2022 is coming to a close, and we here at StagePost are ready for 2023! To help you kick off your new year right, we’re covering video marketing trends to watch out for in 2023. According to the Content Marketing Institute, 73% of marketers said video has become even more essential to their digital marketing strategy in 2022. This percentage will undoubtedly increase in 2023; is your brand ready?
With audiences using a variety of platforms to engage with video content across the social landscape, channel diversification is one of the key video marketing trends to incorporate into your digital strategy for 2023. Each platform, whether it’s TikTok or LinkedIn, has its own targeting advantages and specific audience segments.
If your business isn’t capitalizing on each platform with targeted video content, growing, converting, and retaining your target audience in 2023 will be difficult. For your company to have a powerful presence in a saturated content market, you have to stay engaged in the online conversations your audience is having, regardless of platform.
More User-Generated Content (UGC)
With TikTok videos on a continuous, meteoric rise, you’ve likely seen many user-generated videos, a.k.a content created directly by users on their respective social media platforms. The biggest appeal of user-generated content (UGC) is this: authenticity. As you create your digital marketing strategies for 2023, keep this in mind: audiences are 2.4x more likely to identify UGC as authentic over branded content. But why is that?
Consumers are 4x more likely to watch a video about a product than to read about it. UGC for brands often comes in the form of a demonstration or testimonial, so viewers can see your product or service being utilized by a real user. Seeing a product being used by someone not on your company’s marketing team feels authentic and more trustworthy to viewers. This approach helps your content cut through the noise, while acting as a powerful medium for sales and awareness.
In a marketing world with so much constant new content, it’s no surprise that 90% of consumers value authenticity as an important factor when considering which brands they want to support.
Audience Targeting Evolution
As data privacy laws continue to evolve, so does the process of targeting your audience online efficiently. But don’t worry! There are still plenty of audience targeting capabilities within each social platform, though with likely fewer analytics for you to utilize.
So what does this mean for your 2023 video content? With fewer analytics to shape your strategies, your video marketing needs to reach a broader audience. As you craft your video marketing plans, invest in creative content that amplifies your brand’s values and identity, instead of extremely targeted, specific content. As long as your company creates a notable, positive experience around your brand, consumer awareness will rise and you can roll with any data privacy changes the new year may bring your way.
Short-Form Video Domination
Here at StagePost, we’re big on brevity! Figuring out how to claim your audience’s attention isn’t getting any easier—Microsoft’s research indicates that the average attention span has dropped from 12 seconds to 8 seconds. There’s no universal definition for short-form video, but the majority of videos created in 2022 were less than two minutes in length. The shorter and more concise your video is, the more likely it is for your viewers to complete the video and remember your brand.
While the major shift to short-form video is due in part to the growing popularity of TikTok, Instagram Reels, and YouTube Shorts, shorter videos tend to perform better in the advertising space for the same reasons. What’s more, 15-second ads are 75% as effective as 30-second ads, at half the cost. How’s that for more bang for your buck?
In today’s short-attention-span, quick-to-click environment, short-form video content will continue to dominate in 2023. To leverage the power of short-form content, create impactful videos that are easy to share on socials and suited for your audience’s attention span.
Get Your Video Marketing Strategy Ready for 2023
With so many growth opportunities for video marketing on the horizon for 2023, your video marketing needs to be perfectly tailored to both your brand’s and audience’s needs.
Ready to get started on your new video? Give us a call today!