Martech authority Hubspot’s State of Marketing 2023 report describes four major influences dominating marketing this year: AI, data privacy, the economy, and video’s seemingly unstoppable rise.
And there’s a reason it’s irreplaceable.
It is the most popular and effective format for the fourth year. Its efficacy as a high-converting, high-performing, and economically rewarding marketing tool goes hand in hand with the fact that millennials and Gen Z are almost always immersed in social media, which continues to be a meaningful part of people’s lives.
It’s also having a significant impact on the creative economy. A 2022 Patreon survey of 13,000 creators from 113 countries found that video is the most popular medium, used by 38 percent of creators.
Whether you are a corporation, a startup, a government organization, a non-profit, or a higher-education institution – if you need to connect with your target audience and profit from that connection – you need to be on top of video marketing trends and keep an eye on the future of video marketing.
This article serves as a resource that will help you do just that.
We’ll cover why video content is so powerful and give you an overview of the reigning video marketing trends of 2023. And we’ll show you how to implement these trends in your video production efforts with us.
Why is video content important in 2023?
Video content is important because, as we’ll see in the data below, video converts; more people (hobbyists, part-time creators, and businesses of all sizes) are making and consuming videos, and video is here to stay.
Video marketing statistics
- According to Hubspot’s survey of over 1,200 marketers across the globe, video content has the highest ROI and therefore plays a big role in their marketing strategy.
Source: Hubspot State of Marketing Report 2023
- Wistia’s survey of over 1500 marketers showed that only 3% of companies plan to reduce their video budget even with a likely recession ahead, and one in seven companies plan to make a heavier investment in video, upping their video spend by more than 10%.
- As of February this year, video accounts for over half of all social network ad revenues, according to Insider Intelligence. This was a number that the research firm expected to reach in 2024.
- Marketing is one of many use cases for video content. Corporates extensively use video to support other departments, such as employee training, sales, human resources operations, and customer support.
What are the video marketing trends for 2023?
The key video marketing trends for 2023 are as follows:
- Short-form content
- Long-form content
- Shoppable video
- Vertical video
- Product demos
A breakdown of video marketing trends for 2023 & how to apply them
1. Short-form content isn’t going away.
Short-form video is content that’s under 30 seconds. This one’s a no-brainer. We all know about declining attention spans and the irrevocable way TikTok changed our brains. 90% of marketers will increase or maintain their investment in short-form video this year, because it’s proving to be one of the most rewarding in terms of ROI.
Wistia research shows that as videos go beyond the 1-minute mark, viewers are less likely to finish watching the whole thing.
Source: Hubspot State of Marketing Report
2. Long-form content
This point might seem contradictory to the previous one but applies especially if you are a business. Long-form video (think webinars and live events) is the fastest-growing video segment and among the highest-performing videos according to businesses. Long-form videos above 30 minutes saw over 11,000% growth over the past decade compared to 36% growth for videos under 30 minutes.
Source: Hubspot State of Marketing Report
Application: If you are a government agency, a B2B business, or in any industry with a long buying cycle where customers do intensive research before making a purchase decision, this might be right for you. Good examples include product videos, educational videos, and webinars. Long-form content can also be used for internal communications, training videos, presentations, recruiting, and employee onboarding.
3. Shoppable video
Shoppable video content is an evolution of video commerce (which is still a robust and rewarding trend). In shoppable video content (you might also hear it called live video shopping or live streaming e-commerce), products are presented and shown to potential buyers through a live, interactive video feed. In this setting, a host explains and displays products in real time, and viewers can buy products straight from the feed.
In Ikea’s shoppable video for sleep solutions, the yellow icons and the button on the bottom left are clickable links that take you to the product on Ikea’s online store.
Application: You can use tools like Videowise, WIREWAX, Adventr.io, or Amazon Live to turn your videos into shoppable content. Publish them on your e-commerce pages, website, YouTube, and any other social media platforms you’re on.
4. Vertical video
Vertical videos are shot in portrait orientation. If you’re reading this on a mobile device, chances are, you’re holding your phone vertically. This trend has been on the rise for the past couple of years. It is so impactful that according to Dyana Najdi, Managing Director of Video and Display for Europe and MENA at Google, the company is currently experimenting with a machine learning tool that reformats landscape videos into square or vertical formats based on how someone is watching YouTube.
Application: Most of your audience is likely to be watching on mobile. Make sure that your video is compatible with watching in portrait mode. Otherwise, it might result in a “squeezed” resolution.
5. Product demos
In keeping with viewers’ preferences for e-commerce videos (online infomercial-style videos that showcase products, demonstrate how they work, and their details), product demos come out on top regarding ROI, even above trendy, newsworthy content.
Source: The Video Marketing Playbook Hubspot
Application: If you have a limited budget and can spend only on one video – make it a product demo. This is a non-negotiable for startups (especially if you are in the tech space) and any kind of product-led business.
Enlist the best video production services in Washington DC.
A significant constraint marketers experience regarding video strategy is a lack of time and resources. We get it. Video production can be very technical and challenging to get right, but we can help.
With over 25 years of experience working with some of the top government, corporate, education, and non-profit organizations in the US, we make videos with finesse and technical quality that keep up with video marketing’s changing trends. We offer various video production services, including script development and post-production. No matter what roadblocks you’re experiencing, we can help. Reach out to us today!
