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10 Video Marketing Trends for 2022/2023

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08 November 2022
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10 Video Marketing Trends for 2022/2023
Video marketing trends have evolved over time, from 30-second ads and viral videos to vlogs and live videos. Furthermore, new technologies have made it possible to create more engaging video formats such as 360-degree experiences, ephemeral videos, and shoppable videos. The only remaining question is how to incorporate these new video marketing tactics into your existing campaigns.
To assist you, we've compiled a list of the most important video production trends. We have addressed the developments critical to optimizing your video marketing campaigns, from the rise of interactive videos and emerging video formats to changing customer expectations and the increased use of marketing platforms.
A picture is said to be worth a thousand words. As a result, one can only imagine the impact that a video can have.
Videos engage both the auditory and visual senses, allowing your message to be conveyed more effectively than other forms of visual content. Furthermore, because we've gotten so good at scrolling past images on social media, videos have become the best way to capture your audience's attention and keep them engaged for longer.
More than half of consumers say they interact with brands that use video content to distribute information about their products. This is due to the fact that most shoppers today want something more substantial than advertisements.
This is supported by a more recent study, which found that 68% of consumers prefer to learn about new products or services by watching videos. This elevates it above text-based articles, infographics, presentations, and eBooks.
However, the same study noted an increase in competition and noise in video marketing over the last few years. This demonstrates that, even if videos are at the top of the virtual food chain, simply producing them for your brand does not guarantee campaign success. After all, there are so many branded videos competing for consumers' attention.
Furthermore, since the heyday of TV commercials, branded video production has become increasingly sophisticated. The prevalence of social media has also compelled marketers to make their videos more interactive, creative, and innovative. To help you keep up, we'll go over various video marketing statistics to see what's new in this field.
1.    Video Marketing Funnels
More and more consumers are discovering brands through video these days. Eighty-four percent of buyers made a purchase decision after watching a brand's video. Furthermore, 80% of consumers purchased software or an application after watching a video about it. These figures demonstrate that video is becoming an essential part of the customer journey. Furthermore, the pandemic has increased video consumption, with 96% of consumers reporting an increase in the amount of time they spend watching videos.
Is this to say that traditional marketing methods are no longer effective? Absolutely not. However, incorporating video into your current marketing strategy means that you are covering more ground. Eighty-seven percent of consumers look for product information online before making a purchase decision, and video can encourage them to buy from your brand.
Furthermore, this encourages consumers to interact with brands because they may have additional questions before making a purchase.
2.    Video and LinkedIn
LinkedIn, the professional social media site, has approximately 722 million users. Engagement on LinkedIn has increased by 31% in 2020 as people access the site looking for work due to job loss caused by the pandemic. However, the platform can be used for more than just job searching and sharing white papers.
LinkedIn recently announced that it is shifting its focus to B2B video marketing. This is a chance for businesses to use video to reach out to potential employees and clients.
It remains to be seen, however, how much of a positive impact this can have on business metrics. However, considering that video marketing has been a boon to brands on any platform, it would be prudent to factor this development into your marketing plans.
3.    Real-Time Selling and Buying via Live Videos
Social media has drastically altered the business landscape. It has bridged the gap between brands and consumers by providing a platform for them to interact on a more personal level. This is ideal for engaging existing customers and leads who are enthusiastic about what your brand has to offer.
The only issue here is that this is insufficient to reach out to new prospects. Back then, posting on your feed on a regular basis, responding to comments, and sharing substantial content were all surefire ways to establish a strong online presence. However, because social networks are increasingly focusing on meaningful social interactions between individuals, brands are having a more difficult time than ever before landing on their target audience's news feeds without paying.
Live videos are one thing that can help you change this. Because they occur in real-time, live video events are frequently prioritized by social media algorithms. In a 2020 report, Facebook Live was revealed to be the most engaging format on the platform.
Furthermore, live videos can hold viewers' attention three times longer than pre-recorded videos and generate six times more interactions. This is due to the fact that many people (79%) believe live videos provide a more authentic experience for audiences and that they add a human touch to digital marketing campaigns (63%). 
Aside from that, a recent trend is live selling via Facebook Live. Individual sellers and businesses are using live videos to sell products before posting them on their websites. Customers who are watching the video are also reserving the items and completing the transaction afterward.
However, Facebook and Instagram are about to launch a new feature for real-time shopping. This feature is already available to a small number of creators or accounts and will be available to more users later this year. Instagram has also stated that the feature will be available to all types of businesses, not just online retailers selling physical goods. 
4.    Video Experiences in 360 Degrees
Videos are excellent for providing customers with a visual representation of what your company has to offer. Videos, as opposed to pictures, allow viewers to see the product or service in action. However, if you want to showcase your products and services, you should consider something more immersive, such as 360-degree videos.
This is one of the video content trends that has reshaped many consumers' viewing experiences. It gives them more say over how they perceive a product or service. Furthermore, they believe that this type of video allows them to "demo a product" before deciding to purchase it.
As a result, it's no surprise that 98% of consumers believe 360-degree videos are more exciting than other video formats. 
Furthermore, when compared to regular videos, 360-degree videos have a +46% video completion rate and a +300% click-through rate.
Qantas Airlines' Hamilton Island VR experience is one example of how 360-degree videos are used for marketing. They were able to promote the travel destination by providing travelers with a better idea of what to expect when visiting. In the meantime, Visit Dubai launched a similar campaign to promote the Dubai Mall. They used the technology to take viewers on a virtual tour of the mall.
Of course, these examples were done on a much larger scale, so it may be difficult for smaller businesses to replicate. However, you may be able to use this technology to give a tour of your show, document an event, or even show a preview of your production line.
5.    Video Production with Less Is More
Almost every year, new video production technologies are introduced. Consider cinemographs, 4K videos, hyper-lapse tools, and fast cameras. However, it appears that businesses are not required to keep up with these complex, not to mention costly, trends.
The trend toward simple video production is expected to continue, if not accelerate, into 2020 as more businesses increase their efforts to release more content in order to stand out from the crowd.
Only a few years ago, luxury car manufacturer Bentley shot an entire advertisement on an iPhone. They could have used expensive Gimbal stabilizers and lens adaptors, but the entire video was shot on a phone. Since then, other brands have followed suit by creating short videos for social media marketing.
6.    Search-Engine-Optimized Videos
As search engine algorithms become more intelligent and businesses become more aware of these changes, optimizing video content will remain a critical component of your video marketing strategy.
Google added a "Featured Videos" card to their search engine results in 2018. This update will play short segments of various videos related to your search keywords. For example, if you search "Nara, Japan," you're likely to see featured vlogs highlighting the area or travel agency-sponsored videos that are meant to give you a quick tour of the place. After that, simply hover over each video to see a preview of its content or click on it to watch it in its entirety.
Furthermore, if we go back a little further, video SEO began much earlier than this, via the YouTube search engine. After all, an increasing number of internet users have come to rely on video-sharing platforms for their daily dose of interesting, educational, and entertaining content in recent years.
Of course, where there is demand, there will be an increase in supply. As a result, as more content becomes available, it becomes increasingly important to optimize your videos for search so that they stand out in the crowd.
Here are some pointers to get you started:
•    Making use of video file names, titles, and descriptions that include your target keyword.
•    Including relevant tags, particularly popular keywords related to the topic of your video
•    Subtitles and closed captions are being added.
•    Making unique thumbnail images for your videos.

7.    Videos for Education
There is no doubt that videos are excellent learning tools. Videos, which engage both the auditory and visual senses, make it simple for educators to create effective and compelling instructor-led lectures, how-to tutorials, and simulations. However, from a marketing standpoint, you can use this to generate more leads.
We are currently living in an era of advertisement overload. You will see advertisements whether you are watching TV, browsing the internet, scrolling through social media, or simply commuting to work. Not only are there too many advertisements at times, but they are also too intrusive, slowing down page loading times. As a result, customers are blocking advertisements wherever they can. In fact, 47% of internet users now use ad-blocking software.
You can avoid this as a business by investing in informative content. To begin with, these are not advertisements, so as long as you are diligent with SEO, your content has a good chance of being noticed. More importantly, this type of video is intended to educate rather than sell. As a result, if your video is compelling enough, leads will undoubtedly click on it.
8.    Branded Vlogging
Vlogs are one of the most popular types of video content among internet users in terms of online viewing habits. In fact, more than 44% of Internet users watch vlogs each month.
Individuals frequently use vlogs, or video blogs, to document their daily lives, share their expertise, showcase their talents, or simply express themselves. In recent years, however, we've seen celebrities and micro-influencers use this to interact with their fan base. Similarly, several brands have followed suit.
The question now is; how does this type of content help your marketing strategy? The best response is that it enables you to humanize your brand. Vlogs' raw and unfiltered feel allows you to connect with your target audience on a more personal level. As a result, making your brand more approachable and authentic is critical, especially now that many consumers appear to distrust brands.
Don't worry if you want to start incorporating this but have no experience creating vlogs. There are numerous video editing tools available for beginners.
9.    Interactive videos
Customers have higher expectations now than ever before. Gone are the days when providing good services and quality products were sufficient to build a loyal customer base. Customers are increasingly drawn to brands that can offer them unique, technologically advanced shopping experiences. In fact, 75% of consumers expect brands to use new technologies to improve their experiences.
Interactive video is one of the emerging trends that aims to solve this problem. After all, with the rise of augmented and virtual reality technologies, it is now easier than ever to create these types of videos. So much so that nearly a quarter of video marketers have begun to use interactive video as a channel. Experts predict that by the end of 2019, this figure will have risen to 50%.
Maybelline is one of the brands that has already used this as part of a marketing campaign. They created an interactive step-by-step make-up tutorial featuring their new products to launch their product line in North America and Europe.
A more recent example is Disney's promotion of the live-action Jungle Book film. There, viewers can get a sneak peek at the film and, if they want, move the video slider to see how Disney shot it. They can even click on the characters to see brief descriptions of each one.
These are just two examples of interactive videos and how they will impact video marketing in 2020. Keep in mind that AR and VR technologies are still in the early stages of development. As these technologies advance, we can expect interactive videos to become more diverse in the near future.
10.    Longer advertisements
Many brands braced themselves for the age of micro advertisements when social media platforms like Twitter and YouTube introduced 6-second video ads.

To begin, Eggo waffles introduced the L'Eggo Your Eggo commercial (Eggo Waffles on YouTube), in which they simply poured syrup on freshly cooked waffles. Meanwhile, Halls released a short video for Halls Kids Throat Pops, which featured a child sucking on the candy to relieve coughing. Aside from these, there are numerous other similar ads from well-known brands such as Dove, Subaru, and Doritos.
At the time, it appeared that micro-videos were about to revolutionize the video marketing game. After all, by keeping ads short, they can increase video completion rates and reach more effectively. Furthermore, because these ads are so brief, there is a slim chance that prospects will find them irritating.
Despite the benefits of 6-second ads, it appears that many businesses prefer to produce longer advertisements. According to a study conducted by Digital Content Next, 40% of all online ads launched between 2018 and 2019 lasted an average of 15 seconds. During the research period, 0-5 second ads accounted for only 3% of all online ads.
That being said, we can conclude that longer video ads are not going away anytime soon. In fact, it may even thrive as more engaging and interactive video formats emerge.
Change Your Video Marketing Strategy Now!
We've all heard it a million times: content is king. However, it appears that not all content is created equal.
Among the various digital marketing trends, video has an advantage, and for good reason. Modern consumers want information as soon as possible. As a result, video allows you to give them exactly what they want. Videos are also more difficult to overlook than other types of content.
Furthermore, as the industry moves toward the use of more advanced technologies, the future of video marketing is only going to get more immersive and interactive. As a result, it will become more effective in attracting leads and keeping customers interested in what your brand has to offer.
Of course, this does not mean you should abandon other forms of content in your marketing campaign. Using text-based articles, images, videos, and other types of content in tandem will help you achieve better campaign results.
To that end, be sure to check out our collection of digital marketing trends to help you manage your overall marketing efforts. This should assist you in better aligning your video marketing efforts with a larger marketing strategy.


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