videos into a cultural phenomenon. With over one billion users worldwide, TikTok has proven that you don’t need a Hollywood budget or a 3-hour runtime to captivate an audience.

Sometimes, all it takes is 15 seconds and a catchy dance routine. Just ask Charli D’Amelio, the teenager who parlayed her TikTok fame into a multi-million dollar brand.

Not to be outdone, Instagram introduced Reels, their own take on the short vertical video format. And it’s been a hit!

Brands like Sephora have been using Reels to create quick, fun tutorials with followers hitting the ‘Save’ button faster than you can say “smoky eye.”

Then there’s YouTube Shorts, the latest short vertical video arena contender. YouTube, the granddaddy of online video platforms, has embraced the short, vertical format, proving that you can teach an old dog new tricks.

So what does this mean for the benefits of video marketing strategy? It’s time to think small … and vertically.

Your audience is on their phones, scrolling through short videos. They want content that’s quick, engaging, and easy to consume. And if you can deliver that, you’ll have them hooked. So grab your phone, flip it upright, and start filming.

3. USG (User-Generated Content) & Raw Content

There’s a new trend stealing the spotlight in video marketing, and it’s as unfiltered as an early morning selfie: User-Generated Content (USG) and raw content.

Gone are the days when slick, highly-produced videos were the only way to win viewers’ hearts. 

Today’s audiences crave authenticity. They want to see the real you. And this is where USG and raw content come into play.

User-Generated Content is exactly what it sounds like, content created by users.

For example, Coca-Cola’s Share a Coke campaign encouraged fans to share photos of personalized Coke bottles on social media. The result? A tidal wave of free advertising and skyrocketing engagement rates.

Meanwhile, raw content is all about keeping it real.

Think less “polished TV commercial” and more “behind-the-scenes footage.” Everlane, a clothing brand known for its radical transparency, often shares raw, unedited videos on its Instagram Stories, showing everything from the creation process to office life. And their audience loves it.

According to Stackla, 86% of consumers say authenticity is important when deciding what brands they like and support. And nothing screams authenticity like USG and raw content.

So next time you plan a video shoot, remember: it’s okay to let your hair down and show your audience the real, unfiltered you. Who knows? They might just love you even more for it.

4. YouTube is Still Important

You didn’t think we’d forget about YouTube, did you? Despite the rise of short, snappy vertical video platforms, YouTube is still a key player.

Sure, the new kids on the block, like TikTok and IG Reels, might be stealing some of the spotlights, but YouTube won’t give up so easily.

With over 2 billion logged-in users monthly, YouTube is still the second most visited site in the world, just after Google. Now that’s what I call staying power.

Why is YouTube still so crucial? Because it’s where people go when they want to dive deep into content. Want to learn how to change a tire or cook a five-course meal? Chances are, you’ll find a YouTube tutorial for it.

Look at Gordon Ramsay. His YouTube channel has over 19 million subscribers, with videos ranging from quick recipes to full episodes of his TV shows. It’s the perfect blend of educational and entertaining content that keeps viewers coming back for more.

And let’s not forget about YouTube’s SEO benefits. Since it’s owned by Google, YouTube videos often rank highly in search results. So a well-optimized YouTube video can be a powerful tool for driving traffic to your website.

Bottom line: yes, the video marketing landscape is evolving. But don’t count out YouTube. It’s still a heavyweight contender in the ring, and it’s not going down without a fight.

5. AI in Video

If you thought Artificial Intelligence (AI) was confined to sci-fi movies and your smartphone’s assistant, think again. AI has been quietly revolutionizing the video industry, and if you haven’t been paying attention, it’s time to tune in.

AI in video?

Yep, you heard right. From automated video editing tools to advanced algorithms for predicting viewer behavior, AI is making video creation and marketing more efficient and effective than ever.

Then there’s AI’s role in personalizing video content. Platforms like Spotify and Netflix use AI to analyze user behavior and recommend content.

Imagine applying this to your marketing video strategy. By using AI to understand your audience’s preferences, you can create personalized video content that hits the mark every time.

According to a report by PwC, the use of AI in the entertainment and media industry is expected to grow at a compound annual growth rate (CAGR) of 28.6% between 2020 and 2025. So if you’re not on board the AI train yet, now’s the time to grab your ticket.

So, next time you’re struggling with a script or trying to figure out what your audience wants, remember: AI’s got your back.

6. Video in Ecommerce

Remember the good old days of sitting in front of the TV, mesmerized by the enthusiastic presenter on QVC selling you a product you didn’t know you needed?

Fast forward to the digital age, and that’s exactly what’s happening again. But this time, it’s on your smartphone screen.

Welcome to the world of video in ecommerce.

First up, video ads. They’re not the pesky pop-ups of the past anymore. Today, they’re more like mini-movies that tell a story – a story designed to sell you something.

Next, shoppable videos. Ever watched a makeup tutorial and wished you could click on the lipstick and buy it right then and there? Well, now you can. Platforms like Instagram and YouTube are introducing shoppable videos, turning passive viewing into active shopping.

Fashion brand Kate Spade pioneered this space, creating a shoppable video series featuring Anna Kendrick in 2015.

Viewers could click on products in the video, add them to their cart, and checkout without ever leaving the video. It’s like window shopping from your couch.

So next time you plan your ecommerce strategy, remember: video is not just the future; it’s the present. And if you’re not using it to its full potential, you’re leaving money on the table.

7. Go Live

Live streaming showed us a whole new level of unfiltered, unedited reality. Now, we’re not just viewers but active participants, engaging in real-time with the show’s stars.

In video marketing, live streaming is where it’s at. And there’s one simple reason why: FOMO, or Fear Of Missing Out. When something’s live, it’s happening right now. And nobody wants to be left out of the now, do they?

Take Facebook Live, for instance. According to Facebook, users spend 3x longer watching live videos than traditional videos. And it’s not just for celebrities or big brands.

Small businesses like your local bakery or yoga studio use live streams to connect with their customers in real time.

Then there’s Twitch, the live-streaming platform that started with gamers and has since expanded to include all sorts of content.

Twitch streamers can interact with their viewers by answering questions, responding to comments, and even taking requests. It’s like a live, interactive TV show.

And let’s not forget about Instagram Live.

From live workouts to cooking classes to impromptu concerts, Instagram Live allows anyone to become a live broadcaster. Even the Metropolitan Opera has hopped on the bandwagon, offering free nightly live streams of past performances.

So, if you’re looking to up your video marketing game, it’s time to go live. It’s authentic, it’s real, and it’s happening right now.

8. Build a Community

Humans crave connection, interaction, and a sense of belonging. And that’s exactly what building a community through video can offer.

It’s not just about broadcasting content; it’s about creating a space for conversation, engagement, and connection.

Let’s revisit TEDx. They’ve built a global community around shared ideas, using video as their primary tool. Their videos spark conversations, inspire change, and unite people, all while clocking up millions of views.

So next time you create a video, remember: it’s not just about views, it’s about building a community.

9. Educational Video

Remember your boring school textbooks?

Imagine if you could have learned history through an engaging video or mastered calculus with a fun animation. Sounds better, doesn’t it? Welcome to the world of educational videos.

Educational videos are a growing trend in B2B video marketing, and it’s not hard to see why. They’re a fantastic way to provide value to your audience, establish your brand as an authority, and build trust with your viewers.

Just look at Khan Academy, a nonprofit that provides free online educational videos on everything from algebra to art history. With over 20 million learners a month, they’re proof that education and entertainment can go hand in hand.

And businesses are catching on.

According to a Wyzowl report, 94% of marketers say video has helped increase user understanding of their product or service.

So if you’ve got some knowledge to share, why not turn it into an educational video? Your audience is ready to learn, and you just might be the best teacher they’ve ever had.

10. Atonomizing Video

Who said one video could only serve one purpose? Welcome to the world of atomizing videos, where one video can lead to a dozen pieces of content. It’s the video equivalent of leftovers, except much more appetizing.

The concept is simple: you create a main video (think of it as your ‘full meal’), and then you break it down into smaller pieces or ‘snacks’ that can be shared across different platforms.

Think about that fantastic interview you filmed.

Sure, the full-length version is excellent for your YouTube subscribers, but what about your Instagram followers? Or your Twitter audience?

That’s where atomizing comes in. You can create shorter clips or quote graphics for social media, transcribe the interview into a blog post, or even turn the key points into an infographic.

Take Gary Vaynerchuk, for example. He’s a master of atomizing content.

He’ll record a keynote speech, turn it into a podcast episode, create short video clips for social media, and even pull out quotes for graphics. He gets the most out of every piece of content he creates.

So next time you create a video, don’t just think about the “full meal.” Instead, think about all the delicious ‘snacks’ you can create from it. 

11. Diversify Your Content

If you’ve ever sat down to a dinner of just mashed potatoes (no matter how buttery and delicious), you’ll understand the importance of a varied diet.

The same goes for your video content marketing. You can’t serve up the same thing every day and expect your audience to stay hungry for more.

Diversifying your content means mixing it up. It’s about creating a blend of promotional videos, educational content, behind-the-scenes sneak peeks, customer testimonials, and live streams. 

The key is providing value in different ways, keeping your audience engaged and returning for more.

Look at Red Bull. Yes, they sell an energy drink, but their content goes beyond that. They produce high-adrenaline sports videos, music events, documentaries, and even a TV channel!

They’ve understood that their audience is interested in more than just a can of energy drink; they’re interested in a lifestyle.

Brands that diversify their content see an increase in engagement, brand loyalty, and reach. So start thinking about how you can add some flavor to your content mix.

12. Add Subtitles and Consolidate

Subtitles ensure your message gets across, even in silent mode. Plus, they make your content more accessible, reaching a wider audience.

Take Netflix, for example. They’ve made binge-watching international shows easy by offering subtitles and dubbing options. Your video content should aim for the same level of inclusivity.

And what about consolidation? It’s all about making your content easy to consume. You don’t want your viewers bouncing around the Internet to watch your content.

Having all your videos in one place, like a dedicated YouTube channel or a video page on your website, makes it easier for viewers to binge-watch your content (and who doesn’t love a good binge-watch?).

So remember: add subtitles to your videos and consolidate your content. Making life easier for your viewers is always a winning strategy.

Make Video Content Marketing Work For You

Let’s face it: video marketing is not only competitive, it’s challenging. You need a guide, a seasoned pro who can help you create videos that drive views and increase overall traffic. That’s where we come in.

At Ignite Visibility, we’re not just observers of these trends—we’re the pioneers and the trailblazers. We understand the power of video marketing and have the expertise to turn that power into measurable results for your business.

So if you’re ready to take your video marketing to the next level, we can help.

Whether you’re looking to create engaging educational videos, build a vibrant online community, or harness the power of live streaming, we’ve got the skills, strategy, and creative spark to make it happen.

Don’t just watch the trends—be part of them. Get in touch with Ignite Visibility, and let’s start creating some video marketing magic together.